Teaching areas:
Francisco J. Conejo is the Director of the Marketing Area, as well as Director of the Executive Master in Marketing and Sales at INCAE Business School.
He is also an Associate Professor of Marketing. He has over 20 years of international teaching experience, having taught a variety of undergraduate and master's level courses in Costa Rica, the United States, and New Zealand. He currently teaches Marketing 1/ Marketing Fundamentals, Marketing Management, Sustainable Marketing, and Qualitative Research for Marketing and Sales in the different programs offered by INCAE. He also supervises student consulting projects.
His research combines different areas of marketing, psychology, and sustainability. Through this mix he seeks to improve how consumer behavior is understood and managed. His research has been published in a variety of international journals, such as the Journal of Macromarketing, Journal of Brand Management, Journal of Place Branding & Public Diplomacy, Journal of Sport and Tourism, Journal of Brand Strategy, and Journal of Digital & Social Media Marketing, among others.
Prior to joining the academic field, Dr. Conejo worked extensively in the corporate environment marketing goods and services in different categories. He has experience with the U.S. general/mass market. He also has experience with ethnic marketing, having served the Asian, Hispanic and African-American segments. To that is added international marketing experience, having helped take U.S. brands around the world. All of this experience informs his teaching and research.
Dr. Conejo is a graduate of the University of Colorado (USA), from where he obtained his MBA and MS in International Business. D. in Marketing from the University of Otago (New Zealand).
