Texas Tech University

Jaime Noriega

Jaime Noriega

Visiting Assistant Professor

Marketing and Supply Chain Management

Room Number: 141A


Research Expertise

  • Cross cultural communication
  • Bilingual information processing
  • Bilingual memory effects on persuasion


  • PhD, Marketing, Bauer College of Business, University of Houston
  • MBA, Marketing & Management, Bauer College of Business, University of Houston
  • BS, Marketing, Bauer College of Business, University of Houston


Jaime Noriega is a multicultural marketing and advertising specialist who earned his doctorate from the University of Houston and has taught at DePaul University, University of Illinois at Urbana-Champaign, William Paterson University - New Jersey, and University of Houston.

His research explores issues of cross-cultural communication, bilingual memory, bilingual information processing, ethnic identity and ultimately, how these subjects inform advertising effectiveness and persuasion.

Before entering academia, Noriega was an account executive with Moroch & Associates in Houston where he provided marketing and promotional support for the Houston McDonald's Co-Op. After his time at Moroch & Associates, Noriega spent several years working for Mexica Communications, Inc., which published a weekly Spanish-language newspaper in Houston and San Antonio until 2004.

Noriega teaches appropriately challenging courses full of real-life relatable examples and prefers to hold his students to traditional standards of academic achievement, responsibility, and accountability.

He has developed and taught undergraduate courses in Consumer Behavior, Integrated Marketing Communications, International Marketing, Marketing Across Cultures, Marketing Research, Principles of Marketing, and Retailing, and graduate courses in Consumer Behavior, Decisions in Marketing, International Marketing, Marketing Across Cultures, Marketing Management, and Marketing Research. He has also taught Executive Education courses In Market Research and Predictive Analytics for the DePaul University Kellstadt Marketing Center. Noriega has also been teaching online courses since 2013.