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Lucia De Paz Nicol

Visiting Assistant Professor of Marketing

As an educator and marketing professional, I believe the most meaningful learning happens at the intersection of strategic theory and real-world business practice. Drawing on my industry experience, I strive to bring contemporary business challenges into the classroom, helping students connect marketing concepts to the complex decisions they will face in their careers. At the same time, I emphasize the importance of strong theoretical foundations, as strategic thinking equips students to adapt and lead in an ever-changing marketplace. One of the greatest rewards of teaching is witnessing students discover their potential, gain confidence, and grow into capable professionals. I am continually inspired by their limitless capacity to learn, transform, and thrive.

  • Doctorate in Business Administration, Florida International University, Miami, FL / August 2025
  • Masters in Business Administration, Instituto de Empresa, Madrid, Spain / December 2006

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Lucia De Paz Nicol

Biography

Professor Lucia De Paz is a marketing faculty member at Stetson University with more than 15 years of international business and marketing experience spanning Latin America, Europe, and Africa. Prior to joining Stetson, she served as an Associate Professor of Business Administration at Principia College, where she taught marketing, entrepreneurship, innovation, and strategy and held leadership roles including Department Chair of Business Administration, Director of the Center for Business and Computer Science, and Director of the Hub for Innovation, Venture, and Entrepreneurship (HIVE). She earned her Doctorate degree DBA from Florida International University, an MBA from Instituto de Empresa in Spain and a BA in Political Science and Art History from Principia College. Her professional career includes marketing and brand leadership roles with multinational companies including Nestlé, Johnson & Johnson, and Millicom, where she managed major consumer brands, new product initiatives, and multimillion-dollar portfolios.

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Her work has been recognized with a Silver Effie Award and a first-place Nestlé award. Her approach to teaching draws heavily on experiential learning and her extensive industry experience, connecting business concepts to real-world challenges and encouraging students to develop both analytical and transferable professional skills. She is particularly interested in helping students become creative problem-solvers who can identify opportunities, understand customers, develop innovative solutions, and translate ideas into action. Her work in entrepreneurship education has included guiding student ventures, developing innovation-focused curricula, and creating opportunities for students to engage directly with entrepreneurs and business leaders.

More About Lucia De Paz Nicol

Areas of Expertise

  • New Product Development
  • International Marketing
  • Marketing Strategy
  • Brand Management

Course Sampling

  • New Product Development & Innovation
  • International Marketing
  • Strategic Marketing
  • Marketing Management
  • Brand Management
  • Integrated Marketing Communications
  • Entrepreneurship and New Venture Development
  • Multi-cultural Marketing

Professor De Paz's teaching and scholarly interests center on marketing, new product development, entrepreneurship,
innovation, strategy, global marketing, consumer behavior, and intrapreneurship.

  • Corporate and Onthological Coach, ICONEX.
  • Design Thinking Teaching and Learning, Hasso Platter D-School, Stanford University.
  • Mastering Design Thinking, MIT School of Management.
  • Case Methodology Seminar, Harvard Business School.