María Olmedilla Fernández holds a PhD in Strategic Management and International Business from the University of Seville, obtained after finishing a Master Thesis in Technology and Innovation Management in Germany.
Before joining EMLV as a lecturer and researcher, she worked for Deutsche Telekom’s innovation department and for the consulting firm BearingPoint.
Teaching students to develop creativity in a communication strategy
I am teaching Mobile Marketing and Big Data & Analytics in several EMLV programmes: the Digital Marketing Strategy specialisation within the Grande Ecole Programme, the MBA and the MSc in International Business.
The objectives of the Mobile Marketing course are to familiarise students with the fundamental knowledge of mobile communications and innovative communications, in order to develop creativity and interpretation in a communication strategy development.
This course allows them to understand the roles and the goals of the mobile communication in the company’s development strategy. Thanks to this learning, students gain an understanding of the procedures for using and presenting communication plans with below the line media plans.
The Big Data & Analytics course covers the basic concepts of how to extract big data, methodologies for analysing structured and unstructured data with emphasis on the relationship between the Data Scientist and the business needs.
Likewise, the use of no-relational DataBases is covered with a focus on industry applications.
Big Data, e-Word of-Mouth Communities and other research interests
The research side of my work is centred so far on quantitative research methods in Social Media.
My research involves several lines such as Big Data and e‑Social Sciences, Online Communities, e-Word of-Mouth Communities, Social Network Analysis or Text Mining Analysis.
In the past three years, I have delivered peer-reviewed international conference proceedings such as the World Academy of Science, Engineering and Technology, International Journal of Computer, Electrical, Automation, Control and Information Engineering or the International Conference on Advanced Research Methods and Analytics.
Similarly, I have published papers in refereed journals (indexed in JCR/JSCR) about topics such as the discourse differences between women and men using text mining techniques, innovation solvers in open innovation communities, the study of long tail within eWOM communities, or a methodology on how to collect online user-generated content across eWOM communities.
When out of the office
I love movies: I usually go to the cinema or just use NetFlix. I am a big fan of Game of Thrones and Futurama. I am also very good at cooking. My favourite motto is “The happiest people don’t have the best of everything, they just make the best of everything“.