MARKETING MANAGEMENT

Marketing Management is dedicated to the comprehensive study of the role of business as an ongoing process of creating value for the customer, a central aspect of the success of businesses and organizations and contemporary companies. It analyzes the explicit and implicit activities in customer acquisition and retention, going in-depth with special emphasis on:

  • Supply and demand
  • The competitive environment
  • International trade
  • Market research
  • Product development
  • Price policies

DEPARTMENT DIRECTOR

ESPINOSA FRANCISCO

Francisco Espinosa Manzo

Professor at the Marketing Management Department

Counsellorship Director

  • MBA, Instituto Panamericano de Alta Dirección de Empresa (IPADE Business School).
  • BS in Chemical Engineering, Universidad Iberoamericana.
  • Chief Executive Officer, Industrial Química Latinoamericana, S.A. de C.V., 1986-1991.
  • Operations Assistant Director, teflón machined precision parts manufacture in Fluorocarbons Works, S.A. de C.V., 1984.
  • Chemical Engineer, leader of diverse projects for plant operation in ABCE, S.A., 1983.
  • Entrepreneurial experience, Partner and Member of the Board of Directors in several companies.
  • Professor, Integral Calculus, Universidad Iberoamericana, 1985.
  • Value creation and identification for the customer
  • Pricing strategy and value extraction
  • Commercial strategy innovation
  • Brand extension and market presence
  • Access to the market and future construction
  • Analysis of the information
  • Marketing Management Program, International Marketing Institute, Boston.

DEPARTMENT PROFESSORS

SILVIA CACHO

Silvia Cacho-Elizondo

Professor at the Marketing Management Department

Associate Academic Director of IPADE

  • PhD in Management, specialization Marketing, HEC Paris, France.
  • M.Sc. in Marketing and Strategy, Université Paris-IX Dauphine, France.
  • MBA, IPADE Business School, Mexico.
  • M.Sc. in Management of Technology, University of Sussex, England.
  • Bachelor of Electronic Systems Engineering, Instituto Tecnológico y de Estudios Superiores de Monterrey (ITESM), campus Monterrey, Mexico.
  • Adviser at e-Medicis, start-up specialized in mobile health services, France.
  • Assistant Brand Manager, Procter & Gamble, Mexico.
  • Chief Project Manager, Sistemas, Informática y Control, S.A., Mexico.
  • Founding Partner, Bocach (accessories and information management services), Mexico.
  • Professor-Researcher at the European Business School (EBS), Paris, France.
  • Professor-Researcher at the Institut Supérieur de Commerce (ISC), Paris, France.
  • Lecturer at several French universities: HEC Paris, EDC, EAP-Groupe ESCP, ACI-NEGOCIA, ISCID, EPSCI-Groupe ESSEC, ESCE.
  • Visiting Lecturer at Universidad de Deusto in San Sebastián and Universidad de León, Spain.
  • Professor at ITESM, campus Morelos, Mexico.
  • Engineer-Researcher at the Instituto de Investigaciones Eléctricas (IIE), Mexico.
  • Member of the Mexican National Researchers System (SNI).
  • Accreditation as Maítre de Conférence, France.
  • Memberships: AFM (Association Française de Marketing), EMAC (European Marketing Association), ACR (Association for Consumer Research).
  • Consumer Behavior
  • Branding and CRM strategies
  • Innovation and Management of Technology
  • Online and Mobile Services / Social Networks
  • Sustainable Development and Corporate Social Responsibility
  • Academic Exchange Program, specialization Marketing, HEC Paris, France.
  • Graduate in Marketing and International Commerce, ITESM, campus Morelos, Mexico.
CASTELLANOS CARLOS

