Marketing de ciudades y "Place Branding"

En esta investigación se analiza el marketing de ciudades en el marco de las marcas territoriales o place branding. Se estudia el concepto de la identidad como referencia de partida a partir del cual desarrollar una estrategia de comercialización urbana, la cual se concibe dentro de un enfoque más amplio de dirección estratégica, y que engloba la transformación física con el urbanismo, las infraestructuras y los aspectos sociales. Este proceso estratégico finaliza con la creación de una comunicación urbana a través de elementos como lemas y logotipos. Se estudia la evolución general del énfasis en los aspectos urbanos clave, desde las infraestructuras y los aspectos industriales a los valores y la creatividad. Asimismo, también se exploran los aspectos derivados de las simbologías urbanas, la formación de redes de ciudades temáticas y redes de notoriedad cultura

Taller de creatividad e innovación en medios digitales y festival de spots publicitarios de las asignaturas y los TFG vinculados al área de producción y realización publicitaria

El objetivo principal de este grupo de innovación es canalizar todas las actividades extra académicas que venimos realizando en torno a la realización publicitaria y hacerlas llegar al alumnado de la Universidad

Laboratorio virtual de Neuromarketing para el análisis del Comportamiento del Consumidor

[ES] La presente propuesta de innovación docente tiene como objetivo mejorar la adquisición de las competencias vinculadas a la obtención, análisis e interpretación de datos sobre el Comportamiento del Consumidor, toma de decisiones y trabajo en equipo. Para ello, se integran las TICs en el aula mediante el uso de un laboratorio virtual donde se aplica la técnica de eye-tracking o seguimiento ocular, ampliamente utilizada en Neuromarketing. Los laboratorios virtuales se presentan como una metodología innovadora que permite aumentar la motivación del alumnado, al recibir formación en técnicas de investigación más novedosas que demandan las empresas en el mercado laboral. La propuesta consiste en analizar estímulos de marketing de diversa índole a través del laboratorio virtual, a partir del cual se obtienen datos cualitativos y cuantitativos que pueden exportarse para un análisis más profundo y para la elaboración de futuras estrategias de marketing, con impacto en las organizaciones. En una primera fase, los alumnos realizan el análisis de los estímulos de marketing de forma individual, con el objetivo de que cada uno de ellos aprenda a llevar a cabo un estudio de seguimiento ocular. En una segunda fase, trabajan de forma cooperativa en grupos reducidos para elaborar métricas agregadas de la atención prestada hacia esos estímulos de marketing. Finalmente, manteniendo los grupos, toman decisiones y elaboran estrategias de marketing que permiten mejorar el estímulo inicialmente testado. La aplicación de esta propuesta en el aula ha evidenciado una mejor adquisición de los conceptos teórico-prácticos impartidos en la asignatura, así como un aumento de la motivación y participación por parte del alumnado

Characterization of BoHV-5 field strains circulation and report of transient specific subtype of bovine herpesvirus 5 in Argentina

<p>Abstract</p> <p>Background</p> <p>Bovine herpesvirus 5 (BoHV-5) is a member of the subfamily <it>Alphaherpesvirinae </it>responsible for meningo-encephalitis in young cattle. The first case of bovine meningo-encephalitis associated with a herpesvirus infection was reported in Australia. The current geographical distribution of BoHV-5 infection is mainly restricted to South America, especially Brazil and Argentina. Outbreaks of BoHV-5 are regularly observed in Argentina suggesting the circulation of the virus in the bovine population.</p> <p>Results</p> <p>Seventeen field strains of BoHV-5 isolated from 1984 to now were confirmed by differential PCR and subjected to restriction endonuclease analysis (REA). Viral DNA was cleaved with BstEII which allows the differentiation among subtypes a, b and non a, non b. According to the REA with BstEII, only one field strain showed a pattern similar to the Argentinean A663 strain (prototype of BoHV-5b). All other isolates showed a clear pattern similar to the Australian N569 strain (prototype of BoHV-5a) consistent with the subtypes observed in Brazil, the other South-American country where BoHV-5 is known to be prevalent. The genomic region of subtype b responsible for the distinct pattern was determined and amplified by PCR; specifically a point mutation was identified in glycoprotein B gene, on the BstEII restriction site, which generates the profile specific of BoHV-5b.</p> <p>Conclusions</p> <p>This is the first report of circulation of BoHV-5a in Argentina as the prevailing subtype. Therefore the circulation of BoHV-5b was restricted to a few years in Argentina, speculating that this subtype was not able to be maintained in the bovine population. The mutation in the gB gene is associated with the difference in the restriction patterns between subtypes "a" and "b".</p

