PhD/PhD Manuel Escourido Calvo

Profesor/a Permanente Laboral

Department Business
Knowledgment area Market Research and Commercialisation
Research  Research group Investigación en Marketing Aplicado
Research lines Marketing Aplicado Economía y Gestión Industrial
Keywords Marketing Aplicado Economía Industrial Gestión Industrial
Contacto UDC directory
Orcid id0000-0002-6592-8585 Scopus57217140425

Teaching

Subjects taught

This section shows the teaching given in degrees, masters and other officers studies in last 6 years.

Subject and involved studies Distance hours Total hours
Fashion Marketing and Market Research
BA Degree in Fashion Industry Management (Compulsory)
0 94
Sustainable Management of the Fashion Value Chain
BA Degree in Fashion Industry Management (Compulsory)
0 0
Work Placement
BA Degree in Fashion Industry Management (Work Placement)
0 15
Final Year Dissertation
BA Degree in Fashion Industry Management (Final Year Dissertation)
0 0
Final Year Dissertation
BA Degree in Fashion Industry Management (Final Year Dissertation)
0 60
Master's Dissertation
Master's in Labour Management (Master's Dissertation)
0 12
Tax Management
Master's in Labour Management (Compulsory)
0 42
Subject and involved studies Distance hours Total hours
Sustainable Fashion Marketing
Master's Degree in Textile Technology and Sustainable Fashion (MDTTSF) (Elective)
0 0
Fashion Marketing and Market Research
BA Degree in Fashion Industry Management (Compulsory)
0 94
Sustainable Management of the Fashion Value Chain
BA Degree in Fashion Industry Management (Compulsory)
0 63
International Fashion Business
BA Degree in Fashion Industry Management (Compulsory)
0 3
Work Placement
BA Degree in Fashion Industry Management (Work Placement)
0 30
Final Year Dissertation
BA Degree in Fashion Industry Management (Final Year Dissertation)
0 150
Master's Dissertation
Master's in Labour Management (Master's Dissertation)
0 12
Tax Management
Master's in Labour Management (Compulsory)
0 42
Subject and involved studies Distance hours Total hours
Sustainable Fashion Marketing
Master's Degree in Textile Technology and Sustainable Fashion (MDTTSF) (Elective)
0 31
Video Game Operative Marketing
Master¿s Degree in Designs, Development and Marketing of Videogames (Compulsory)
0 41
Tax Management
Master's in Labour Management (Compulsory)
0 42
Master's Dissertation
Master¿s Degree in Designs, Development and Marketing of Videogames (Master's Dissertation)
0 8
Final Year Dissertation
BA Degree in Fashion Industry Management (Compulsory)
0 112
Work Placement
BA Degree in Fashion Industry Management (Compulsory)
0 15
Fashion Marketing and Market Research
BA Degree in Fashion Industry Management (Compulsory)
0 94
Sustainable Management of the Fashion Value Chain
BA Degree in Fashion Industry Management (Compulsory)
0 24
Subject and involved studies Distance hours Total hours
Video Game Operative Marketing
Master¿s Degree in Designs, Development and Marketing of Videogames (Compulsory)