Carlos Antonio Castellanos Rodríguez

Professor at the Marketing Management Department

Program director, AD-2 Guadalajara

  • Executive MBA (MEDEX), Instituto Panamericano de Alta Dirección de Empresa (IPADE Business School).
  • Master in Electrical Engineering, Computer Engineering, Illinois Institute of Technology.
  • Electromechanical Engineering, Universidad Vercacruzana.
  • Founder Partner of Organic Choice, manufacturer and distributor of Biofertilizers, January 2015.
  • Founder Partner at Value Plus, Consulting Firm since January 2013.
  • CEO and founding partner at Medical Stock, since March 2011.
  • Chairman of the Board of Directors at Grupo Jaloma, S.A. de C.V., March 2011-December 2014.
  • Director at Grupo Jaloma, S.A. de C.V., 1998-2011.
  • Commercial director and director of service enterprises at Compusoluciones, 1993-1998.
  • Product engineer at Motorola de México, 1991-1993.
  • Office manager at Institute on Mexico, 1990-1991.
  • Production engineer at Tubos de Acero de México (now Tenaris), 1988-1998.
  • Member of several advisory and administrative councils of educative enterprises and institutes.
  • General Strategic Planning and Execution
  • Commercial strategy aligned with the General Management strategy
  • Distribution Channels
  • Hispanic Market in the US
  • Innovation and Value Creation
  • Joint Ventures
  • Market Analysis
  • Development of Private Labels
  • Corporate Governance and sustainability at Family Businesses
HIDALGO GABRIEL

Gabriel Hidalgo Moreno

Professor at the Marketing Management Department

  • MBA, Instituto Panamericano de Alta Dirección de Empresa (IPADE Business School).
  • BS in Biochemistry Engineering, Universidad Autónoma Metropolitana (UAM).
  • Adviser for companies like: Escala Internacional (2007-2010); FX Morales y Asociados (2004-2010); Prendamex, S.A. de C.V. (2007-2010); HEMSA, S.A. de C.V. (2005-2007); André Badi, S.A. de C.V. (2008- 2010); Colegio Americano de Monterrey (2009- 2010).
  • Consultant for diverse companies like: CEMEX México (2007); Alsea (2008); BASF Internacional (2007-2010); Elly Lily de México (2008); USG de México (2007-2009); Mahle Componentes; Volkswagen de México (2008); Guaymex, S.A. (2007-2009); Quántica Inversiones (2007-2010); Citlalin Corporativo (2006-2010); ServiClean de México (2007-2010); Brinco, S.A. de C.V. (2007); Marcatel, S.A. de C.V. (2009); Abarrotera del Duero, S.A. de C.V. (2008).
  • Country Sales Manager, Industrias Vinícolas Pedro Domecq, 1996-1998.
  • Strategic Planning Sub Director, Casa Pedro Domecq, 1994-1996.
  • Sales Sub Director, Casa Pedro Domecq, 1988-1994.
  • Chief Executive Officer Assistant, Cía. Editorial, 1986-1987.
  • General Manager, Acabados Electrolíticos, S.A. de C.V., 1985-1986.
  • Financial Management Executive, Grupo Condumex, 1984-1985.
  • Sales Director, Cadena Electrocentro del Hogar, 1980-1982.
  • Speaker in topics related to Marketing for diverse public and private organizations, 2004 to date.
  • Professor of Marketing, Universidad Panamericana (UP), 1981.
  • Professor of Industrial Projects Development, Universidad Autónoma Metropolitana (UAM), 1980.
  • Commercial Strategy
  • Marketing
  • Convenience stores and modern channels
  • Franchises
  • Telemarketing
  • Distribution Channels
  • Promotion and BTL
  • Business Accelerators
  • PYME (SMB) / Marketing
  • Continuous Updating Management Program, Instituto Panamericano de Alta Dirección de Empresa (IPADE Business School).
  • Business Leader Program, Babson College, Boston, Massachusetts.
  • Effective Leadership, Instituto Tecnológico Autónomo de México (ITAM).
  • Consumer Marketing Strategy Program, Kellogg Graduate School, Chicago, Illinois.
MARTINEZ ERNESTO

Ernesto Martínez Martínez

Professor at the Marketing Management Department

Associate Director of the Executive Education Programs

  • Master of International Business (Global MBA), a join program between Thunderbird School of Global Management (Phoenix, AZ) and Instituto Tecnológico de Estudios Superiores de Monterrey (ITESM).
  • Management Program (D-1), Instituto Panamericano de Alta Dirección (IPADE).
  • Bachelors in Business Administration, Major in Finance and Marketing, Universidad Iberoamericana (UIA).
  • Country Business Manager (CBM), Nestlé Nutrition Central America.
  • General Manager, Gerber Central America.
  • Marketing and Sales Director, Gerber Mexico.
  • Marketing and Sales Director, New Zealand Milk Products Mexico (FONTERRA).
  • New Products Manager, Kellogg Mexico.
  • Blades and Razors Manager, Gillette Mexico.
  • Business and Marketing Strategies Development, based on Consumer Insights.
  • Portfolio Innovation and Renovation, New Products Introduction.
  • Digital Media Strategies Development.
  • Executive Coaching focused on developing competencies at individual and team levels, for the Commercial Area.
  • Construction of "Brand Equity".
  • Executive and Team Coaching Diploma, a join program between Instituto Tecnológico de
  • Estudios Superiores de Monterrey (ITESM) and International Coaching Technologies (ICT).
  • Nestlé Leadership Program, London Business School.
  • Novartis Executive Forum COHORT II, Leadership Program, Harvard Business School.
RIVERA MARTHA

