Mariana Consoni Rubio

Mariana Consoni Rubio is a Lecturer in Digital Marketing Management at Bournemouth University Business School, where she contributes to undergraduate and postgraduate teaching in marketing, branding, and tourism technology. She joined in 2023 and holds a PhD in Management Studies from the University of Aberdeen, alongside multiple degrees from Brazilian institutions including the University of São Paulo and the University of São Francisco.

Education:

• PGCE in Higher Education – Bournemouth University (2024)
• PhD in Management Studies – University of Aberdeen (2022)
• MSc in Tourism Development – University of São Paulo (2016)
• BSc in Leisure & Tourism – University of São Paulo (2013)
• BSc in Hotel Management – University of São Francisco (2008)

Her research focuses on digital marketing, ICT in tourism, work-life boundaries, consumer behaviour, and sustainability. She applies a sociomaterial perspective to understand how digital technologies blur the lines between professional and personal life, especially in higher education and tourism sectors. Her work aligns with UN Sustainable Development Goals such as Responsible Consumption and Production, Sustainable Cities and Communities, Decent Work and Economic Growth, and Climate Action.

The recent articles highlight a strong thematic focus on work/non-work boundary dynamics, digital transformation in education, and sustainability in business curricula. These publications appear in edited volumes, journals, and conference proceedings, reflecting interdisciplinary engagement across marketing, tourism, and higher education. Her research increasingly integrates policy relevance with practical application, particularly in digital strategy and ethical consumerism.

Scientific Awards and Recognitions:

• Fellow, Higher Education Academy (AdvanceHE), 2024
• Associate Fellow, Higher Education Academy, 2019

Mariana actively supervises PhD and master’s students, including Amy Tucker and Oussama Ramzi Khettabi, and has led research projects funded by the Health Innovation Fund (NIHR). She has served as Head Editor for the Granite Journal and The Elphinstone Review, and regularly engages in peer review for journals such as Tourism Review and Journal of Hospitality and Tourism Management. She also delivers invited lectures internationally on AI in marketing and tourism internationalization.

She leads initiatives such as the Digital Marketing Colloquium 2024, focusing on AI, Metaverse, and Web3, and serves as the 1st Year Coordinator for the BSc (Hons) Marketing program. Her work bridges academic research with industry practice, drawing from over eight years of professional experience in digital marketing and project management.