Manuel Escourido Calvo

Manuel Escourido Calvo is a faculty member at the Faculty of Humanities, University of A Coruña (UDC), Spain, where he teaches in the Department of Business. He specializes in Market Research and Commercialisation, with a strong focus on applied marketing and industrial economy. He is actively involved in teaching across multiple programs, including the BA in Fashion Industry Management, Master’s in Labour Management, and various specialized master’s degrees in design, technology, and sustainable fashion.

His research interests span Applied Marketing, Fashion Marketing, Sustainable Fashion, Marketing 5.0, Influencer Marketing, Product Placement, Neuromarketing, and Consumer Behavior. He is a member of the Investigación en Marketing Aplicado research group, contributing to interdisciplinary studies that bridge business, technology, and sustainability in the fashion sector.

The recent publication trends of Manuel Escourido Calvo highlight a strong emphasis on digital transformation, sustainability, and emerging marketing technologies. His work explores the integration of artificial intelligence in fashion marketing (Marketing 5.0), the role of social media platforms like TikTok and Instagram, and innovative strategies such as advergaming and product placement in digital media. Many of his articles focus on sustainability, ethical marketing, and the socioeconomic impact of fashion, reflecting a commitment to responsible business practices.

Manuel Escourido Calvo has supervised numerous final-year and master’s theses on contemporary marketing topics, demonstrating his role as an academic mentor. His research has been supported by projects funded by institutions such as the Spanish Foundation for Science and Technology (FECYT) and local cultural organizations. He has collaborated with researchers like A. Javier Prado Domínguez and Félix Puime-Guillén on interdisciplinary projects related to sustainability, digital communication, and economic development.

He has also contributed to academic dissemination through conference proceedings, book chapters, and co-edited volumes. Notably, he co-edited the Communication and Applied Technologies proceedings from iCOMTA 2022, published by Springer Nature. His work appears in journals such as Sustainability and Revista Estrategia Organizacional, as well as in international conference proceedings across Spain, Portugal, Romania, Ukraine, and Colombia.