0 39
Tax Management
Master's in Labour Management (Compulsory)
0 42
Work Placement
BA Degree in Fashion Industry Management (Compulsory)
0 21
Final Year Dissertation
BA Degree in Fashion Industry Management (Compulsory)
0 194
Fashion Marketing and Market Research
BA Degree in Fashion Industry Management (Compulsory)
0 94
Sustainable Management of the Fashion Value Chain
BA Degree in Fashion Industry Management (Compulsory)
0 21
Subject and involved studies Distance hours Total hours
Final Year Dissertation
Degree in Economics (Compulsory)
0 8
Video Game Operative Marketing
Master¿s Degree in Designs, Development and Marketing of Videogames (Compulsory)
0 39
Fashion Marketing and Market Research
BA Degree in Fashion Industry Management (Compulsory)
0 94
Sustainable Management of the Fashion Value Chain
BA Degree in Fashion Industry Management (Compulsory)
0 63
Accounting
Degree in Industrial Relations and Human Resources (Compulsory)
0 0
Labour Economics
Degree in Industrial Relations and Human Resources (Compulsory)
0 0
Income Tax System and Company Taxation
Degree in Industrial Relations and Human Resources (Elective)
0 0
Final Year Dissertation
BA Degree in Fashion Industry Management (Compulsory)
0 0
Subject and involved studies Distance hours Total hours
Video Game Operative Marketing
Master¿s Degree in Designs, Development and Marketing of Videogames (Compulsory)
0 39
Entrepreneurship, Creativity and Design
Master's Degree in Industrial Design Engineering (Compulsory)
0 6
Fashion Marketing and Market Research
BA Degree in Fashion Industry Management (Compulsory)
0 94
Sustainable Management of the Fashion Value Chain
BA Degree in Fashion Industry Management (Compulsory)
0 63
Workshop 4: Fashion Product Planning, Design and Management
BA Degree in Fashion Industry Management (Elective)
0 7
Workshop 5: Coolhunting and Collections Management
BA Degree in Fashion Industry Management (Elective)
0 7
Labour Economics
Degree in Industrial Relations and Human Resources (Compulsory)
0 0
Income Tax System and Company Taxation
Degree in Industrial Relations and Human Resources (Elective)
0 0
Accounting
Degree in Industrial Relations and Human Resources (Compulsory)
0 0
Final Year Dissertation
BA Degree in Fashion Industry Management (Compulsory)
0 0
Subject and involved studies Distance hours Total hours
Fashion Marketing and Market Research
BA Degree in Fashion Industry Management (Compulsory)
0 94
Sustainable Management of the Fashion Value Chain
BA Degree in Fashion Industry Management (Compulsory)
0 63
Video Game Operative Marketing
Master¿s Degree in Designs, Development and Marketing of Videogames (Compulsory)
0 37
Entrepreneurship, Creativity and Design
Master's Degree in Industrial Design Engineering (Compulsory)
0 6
Labour Economics
Degree in Industrial Relations and Human Resources (Compulsory)
0 0
Income Tax System and Company Taxation
Degree in Industrial Relations and Human Resources (Elective)
0 0
 

