Diego
Aparicio
Assistant Professor of Marketing
• Ph.D. in Economics, Massachusetts Institute of Technology
Diego Aparicio is an Assistant Professor in the Marketing Department at IESE Business School. He teaches the MBA elective on Pricing as well as the core Marketing Management course across the MBA, Master in Management, and Executive Education programs.
His research explores pricing and assortment strategies, monetization models, digital platforms, and retail analytics. Prior to joining IESE, Diego worked in the finance and technology sectors—experience that continues to shape his data-driven approach to research and teaching. He brings a practical perspective to topics such as market dynamics, algorithmic pricing, and the evolving role of artificial intelligence in commerce.
His work has been featured by the National Bureau of Economic Research (NBER), the European Central Bank, and the Federal Trade Commission, and has been covered in leading outlets such as The Economist, Bloomberg, and the U.S. Bureau of Labor Statistics—reflecting its influence on both public policy and business practice.
Areas of interest.
• Pricing
• Economics of Digitization
• Artificial Intelligence
• Lab Experiments
• Industrial Organization