Martha Rivera Pesquera

Professor at the Marketing Management Department

Member of the Corporate Board of the Universidad Panamericana (UP)

Member of the Board, Research Center for Women in Senior Management (CIMAD)

  • PhD in Business and Economic Sciences, specialized in Marketing, IESE Business School, Spain.
  • MBA, Instituto Panamericano en Alta Dirección de Empresa (IPADE Business School).
  • BS in Biochemistry Engineering, Management in Processed Food, Instituto Tecnológico y de Estudios Superiores de Monterrey (ITESM).
  • Manager at the Marketing Management Department, Instituto Panamericano en Alta Dirección de Empresa (IPADE Business School).
  • Consultant in Marketing Strategy and Market Research in several firms, 1995- up to date.
  • Public Relations Coordinator, XV Annual Conference de Strategic Management Society, 1994-1995.
  • Special Projects. Feasibility Study to install national distribution centers, Grupo Editorial Planeta, S.A. de C.V., 1993.
  • Manager, Quality Control and Research, UNILEVER, Zwanenberg de México, S.A., 1989-1992.
  • Manufacture Manager, Unión de Productores de Leche de Querétaro, 1987-1989.
  • Member of the Board of Directors in several firms.
  • Member of the Marketing Science Institute.
  • Member of the American Marketing Association.
  • Guest Professor: IESE Business School, Spain; IAE Business School, Argentina; INALDE Business School, Colombia; PAD
  • Escuela de Dirección, Peru; Instituto Internacional San Telmo, Spain; Instituto de Capacitación de Mandos Intermedios (ICAMI).
  • Guest Professor, “Barcelona Activa-Generalitat de Catalunya,” Barcelona, 2000.
  • Marketing
  • Marketing Strategy
  • Sales Force Management
  • Entrepreneurial Selling
  • Multichannel Customer Management
  • Digital Marketing
  • e-commerce
  • Experiential Marketing
  • Women Leadership
  • Women Entrepreneurs
  • Women on Corporate Boards
  • Exchange Program, Haut École de Commerce (HEC), France.
  • “Customer Insights,” Miami University, USA.
  • “Managing Customers vs. Managing Brands: Striking the Balance,” INSEAD, France.
  • “Does Marketing Measure Up?” London Business School, England.
  • American Marketing Association Conference, USA.
  • “Does Marketing Need Reform?” Bentley College, USA.
  • Colloquium on Participant-Centered Learning, Harvard Business School, USA.

DEAN PROFESSORS

CHAVEZ CARLOS

Carlos Chávez Solís

Professor at the Marketing Management Department

  • MBA, Instituto Panamericano de Alta Dirección de Empresa (IPADE Business School).
  • BS in Chemical Engineering, Universidad Nacional Autónoma de México (UNAM).
  • Marketing, Planning and Promotion Director, Banco del Atlántico.
  • Commercial Banking Assistant General Director, Banco del Atlántico.
  • Assistant General Director, Banca Cremi.
  • Business Consultant to several companies like: Aceros Camesa, Asociación Mexicana de Agencias de Publicidad, Athlete’s Foot, Atún Tuny Grupo Marindustrias, Avantel, Bancomer, Carl’s Jr. Hamburguesas, Cementos Apasco, Domino’s Pizza, Grupo Alsea, GNC Tiendas de Nutrición, Hielo Fiesta, Ingersol Rand, Joyerías Bizarro, Laboratorios Médicos Chopo, Laboratorios Pisa, Leche Boreal, Mexinox, Praxair, TSS, Prendalana Casas de empeño, Seguros BBVA Bancomer, Volkswagen de México, Leche San Marcos, Gelatinas D’GARI, Burger King, Coca Cola Femsa, SportCity, Laboratorios GSK, Ilusión y Peñaranda.
  • Member of the Board of Directors of several companies.

