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Mariana Alfaro Cendejas - Faculty

Mariana Alfaro Cendejas

Mariana Alfaro Cendejas

Regional Marketing and Analysis Department Director

Business School

Campus Querétaro


Market intelligence


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"Marketing changes every day; it has renovated: it has stopped being operational with the traditional 4 P's (Price, Product, Promotion, and Place)¿ to become more strategic."

Since value propositions from cutting-edge companies tend to have a different market approach, that is, to a strategic understanding of innovation, Mariana Alfaro Cendejas decided to specialize in marketing management. This has allowed her to better understand the nature of service and how it unfolds, demystifying the triviality around it. Globally, 70% of the GDP is generated by services. 

She enjoys being able to listen to the needs, desires, and dissatisfactions of the market so that she can design and operate a value chain that generates products and services that react to what people and companies require. She is passionate about discovering insights and turning them into actions that bring companies closer to their clients. 

Among Alfaro Cendejas's areas of interest, is customer service from the Marketing 4.0 approach; that is, from the processes and data analytics for better decision-making, as well as the advances in artificial intelligence, the overabundance of data (Big Data), additive manufacturing (3D and 4D printing) and virtual and augmented reality. She also concentrates on market intelligence, which allows her to improve return on investment, and on commercial intelligence, understood as the knowledge management a company applies in order to exceed its goals. 

Finally, she studies Industry 4.0 because this allows her to fulfill the premises of the new century: to design a product or service that suits each person flawlessly.

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Teaching Activities

  • Consumer Behavior and Marketing Strategies
  • Digital Commerce and Sales
  • Global Brands and Product Development
  • Integrated Marketing Communication
  • International Business Intelligence


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Education and Training

  • Doctorate in Management and Marketing, Universidad Popular Autónoma del Estado de Puebla
  • Master of Administrative Sciences, Tecnológico de Monterrey
  • Master's Degree in International Business
  • Bachelor of Business Administration
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  • Service recovery model based on the fulfillment of the value promise.  Advances in Intelligent Systems and Computing. 77-85. 2018
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Awards and Honors

  • National Export Award, conferred by  Secretaría de Economía de la Federación, 2004