Departamento de Dirección Comercial
Director: Carlos García Pont
El departamento prepara a los directivos para que comprendan los factores clave en la toma de decisiones de marketing, de manera que desarrollen e implementen con éxito prácticas de marketing estratégico.
Entre otros aspectos, los profesores les ayudan a entender de qué manera encajan la información de los clientes, la inteligencia competitiva y las propuestas de valor de la empresa con las necesidades de los clientes y las capacidades de la organización.
Las clases hacen hincapié en la resolución de problemas: determinar las acciones que permitirán satisfacer las necesidades de los clientes a través del rigor en la planificación, la implementación y el control de las actividades en un mercado competitivo. También abordan temas como los servicios de atención al cliente, las técnicas tradicionales de marketing y los nuevos medios sociales.
Las materias académicas de este departamento incluyen Dirección del marketing, Planificación e implementación del marketing, Marcas y comunicación de marcas, Dirección del marketing de exportación y transnacional, Marketing industrial, Estrategia de marketing, Marketing de experiencias, conceptos innovadores y medios de comunicación.
A través de su investigación, el claustro que compone el departamento explora las tendencias más recientes y de mayor impacto en marketing.
Áreas de especialización
Las áreas de interés y especialización de los profesores incluyen:
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Seminarios.
On Going Seminars
January 30, 2025
ALAN SANFEY
Radboud University
“Multiple motivations in moral choice: a decision neuroscience approach”
February 27, 2025
ROSA FERRER
Universitat Pompeu Fabra
“Targeting Viewers’ Heterogeneous Ad Aversion: Evidence from a Two-Sided Market”
March 6, 2025
CATHERINE TUCKER
MIT Sloan School of Management
“Data Deserts and Black Boxes: The Impact of Socio-Economic Status on Consumer Profiling”
March 19, 2025
IOANNIS EVANGELIDIS
ESADE Business School
“Inflation, Shrinkflation, Skimpflation: Consumers’ Beliefs about the Fairness of Price Increases, Product Size Decreases, and Product Quality Decreases”
April 3, 2025
BARAK LIBAI
Reichman University
“The Churn Dynamics of Young Brands”
May 22, 2025
DAFNA GOOR
London Business School
June 14, 2023
SHELLE SANTANA
Bentley University
“What’s the Point of Points? Understanding How Consumers Value and Spend Loyalty Currency”
May 10, 2023
GOKHAN YILDIRIM
Imperial London College
“The Role of Customer Mind-Set Metrics in Optimal Advertising Decisions”
April 26, 2023
RETO HOFSTETTER
Universitát Luzern
“Beyond Scarcity: Understanding Consumers’ Willingness-to-Pay for Non-Fungible Tokens”
April 12, 2023
RAJESH CHANDY
London Business School
“Product Innovation in Loans for Entrepreneurs in Ghana”
February 8, 2023
CHADWICK J. MILLER
Washington State University, Carson College of Business
“The Impact of National Elections on Advertising and Incentive Effectiveness for Foreign vs. Domestic Brands: Evidence from the 2016 USA Presidential Election”
February 6, 2023
DANIEL MIRNY
University of California Los Angeles
“Source Memory is More Accurate for Opinions Than for Facts”
October 18, 2022
MAXIMILIAN MATTHE
Goethe University Frankfurt
“Identifying Consumers’ Information Needs in Online Search”
October 17, 2022
ELISA SOLINAS
University of Southern California
“Consumers’ Reaction to Taste-Based Product Modifications”
October 11, 2022
YEGOR TKACHENKO
