Marketing is one of the key areas in business. But one aspect of marketing that has been fundamentally neglected is its relation with innovation. And yet, marketing is one of the main instruments that trigger innovation. At the same time, innovation is required to change marketing – new approaches, new methods, new tools can give an edge to a product in a different society, based on digital tools, mobile devices, social networks, omnipresent information delivery, etc. Are companies prepared for this? Are Universities preparing their students for this reality? Are Universities and Enterprises working together for this purpose?The goal of the EMIC project is to create a set of new tools to ensure that Universities, students and companies work together to achieve and incorporate this new relation between marketing and innovation. These tools will be explored in Marketing and Innovation Centres (MIC) in each University, networked in a virtual European MIC. These centres will offer:1. National Good Practice Observatory, with a European comparative overview2. Good practice implementation in companies3. Support for student traineeship in companies4. Support for student research5. Local/National Seminars and Workshops. Analysis of establishing ECTS equivalence and preparation of a modular post-graduation (using e-learning/b-learning)6. Webcasts with European scope7. Setting up Communities of Practice in Marketing and Innovation, including professors, professionals and students8. Creation of dissemination tools including newsletters and events During the project lifetime, the project will address students and teachers from the partner institutions related with the fields of innovation and marketing. It is expected to reach 1500 students at that moment. Later, after the multiplication of the results in other institutions it will be possible to reach about 15.000 students.