Departamento de Direcci贸n Comercial
Director: Carlos Garc铆a 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 茅xito pr谩cticas de marketing estrat茅gico.
Entre otros aspectos, los profesores les ayudan a entender de qu茅 manera encajan la informaci贸n 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 organizaci贸n.
Las clases hacen hincapi茅 en la resoluci贸n de problemas: determinar las acciones que permitir谩n satisfacer las necesidades de los clientes a trav茅s del rigor en la planificaci贸n, la implementaci贸n y el control de las actividades en un mercado competitivo. Tambi茅n abordan temas como los servicios de atenci贸n al cliente, las t茅cnicas tradicionales de marketing y los nuevos medios sociales.
Las materias acad茅micas de este departamento incluyen听Direcci贸n del marketing,听Planificaci贸n e implementaci贸n del marketing,听Marcas y comunicaci贸n de marcas,听Direcci贸n del marketing de exportaci贸n y transnacional,听Marketing industrial, Estrategia de marketing,听Marketing de experiencias, conceptos innovadores y medios de comunicaci贸n.
A trav茅s de su investigaci贸n, el claustro que compone el departamento explora las tendencias m谩s recientes y de mayor impacto en marketing.
脕reas de especializaci贸n
Las 谩reas de inter茅s y especializaci贸n de los profesores incluyen:
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Seminarios.
On Going Seminars
January 30, 2025
ALAN SANFEY
Radboud University
鈥�Multiple motivations in moral choice: a decision neuroscience approach鈥�
February 27, 2025
ROSA FERRER
Universitat Pompeu Fabra
鈥�Targeting Viewers鈥� Heterogeneous Ad Aversion: Evidence from a Two-Sided Market鈥�
March 6, 2025
CATHERINE TUCKER
MIT Sloan School of Management
鈥�Data Deserts and Black Boxes: The Impact of Socio-Economic Status on Consumer Profiling鈥�
March 19, 2025
IOANNIS EVANGELIDIS
ESADE Business School
鈥�Inflation, Shrinkflation, Skimpflation: Consumers鈥� Beliefs about the Fairness of Price Increases, Product Size Decreases, and Product Quality Decreases鈥�
April 3, 2025
BARAK LIBAI
Reichman University
鈥淭he Churn Dynamics of Young Brands鈥�
May 22, 2025
DAFNA GOOR
London Business School
June 14, 2023
SHELLE SANTANA
Bentley University
鈥淲hat鈥檚 the Point of Points? Understanding How Consumers Value and Spend Loyalty Currency鈥�
May 10, 2023
GOKHAN YILDIRIM
Imperial London College
鈥淭he听Role听of听Customer听Mind-Set听Metrics听in听Optimal听Advertising Decisions鈥�
April 26, 2023
RETO HOFSTETTER
Universit谩t Luzern
鈥淏eyond Scarcity: Understanding Consumers鈥� Willingness-to-Pay for Non-Fungible Tokens鈥�
April 12, 2023
RAJESH CHANDY
London Business School
鈥淧roduct Innovation in Loans for Entrepreneurs in Ghana鈥�
February 8, 2023
CHADWICK J. MILLER
Washington State University, Carson College of Business
鈥淭he Impact of National Elections on Advertising and Incentive Effectiveness for Foreign vs. Domestic Brands: Evidence from the 2016 USA Presidential Election鈥�
February 6, 2023
DANIEL MIRNY
University of California Los Angeles
鈥淪ource Memory is More Accurate for Opinions Than for Facts鈥�
October 18, 2022
MAXIMILIAN MATTHE
Goethe University Frankfurt
鈥淚dentifying Consumers鈥� Information Needs in Online Search鈥�
October 17, 2022
ELISA SOLINAS
University of Southern California
鈥淐onsumers鈥� Reaction to Taste-Based Product Modifications鈥�
October 11, 2022
YEGOR TKACHENKO
Columbia University
鈥淭he Effect of Digitizing Community Activities on Community Participation: Evidence from Meetup.com鈥�
October 6, 2022
GWEN AHN
University of Michigan
鈥淟everaging Variety Preferences to Customize Bundles for Experiential Goods: An Application to Performing Arts Subscriptions鈥�
June 14, 2023
SHELLE SANTANA
Bentley University
鈥淲hat鈥檚 the Point of Points? Understanding How Consumers Value and Spend Loyalty Currency鈥�
