Alessandro Bigi

Dr. Alessandro Bigi is the Deputy Head of Department (Innovation and Management) in the Department of Strategy and Leadership at the University of East London (UEL). He holds a PhD from KTH Royal Institute of Technology (2017) and an MBA from Rotterdam School of Management (2005). His roles include Senior Lecturer in Marketing and leadership in digital transformation projects. He has held adjunct professorships at the University of Verona and Franklin University Switzerland.

Research focuses on digital marketing, AI in strategy, tourism marketing (including food/wine tourism), and brand management. Key projects include leading a team of 37 students on Italy’s largest university-driven digital transformation initiative and analyzing online consumer behavior in tourism contexts. He has presented at global conferences like the Academy of Marketing Science and published extensively across journals and book chapters.

Recognitions include the Innovation Manager qualification from the Italian Ministry of Economic Development and certification as a Management Educator by the Chartered Association of Business Schools. Teaching includes BSc Marketing, Digital Marketing MBA, and general MBA programs.

Labs/teams: Managed 100+ digital transformation projects for businesses in defense, automotive, and tourism sectors. Active in collaborative research on metaverse applications in luxury fashion and peer-learning methodologies in education.