Francisco Tigre Moura

Professor of Marketing at IUBH University of Applied Sciences (Bad Honnef, Germany)



MUSIC has always been a passion of mine. It has created a permanent soundtrack to my life, a safe and create place to go to. SCIENCE was initially  simply a job, but has also become a passion.

MUSIC, as I like to see it, should involve a close personal relationship between the composer and the composition, triggering great subjectivity from both creator and listener. It should be free of formats and paradigms, allowing total freedom of imagination and interpretation.

SCIENCE, as I like to see it, should be objective, clear and involve a distance between the researcher and the object of investigation. Science and research should follow and respect methodological procedures and aim solely at finding answers to relevant and interesting questions.

Despite their differences, I believe Music and Science are equally fascinating.

Thus, I wish to inspire readers to discuss interesting topics related to Music, Marketing, Behavior, Brands, Technology, the Future and much more.

Lastly, and perhaps most importantly, I truly hope to create in the coming years an environment to help and inspire students to be involved with and discover the wonders of science, research, marketing, technology and to develop different soft skills. And finally… to become even more curious about life and passionate about Music.


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.