Rafael Becerril Arreola
Darla Moore School of Business
Rafael Becerril Arreola is an assistant professor of marketing at the Moore School. He received a Ph.D. in Management (with a concentration 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 studies the roles of socioeconomics and technology in consumer markets, focusing on their implications for marketing and its interfaces with operations, information systems, and engineering. To this end, he develops and applies tools from econometrics, Bayesian statistics, automatic control, game theory, optimization, and high-performance computing, supported by theories from microeconomics, psychology, and sociology. Most of this work pertains to pricing, assortment, and product line decisions in the contexts of automotive markets, retailing, online markets, and consumer packaged goods.
Becerril's teaching specialty is business analytics, with a focus on marketing analytics at both undergraduate and graduate levels. He teaches the conceptual foundations and the practical application of analytics tools, through the case method, in-class labs, and consulting assignments with major consumer goods companies. Delivered in face-to-face, distributed, and mixed formats, his courses emphasize critical thinking and highly-structured best practices to tackle the complexity of real-life problems.