The Marketing Research Group was born as a social and academic need, due to the constant evolution of science in the business field. Currently, graduate programs worldwide have prioritized important human and material resources to scientific production, in order to enrich the teaching-learning processes of students and strengthen the professional development of teachers. Today's knowledge economy requires companies, entities and states focused on research and development, since it has been demonstrated, by several academic works, that this is the path to innovation and economic growth. In this sense, the postgraduate program in Marketing aims to provide the academic and business community, through scientific and dissemination work, with different guides and impulses for business decision-making, the training of decision-makers and the increase of scientific production. The Research Group will be made up of professors and undergraduate and graduate students from the Pontificia Universidad Católica del Ecuador (PUCE), and national and international researchers invited for their relevance in the academic context, students and graduates.