Rafael Becerril Arreola

Rafael Becerril Arreola is the Business Partnership Foundation Dean’s Fellow and Associate Professor of Marketing at the Darla Moore School of Business, University of South Carolina. He holds a Ph.D. in Management (Quantitative Marketing) from UCLA, a Master of Applied Science in Electrical Engineering from the University of Toronto, and a Bachelor’s in Electrical and Computer Engineering from ITESM in Mexico.

His research focuses on the interplay of socioeconomics, technology, and consumer behavior in markets, addressing pricing, product assortment, and technology-driven decision-making in automotive, online retail, and grocery sectors. Methodologies include econometrics, game theory, and engineering tools. He teaches business analytics and marketing data science, emphasizing real-world problem-solving through case studies and industry collaborations.

Notable research areas include blockchain ethics, consumer sensitivity to delivery performance, and plastic waste reduction strategies. His work bridges marketing with operations, information systems, and engineering, reflecting his interdisciplinary background.