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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 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

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Research Output

  • Open Access
  • Activities

    • 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