Betty Jéssica Lingán Azañedo

Betty Jéssica Lingán Azañedo
E-mail
bettyjessica.lingan@salle.url.edu
Building
Sant Miquel Febres
Address
C. Sant Joan de La Salle 42, 08022, Barcelona
Floor
2
Office
2.17
Section
Department of Management and Technology
Position
Professor

Academic background

  • PhD in Audiovisual Communication and Advertising,
    Autonomous University of Barcelona, 2003
    • Grade: Excellent Cum Laude
    • Research award from the Catalan Health Institute
  • Master´s Degree in Social Media Branding & Strategy . La Salle, 2013
  • DESE in Perception, Communication and Time. UAB, 2003
  • Master´s Degree in Advertising and Public Relations. UAB, 2001

Teaching activity

  • Professor of the Degree in Management of Technological Companies. La Salle (2024-present)
  • Euncet Business School – UPC (2018–2024). Teacher in :
    • Bachelor´s Degree in Business Administration and Management
    • Bachelor´s Degree in Marketing and Digital Communication
    • Master in Marketing Management
  • Collaborating Professor in the Degree in Economics and Business - UOC (2012-2024)
  • Visiting Professor in the Degree of Communication Sciences - Antenor Orrego Private University (2015–2019)
  • Professor at the Faculty of Communication Sciences - Antenor Orrego University (1996–1999)

Research and transfer activity

  • Applying Machine Learning in Marketing: An Analysis Using the NMF and K-Means Algorithms 2025 | Book chapter DOI: 10.1007/978-3-031-78238-1_2
    • ">https://doi.org/10.1007/978-3-031-78238-1_2">10.1007/978-3-031-78238-1_2...
  • Applying Machine Learning in Marketing: An Analysis Using the NMF and k-Means Algorithms 2024-06 | Journal article DOI: 10.3390/info15070368
    • ">https://doi.org/10.3390/info15070368">10.3390/info15070368
  • Internal audience perception of Vall d´Hebron Hospital | 2001
  • (2019–2020) "Data Science and Information Technologies Applied to Sports and Health" Ministry of Culture and Sport (2024) Member of the ICSO Meta team
  • (2000–2003) Doctoral thesis:
    Conceptual and methodological implications of strategic communication on the internal image of health services

Professional activity

  • Marketing Manager at Openet ICS International, SA | Ingesdata Networks, SL (2003–2012)
  • Marketing consulting (2012-2019)

Awards

  • Research award. Catalan Health Institute (Generalitat de Catalunya), 2002
  • Doctoral thesis rated Excellent Cum Laude

Transfer, leadership and management

  • Academic Coordinator, University Master´s Programs. La Salle (2024-present)
  • Director of Executive Education and the Master´s Program in Marketing Management
    Euncet – UPC (2018–2024)
  • Coordinator of the Euncet Marketing Department (2019–2024)