Dr Alessandro Bigi profile 410 x 511

Dr Alessandro Bigi

Deputy Head of Department (Innovation and Management)

Deputy Head of Department

Deputy Head of Department (Innovation and Management)

Department of Strategy and Leadership , Royal Docks School of Business and Law

Dr Alessandro Bigi is Senior Lecturer in Marketing and Deputy Head of Department at the Royal Docks School of Business and Law, UEL. A Certified Management and Business Educator, he holds an Innovation Manager qualification. His research spans digital marketing, AI and strategy, and tourism marketing.

Qualifications

  • PhD - Royal Institute of Technology, Stockholm, Sweden
  • MBA - Rotterdam School Of Management, Erasmus University. Rotterdam, The Netherlands
  • Innovation Manager - Italian Ministry of Economic Development
  • Certified Management and Business Educator by The Chartered Association of Business Schools

Areas Of Interest

  • Digital Marketing
  • Marketing
  • Artificial intelligence and strategy
  • Tourism marketing
  • Wine marketing
Dr Alessandro Bigi profile 410 x 511

OVERVIEW

Dr Alessandro Bigi was born in Italy and holds an MSc in Business Economics from Bocconi University, an MBA from Rotterdam School of Management (Erasmus University, 2005), and a PhD in Industrial Marketing from KTH – Royal Institute of Technology, Stockholm (2017). 

Before entering academia, he spent seven years as a Senior Consultant at Atos, leading international digital transformation projects in the defence and automotive sectors. He subsequently founded his own consultancy and began a teaching collaboration with the University of Brescia at an executive level. 

From 2017 to 2020, he was Adjunct Professor and Researcher at the University of Verona, where he directed one of the largest university-led digital transformation initiatives in Italy, coordinating 37 students across 100 consulting projects. In 2019–2020, he was also an Adjunct Professor in Marketing and Branding at Franklin University Switzerland. 

He joined UEL in 2020 and currently serves as Senior Lecturer in Marketing and Deputy Head of Department (Innovation and Management).

External roles

Visiting Professor - Università degli Studi di Verona

CURRENT RESEARCH

Dr Bigi researches marketing and digital marketing topics as well tourism and wine marketing. His primary focus is on marketing digital transformation, artificial intelligence and strategy, and tourism marketing.

  • Bigi, A., Cassia, F. Ugolini, M. (2021) "Who killed food tourism? Unaware cannibalism in online conversations about travelling in Italy", British Food Journal
  • Eriksson, T., Bigi, A., Bonera, M. (2020) "Think with me, or think for me? On the future role of artificial intelligence in marketing strategy formulation", The TQM Journal
  • Bigi, A., Bonera, M., and Corvi, E. (2020). "Technical and Hedonistic Variables of Online Visual Merchandising: Do They Influence Apparel Website Popularity and Attractiveness?". In Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences (pp. 380-398). IGI Global.

CONFERENCES

Conference Papers

  • Bigi, A., Bonera, M. and Tuncay, I., 2023, May. Has the Metaverse a Strategic or Operative Role in Luxury Fashion Brands’ Marketing?. In Academy of Marketing Science Annual Conference (pp. 1-9). Cham: Springer Nature Switzerland. 
  • Bertoli G., Bonera M., Bigi A., & Corvi E., (2017), Analisi del posizionamento esperienziale di un format recettivo, Conference proceedings, SIM Conference 2017, 26-27 Ottobre, Bergamo, Italy.
  • Bigi A., Bonera M., & Corvi E. (2014). The Effects of Consumer Self-Confidence Dimensions on Environmental Attitudes. Refereed Proceedings of the Business Systems Laboratory - 2nd International Symposium: "SYSTEMS THINKING FOR A SUSTAINABLE ECONOMY: Advancements in Economic and Managerial Theory and Practice." January 23-24, 2014, Rome. ISBN 9788890824203.
  • Bigi A. & Bonera M., (2013). Political party brand identity and brand image: An empirical assessment. Conference proceedings, Academy of Marketing Science Annual Conference, Monterrey, California USA. May 15-18. ISBN 0-939783-40-1, ISSN 0149-7421.
  • Corvi E., Bigi A., & Bonera M. (2007). "Are the Italian Millennials similar or different from the US Millennials?" Seventh International Business Research Conference. Sydney, Australia. December 3-6, 2007. Cod. ISBN: 578.0.9804557.0.0.
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Conference Presentations

  • Bigi, A., Bonera, M. and Ghanavat, A., 2023. Luxury Brand Metaverse Runway Shows: relevant themes. In Società Italiana Marketing (SIM) Conference 2023. Italian Marketing Society.
  • "Monitoring the Experiential Content of a Touristic Service". Academy of Marketing Science. WMC 2018. Porto, Portugal. June 27 - 29, 2018.
  • "Exploring the critical incident technique as a method for the analysis of online customer reviews (EA)" Convegno Sinergie-SIMA 2018 Conference "Transformative business strategies and new patterns for value creation", Università Ca’ Foscari, Venice, Italy. June 14-15, 2018.
  • "Reverse Country of Origin Effect: Measuring the Impact of Local Products on Tourism Perception" The t-Forum 2018 Global Conference. Palma de Mallorca, Spain. March 11 - 14, 2018.
  • "Wine Marketing" Wine and Tourism conference "La bella estate" - EXPO 2015, Milan, Italy. July 22, 2015.
  • "Political party brand identity and brand image: An empirical assessment." 2013 American Marketing Society Annual Conference, Monterey, California. May 15, 2013.
  • "Emerging and established wine districts' tourists perceptions." 2013 Wine Marketing Conference - Dominican University of California, San Rafael, California. May 13, 2013.
  • "Best practices in digital communication in the food & wine industry." CSMT University Seminar, Brescia, Italy. October 23, 2012.
  • "E-commerce strategies for SME." Confartigianato Brescia, Italy. May 10, 2012.
  • "Advertising and Marketing for SME." Confartigianato Brescia, Italy. April 28, 2011.
  • "Why do we buy online?" Smau ICT Fair, Rome, Italy. March 25, 2010.
  • "E-commerce and SME". Aicel Annual Conference, Desenzano, Italy. May 15, 2009.
  • "The European Millennials versus the US Millennials: Similarities and Differences." Società Italiana di Marketing IV Conference, Rome, Italy. October 5-6, 2007.
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PUBLICATIONS

Visit the UEL research repository to view a full list of publications.

Publications

Browse past publications by year.

Full publications list

Visit the research repository to view a full list of publications

Research repository

Teaching