Rodrigo Lucena De Mello

• Consumer behaviour and psychology
• Customer relationship marketing
• Branding
• Family decisions
• Gender and sexuality in marketing
• Cultural dimensions
• Qualitative research methods

I welcome students' research projects in the following areas: Consumer psychology and behaviour; Customer relationship marketing; Marketing for families; Gender and sexuality in marketing

One of the reasons why I quit a successful career in the hospitality industry to move to academia is my passion for learning and teaching. As a senior lecturer at the University of Brighton, I teach marketing-related topics.

My classes adopt an innovative and student-centred approached. They are designed to be engaging and students are invited to re-think their own paradigms. Rather than imposing views on the topics I teach, I encourage students to reach their own conclusions and make their own decisions.

I try to make my sessions as ‘democratic’ as possible, with all students being stimulated to participate with their inputs and no pre-judgment being made to their opinions. In doing so, I expect them to develop their analytical skills and critical thinking, which, I believe, are the most effective techniques for learning.

My enthusiasm, commitment, energy and passion for teaching have already been noticed by my students. Their feedback has been very positive. In 2014, I was recipient of the Inspirational Teaching Award, given by the University of Brighton’s Students Union and, in 2019, the Facilitating and Empowering Learning Award, by the University of Brighton.