Defined tutoring by teacher for 2026/2027 academic course.

Faculty of Humanities

Quarter Day Site
1st quarter Thursday
18:30 a 19:30 		email para reserva de hora/lugar): Presencial/MSTeams
2nd quarter Tuesday
18:30 a 19:30 		email para reserva de hora/lugar): Presencial/MSTeams

EOG works and final master thesis directed

Directed or codirected by current teacher since 2013 year.

Willingness to Pay for Garment Repair Services: The Role of Perceived Durability, Perceived Value and Perceived Repairability
Recommendation algorithms in fashion: exploration or bias?
Generative artificial intelligence and luxury fashion: effects on perceived authenticity and consumer acceptance
Self-congruity, consumer-brand identification and loyalty in Generation Z: a study applied to fashion brands.
The future of Fashion Marketing: Artificial Intelligence and Personalization as a Value Strategy in the Consumer Experience
The Social Search Optimization tool and its implementation in Spanish streetwear brands
Brand building through digital communication: a case study of the emerging brand Le Éclat
Business Plan for YAP: Development and Feasibility Analysis of a Digital Streetwear Brand Based on Consumer Experience and Participation
Special Employment Centres in Spain: a tool for transition to mainstream employment or a model of permanent protected employment? A comparative analysis with France
El Corte Inglés on TikTok: Communication and Adaptation of a Traditional Retail Brand to the Codes of Generation Z
The Construction of Desire in Extreme Luxury: Proposal of an Integrative Model and Application to the Herm¿?s Case
Technology and design of immersive experiences in fashion retail
Humanization or Dehumanization of Fashion Services? The role of Chatbots and Artificial Intelligence in the Consumer Experience.
The role of visual merchandising in brand repositioning in fashion retail: the case of Zara
Sustainable fashion. Case análisis.
Spanish labor market and its imbalances
Youth unemployment: Challenges and proposals
Art and marketing of the videogame "Avy, fables of the night"
Fashion product placement in film and TV
Tax havens and fraud
Study of the labor market and active and passive employment policies: Spain and Belgium
Influencer marketing: Pull and Bear analysis in Tiktok
The phenomenon of product placement on Netflix: the case of Emily in Paris
Marketing 5.0, artificial intelligence and predictive analysis in the fashion industry
Influence Marketing in Social Media. The Case of Instagram and TikTok
Applications of Artificial Intelligence to Marketing in the Fashion Sector
Money laundering: analysis of its stages and techniques used
Underground economy and its relationship with immigration
The underground economy in Spain
The increase in the SMI and its effects
“In another Barbie World”: analysis of Barbie's repositioning as a brand and its impact as a fashion icon
Reclaiming the black race and afro-culture in global fashion
Advergaming as an advertising strategy in the fashion industry: Impact analysis of the Gucci x Roblox case.
The impact of e-sports in the fashion and advertising industry.
Sustainability from the point of view of Vogue magazine. Comparison of some country versions
Analysis of the use of Instagram and Tiktok in fashion industry
Shadow economy, tax fraud and its relationship with the tax rate
Influencer marketing as a promotional and communicative trend in the fashion industry
TikTok as a social trend in the fashion industry.
Influencer Marketing on Instagram: Analysis of micro and macro influencercampaigns in the fashion industry
Neuromarketing and it’s application in the fashion industry. Why do we buy what we buy?
Product placement in the fashion sector: analysis of the most iconic cases through various international films and series.
Sustainable communication in the textile industry.
How has COVID-19 changed the fashion industry and the behavoir of its consumers?
Marketing 5.0 in the Fashion Industry.
Neuromarketing in the fashion industry: consumer perception and ethical implications.
Changes in the way the fashion consumer buys since COVID-19. Which of these changes have come to stay and which are the result of the exceptional situation.
Greenwashing in the fashion industry.
How to improve consumers´lives through marketing 5.0.
Gamers: the Finding, Understanting and Holding of a Trendy Fashion Segment.
Digital transformation in fashion companies and evolving consumer behaviour.
Socioeconomic impact of COVID-19 on tha fashion industry in Spain.
Price as the main detractor in sustainable consumption
Fashion and personal branding: user perception.
InGame Advertising in Fashion sector.
Digitalization of the fashion company. Inditex case study.
New developments, opportunities and sustainable practices in the fashion sector.
Brand communication through photography. The case of Calvin Klein.
Study on the Impact of the Main Fibers Used within te Textile Indstry from the point of view of Sustainability.
Sensory Marketing
Contribution to improving competitiveness in the textile indutry trough the SDGs.
Employment policies in the EU pre-COVID-19 and current. Results

Research results

Select merit type and year to query research merits.

Una ruta universal por el Campus Industrial de Ferrol

Funding entity Fundación Española para la Ciencia y la Tecnología (FECYT)
Main researches ARES PERNAS, ISABEL
Type Proyecto Otros Programas
Dates From 01/07/2024 to 30/06/2026

ESTUDIO DE MEDIACIÓN DEL IMPACTO DE LA ACTUACIÓN DE ASCM EN SU ENTORNO

Funding entity ASOCIACION CULTURAL ASCM
Main researches Félix Puime Guillén
Type Contrato
Dates From 20/09/2020 to 30/10/2022

Impacto Socioeconómico en As Pontes de García Rodríguez de la Descarbonización Energética

Funding entity AYUNTAMIENTO DE AS PONTES
Main researches Antonio Javier Prado Domínguez
Type Contrato
Dates From 23/12/2019 to 31/12/2021