May 10, 2023
GOKHAN YILDIRIM
Imperial London College
鈥淭he听Role听of听Customer听Mind-Set听Metrics听in听Optimal听Advertising Decisions鈥�
April 26, 2023
RETO HOFSTETTER
Universit谩t Luzern
鈥淏eyond Scarcity: Understanding Consumers鈥� Willingness-to-Pay for Non-Fungible Tokens鈥�
April 12, 2023
RAJESH CHANDY
London Business School
鈥淧roduct Innovation in Loans for Entrepreneurs in Ghana鈥�
February 8, 2023
CHADWICK J. MILLER
Washington State University, Carson College of Business
鈥淭he Impact of National Elections on Advertising and Incentive Effectiveness for Foreign vs. Domestic Brands: Evidence from the 2016 USA Presidential Election鈥�
February 6, 2023
DANIEL MIRNY
University of California Los Angeles
鈥淪ource Memory is More Accurate for Opinions Than for Facts鈥�
October 18, 2022
MAXIMILIAN MATTHE
Goethe University Frankfurt
鈥淚dentifying Consumers鈥� Information Needs in Online Search鈥�
October 17, 2022
ELISA SOLINAS
University of Southern California
鈥淐onsumers鈥� Reaction to Taste-Based Product Modifications鈥�
October 11, 2022
YEGOR TKACHENKO
Columbia University
鈥淭he Effect of Digitizing Community Activities on Community Participation: Evidence from Meetup.com鈥�
October 6, 2022
GWEN AHN
University of Michigan
鈥淟everaging Variety Preferences to Customize Bundles for Experiential Goods: An Application to Performing Arts Subscriptions鈥�
September, 10 2021
RAHIN HOSEINI
Pompeu Fabra University
鈥淭he Scale Effect: How Rating Scales Affect Product Evaluation鈥�
September, 16 2021
MARTINA POCCHIARI
Rotterdam School of Management, Erasmus University
鈥淭he Effect of Digitizing Community Activities on Community Participation: Evidence from Meetup.com鈥�
September, 17 2021
STEPHANIE SMITH
UCLA Anderson School of Management
鈥淐onsumers Undervalue Multi-Option Alternatives in Two-Stage Choice鈥�
September, 28 2021
SHIRLY BLUVSTEIN
STERN School of Business, New York University
鈥淣othing Matters鈥�: Zero Opt-Out Increases Consumers鈥� Voluntary Payments鈥�
September, 29 2021
GIZEM YALCIN
Rotterdam School of Management, Erasmus University
鈥淭humbs up or Down: Consumer Reactions To Decisions By Algorithms versus Humans鈥�
September, 30 2021
SERENA HAGERTY
Harvard Business School
鈥淶ero-Sum Perceptions Reduce Acceptability of Premium Offerings鈥�
October, 4 2021
FANGFEI GUO
Texas A & M University
鈥淭he Effectiveness of Membership Free Shipping: An Empirical Investigation on Consumers鈥� Purchase Behaviors and Retailers鈥� Profits鈥�
December, 9 2021
CHADWICK J. MILLER
Carson College of Business, Washington State University
鈥淎dvertising and Well-Being: A Longitudinal Examination of Advertising鈥檚 Impact on Life Satisfaction鈥�
December, 10 2021
KURT MUNZ
Bocconi University
鈥淪ound Judgment: The Key Role of Evaluability in Voice-based Judgment鈥�
December, 21 2021
CLAIRE LINARES
HEC Paris
鈥淭he Brands in Our Faces:The Existence and Manifestation of Brand鈥揢ser Facial Stereotypes鈥�
January , 25 2022
IRENE SCOPELLITI
City University of London
鈥淏ig Data Biases鈥�
March, 15 2022
VARDIT LANDSMAN
Erasmus University Rotterdam
鈥�Biopharma M&As: Does Marketing Effectiveness Suffer or Surge?鈥�
April, 28 2022
ANDREAS LANZ
HEC Paris
鈥淚nfluence Corridors: A New Path to Seeding Targets on User-Generated Content Platforms鈥�
April, 29 2022
NINA MAZAR
Boston University
鈥淣udging the nudger: The effect of providing performance feedback to customer service representatives on organ donor registrations鈥�
Seminarios pasados
November, 7
DAVID J. REIBSTEIN
The Wharton School 鈥� University of Pennsylvania
Errors in Measuring Minor Attributes Using Choice Modeling
October, 3
SHILPA MADAN
Columbia University
鈥淚t鈥檚 Not Easy Bein鈥� Green: A Wealth-Adaptation Lay Theory Fosters Support for Environmental Taxes鈥�
September, 19
NICOL脕S PADILLA
Columbia University
