Biography — Mercedes Diéguez de la Mata

Mercedes Diéguez de la Mata directs the School of Business and Behavior at Evidentia University of Behavioral and Forensic Sciences and serves as Director of its Master in Behavioral Economics. She joined the institution in 2022, having previously held leadership roles in corporate strategy at Telefónica Corporate and in applied behavioral science at the Behavior & Law Foundation and the College of Economists of Madrid.

Her academic background combines law and business administration. She holds a Bachelor's in Law, a Master's for Legal Profession at UNED, a Master's in Marketing and Management Development Program (PIDD) at ESIC Business & Marketing School (2009-2010), a Master's in Digital Managing (Universitas Telefónica) completed jointly with Universidad Politécnica de Cataluña (2016-2017), and additional executive training across marketing, digital transformation and behavioral economics. At Evidentia, her teaching focuses on the intersection between behavioral science and business decision-making, with emphasis on behavioral sales, marketing strategy and consumer behavior.

Areas of expertise

Mercedes Diéguez de la Mata's work centers on behavioral economics, behavioral marketing, business.

Education and affiliations

Mercedes Diéguez de la Mata holds Bachelor's in Law from Universidad Autónoma de Madrid; Master's for Legal Profession from UNED; PIDD (Programa Integral de Desarrollo Directivo) from ESIC Business & Marketing School (2009-2010); Postgraduate in Managing the Digital Telco (Universitas Telefónica) from Universidad Politécnica de Cataluña (2016-2017).