Repositioning the City Brand in the Face of the Energy and Ecological Transition Paradigm

Authors Manuel Escourido Calvo, Antonio Javier Prado Dominguez, Valentín A. Martínez Fernández, Federico Martín Bermúdez
Journal Sustainability Vol. 15 (pages 1 to 16)
DOI https://doi.org/10.3390/su151410922

Políticas públicas activas de empleo de un gobierno subcentral: sostenibilidad socioeconómica. Un caso de estudio

Authors Escourido-Calvo, M.
Journal Revista Estrategia Organizacional Vol. 10 Num. 2
DOI https://doi.org/10.22490/25392786.4962

¿Initial Impact and Socioeconomic Compensation for the Closure of a Coal-Fired Power Plant in a Local Entity

Authors Prado-Domínguez, A. Javier, Fernando González Laxe, Escourido-Calvo, M., Martin-Bermúdez, F
Journal Sustainability Vol. 13 Num. 3
DOI https://doi.org/10.3390/su13137391

Internalising Negative Self-image Externalities: The First Objective for City Marketing as a Municipal Management Tool

Authors Escourido-Calvo, M., A. Javier Prado Domínguez, Martínez-Fernández, V. A.
Journal Advances in Science, Technology and Engineering Systems Journal (ASTES) Vol. 5 Num. 1 (pages 112 to 118)
DOI https://doi.org/10.25046/aj050115

Introducción al marketing de ciudades como herramienta de gestión pública

Authors Escourido-Calvo, M.
Editors Escourido-Calvo, M.
Publishing Diputación provincial de A Coruña, Coruña, A (España)
ISBN 978-84-9812-322-7

Marketing de territorios y ciudades. Una visión renovada

Authors Escourido-Calvo, M., Andrés Precedo Ledo
Editors Escourido-Calvo, M., Andrés Precedo Ledo
Publishing Dextra Editorial, S.L., Coruña, A (España)
ISBN 978-8416898374

El canon de saneamiento y su aplicación en la acuicultura continental española

Authors Fernando I. González Laxe, A. Javier Prado Domínguez, Jesús Ángel Dopico Castro, Federico Guillermo Martín Palmero, Manuel Escourido Calvo
ISBN 978-84-9745-262-5

Expectation Marketing and Technological, Financial and Image Risk. The Case of the Release of Cyberpunk 2077 Videogame

Authors Escourido-Calvo, M.. Valentín A. Martínez Fernández
Book Communication and Applied Technologies. Proceedings of iCOMTA 2022
Vol. 318 Publishing: Springer Nature.
ISBN: 978-981-19-6346-9
Pages From 179 to 190

Touristic Sector Rresilience in the Covid-19 Crisis in Galicia (Spain)
7th European Conference on Financial Services (ECFS 2023),
International

Authors Félix Puime-Guillén, Lucía Fernández Rumbo, Raquel Fernández-González, Francisco Rodríguez de Prado
Place Brasov (Rumania)

ENVIRONMENTAL PROTECTION AND COMMUNITY-BASED GREEN SOLUTIONS: SOCIAL PROGRESS AND COLLABORATION
The Third International Scientific Conference "HAPPINESS AND CONTEMPORARY SOCIETY"
International

Authors Raquel Fernández-González, Félix Puime-Guillén, Manuel Escourido Calvo, Lucía Fernández Rumbo
Place Lviv (Ucrania)

Fundamental Analysis of Securities: Methodology fo Taking Positions in Equity Securieties
6th European Conference on Financial Services (ECFS 2022)
International

Authors Félix Puime-Guillén, Lucía Fernández Rumbo, Escourido-Calvo, M., Raquel Fernández-González
Place Brasov (Rumania)

The transformation of the Ecuadorian private television RTU: marketing strategies and Covid19
International Conference on Marketing and Technologies (ICMarkTech22)
International