A genome-wide association study suggests the HLA Class II region as the major susceptibility locus for IgA vasculitis.

The genetic component of Immunoglobulin-A (IgA) vasculitis is still far to be elucidated. To increase the current knowledge on the genetic component of this vasculitis we performed the first genome-wide association study (GWAS) on this condition. 308 IgA vasculitis patients and 1,018 healthy controls from Spain were genotyped by Illumina HumanCore BeadChips. Imputation of GWAS data was performed using the 1000 Genomes Project Phase III dataset as reference panel. After quality control filters and GWAS imputation, 285 patients and 1,006 controls remained in the datasets and were included in further analysis. Additionally, the human leukocyte antigen (HLA) region was comprehensively studied by imputing classical alleles and polymorphic amino acid positions. A linkage disequilibrium block of polymorphisms located in the HLA class II region surpassed the genome-wide level of significance (OR = 0.56, 95% CI = 0.46-0.68). Although no polymorphic amino acid positions were associated at the genome-wide level of significance, P-values of potential relevance were observed for the positions 13 and 11 of HLA-DRB1 (P = 6.67E-05, P = 1.88E-05, respectively). Outside the HLA, potential associations were detected, but none of them were close to the statistical significance. In conclusion, our study suggests that IgA vasculitis is an archetypal HLA class II disease

New insights into the genetic component of non-infectious uveitis through an Immunochip strategy

Background: Large-scale genetic studies have reported several loci associated with specific disorders involving uveitis. Our aim was to identify genetic risk factors that might predispose to uveitis per se, independent of the clinical diagnosis, by performing a dense genotyping of immune-related loci. Methods: 613 cases and 3693 unaffected controls from three European case/control sets were genotyped using the Immunochip array. Only patients with non-infectious non-anterior uveitis and without systemic features were selected. To perform a more comprehensive analysis of the human leucocyte antigen (HLA) region, SNPs, classical alleles and polymorphic amino acid variants were obtained via imputation. A meta-analysis combining the three case/control sets was conducted by the inverse variance method. Results: The highest peak belonged to the HLA region. A more detailed analysis of this signal evidenced a strong association between the classical allele HLA-A*2902 and birdshot chorioretinopathy (p=3.21E-35, OR=50.95). An omnibus test yielded HLA-A 62 and 63 as relevant amino acid positions for this disease. In patients with intermediate and posterior uveitis, the strongest associations belonged to the rs7197 polymorphism, within HLA-DRA (p=2.07E-11, OR=1.99), and the HLA-DR15 haplotype (DRB1*1501: p=1.16E-10, OR=2.08; DQA1*0102: p=4.37E-09, OR=1.77; DQB1*0602: p=7.26E-10, OR=2.02). Outside the HLA region, the MAP4K4/IL1R2 locus reached statistical significance (rs7608679: p=8.38E-07, OR=1.42). Suggestive associations were found at five other loci. Conclusions: We have further interrogated the association between the HLA region and non-infectious non-anterior uveitis. In addition, we have identified a new non-HLA susceptibility factor and proposed additional risk loci with putative roles in this complex condition

Taller de creatividad e innovación en medios digitales y festival de spots publicitarios de las asignaturas y los TFG vinculados al área de producción y realización publicitaria

El objetivo principal de este grupo de innovación es canalizar todas las actividades extra académicas que venimos realizando en torno a la realización publicitaria y hacerlas llegar al alumnado de la Universidad