Marketing Management focuses on the integrated study of the marketing function as a continuous value-creation process for the client, which is a key success factor in business for contemporary organizations and companies. It encourages the analysis of explicit and implicit activities in customer acquisition and retention, placing special emphasis on: supply and demand, the competitive environment, international trade, market research, product development, and pricing policies.


Carlos Antonio Castellanos Rodríguez

Professor of Marketing Management Department
Director, Executive Management Programs, Guadalajara Campus

  • Executive MBA, IPADE Business School.
  • Master in Electrical Engineering, Computer Engineering, Illinois Institute of Technology.
  • Electromechanical Engineering, Universidad Vercacruzana.
  • 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 Director Boards: Compusoluciones, Farmadepot (President), JYPESA, CNI Consultores, Laboratorios Higia, Pintarrones Alfra, Naturekost México.
  • General Strategic Planning and Execution
  • Commercial strategy aligned with the General Management strategy
  • Digital Transformation
  • 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
  • Development of Consulting and Managing Board


Gabriela Alvarado Cabrera

Professor at the Marketing Management Department

  • Doctorate in Business Administration, IE Business School, Spain 2008 – 2011 Major: Strategy; Minor: Corporate Governance
  • MBA, ITAM, Mexico 1994-1996
  • BS in Actuarial Science, ITAM, Mexico 1988-1992
  • Director of the Business Intelligence Center, ITAM 2001-2019
  • Associate Dean of the Master’s in Business programs, ITAM 2003-2017
  • Publisher of Segmento, ITAM’s marketing magazine 1999-2010
  • Marketing Academic Coordinator, ITAM 1998-2003
  • Marketing Research Coordinator, ITAM 1995-1998
  • Adjunct Executive of Quality Control, A.C. NIELSEN COMPANY 1992-1993
  • Professor of Marketing, ITAM 1993-2019
  • Key speaker at international conferences
  • Founder and leader of the “Latin America Scholars Community”, a network of researchers focused on developing content about the region
  • Member of the European Foundation for Management Development Research Committee
  • Member of the Fulbright Scholarships Committee for graduate students in business
  • Member of the jury of the Effie Awards on effective marketing communications strategies
  • Former member of the marketing board of Domino’s Pizza


  • Alvarado, G., Thomas, H., Thomas, L., & Wilson, A. 2018. Latin America: Management Education’s Growth and Future Pathways. Emerald Publishing.
  • Alvarado, G. 2018. The Global Expansion of Televisa. In S. Iñiguez & K. Ichijo (Eds.), Business Despite Borders: Companies in the Age of Populist Anti- Globalization. Palgrave Macmillan.
  • Marketing Strategy / Branding /Marketing Research
  • Management Education / Business Schools’ Reputation / Accreditations and Rankings
  • Diploma in E-Business, ITAM, Mexico 2000-2001
  • Colloquium on Participant-Centered Learning, Harvard Business School, USA 2000
  • Diploma in Marketing, ITAM, Mexico 1993-1994
  • Diploma in Applied Statistics, ITAM, Mexico 1992-1993

Silvia Cacho-Elizondo

Professor at the Marketing Management Department
In-Company Programs Academic Director

  • 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.


  • In-Company Programs Academic Director
  • Consultant in Business & Marketing Strategy, Branding, Digital Marketing and Growth Strategies.
  • Member of the Board of Trustees at Colegio Montefalco.
  • Member of the Education Committee at IAB Mexico.


  • Associate Academic Director at IPADE.
  • Coordinator of International Accreditations (AACSB, AMBA, EQUIS) and Assessment of Learning.
  • Advisor-shareholder at e-Médicis, Start-up specialized in Mobile Health Services, France.
  • Assistant Brand Manager, Procter & Gamble, Mexico.
  • Researcher and Commercial Engineer at the Instituto de Investigaciones Eléctricas (IIE), Mexico.
  • Chief Project Manager, Sistemas, Informática y Control, S.A., Mexico.
  • Founding Partner, Bocach (Selling of accessories and information management services), Mexico.
  • Key Speaker at International Conferences
  • Professor-Researcher at French Business Schools: EBS Paris, ISC Paris, HEC Paris, EDC, EAP-ESCP, ACI-NEGOCIA, ISCID, EPSCI-ESSEC, ESCE
  • Visiting Lecturer at Spanish Universities: Universidad de Deusto and Universidad de León
  • Professor at ITESM Campus Morelos, Mexico

Other qualifications:

  • Member of the Mexican National Research System (SNI), 2009-2013, México
  • Accreditation as Maítre de Conférence, 2009-2012, France.
  • Member of International Marketing Associations: AFM, EMAC, ACR y AMA.
  • Marketing Strategy / Value Creation / Strategic Mentoring and Advisory to Entrepreneurs
  • Branding / Growth Strategies / Creativity
  • Consumer-Brand Relationships / Customer Experience Management and Enhancement
  • Digital Marketing / CRM / eCommerce
  • Online Services / Mobile Devices / Social Networks / Multi-side platforms / New Technologies
  • Innovation Processes / Management of Technology / Digital Transformation
  • Consumer Behavior / Market Research
  • Sustainable Development / Corporate Social Responsibility (CSR)
  • Global Colloquium on Participant-Centered Learning (GloColl), Harvard Business School, USA.
  • Academic Exchange Program, specialization in Marketing, HEC Paris, France.
  • Marketing and International Commerce Certificates, ITESM Campus Morelos, Mexico

