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Personal profile

Research interests

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

Supervisory Interests

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

Approach to teaching

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 mostly 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.

Education/Academic qualification

University of Brighton

Sep 2016Jun 2017

PhD, University of Brighton

1 Oct 201123 Sep 2015

Master, Manchester Metropolitan University

Jul 2009Oct 2010

Fingerprint Dive into the research topics where Rodrigo Lucena De Mello is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

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Research Output 2015 2016

Open Access
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Destination choice
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Activities 2011 2019

  • 4 Conference
  • 4 Research degree
  • 2 Visiting an external academic institution
  • 1 Invited talk

Diversity, Equality and LGBTQ+

Rodrigo Lucena De Mello (Presenter)
11 Dec 2019

Activity: External talk or presentationInvited talk

Critical Tourism Studies Conference

Rodrigo Lucena De Mello (Participant)
24 Jun 201928 Jun 2019

Activity: EventsConference

University of Westminster

Rodrigo Lucena De Mello (Visiting lecturer)
6 Mar 2019

Activity: Visiting positionVisiting an external academic institution

Wittenborg University of Applied Sciences

Rodrigo Lucena De Mello (Visiting researcher)
12 Feb 201914 Feb 2019

Activity: Visiting positionVisiting an external academic institution

Emotional labour in a ‘total institution’ – Front desk workers on board cruise ships

Rodrigo Lucena De Mello (Supervisor), Clare Weeden (Supervisor)
Oct 2018 → …

Activity: External examination and supervisionResearch degree