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Ricardo Rafael Vallenilla Molina Professor at IESA's Marketing Center. Education PhD in Social Sciences and Humanities (candidate) USB, Doctoral thesis “Perception of freedom of choice in mass consumption categories” Master of Management. Tulane University, New Orleans (2001) Master in Business Administration. IESA Caracas (1984). Sociology. UCAB Caracas (1982) Academic activity IESA. (2007-at present) Graduate Studies Institute, Assistant Professor in the Marketing department; teaching activities and research interest in Strategic marketing, Branding, Consumer behavior, Communications management, Advertising management, Market Simulation and Positioning Strategies. Trainning courses Balanced scorecard, IESA, Maracaibo, 2013 Introduction to online learning, UVIA Foundation, 2010 Corporate coaching, IESA, 2007 NLP, IESA, 2005 Consulting techniques, IESA, 2004 Total Marketing, Phillip Kotler, IESA, 1997 UNIMET. 1987 Universidad Metrolpolitana, Market Research professor. Business experience Eztratego. (2002-2007) Marketing consultant office affiliated to Publiteca. Senior Partner, since 2002. In charge of Marketing Strategic planning, Market research and consulting for Publiteca’s client portfolio and Eztratego’s own client portfolio. List of clients: EPSON, Galeno-Química, Directv, Digitel, Banco Mercantil, LG, BanPro, Banco Exterior Publiteca Integrated Marketing Communications Agency. Since 1996. Executive Vice-President/partner. Publiteca is a locally owned Agency affiliated to ICOM (International Communications Agencies network), an international network of local agencies. Ranked as 17 of total advertising agencies in Venezuela and #2 locally owned. Responsible for the overall performance of the agency, as well as direct responsibility in issues related to client’s satisfaction, PR programs offered to the clients and Strategic account planning. Also handling all activities related to the Operation of the Agency. DHL Worldwide Express Nov 93 – Jan 96. Sales and Marketing Manager. Developing of strategies and operations of sales, rate policies, advertising, promotions, new products, claims handling, planning and budgets. Departments under supervision: Sales, Marketing, Client Services, claims and country stations (12 stations, 40 employees). Reporting both to the Venezuelan General Manager and the Regional Sales and Marketing Manager in Fort Lauderdale, Fl. Moore Business Forms Sales and Marketing Director. Nov. 90 – Jul 93. Main responsibilities: Merging Sales and Marketing Departments, developing and implementing marketing plans for existing and new products portfolio. Market information generation, Advertising strategies and promotional activities. Attending to regional activities in the headquarters in Toronto. Supervision of regional sales offices (10 sales offices, 120 employees) Quaker Oats Oct. 87 – Oct. 90. Product Group Manager. Head of cereal products group (80% of total company’s sales). Responsible for product line decisions, product’s marketing strategies, pricing, promotions, advertising and market research. Mavesa S.A. Product Manager. Oct. 84 – Aug. 87. Responsible for marketing strategies for Mavesa, leading Margarine in Venezuela: Price, promotions, advertising, market research and new products developments. Consulting activity CEMPRI. Private Cemetery, 1996 VENUSCOL. Casual clothing importer and retailer, 1997, 1999 VAN HEEL, C.A. Microingredients importer, 1998, 1999 CAPACO ,Paper processing company, 2001 MONTE ÁVILA EDITORES, State owned press, 2003 IESA-CDG, Executive education, 2006-2007 BECO, Department chain store, private labels manual, 2008 LABORATORIOS VITA, Brand consulting and market research for Borocanfor brand, 2012-2013 Academic events ALAC, Latin-American case studies association, Tequechongos case study, Santiago de Chile, 2012 Teaching cases “B&G Desarrollos de Negocios: ¡Necesito Clientes!”. Teaching case. The Case Centre (formerly ECCH). Forthcoming 2014 “Efe con Efe: Helados”, Teaching case. European Case Clearinghouse ECCH. 2011 Publications Vallenilla, Ricardo & Rodríguez, Aramis (2013) B&G Desarrollos de Negocios: ¡Necesito Clientes! forthcoming. Entrepreneurship Theory and Practice Publications “Redes sociales y consumidores jóvenes: ¿es creíble la comunicación de marcas?”. Debates IESA. vol. XVI N°4 octubrediciembre 2011 pp. 54 Las marcas llegaron a las redes sociales. Debates IESA. vol. XVI N°1 enero-marzo 2011 pp. 54-57