Music and live experiences have always been passions of mine. Research and education were initially  simply a career prospect. But has also become passions and life purposes.

Music (and live experiences), as I like to see it, should involve a deep personal relationship between humans and the art. Liberated from formats and paradigms, allowing total freedom of imagination and interpretation.

Research and education, as I like to see it, should be objective, clear and involve a distance between researcher and the object of investigation. And aim solely at finding answers to relevant and interesting questions.

Despite their differences, I believe music and science are equally fascinating worlds.

With, I wish to inspire readers and connect with the industry to discuss topics related to music, marketing, human behavior, technology and innovation and more.

Lastly, and perhaps most importantly, I hope to create an environment to support and inspire students during their educational journey. And to become even more curious about life and passionate about music.

Is your curiosity alive?

Prof. Dr. Francisco Tigre Moura
Professor of Marketing at IUBH University of Applied Sciences       (Bad Honnef, Germany)


Prof. Dr. Francisco Tigre Moura is from Recife, Brazil. He graduated from Universidade Federal de Pernambuco (Brazil), being awarded a Bachelor Degree in Tourism in 2005 and a Master Degree in Business Administration, in 2008. In the end of 2012 Francisco concluded a PhD in Marketing at the University of Otago in New Zealand, and his thesis was placed in the “Business School List of Exceptional Theses”.

Prof. Dr. Tigre Moura has lectured for over eight years in high education institutions in countries such as Brazil (Universidade Federal de Pernambuco – 2008-2009), England (University of Derby – 2012-2013), before joining IUBH School of Business and Management (2013). 
His lecturing career also includes guest lectures in New Zealand (University of Otago – 2009-2012), Hungary (Budapest College of Communication and Business – 2013) and Germany (FHWS – University of Applied Sciences Würzburg-Schweinfurt -2013).

Prof. Dr. Tigre Moura’s industry experience includes working in the tourism sector in Brazil at Recife Convention and Visitors Bureau (2002), CNA and Wisdom (2004-2006), at the Tourism Department of Recife’s City Hall (2007) and leading web research projects collaboratively with Myth Web Design in New Zealand (2009-2012).

As researcher, Prof. Dr. Tigre Moura’s interests involves music and marketing, but also tourism and technology, internet and society, web design, consumer behavior online, cultural manifestation online and website localization. Outcomes of his research have been published by leading international scientific journals such as Journal of Travel Research (2014), Thunderbird International Business Review (2015), at international conferences such as ENTER 2012 (Helsingborg, Sweden), ANZMAC 2010 (Christchurch, New Zealand) and EnANPAD 2008 (Rio de Janeiro, Brazil), at PhD Colloquiums (ANZMAC 2010 and University of Otago), at department seminars, book chapters and other media.

Research Interests: Music Marketing, Tourism Marketing, Technology and Consumer Behavior, Website Localization.