Jose Mendoza, DBA

Jose Mendoza, DBA

Assistant Professor

Dr. Mendoza has more than 20 years of experience managing marketing programs around the world, including Africa, Asia, the Americas, and Europe. His experience encompasses the spirits industry, managing such brands as Stolichnaya and Absolut vodkas, Malibu Rum and Kahlua liqueurs, as well as IT, Banking and Soft Drinks. Dr. Mendoza is an assistant professor at the Jack Welch College of Business.

He is a member of several global marketing organizations such as ESOMAR, Academy of Marketing Sciences, Marketing Science Institute, American Marketing Association, and the Academy of Management.

Degrees and Certifications

    • Doctor of Business Administration, Cranfield University (UK)
    • Master of Business Administration, University of Pittsburgh
    • Specialist in Marketing (Post-graduate), IESA
    • Engineer in Information Sciences, UC Lisandro Alvarado

Teaching Responsibilities

    Dr. Mendoza teaches graduate and undergraduate courses in Marketing Management, Big Data Marketing, Consumer Pricing, International Marketing, Marketing Analytics, as well as other courses.

Publications and Presentations

    Dr. Mendoza specializes in global marketing, consumer behavior, marketing research and consumer pricing using cutting-edge technologies such as eye-tracking, gaze-tracking, facial recognition, big-data analytics, and virtual stores. His research primarily deals with the measurement of the consumer price perception during the purchase process, from the formation of initial perceptions to the purchasing behavior.  He has presented his research at several conferences.

Jose Mendoza

Contact Information

Office Location & Hours

  • Location:
    Marketing and Sport Management
    Martire Center W325
    Jack Welch College of Business
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