Authors Vaca-Tapia, C., Verónica Crespo Pereira, Escourido-Calvo, M., Manciati-Alarcón, R.X.
Place Santiago de Compostela (España)

Repositioning the City Brand to Address the Socio-economic Paradigm Shift Based on Sustainability: A Case Study
17th Iberian Conference on Information Systems and Technologies (CISTI¿2022)
International

Authors Escourido-Calvo, M., A. Javier Prado Domínguez, Martínez-Fernández, V. A.
Place Madrid (España)
DOI https://doi.org/10.23919/cisti54924.2022.9820016

Expectation Marketing and Technological, Financial and Image Risk. The Case of the Release of Cyberpunk 2077 Videogame
Conferencia Internacional de Comunicación y Tecnologías Aplicadas del 2022 (ICOMTA'22)
International

Authors Escourido-Calvo, M., Martínez-Fernández, V. A.
Place Cuenca (Ecuador)

Public and city marketing applied to improve participatory processes in socio-economic paradigm shifts: energy transition. A case study.
16th Iberian Conference on Information Systems and Technologies (CISTI 2021)
International

Authors Manuel Escourido-Calvo, Valentín Martínez, Verónica Crespo-Pereira
Place Chaves (Portugal)

The special employment centers the Spanish response to the insertion of people with functional diversity and its impact on the social economy
8th International Conference ESPERA 2021
International

Authors Manuel Escourido-Calvo, Félix Puime-Guillén, Lucía Fernández Rumbo, Raquel Fernández-González
Place Bucarest (Rumania)

Impacto de la integración de la persona con discapacidad
XIV Congreso Internacional Prospecta Colombia 2021, ECACEN-UNAD
International

Authors Escourido-Calvo, M., Félix Puime-Guillén
Organization UNAD
Place Bogotá (Colombia)

El sistema fiscal local como precio relativo de la ciudad. El caso de Santiago de Compostela
15th Iberian Conference on Information Systems and Technologies (CISTI)
International

Authors Escourido-Calvo, M., A. Javier Prado Domínguez, Martínez-Fernández, V. A.
Organization Associação Iberica de Sistemas e Tecnologias de Informação
Place Sevilla (España)
DOI https://doi.org/10.23919/cisti49556.2020.9141018

Internalization of Negative Self-image of the City
CISTI'2019 - 14th Iberian Conference on Information Systems and Technologies
International

Authors Escourido-Calvo, M., A. Javier Prado Domínguez, Martínez Fernández, V.A.
Place Coimbra (Portugal)
DOI https://doi.org/10.23919/cisti.2019.8760742

Positions

Academic or management positions held by teacher.

Xunta da Facultade de Humanidades e Documentación

Profesorado funcionario y profesorado permanente laboral

From 24/03/2026.

Consello do Departamento Empresa

Profesorado funcionario y profesorado permanente laboral

From 24/03/2026.

Comisión de Titulación do Grao en Xestión Industrial da Moda

Secretario/a

From 01/09/2022.

Comisión Académica M. U. Deseño, Desenvolvemento e Comercialización de Videoxogos

Vogal PDI

From 21/07/2022.

Consello do Departamento Empresa

Profesorado funcionario y profesorado permanente laboral

From 15/03/2023 to 23/03/2026.

Profesorado responsable titulaciones Facultad de Humanidades y Documentación

Grao en Xestión Industrial da Moda
Profesor/a responsable de titulación

From 01/10/2023 to 30/09/2025.

Profesorado responsable titulaciones Facultad de Humanidades y Documentación

Grado en Gestión Industrial da Moda
Profesor/a responsable de titulación

From 11/02/2022 to 30/09/2023.

Xunta da Facultade de Humanidades e Documentación

Vogal PDI

From 10/03/2021 to 14/03/2023.

Consello do Departamento Empresa

Profesorado funcionario y profesorado permanente laboral