Music, and live experiences in general, have always been passions of mine. They are responsible for most of my memorable moments and have a profound impact on my sense of happiness and well-being. Research and education were, initially, simply a career prospect due to my intrinsic curiosity to learn. With time, they have become passions and life purposes.

With, I wish to inspire students and connect with industry stakeholders and academics, to discuss timely topics related to music, marketing, human behavior, technology and innovation. Personally, I believe it is the duty of academics and educators to develop content, which is both accessible and inspiring and that can be reached outside the university environment.

Thus, here you will find essentially two types of content: one, from the research I develop in collaboration with students, other academics and industry partners. And also, and perhaps most importantly, educational content to support and inspire students during their educational journey.

With this, hopefully they, and you, will become even more curious about science and life, and passionate about music.

Is your curiosity alive?

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

I was born in Recife (Brazil) where I 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 I concluded a PhD in Marketing at the University of Otago in New Zealand and my thesis was placed in the business school list of exceptional theses.

I have lectured various marketing courses for over ten 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 University of Applied Sciences (Germany) in 2013.

My lecturing career also includes guest lectures in New Zealand (University of Otago – 2009-2012, 2020), Hungary (Budapest College of Communication and Business – 2013) and Germany (FHWS – University of Applied Sciences Würzburg-Schweinfurt -2013).

As researcher, my interests involve artificial creativity, consumer behavior in the entertainment sector and technology experiences. Outcomes of my previous research in the field of tourism marketing have been published by leading international scientific journals such as Journal of Travel Research (2014), at international conferences such as ENTER 2012 (Helsingborg, Sweden), ANZMAC 2010 (Christchurch, New Zealand) and EnANPAD 2008 (Rio de Janeiro, Brazil), EMAC (Glasgow, 2018), at department seminars, book chapters and other media.

Since 2016, I launched a site titled “” (Previously,, an educational and research oriented website aimed at discussing and sharing research outcomes. Current research projects involve the perception of artificially composed music, general consuemr behavior and technology experiences.

Research interests: artificial creativity, consumer psychology and behavior in the entertainment industry, technology and innovation applied to human and consumer experiences.