Mario Capizzani

Mario Capizzani serves as Senior Lecturer in the Marketing Department at IESE Business School, where he teaches across multiple programs including Executive Education, MBA, and Global Executive MBA. He currently holds the position of Co-Academic Director for the PDD program and International In-Company programs.

• Ph.D. in Business Administration (Marketing), University of California Berkeley
• MBA, IESE Business School, University of Navarra
• Master of Science in Mechanical and Aerospace Engineering, Arizona State University
• Bachelor of Science in Mechanical Engineering, Calvin College

Capizzani's research focuses on behavioral and experimental economics with applications in online marketing, pricing, digital commerce, customer management, and marketing strategy. His work examines how consumers make decisions in digital environments, with particular attention to pricing strategies, online reviews, and digital transformation. His doctoral dissertation centered on pricing and auction mechanisms, establishing the foundation for his ongoing research in consumer decision processes.

His publication portfolio demonstrates a consistent focus on consumer behavior in digital contexts, with recent work addressing online reviews, inbound marketing, and mobile marketing strategies. His research appears in reputable journals including The Journal of Retailing and the Journal of the Association for Consumer Research, while his practical insights have been featured in IESE Insight, Harvard-Deusto, and Forbes Magazine. His case studies, particularly the Gillette series published in 2024, reflect his engagement with current marketing challenges faced by major consumer brands.

Capizzani has also authored numerous business cases and technical notes that serve as teaching tools across business schools worldwide, demonstrating his commitment to bridging academic research with practical business applications.

Since joining IESE Business School in 2002, Capizzani has maintained an active consulting practice alongside his academic work, serving clients in retail, e-commerce, FMCG, advertising, and professional services sectors. Prior to his academic career, he worked as a consultant at McKinsey & Company, as a senior marketing analyst in the telecom industry, and as an engineer in the automotive sector, giving him a diverse professional background that informs his teaching and research.