Marketing Department

The Marketing Department provides managers with a comprehensive understanding of the major forces in marketing decision-making, training them to develop and implement successful strategic marketing practices.

The department focuses on helping managers understand how customer information, competitive intelligence and a company’s value proposition fit with customer needs and company capabilities. Teaching and curriculum emphasize problem-solving: determining the actions necessary to satisfy customer needs through rigorous planning, implementation and control of activities in a competitive market place. The curriculum addresses many areas including customer service, traditional marketing techniques as well as new social media.

Coursework includes Marketing Management, Marketing Planning and Implementation, Brands and Brand Communications, Export and Multinational Marketing Management, Industrial Marketing, Marketing Strategy, and Marketing of Experiences, Innovative Concepts and Media.

Through their research, the department’s faculty is exploring the most recent and influential ideas in marketing.

Areas of expertise

  • Marketing strategy
  • Applied marketing research
  • Media management
  • Social media
  • Choice overload
  • International marketing
  • Innovation diffusion
  • Brand creation
  • Consumer behavior


Past Seminars

November, 7
The Wharton School – University of Pennsylvania
Errors in Measuring Minor Attributes Using Choice Modeling

October, 3
Columbia University
“It’s Not Easy Bein’ Green: A Wealth-Adaptation Lay Theory Fosters Support for Environmental Taxes”

September, 19
Columbia University
“The Customer Journey as a Source of Information”

September, 13
HEC Paris
“Conceptual Metaphor Nudge Reduces Hunger Perceptions and Portion Size Choice:
Implications for Online Food Ordering Examining”

September, 4
University of Cincinnati
“Starting from Zeroes: Round Numbers Signal Inflections in Trends”

June 11

“Language and Marketing Strategy”

May 15

University of South California

May 7

Erasmus University
Put the Cookies in the Jar: The Presence of Food Decreases Enjoyment of Ongoing, Unrelated Experiences”

April 23

UCLA, Anderson School of Business
“How Vacation Increases Happiness”

March 29

Cornell University
“The ‘Streaking Star’ Effect in Sports, Marketing, and Perceptions of Economic Equality”

HEC Paris
“Scheduling Style and Creativity”

March 28

University of British Columbia
“The upside of negative: Social distance in online reviews”

Northeastern University
“It Pays to Pay Smart: Consumers buy more after using cashless app payments”

Tilburg University
“The future of privatelabel markets: A global convergence approach”

October 9

University of Miami Business School
“Busyness Enhances Consumer Creativity”

October 1

Harvard University
“Using Machine Learning to Predict Price Dispersion”

October 5

Columbia University
“The Informational Role of Sponsored Advertising on Online Retail Marketplaces”

Georgia Institute of Technology
“Don’t forget the accountant: role integration increases the fungibility of mentally accounted resources”

September 25

“Promoting Consumption Experiences by Positive Incidental Affect: The Interplay of ValEence and Arousal in Incidental Affect Infusion Processes”

September 21

MIT Massachussetts Institute of Technology
“Quantum Prices”

September 10

University of Mannheim
“Climb or Jump -Status-Based Seeding in User-Generated Content Networks”

June 28

University of Munster
“Effectiveness of Marketing Channels:What do we know and what do we need to know?”

May 24

Ronald K. Banister Chair in Business and Professor of Marketing, University of Alberta
“The Motivational Dynamics of Success and Failure”

April 16

University of Münster
“Know IT – Bridging the Gap between Research and Practice in Digital Marketing”

March 16 

McDonough School of Business, Georgetown University
“Conflict of Interest Disclosure as an Expertise Cue: Differential Effects due to Automatic versus Deliberative Processing”

March 16 

HEC Paris
“Gremlins in the Data: Identifying the Information Content of Research Subjects”

March 16 

IESE Business School, University of Navarra
“I Know Why You Voted for Trump: (Over)inferring Motives From Choice”

March 15

NUS Business School, National University of Singapore
“Reducing Peak-Hour Subway Crowding: Investigating the Effectiveness of Financial Disincentives”

March 15 

Owen Graduate School of Management, Vanderbilt University
“Consumer Responses to Serving Sizes”

March 15 

Rotterdam School of Management, Erasmus University
“Managerial Decision Making in Marketing: On Managers, Models, and Minds”

March 15

IESE Business School, University of Navarra
“Surprise! The Positive Impact of Uncertainty on the Evaluation of Experiential Purchases”

February 19

VOYA Financial Professor, Department of Marketing, University of Connecticut
“Creation and Consumption of Mobile Word-of-Mouth: How are Mobile Reviews Different?” 


