Senior Lecturer of Marketing

• Ph.D. in Business Administration (Marketing), University of California Berkeley
• MBA, IESE Business School, University of Navarra
• Master of Science in Mechanical and Aerospace Engineering, Arizona State University
• Bachelor of Science in Mechanical Engineering, Calvin College

Mario Capizzani is a Senior Lecturer at IESE’s Business School Marketing Department. He teaches in most IESE’s Executive Education programs, MBA, and the Global Executive MBA and is the co-academic director of the PDD program and international In-Company programs. He joined IESE Business School in 2002 and since then has combined his academic life with consulting activities for several companies including Retail, E-commerce, FMCG, Advertisement & Professional Services, etc.

His main line of research is focused on behavioral and experimental economics with applications in the fields of online marketing, pricing, digital commerce, customer management & marketing strategy. His doctoral dissertation was focused on pricing and auction mechanisms. His academic research has been published in several scientific publications including The Journal of Retailing and the Journal of the Association for Consumer Research, as well as featured in several managerial publications including IESE Insight, Harvard-Deusto and Forbes Magazine. He is also the author of several business cases and technical notes used as a teaching tool in several business schools.

He holds a Ph.D. in Business Administration with specialization in marketing from the University of California at Berkeley, a MBA from IESE Business School, and a Master of Science Degree in Mechanical and Aerospace Engineering from Arizona State University. Before joining IESE Business School he was a consultant at McKinsey & Company, prior to which he worked as a senior marketing analyst in the telecom industry and as an engineer in the automotive industry.

Areas of interest

* Online marketing, ecommerce & digital transformation
* Pricing & marketing strategy
* Salesforce management
* Customer relationship management & loyalty programs


Journal Articles (refereed)

CAPIZZANI, M., MITTONE, L., MUSAU, A., VACCARO, A. (2017). Anticipated Communication in the Ultimatum Game. Games, 8 (3), 1 - 20. doi:10.3390/g8030029.
RAGHUBIR, P., CAPIZZANI, M., SRIVASTAVA, J. (2017). What's in Your Wallet? Psychophysical Biases in the Estimation of Money. Journal of the Association for Consumer Research, 2 (1), 105 - 122. doi:10.1086/689867.
OSUNA, I., GONZÁLEZ, J., CAPIZZANI, M. (2016). Which Categories and Brands to Promote with Targeted Coupons to Reward and to Develop Customers in Supermarkets. Journal of Retailing, 92 (2), 236 - 251. doi:10.1016/j.jretai.2015.12.002.
ZARATE, J. A., CAPIZZANI, M., ROY, R. P. (1998). Velocity and temperature wall laws in a vertical concentric annular channel. International Journal of Heat and Mass Transfer, 41 (2), 287 - 292. doi:10.1016/S0017-9310(97)00142-7.
BECKMAN, P., ROY, R. P., VELIDANDLA, V., CAPIZZANI, M. (1995). An improved fast-response microthermocouple. Review of Scientific Instruments, 66 (9), 4731 - 4733. doi:10.1063/1.1145315.

Articles in other publications

CAPIZZANI, M., FONCILLAS, P. (2015). Marketing colaborativo: cómo aprovechar a nuestros clientes para transformar el negocio. Harvard Deusto Márketing y Ventas (130), pp. 14 - 19.
SHANMUGAM, R., CAPIZZANI, M., MCQUARRIE, E. F., MCINTYRE, S. H. (2014). Cómo gestionar las opiniones en Internet. Lea entre líneas. IESE Insight (20), pp. 46 - 53.
SHANMUGAM, R., CAPIZZANI, M., MCQUARRIE, E. F., MCINTYRE, S. H. (2014). How to Make Online Reviews Work for You. Reading Between the Lines. IESE Insight (20), pp. 46 - 53.
ANDRADE, E. B., CAPIZZANI, M. (2011). Resortes emocionales que cautivarán a su cliente. Marketing del comportamiento. IESE Insight (9), pp. 58 - 65.
ANDRADE, E. B., CAPIZZANI, M. (2011). Emotional Cues That Work Magic on Customers. Behavioral Marketing. IESE Insight (9), pp. 58 - 65.


CAPIZZANI, M., FONCILLAS, P. (2016). Digital and e-Commerce initiatives: present and future.
CAPIZZANI, M., RAMIREZ HUERTA, F. J., ROCHA E OLIVEIRA, P. (2012). Retail in Latin America: Trends, challenges and opportunities.


ROCHA E OLIVEIRA, P., CAPIZZANI, M., VALENTÍ VIDAL, A., REUTSKAJA, E. (2022). AéroTec Systèmes and the Space Tourism Race. IESE, M-1395-E.
ROCHA E OLIVEIRA, P., CAPIZZANI, M., VALENTÍ VIDAL, A., REUTSKAJA, E. (2022). AéroTec Systèmes y la carrera del turismo espacial. IESE, M-1395.
GALLO, I., GONZÁLEZ, J., CAPIZZANI, M., PANLILIO, L. (2019). and FileAway: Advertising in the Super Bowl. IESE, M-1374-E.
CAPIZZANI, M. (2019). Airbnb: Tough Choices Growing a Platform Business. IESE, M-1370-E.
CAPIZZANI, M., KIM, T., OBERSRIEBNIG, S. (2015). Airbnb: What´s Next?. Prioritizing Opportunities in Southern Europe. IESE, M-1339-E.

Technical Notes

CAPIZZANI, M., VALDÉS, P. (2017). Fundamentos del inbound marketing. IESE, MN-394.
CAPIZZANI, M., VALDÉS, P. (2017). Foundations of Inbound Marketing. IESE, MN-394-E.
CAPIZZANI, M., BHARGAVA, N., CAÑIGUERAL, X., CHAUDHRY, S. (2015). Estrategia de marketing móvil. Una introducción a los sitios web y las aplicaciones móviles. IESE, MN-386.
CAPIZZANI, M., BHARGAVA, N., CAÑIGUERAL, X., CHAUDHRY, S. (2015). Mobile Marketing Strategy. An introduction to mobile websites & mobile apps. IESE, MN-386-E.
XENOS, E., CAPIZZANI, M., DÁVILA, A. (2012). Governance of World Association Football. IESE, SMN-682-E.