Beatriz González

Beatriz González has a degree in Marketing from ITESM, Campus Monterrey and a master’s degree in Administration from the same institute. Is a PhD student in Administrative Sciences from EGADE Business School. Has a certification in Business Data Analytics of Texas University. Current Director of the Marketing Career Department at ITESM, Campus Monterrey. Has delivered courses of Qualitative Market Research, Quantitative Market Research and Business Intelligence at ITESM, Campus Monterrey since August 1998 up until the current date. Professor since 2010 till current date at Tec de Monterrey’s Virtual University for the MS in Marketing. Conducts the Leadership Diploma for multigenerational organizations. Since 2007 and to date has guided the market studies that students do for businesses through the link with the class of Qualitative Marketing Research, which allows her to review more than 20 annual projects, among the clients are: Whirlpool, HEB, Bioparque estrella, Parque Fundidora, Arca Continental, Banregio, among others. Member of the American Marketing Association. Speaker at the International Congress of Innovative Education at ITESM in 2019. Co-author of the books Análisis Multivariante, un enfoque teórico y práctico, published in 2012 and Marketing for Latin American Managers in the 21st Century, published in 2018. Has a published scientific article in the Journal of Marketing Analytics.