Nancy B. Ortiz Alvarado

Withe more than 20 years of professional experience, she has specialized and developed her career in Marketing, Market Research, Business, and Internet areas. She is the founder of Marketeras, an organization through which she performs as an independent consultant, offering her services to SME and multinational companies. As a practitioner, she has worked in large and medium companies such as FEMSA Comercio (OXXO), General Electric, and NIC México. She is a lecturer at the Department of Marketing and Business Analytics at ITESM, teaching courses such as Marketing & Creativity, Marketing B2B, Competitive Marketing Definition, Internal Marketing, and Branding for undergraduates; and Consumer Behavior for postgraduates. She has also designed online courses such as Branding, Digital Marketing, Strategic Planning, and TEC21 unit formations. In addition, she is an active researcher and has published in several journals such as The Journal of Psychology: Interdisciplinary and Applied & Journal of International Consumer Marketing. Her research interest is focused on consumer behavior, well-being, sustainable marketing, and digital marketing.  She holds a Ph.D. in Business Administration with a major in Consumer Behavior from EGADE Business School, a Marketing Master’s degree in the same school, and an Executive Scholar, Certified in Marketing & Sales Management from Northwestern University, Kellogg.