Texas Tech University

Dino Villegas

Dino Villegas

Associate Dean for Undergraduate Programs, Professor of Practice

Deans Office

Room Number: 233


Research Expertise

  • Digital and Social Media Marketing
  • Hispanic Marketing
  • Qualitative Marketing Research


  • PhD, Management, Universitat de Lleida
  • MA, Communication, Universidad Diego Portales
  • Social Communication, Business Management and Marketing, Universidad Mayor


Dino Villegas currently serves as associate dean of udnergraduate programs and an associate professor of practice in marketing at The Rawls College Of Business, Texas Tech University.

During his term at Texas Tech, he has represented the University at committees at the Texas Higher Education Coordinating Board and served is multiple committees at the area, college and university levels. He also serves in the Hispanic As A Serving Institution (HSI) Committee.

Professor Villegas has taught graduate and undergraduate courses in Marketing, Marketing Communication, Digital Marketing, Digital Marketing Analytics, Marketing Research and others. In addition to teaching classes, Villegas is the faculty advisor for the Tech Marketing Association (TMA).

Villegas has been published in academic journals such as the Journal of Marketing Management (JMM) and the Journal of Product and Brand Management (JPBM), is the author of the textbook Integrated Marketing Communications (2 editions) and has been quoted in Forbes, CMS Wire, the Daily Marketing Hub and others. He also is the vice president of the Iberoamerican Communication Strategies Forum (FISEC), a research group that brings together academics from over 20 countries.

Villegas' research interest focuses on online communities in social media, with a special interest in understanding the cultural, interaction and symbolic elements from a brand and consumer perspective. Some of his latest research explores Hispanic marketing in Facebook and the use of netnography and autonetnography in the political field.

Before joining the Raw Rawls College Of Business, Villegas had more than 15 years of experience as a consultant working in different industries.