Miguel de la Colina Rincon

Professor at the Marketing Management Department
Alumni Director

  • Executive Management Program, IPADE Business School, 2017.
  • MBA, IMEDE (currently IMD), Lausanne, Switzerland, 1987.
  • BSc. Industrial and Systems Engineering, Instituto Tecnológico y de Estudios Superiores de Monterrey, Edo. de México Campus, 1983.
  • Managing Director, MSD Animal Health Mexico (Merck & Co.), 2005-2018.
  • Commercial Director Mexico, Monsanto Company, 2003-2005.
  • Marketing Director Latin American North Region, Monsanto Company, 2001-2003.
  • Regional Director Central America & Caribbean, Monsanto Company, 1995-2001.
  • Engagement Manager, Associate Consultant, McKinsey & Company, 1988-1992. Temporary transfer to the Madrid office.
  • Consultant, Management Information Consulting Division Arthur Andersen & Co. (Currently Accenture), 1983-1986.
  • Mentor and judge, MassChallenge, Startups accelerator, Mexico City.
  • Professor, Master in Commercial Strategies, Universidad Panamericana, Mexico City, 2018.
  • Value based Pricing
  • Omnichannel marketing
  • Brand strategic management
  • Distribution channels
  • Salesforce management

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.

Gabriel Hidalgo Moreno

Professor at the Marketing Management Department
Director of the Executive Management Program AD-2, Monterrey Campus

  • 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.

Martha Rivera Pesquera

Professor at the Marketing Management Department

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, IPADE Business School. Exchange Program, Haut École de Commerce (HEC), France.
  • BS in Biochemistry Engineering, and Management in Food Processing, Instituto Tecnológico y de Estudios Superiores de Monterrey (ITESM).
  • Consultant in Marketing Strategy 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.
  • Visiting Research Scholar, Babson College, USA.
  • Guest Professor: IESE Business School, Spain; IAE Business School, Argentina; INALDE Business School, Colombia PAD Escuela de Dirección, Peru; Instituto Internacional San Telmo, Spain; IDE Business School, Ecuador; Instituto de Capacitación de Mandos Intermedios (ICAMI).
  • Guest Professor, “Barcelona Activa-Generalitat de Catalunya,” Barcelona, 2000.


  • Entrepreneurial Selling: The Facts Every Entrepreneur Must Know (2017). Business Experts Press.
  • Re-Evolución Digital: Lidera el Futuro Digital de Tu Empresa… Antes de que Desaparezca (2017). Penguin Random House.
  • Emprender y Vender: Lo que todo emprendedor debe saber (2018). IPADE Publishing – LID.
  • Marketing Strategy
  • Sales Force Management
  • Entrepreneurial Selling
  • Multichannel Customer Management
  • Digital Marketing
  • e-commerce
  • Experiential Marketing
  • Women Leadership
  • Women Entrepreneurs
  • Women in Corporate Boards
  • Advanced Management Program in Media and Entertainment, IESE, New York, USA.
  • Customer Insights, Miami University, USA.
  • Managing Customers vs. Managing Brands: Striking the Balance, INSEAD, France.
  • Does Marketing Measure Up?, London Business School, UK.
  • Does Marketing Need Reform?, Bentley College, USA.
  • Colloquium on Participant-Centered Learning, Harvard Business School, Boston, USA.


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.


  • 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.

Alejandro Fernández Villa

Professor at the Marketing Management Department
Member of the Superior Council at the Universidad Panamericana and IPADE
Member of the Board of Governors at the Universidad Panamericana and IPADE

  • Executive Officers Management Program (AD-2), Instituto Panamericano de Alta Dirección de Empresa (IPADE Business School).
  • BS in Civil Engineering, Universidad de Guadalajara.
  • Executive President of the Superior Council, Universidad Panamericana and IPADE, 2010-2013.
  • Deputy General Manager, IPADE Business School, 2008-2010.
  • Director, IPADE Busines School Monterrey Campus, 1978-2008.
  • Member of the Board, Universidad Panamericana and IPADE; CFE Calificados (Consejero Independiente); Grupo Soporte General, AQUOR; GP Vivienda; Grupo Vigía S.A., Termo Gas; Bioparque Estrella; 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

Jorge Gutiérrez Villarreal

Professor at the Marketing Management Department

President of the Board of Governors of UP-IPADE

  • PhD in Economics, North Carolina State University.
  • MSc in Agricultural Economics Science, Texas A&M University.
  • Advanced Management Program (AD-2), 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; AlbanyInternational; Kellogg de México; AMAP; Gallup; Calimax; Holcim-Apasco.


  • President, Universidad Panamericana-IPADE, 2005-2011.
  • 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; Timoney Leadership Institute, Irland; United Nations World Data Forum, Kiev, Ucrania.
  • International Marketing Management Course, Organization of American States.
  • International Teachers Programme, Manchester Business School.
  • Strategic Marketing Management Program, Harvard Business School.