Skip to Content

Darla Moore School of Business


Rafael Becerril Arreola

Title: Assistant Professor
Department: Department of Marketing
Darla Moore School of Business
Phone: 803-777-6711
Office: Darla Moore School of Business, Room 472
Resources: Curriculum Vitae [pdf]

External Web Page

Rafael Becerril Arreola


Rafael Becerril Arreola is an assistant professor of marketing at the Darla Moore School of Business. He received a Ph.D. in marketing from the University of California, Los Angeles, a Master of Applied Science in Electrical Engineering from the University of Toronto, and an undergraduate degree in Electrical and Computer Engineering from ITESM campus Toluca, Mexico.

Becerril's training and expertise concentrate in the development and application of data analysis methods to solve marketing and operations problems.  He has applied his expertise in several consulting projects, guiding MBA students through data analysis and the development of price optimization tools (among others) for leading brands of consumer packaged goods.  Rafael also teaches courses in marketing analytics to undergraduate and master students.


Becerril's main body of research focuses on the grocery and automotive markets, retailing, pricing, product lines and assortments, branding, consumer socioeconomics, social processes, econometrics, and high-performance computing.


  • Ph.D. Management, UCLA, 2013
  • M.A.Sc. Electrical Engineering, University of Toronto, 2003
  • B.Sc. Electronics Engineering, ITESM, 2000