Rafael Becerril Arreola

Background

Rafael Becerril Arreola is an assistant professor of marketing at the Darla Moore School of Business. He received a Ph.D. in marketing from the University of California, Los Angeles, a Master of Applied Science in Electrical Engineering from the University of Toronto, and an undergraduate degree in Electrical and Computer Engineering from ITESM campus Toluca, Mexico.

Becerril''s training and expertise concentrate in the development and application of data analysis methods to solve marketing and operations problems.  He has applied his expertise in several consulting projects, guiding MBA students through data analysis and the development of price optimization tools (among others) for leading brands of consumer packaged goods.  Rafael also teaches courses in marketing analytics to undergraduate and master students.

Research

Becerril''s main body of research focuses on the grocery and automotive markets, retailing, pricing, product lines and assortments, branding, consumer socioeconomics, social processes, econometrics, and high-performance computing.

Teaching

• Ph.D. Management, UCLA, 2013
• M.A.Sc. Electrical Engineering, University of Toronto, 2003
• B.Sc. Electronics Engineering, ITESM, 2000