Journal Articles (refereed)

STREMERSCH, S., WINER, R. S., CAMACHO, N. (2021). Faculty research incentives and business school health. A New perspective from and for marketing. Journal of Marketing, 85 (5), 1-21. doi:10.1177/00222429211001050.
ENGELER, I., HÄUBL, G. (2021). Miscalibration in predicting one's performance. Disentangling misplacement and misestimation. Journal of Personality and Social Psychology, 120 (4), 940–955. doi:10.1037/pspi0000301.
GUITART, I., STREMERSCH, S. (2021). The Impact of informational and emotional television ad content on online search and sales. Journal of Marketing Research, 58 (2), 299-320. doi:10.1177/0022243720962505.
ENGELER, I., BARASZ, K. (2021). From Mix-and-Match to Head-to-Toe: How Brand Combinations Affect Observer Trust. Journal of Consumer Research. (Forthcoming)
APARICIO, D., CAVALLO, A. (2021). Targeted price controls on supermarket products. The Review of Economics and Statistics, 103 (1), 60-71. doi:10.1162/rest_a_00880.
STREMERSCH, S. (2021). The Study of important marketing issues. Reflections. International Journal of Research in Marketing, 38 (1), 12-17. doi:10.1016/j.ijresmar.2020.09.009.
LEMBREGTS, C., PENA MARIN, J. (2021). Numbers and units affect goal pursuit organization and motivation. Journal of Consumer Psychology, 31 (1), 37-54. doi:10.1002/jcpy.1179.
PENA MARIN, J., YAN, D. (2021). Reliance on numerical precision. Compatibility between accuracy versus efficiency goals and numerical precision level influence attribute weighting in two‐stage decisions. Journal of Consumer Psychology, 31 (1), 22-36. doi:10.1002/jcpy.1178.
REUTSKAJA, E., IYAMABO, J., RAGHUBIR, P., GALLO, Í. (2020). Price-denomination effect. Choosing to pay with denominations that are the same as the product prices. Frontiers in Psychology, 11. doi:10.3389/fpsyg.2020.552888.
GILOVICH, T., GALLO, I. (2020). Consumers' pursuit of material and experiential purchases. A review. Consumer Psychology Review, 3 (1), 20-33. doi:10.1002/arcp.1053.

Working Papers

APARICIO, D., METZMAN, Z., RIGOBON, R. (2021). The Pricing strategies of online grocery retailers.
APARICIO, D., RIGOBON, R. (2021). Quantum prices.
AVAGYAN, V., CAMACHO, N., VAN DER STEDE, W. A., STREMERSCH, S. (2019). The Role of Scenario Presentation in the Selection of Innovation Projects (WP-1230-E).
BITRAN, G. R., ROCHA E OLIVEIRA, P., SCHILKRUT, A. (2008). Managing customer relationships through price and service quality (DI-750-E).
GARCÍA PONT, C., CANALES, J. I., NOBOA, F. (2007). Subsidiary strategy: The embeddedness component (DI-699-E).


YAN, B., REUTSKAJA, E., VACCARO, A., FERNANDES, D. (2020). Artificial intelligence and a microperspective of organizational corruption. Annual Meeting Proceedings: Virtual 2020. Academy of Management Proceedings.
LADA, A., PEYSAKHOVICH, A., APARICIO, D., BAILEY, M. (2019). Observational data for heterogeneous treatment effects with application to recommender systems. EC '19: Proceedings of the 2019 ACM Conference on Economics and Computation (pp. 199-213). New York, NY: Association for Computing Machinery.
KETTLE, K., HÄUBL, G., ENGELER, I. (2015). Sharing Predictions. In Kristin Diehl and Carolyn Yoon (Ed.), Advances in Consumer Research Vol. 43 (pp. 292 - 296). Association for Consumer Research.
ENGELER, I., RAGHUBIR, P. (2013). I Run to be Fit, You Run for Fame: Context Effects Affecting Self-Positivity in Judgments on Consumption Motives and Emotions. In Simona Botti and Aparna Labroo (Ed.), Advances in Consumer Research Vol. 41 (pp. 640 - 642). Association for Consumer Research.
ENGELER, I., LAESSER, C. (2012). Emotional Effects of Purchase Price-Reference Price Divergence. In Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu (Eds.), Advances in Consumer Research Vol. 40 (pp. 293 - 297). Association for Consumer Research.

Articles in other publications

STREMERSCH, S. (2019). Inspiración, divergencia, convergencia: tres pasos para tomar mejores decisiones. IESE Business School Insight (153).
STREMERSCH, S. (2019). Inspire, diverge, converge: 3 steps to better decisions. IESE Business School Insight (153), pp. 62 - 69.
REUTSKAJA, E. (2019). The brains behind your choices. IESE Business School Insight (151), pp. 74 - 76.
REUTSKAJA, E. (2019). Opciones, las justas. IESE Business School Insight (151), pp. 74 - 76.
REUTSKAJA, E. (2018). Can't decide what to order? Why the human brain struggles with 'Plenty Of Choice'.


NUENO, J. L. (2020). Directo al consumidor. bienvenidos a 2025. Cuando los millennials manden. Barcelona: AECOC.
CHIESA, C., CHIESA GHIO, C., CHIESA, L. (2018). Vende más, vende mejor. 100 claves para el éxito. Barcelona: Plataforma Editorial.
VILLANUEVA, J., DE TORO, J. M. (2017). Marketing Estratégico. Barañain: Eunsa.
DE TORO, J. M., SOLDADO, P., SAN PEDRO, M., BREINER, J., ARRESE, Á., VARA-MIGUEL, A., ... BEL, I. (2017). La prensa digital en España 2016. Barcelona: IESE.
NUENO, J. L. (2016). ¿Puede el Marketing salvar al mundo? Expectativas para la era de la escasez. Barcelona: Reial Acadèmia Europea de Doctors.