鈥淭he Customer Journey as a Source of Information鈥�
September, 13
FEI GEO
HEC Paris
鈥淐onceptual Metaphor Nudge Reduces Hunger Perceptions and Portion Size Choice:
Implications for Online Food Ordering Examining鈥�
September, 4
JORGE PENA
University of Cincinnati
鈥淪tarting from Zeroes: Round Numbers Signal Inflections in Trends鈥�
June 11
ABHISHEK BORAH
INSEAD
鈥淟anguage and Marketing Strategy鈥�
May 15
DAVIDE PROSERPIO
University of South California
May 7
ANNE-KATHRIN KLESSE
Erasmus University
鈥�Put the Cookies in the Jar: The Presence of Food Decreases Enjoyment of Ongoing, Unrelated Experiences鈥�
April 23
CASSIE MOGILNER
UCLA, Anderson School of Business
鈥淗ow Vacation Increases Happiness鈥�
March 29
TOM GILOVICH
Cornell University
鈥淭he 鈥楽treaking Star鈥� Effect in Sports, Marketing, and Perceptions of Economic Equality鈥�
ANNE LAURE SELLIER
HEC Paris
鈥淪cheduling Style and Creativity鈥�
March 28
LISA CAVANAUGH
University of British Columbia
鈥淭he upside of negative: Social distance in online reviews鈥�
KOEN PAUWELS
Northeastern University
鈥淚t Pays to Pay Smart: Consumers buy more after using cashless app payments鈥�
MARNIK DEKIMPE
Tilburg University
鈥淭he future of private鈥�label markets: A global convergence approach鈥�
October 9
LUKE NOWLAND
University of Miami Business School
鈥淏usyness Enhances Consumer Creativity鈥�
October 1
JORN BOEHNKE
Harvard University
鈥淯sing Machine Learning to Predict Price Dispersion鈥�
October 5
FEI LONG
Columbia University
鈥淭he Informational Role of Sponsored Advertising on Online Retail Marketplaces鈥�
PAUL IMAN
Georgia Institute of Technology
鈥淒on鈥檛 forget the accountant: role integration increases the fungibility of mentally accounted resources鈥�
September 25
AIQING LIN
INSEAD
鈥淧romoting Consumption Experiences by Positive Incidental Affect: The Interplay of ValEence and Arousal in Incidental Affect Infusion Processes鈥�
September 21
DIEGO APARICIO
MIT Massachussetts Institute of Technology
鈥淨uantum Prices鈥�
September 10
ANDREAS LANZ
University of Mannheim
鈥淐limb or Jump -Status-Based Seeding in User-Generated Content Networks鈥�
June 28
SONJA GENSLER
University of Munster
鈥淓ffectiveness of Marketing Channels:What do we know and what do we need to know?鈥�
May 24
GERALD H脛UBL
Ronald K. Banister Chair in Business and Professor of Marketing, University of Alberta
鈥淭he Motivational Dynamics of Success and Failure鈥�
April 16
THORSTEN W天美传媒L
University of M眉nster
鈥淜now IT 鈥� Bridging the Gap between Research and Practice in Digital Marketing鈥�
March 16听
Prof. DEBORA THOMPSON
McDonough School of Business, Georgetown University
鈥淐onflict of Interest Disclosure as an Expertise Cue: Differential Effects due to Automatic versus Deliberative Processing鈥�
March 16听
Prof. PETER EBBES
HEC Paris
鈥淕remlins in the Data: Identifying the Information Content of Research Subjects鈥�
March 16听
Prof. KATE BARASZ
天美传媒, University of Navarra
鈥淚 Know Why You Voted for Trump: (Over)inferring Motives From Choice鈥�
March 15
Prof. LEONARD LEE
NUS Business School, National University of Singapore
鈥淩educing Peak-Hour Subway Crowding: Investigating the Effectiveness of Financial Disincentives鈥�
March 15听
Prof. KELLY HAWS
Owen Graduate School of Management, Vanderbilt University
鈥淐onsumer Responses to Serving Sizes鈥�
March 15听
Prof. BEREND WIERENGA
Rotterdam School of Management, Erasmus University
鈥淢anagerial Decision Making in Marketing: On Managers, Models, and Minds鈥�
March 15
Prof. I脩IGO GALLO
天美传媒, University of Navarra
鈥淪urprise! The Positive Impact of Uncertainty on the Evaluation of Experiential Purchases鈥�
February 19
NICHOLAS H. LURIE
VOYA Financial Professor, Department of Marketing, University of Connecticut
鈥淐reation and Consumption of Mobile Word-of-Mouth: How are Mobile Reviews Different?鈥澨�
