Dr. Luis Lopez-Preciado

Areas of Expertise

• Multicultural consumer marketing, consumer insights and consumer research best practices, branding strategies and business models, especially as disruptive market entry strategies

Education

• Lic. ciencias de la comunicación, Universidad del Valle de México, Campus Querétaro (2000)
• M.A. in multicultural consumer marketing, University of Texas at Austin (2002)
• Ph.D. in communication, University of Miami (2010)

What's My Why?

I enjoy working alongside students as they grow into thoughtful, reflective professionals ready to navigate the complexities of marketing, communication and business. In my classes, I strive to create an engaging environment where students think critically, apply industry best practices and tackle real-world challenges with creativity and confidence. I find it especially rewarding to mentor students as they take on client-based projects and research exploring global marketing, branding strategies and multicultural consumer behavior. These hands-on experiences both build professional skills and deepen students’ understanding of the ethical and social responsibilities that come with working in this field. At Salve, I’m inspired by the mercy mission and the University’s commitment to serving others. My goal is to guide students through experiences that combine analytical thinking with compassion and ethical decision-making - helping them become leaders who view marketing not just as a tool for business, but as a force for good. 

Professional Experience

Before joining Salve as an assistant professor of marketing, I spent years teaching courses in marketing, communication and branding - always with a focus on real-world application and hands-on learning. I’ve also worked as a marketing consultant, helping organizations strengthen their communication strategies and connect more effectively with diverse audiences. My research looks at branding, global marketing and consumer research best practices, which often finds its way into my classes. What I enjoy most is working with students as they build the skills and confidence to tackle real-world challenges while keeping ethics and social responsibility at the center of what they do - something that aligns closely with Salve’s mercy mission.