Edited books

VILLANUEVA, J. (2014). Communication: Academic Case Studies. Madrid: Dircom.
ARTERO MUÑOZ, J. P., BEL MALLÉN, I., SÁDABA CHALEZQUER, C., DE TORO, J. M. (2013). La Televisión en España. Informe 2013. UTECA (Unión de Televisiones Comerciales Asociadas).
DING, M., ELIASHBERG, J., STREMERSCH, S. (2013). Innovation and Marketing in the Pharmaceutical Industry. Emerging Practices, Research and Policies. Berlin: Springer.
DE TORO, J. M., BEL, I., SÁNCHEZ TABERNERO, A. (2012). La Televisión en España. Informe 2012. UTECA (Unión de Televisiones Comerciales Asociadas).
DE TORO, J. M., BEL, I. (2012). Libro Blanco de la Prensa Diaria 2013. Madrid: AEDE (Asociación de Editores de Diarios Españoles).

Book Chapters

REUTSKAJA, E., IYENGAR, S., FASOLO MENSCHEN, B., MISURACA, N. L. S. (2020). Cognitive and affective consequences of information and choice overload. In Viale, Riccardo (Eds.), Routledge Handbook of Bounded Rationality. Routledge.
MIRUSACA, R., REUTSKAJA, E., FASOLO MENSCHEN, B., IYENGAR, S. (2020). How much choice is “good enough”?. Moderators of information and choice overload. In Viale, Riccardo (Eds.), Routledge Handbook of Bounded Rationality. Abingdon, Oxon ; New York: Routledge.
GÓMEZ, M., IVCHENKO, A., REUTSKAJA, E., SOTO-MOTA, P. (2020). Behaviors, perceptions and mental wellbeing in high-income and low/middle-income countries at the beginning of COVID-19 pandemic. In Djankov, Simeon and Panizza, Ugo (Eds.), COVID-19 in developing economies (pp. 128-146). London: Centre for Economic Policy Research (CEPR).
EDSON ESCALAS, J., GALLO, I., GAUSTAD, T. (2019). Reminiscing on Self-Brand Connections: Differentiating Experiential versus Symbolic Origins. In Americus Reed II and Mark Forehand (Ed.), Handbook of Research on Identity Theory in Marketing (pp. 125 - 140). Cheltenham: Edward Elgar Publishing.
KEKO, E., PREVO, G. J., STREMERSCH, S. (2018). The What, Who and How of Innovation Generation. In Peter Golder and Debanjan Mitra (Ed.), Handbook of Research on New Product Development (pp. 37 - 59). Aldershot, UK: Edward Elgar.


NUENO, J. L. (2019). Novias Millennial y Gen z: el sector de la moda nupcial en 2023.
NUENO, J. L. (2018). Visionando la cadena de suministro del sector sanitario 2025.
CHIESA, C., SALAZAR, R., SERVOLE, X., BALMASEDA, C., VILLANUEVA, J. (2018). Aprendiendo de las redes comerciales. VIII Estudio sobre la gestión de redes comerciales en España 2018.
NUENO, J. L. (2018). La tienda del futuro para las novias "Millennials".
VILLANUEVA, J., DE TORO, J. M., SOLDADO, P. (2017). Estrategias de entrada en mercados internacionales: el papel de la marca.


VILLANUEVA, J., NUENO, J. L., BALMASEDA, C. (2021). Primark: Clouds Ahead? IESE, M-1386-E.
OLIVER X., X., SASTRE BOQUET, I. (2021). Educo: Brand and Strategy in the Nonprofit Sector. IESE, M-1390-E.
PLANLILIO, L., GALLO, Í. (2021). Firemadillo SCRPt. A Software to Revolutionize the Movie Industry. IESE, M-1389-E.
GALLO, Í., ÁNGELA JIANG WANG (2021). DurvisTech and Carla Falcón: Fixing a Sales Team. IESE, M-1385-E.
SENDAGORTA, P., GALLO, Í., JIANG WANG, Á. (2021). Insite: Simplified Big Data. IESE, M-1384-E.

Technical Notes

GALLO, Í., VALENTÍ VIDAL, A., SEGARRA, J. (2021). Analítica web: desmitificando el marketing de rendimiento. IESE, MN-406.
GONZÁLEZ, J. (2021). Elección de mercado: target y posicionamiento. IESE, MN-412.
GONZÁLEZ, J. (2021). Diseño de la oferta: carteras de productos, marcas y precios. IESE, MN-413.
GONZÁLEZ, J. (2021). Market Selection: Target Customers and Positioning. IESE, MN-412-E.
GONZÁLEZ, J. (2021). Design of the Offering: Product Portfolios, Brands and Prices. IESE, MN-413-E.