Columbia University
“The Effect of Digitizing Community Activities on Community Participation: Evidence from Meetup.com”
October 6, 2022
GWEN AHN
University of Michigan
“Leveraging Variety Preferences to Customize Bundles for Experiential Goods: An Application to Performing Arts Subscriptions”
June 14, 2023
SHELLE SANTANA
Bentley University
“What’s the Point of Points? Understanding How Consumers Value and Spend Loyalty Currency”
May 10, 2023
GOKHAN YILDIRIM
Imperial London College
“The Role of Customer Mind-Set Metrics in Optimal Advertising Decisions”
April 26, 2023
RETO HOFSTETTER
Universitát Luzern
“Beyond Scarcity: Understanding Consumers’ Willingness-to-Pay for Non-Fungible Tokens”
April 12, 2023
RAJESH CHANDY
London Business School
“Product Innovation in Loans for Entrepreneurs in Ghana”
February 8, 2023
CHADWICK J. MILLER
Washington State University, Carson College of Business
“The Impact of National Elections on Advertising and Incentive Effectiveness for Foreign vs. Domestic Brands: Evidence from the 2016 USA Presidential Election”
February 6, 2023
DANIEL MIRNY
University of California Los Angeles
“Source Memory is More Accurate for Opinions Than for Facts”
October 18, 2022
MAXIMILIAN MATTHE
Goethe University Frankfurt
“Identifying Consumers’ Information Needs in Online Search”
October 17, 2022
ELISA SOLINAS
University of Southern California
“Consumers’ Reaction to Taste-Based Product Modifications”
October 11, 2022
YEGOR TKACHENKO
Columbia University
“The Effect of Digitizing Community Activities on Community Participation: Evidence from Meetup.com”
October 6, 2022
GWEN AHN
University of Michigan
“Leveraging Variety Preferences to Customize Bundles for Experiential Goods: An Application to Performing Arts Subscriptions”
September, 10 2021
RAHIN HOSEINI
Pompeu Fabra University
“The Scale Effect: How Rating Scales Affect Product Evaluation”
September, 16 2021
MARTINA POCCHIARI
Rotterdam School of Management, Erasmus University
“The Effect of Digitizing Community Activities on Community Participation: Evidence from Meetup.com”
September, 17 2021
STEPHANIE SMITH
UCLA Anderson School of Management
“Consumers Undervalue Multi-Option Alternatives in Two-Stage Choice”
September, 28 2021
SHIRLY BLUVSTEIN
STERN School of Business, New York University
“Nothing Matters”: Zero Opt-Out Increases Consumers’ Voluntary Payments”
September, 29 2021
GIZEM YALCIN
Rotterdam School of Management, Erasmus University
“Thumbs up or Down: Consumer Reactions To Decisions By Algorithms versus Humans”
September, 30 2021
SERENA HAGERTY
Harvard Business School
“Zero-Sum Perceptions Reduce Acceptability of Premium Offerings”
October, 4 2021
FANGFEI GUO
Texas A & M University
“The Effectiveness of Membership Free Shipping: An Empirical Investigation on Consumers’ Purchase Behaviors and Retailers’ Profits”
December, 9 2021
CHADWICK J. MILLER
Carson College of Business, Washington State University
“Advertising and Well-Being: A Longitudinal Examination of Advertising’s Impact on Life Satisfaction”
December, 10 2021
KURT MUNZ
Bocconi University
“Sound Judgment: The Key Role of Evaluability in Voice-based Judgment”
December, 21 2021
CLAIRE LINARES
HEC Paris
“The Brands in Our Faces:The Existence and Manifestation of Brand–User Facial Stereotypes”
January , 25 2022
IRENE SCOPELLITI
City University of London
“Big Data Biases”
March, 15 2022
VARDIT LANDSMAN
Erasmus University Rotterdam
“Biopharma M&As: Does Marketing Effectiveness Suffer or Surge?”
