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)

APARICIO, D., CAVALLO, A. (2020). Targeted price controls on supermarket products. The Review of Economics and Statistics. doi: (Forthcoming)
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:
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.
LANDSMAN, V., STREMERSCH, S. (2020). The Commercial consequences of collective layoffs. close the plant, lose the brand? Journal of Marketing, 84 (3), 122 - 141. doi:
ENGELER, I., HÄUBL, G. (2020). Miscalibration in predicting one's performance. Disentangling misplacement and misestimation. Journal of Personality and Social Psychology. doi: (Online first)
APARICIO, D., BERTOLOTTO, M. I. (2020). Forecasting inflation with online prices. International Journal of Forecasting, 36 (2), 232-247. doi:
HIRATA, G., ROCHA E OLIVEIRA, P. (2019). Lasting Effects of Promoting Literacy - Do When and How to Learn Matter? Education Economics, 27 (4), 339 - 357. doi:10.1080/09645292.2019.1597020.
BARASZ, K., KIM, T., EVANGELIDIS, I. (2019). I Know Why You Voted for Trump: (Over)inferring Motives Based on Choice. Cognition, 188, 85 - 97. doi:10.1016/j.cognition.2018.05.004.
GALLO, I., TOWNSEND, C., ALEGRE, I. (2019). Experiential Product Framing and Its Influence on the Creation of Consumer Reviews. Journal of Business Research, 98, 177 - 190. doi:10.1016/j.jbusres.2019.01.007.
VAN EVERDINGEN, Y., HARIHARAN, V. G., STREMERSCH, S. (2019). Gear Manufacturers as Contestants in Sports Competitions: Breeding and Branding Returns. Journal of Marketing, 83 (3), 126 - 144. doi:10.1177/0022242919831996.

Working Papers

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).
CABRÉ, C., RENART, L. G. (2007). How to improve a CRM strategy (DI-690-E).
GARCÍA PONT, C. (2006). Alliances and industry analysis (DI-649-E).


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). 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.
RACKHAM, N. (2018). Para aumentar as vendas, mude a forma de vender. IESE Insight (22).
D'ANDREA, G. (2018). Rethinking the Funnel for the Omnichannel Age. Are You Ready for the Retail Revolution? IESE Insight (36), pp. 53 - 58.
JOHN, L. K., KIM, T., BARASZ, K. (2018). Ads That Don't Overstep. Harvard Business Review, 96 (1), pp. 62 - 69.


OLIVER, X., SERRA MASIP, E. (2014). Brands that Dream. Only Companies That Dream Stand Out. Barcelona: Libros de Cabecera.
TINDEMANS, B., STREMERSCH, S. (2008). Verlicht Ondernemen. hoe ondernemend ben ik? Hoe ondernemend is mijn bedrijf? Hoe maak ik een winnend bedrijfsplan? Hoe boek ik succes met internationaal ondernemen?. Schiedam: Scriptum.
JOACHIMSTHALER, E. A. (2007). Hidden in Plain Sight. How to Find and Execute Your Company's Next Big Growth Strategy. Boston: Harvard Business School Press.

Edited books

VILLANUEVA, J. (2014). Communication: Academic Case Studies. Madrid: Dircom.
DING, M., ELIASHBERG, J., STREMERSCH, S. (2013). Innovation and Marketing in the Pharmaceutical Industry. Emerging Practices, Research and Policies. Berlin: Springer.

Book Chapters

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.
AVAGYAN, V., LANDSMAN, V., STREMERSCH, S. (2017). Marketing Models for the Life Sciences Industry. In Berend Wierenga and Ralf van der Lans (Ed.), Handbook of Marketing Decision Models (pp. 385 - 430). Cham: Springer International Publishing.
VILLANUEVA, J., SEAGER, P. (2017). Marketing in a New Media World. In Mike Rosenberg and Philip H. Seager (Ed.), Managing Media Businesses: A Game Plan to Navigate Disruption and Uncertainty (pp. 55 - 79).
HANSSENS, D. M., VILLANUEVA, J., YOO, S. (2015). Word-of-mouth and marketing effects on customer equity. In V. Kumar and Denish Shah (Ed.), Handbook of Research on Customer Equity in Marketing (pp. 178 - 199). Cheltenham: Edward Elgar Publishing.


CAPIZZANI, M., FONCILLAS, P. (2016). Digital and e-Commerce initiatives: present and future.
REUTSKAJA, E., RIBERA, J. (2013). Remote Patient Management: A Study of the Attitudes of Patients and Professionals in Spain.
CAPIZZANI, M., RAMIREZ HUERTA, F., ROCHA E OLIVEIRA, P. (2012). Retail in Latin America: Trends, challenges and opportunities.
BOYCE, T., DIXON, A., FASOLO MENSCHEN, B., REUTSKAJA, E. (2010). Choosing a high-quality hospital. The role of nudges, scorecard design and information.
VILLANUEVA, J., ARMELINI, G., TATGE, L. (2007). Electronic word of mouth: What do we know about this powerful marketing tool?.


VALENTÍ, A., ZUNINO, D., PANLILIO, L. (2019). Rappi: The Growth Dilemma. IESE, M-1377-E.
VILLANUEVA J., J., BALMASEDA, C., GONZÁLEZ, J. (2019). Caesars Entertainment: betting on artificial intelligence. IESE, M-1373-E.
SASTRE BOQUET, I., OLIVER, X. (2019). Siemens Employer Branding: Who Owns the Brand? (A). IESE, M-1368-E.
CAPIZZANI, M. (2019). Airbnb: Tough Choices Growing a Platform Business. IESE, M-1370-E.
SASTRE BOQUET, I., OLIVER, X. (2019). Siemens Employer Branding B: Who Owns the Brand? (B). IESE, M-1371-E.

Technical Notes

VILLANUEVA, J., FERRANDIZ, L., FERNÁNDEZ-VELILLA, R., SIMARRO, S. (2020). Search Engine Optimization (SEO). IESE, MN-403-E.
GONZÁLEZ, J. (2019). Market Segmentation. IESE, MN-400-E.
FERRANDIZ, L., VILLANUEVA, J., BALMASEDA, C. (2019). UX: Creating the Best User Experience. IESE, MN-401-E.
MASSAGUE, M., ROSICH, M., NUENO, J. L. (2017). Creativity in Antonio Gaudí's Artwork. IESE, MN-399-E.
CAPIZZANI, M., VALDÉS, P. (2017). Foundations of Inbound Marketing. IESE, MN-394-E.