Mexico City, May 20, 2026 – The Bachelor’s Degree in Marketing at Tec de Monterrey, Mexico City campus, commemorated its 35th anniversary with a special event titled “Regreso a Casa” (Back Home). The gathering brought together industry leaders and distinguished EXATEC (alumni) to underscore the pivotal role of marketing professionals in the global landscape.
Global Recognition and Industry Insights
During the event, directors proudly highlighted the program’s impressive international standing in the QS Rankings. The School of Business secured a spot in the Top 50 worldwide, while the Marketing program itself achieved an outstanding 17th position globally.
“Being in the top 17 means that you are graduates of a school and a program that is above Yale University, the University of Paris, among others,” stated Sergio Pulgarín, Dean of the School of Business for the Mexico City campuses. “Therefore, it is a great responsibility to be within the top, not only for the institution but also for our students and graduates.”
The celebration also featured a panel discussion with prominent EXATEC: Luis Pablo Pérez Torrescano, Senior Marketing Manager for Latin America at Coca-Cola; Adriana Rius, Brand and Communication Director for America at 3M; and César Muratalla, Marketing Director at Bandai Namco Mexico. They shared their career journeys and discussed the future of marketing and technology.
The Impact of AI and Globalization in Marketing
Adriana Rius addressed the phenomena of globalization and content democratization, emphasizing the need to prevent disconnection caused by the widespread use of artificial intelligence. “Consumers are constantly seeing our AI-generated content, and the democratization of content forces us to return to the basics of connection and segmentation of audience knowledge,” Rius commented.
César Muratalla views AI as a valuable tool for reaching diverse and constantly evolving audiences. “It is a new mode of consumption to which we also have to adapt, to what we want to offer, to what we want to communicate, how we want to speak to the consumer, and for that, these tools exist,” he explained. Luis Pablo Pérez Torrescano agreed that while AI is a powerful tool, the most valuable elements remain human connection and genuine emotional bonds with consumers.
Leadership and Entrepreneurship in the Modern Era
Entrepreneur Arturo Elias Ayub and photographer Johanna Elias Slim shared their experiences in entrepreneurship. Arturo discussed his journey in investment, while Johanna focused on photography. They emphasized that not all entrepreneurial paths are the same, but a key factor is always the entrepreneur themselves.
Both agreed that AI serves as a powerful tool in entrepreneurship, capable of helping expand businesses, as does the strategic use of social media. Finally, they advised attendees to follow their passion, regardless of their academic background.
“It’s not about how many likes you get, but about how many hearts you touch; it’s not about Googling happiness or chasing it every day, follow your passion and be very happy,” concluded Arturo Elias Ayub.
The event gathered alumni from various generations at the Mexico City campus, fostering networking and knowledge exchange among the marketing community.