April, 28 2022
ANDREAS LANZ
HEC Paris
“Influence Corridors: A New Path to Seeding Targets on User-Generated Content Platforms”
April, 29 2022
NINA MAZAR
Boston University
“Nudging the nudger: The effect of providing performance feedback to customer service representatives on organ donor registrations”
Seminarios pasados
November, 7
DAVID J. REIBSTEIN
The Wharton School – University of Pennsylvania
Errors in Measuring Minor Attributes Using Choice Modeling
October, 3
SHILPA MADAN
Columbia University
“It’s Not Easy Bein’ Green: A Wealth-Adaptation Lay Theory Fosters Support for Environmental Taxes”
September, 19
NICOLÁS PADILLA
Columbia University
“The Customer Journey as a Source of Information”
September, 13
FEI GEO
HEC Paris
“Conceptual Metaphor Nudge Reduces Hunger Perceptions and Portion Size Choice:
Implications for Online Food Ordering Examining”
September, 4
JORGE PENA
University of Cincinnati
“Starting from Zeroes: Round Numbers Signal Inflections in Trends”
June 11
ABHISHEK BORAH
INSEAD
“Language and Marketing Strategy”
May 15
DAVIDE PROSERPIO
University of South California
May 7
ANNE-KATHRIN KLESSE
Erasmus University
“Put the Cookies in the Jar: The Presence of Food Decreases Enjoyment of Ongoing, Unrelated Experiences”
April 23
CASSIE MOGILNER
UCLA, Anderson School of Business
“How Vacation Increases Happiness”
March 29
TOM GILOVICH
Cornell University
“The ‘Streaking Star’ Effect in Sports, Marketing, and Perceptions of Economic Equality”
ANNE LAURE SELLIER
HEC Paris
“Scheduling Style and Creativity”
March 28
LISA CAVANAUGH
University of British Columbia
“The upside of negative: Social distance in online reviews”
KOEN PAUWELS
Northeastern University
“It Pays to Pay Smart: Consumers buy more after using cashless app payments”
MARNIK DEKIMPE
Tilburg University
“The future of private‐label markets: A global convergence approach”
October 9
LUKE NOWLAND
University of Miami Business School
“Busyness Enhances Consumer Creativity”
October 1
JORN BOEHNKE
Harvard University
“Using Machine Learning to Predict Price Dispersion”
October 5
FEI LONG
Columbia University
“The Informational Role of Sponsored Advertising on Online Retail Marketplaces”
PAUL IMAN
Georgia Institute of Technology
“Don’t forget the accountant: role integration increases the fungibility of mentally accounted resources”
September 25
AIQING LIN
INSEAD
“Promoting Consumption Experiences by Positive Incidental Affect: The Interplay of ValEence and Arousal in Incidental Affect Infusion Processes”
September 21
DIEGO APARICIO
MIT Massachussetts Institute of Technology
“Quantum Prices”
September 10
ANDREAS LANZ
University of Mannheim
“Climb or Jump -Status-Based Seeding in User-Generated Content Networks”
June 28
SONJA GENSLER
University of Munster
“Effectiveness of Marketing Channels:What do we know and what do we need to know?”
May 24
GERALD HÄUBL
Ronald K. Banister Chair in Business and Professor of Marketing, University of Alberta
“The Motivational Dynamics of Success and Failure”
April 16
THORSTEN WIESEL
University of Münster
“Know IT – Bridging the Gap between Research and Practice in Digital Marketing”
March 16
Prof. DEBORA THOMPSON
McDonough School of Business, Georgetown University
“Conflict of Interest Disclosure as an Expertise Cue: Differential Effects due to Automatic versus Deliberative Processing”
March 16
Prof. PETER EBBES
HEC Paris
“Gremlins in the Data: Identifying the Information Content of Research Subjects”
March 16
Prof. KATE BARASZ
IESE Business School, University of Navarra
“I Know Why You Voted for Trump: (Over)inferring Motives From Choice”
March 15
Prof. LEONARD LEE
NUS Business School, National University of Singapore
“Reducing Peak-Hour Subway Crowding: Investigating the Effectiveness of Financial Disincentives”
March 15
Prof. KELLY HAWS
Owen Graduate School of Management, Vanderbilt University
“Consumer Responses to Serving Sizes”
March 15
Prof. BEREND WIERENGA
Rotterdam School of Management, Erasmus University
“Managerial Decision Making in Marketing: On Managers, Models, and Minds”
March 15
Prof. IÑIGO GALLO
IESE Business School, University of Navarra
“Surprise! The Positive Impact of Uncertainty on the Evaluation of Experiential Purchases”
February 19
NICHOLAS H. LURIE
VOYA Financial Professor, Department of Marketing, University of Connecticut
“Creation and Consumption of Mobile Word-of-Mouth: How are Mobile Reviews Different?”