Formerly:

  • Director of the Executive Officers Management Program (AD-2), IPADE, 2008-2009.
  • Director of the Advanced Management Program (AD), IPADE, 2006-2008.
  • Director of the MBA Program, IPADE, 1999-2006.
  • Guest Speaker in several Business Schools.
  • Jury and Member of the EFFIE Award Committee, to Advertising Effectiveness of the Asociación
  • Mexicana de Agencias de Publicidad AMAP.
  • Marketing
  • Commercial Strategy
  • Sales
  • Public relations
  • Advertising
  • Brand Building
  • Market Research
  • Customer Satisfaction
  • Online Marketing
  • Colloquium on Participant-Centered Learning, Harvard Business School, 2008.
  • Strategic Marketing Management Program, Harvard Business School, 1992.
FERNÁNDEZ ALEJANDRO

Alejandro Fernández Villa

Professor at the Marketing Management Department

  • Executive Officers Management Program (AD-2), Instituto Panamericano de Alta Dirección de Empresa (IPADE Business School).
  • BS in Civil Engineering, Universidad de Guadalajara.
  • Member of the Board in corporations like: GCMEX Grupo Constructor, S.A. de C.V.; Comercial Distribuidora, S.A.; Grupo Vigía; Termo Gas; CCPM de México; Family Business Network México; Centro Panamericano de Humanidades; Instituto de Capacitación de Mandos Intermedios (ICAMI).
  • Founder Director of the Instituto de Desarrollo Personal para Operarios, 1968-1977.
  • Founder Director of the Instituto de Capacitación de Mandos Intermedios (ICAMI), 1967- 1977.
  • Guest Professor:
    • IDE, Escuela de Dirección de Empresas, Ecuador, from 1992.
    • PAD Escuela de Dirección, Peru, 1988-1993.
    • INALDE, Escuela de Dirección y Negocios, Colombia, from 1987.
  • Product marketing development
  • Global brands
  • International Marketing
  • Marketing strategies
  • Price strategies
  • Distribution channel strategies
  • Marketing positioning
GUTIERREZ JORGE

Jorge Gutiérrez Villarreal

Professor at the Marketing Management Department

  • PhD in Economics, North Carolina State University.
  • MA in Agricultural Economics Science, Texas A&M University.
  • Executive Officers Management Program (AD-2), Instituto Panamericano de Alta Dirección de Empresa (IPADE Business School).
  • BA in Economics, Universidad de Nuevo León.
  • Economic Advisor, Secretaría de Comercio.
  • Economic Advisor, Secretaría de la Presidencia.
  • Member of the Board of Directors, Banco Internacional, S.A.
  • Member of the Advisory Committee, Comisión Nacional de Inversiones Extranjeras.
  • Consultant for the following companies: Pepsi Cola, S.A.; Industrial Eléctrica, S.A.; Damon, S.A.; Grupo Alfa; Industrias Resistol, S.A.; Grupo Laresgoiti; Rassini Rhem, S.A.; Vitos de México, S.A.; Grupo Arga, S.A.; Consorcio Manufacturero, S.A.; Grupo Cydsa; Grupo Condumex; Albany International; Kellogg de México; AMAP; Gallup; Calimax; Holcim-Apasco.

Formerly:

  • Head of the Marketing Management Department, IPADE, 1981-2008.
  • Dean of IPADE, 2002-2005.
  • General Director of the Executive Education Programs, IPADE, 1988-2002.
  • Director of the MBA Program, IPADE, 1980-1988.
  • Member of the Senior Council.
  • Member of the Chancellor Board.
  • Member of the Board of Directors.
  • Achieving Breakthrough Service, Harvard Business School.
  • Professor, Public Finance Fiscal Policy, Macroeconomics and Monetary Theory, Instituto Tecnológico Autónomo de México (ITAM).
  • Founding Director Economics Department, Universidad Autónoma Metropolitana Azcapotzalco.
  • Second Workshop on Policy for Public Enterprise in Developing Countries, Harvard University, Boston, Mass., EUA.
  • Research Assistant and Teacher Assistant, Texas A&M University and North Carolina State University.
  • Guest Professor: PAD Escuela de Dirección, Peru; INALDE, Escuela de Dirección y Negocios, Colombia; Instituto Internacional San Telmo, Spain; IAE Business School, Argentina; Richard Ivey School of Business, Canada; The Catholic University of America; University of Dallas; AESE-Escola de Direcção e Negócios, Portugal; Instituto Superior da Empresa, Brazil; IESE Business School, Spain.
  • International Marketing Management Course, Organization of American States.
  • International Teachers Programme, Manchester Business School.
  • Strategic Marketing Management Program, Harvard Business School.