J. Daniel Martinez Garcia

Doctoral Student


Ph.D. in Marketing (Sociology Minor), University of Arizona, expected 2021
Masters of Business Administration(MBA), The University of Texas at El Paso (UTEP), August 2016
B.S. in Electrical and Computer Engineering, The University of Texas at El Paso (UTEP), May 2015

Areas of Expertise

Quantitative models of marketing:

  • Effects of firm marketing strategies on press behavior 
  • Interfirm relationships
  • Empirical industrial organization
  • News and social media
  • Marketing strategies for media products, mainly in music industry

Teaching Interests

Marketing Research
Digital Marketing
Quantitative Methods for Business (Statistics, Data Analytics)


Daniel joined the program in 2016. His current research looks at the evolution of the beer industry in the United States particularly focusing on channels, pricing, and policy. Additionally, he is interested in how a firm's marketing strategies affect press behavior in terms of news content, apparent attitude towards a firm, and amount of coverage certain events will get. Prior to the Ph.D. program Daniel worked on research pertaining the use and design of 3D printed electronics, and led the development of a business plan to build and market a unique 3D electronic printer winning Best Business Plan in the Paso del Norte Venture Competition in 2016.