- veronica.tejero@universidadeuropea.es
- School of Social Sciences and Communication - Valencia
Associate Professor
Dra. Verónica Tejero Martos
- Business and Technology
- Communication and Marketing
Professor with a PhD at Universidad Europea de Valencia, attached to the Business area, where she teaches on the Marketing and Business Administration and Management degree programs, and serves as coordinator of External Academic Internships. She holds a PhD in Marketing from the Universidad de Valencia, complemented by a Bachelor's Degree in Business Administration and Management and a Diploma in Business Studies.
Her research activity focuses on the field of marketing, addressing topics such as consumer behavior, brand value, B2B marketing, the relevance of the salesperson, and personal selling. These research lines are shaped by more than a decade of prior experience in marketing departments, which has enriched her analytical and applied approach to developing academic knowledge.
Academic background
PhD in Marketing
- Universidad de Valencia
- 2025
Bachelor's Degree in Business Administration and Management
- Universidad de Valencia
- 2013
Diploma in Business Studies
- Universidad Miguel Hernández
- 2010
Professional experience
Degrees
Publications
https://dialnet.unirioja.es/servlet/articulo?codigo=10285887
Case study analyzing prescribers' opinions (mainly physicians) to identify competitive groups within the pharmaceutical industry. Through a comparative analysis, it examines how healthcare professionals perceive different pharmaceutical companies and medicines, and how these perceptions can help segment the market, understand real competition, and improve the positioning strategies of pharmaceutical companies.
Application of Artificial Intelligence to Project Management: A Practical Experience Aimed at Future Project Managers
Study describing a practical experience on the use of artificial intelligence in project management, aimed at future project managers. It presents how AI tools can be applied to key project management tasks (such as planning, monitoring, decision-making, or risk management), and shows the results and lessons learned during implementation, with the aim of improving the training and preparation of new project managers.
Methodological design of a case study research based: innovative learning from the perspective of two technology startups
Presents an educational experience at the university focused on how artificial intelligence, specifically ChatGPT, can be used to promote digital skills among tourism and leisure management students. The study shows how the tool was integrated into the training process, what activities were carried out, and what learnings, benefits, and challenges were identified, with the aim of improving students' digital literacy and professional preparation.