Short Bio
Assistant Professor at the Faculty of Business and Law, Alessandro holds a Doctoral degree summa cum laude and an MBA from the University of Saint Joseph in Macau. During his stay in Norway he has got a Bachelor of Business Administration from Handelshøyskolen BI, one of the highest ranked business schools in Europe. His primary areas of teaching include courses across marketing, consumer behaviour and the technology domain, while the research interests relate to the adoption of technologies in Macau, the Greater Bay Area and fast developing economies. He is also the regional coordinator for AGBRP (Academy for Global Business Research and Practice). Alessandro has been living in Macau since 2008, but before moving to the region he has worked at management level across international leading companies in China, Norway and Italy.
Publications
Modules
Year 1 Master
Students will learn how to promote advocacy through the media and to stage social-marketing campaigns to further goals and objectives commonly desired by a community or communities. We do understand the power of the media in today’s world, and we are aware of the level of sophistication achieved in marketing processes. The combination of both (media advocacy at the social level and marketing at the personal level) can be extremely effective in fostering social change. Great emphasis will be given to ethical issues and dilemmas that derive from the use of these two powerful tools.
This interdisciplinary course discusses the consumer as the focus of the marketing system. Course stresses the use of knowledge about consumer behavior in marketing decisions. It examines the contributions of anthropology, sociology, psychology, strategy, and economics to the understanding of consumer buying behavior. Explores individual behavioral variables (needs, motives, perceptions, attitudes, personality, and learning) and group influences (family, social groups, culture, and business) as they affect the consumer decision-making process. Analyzes how marketing programs, especially the communications mix, can be developed to reflect a commitment to providing consumer satisfaction.
Year 1 Bachelor
This module examines Chinese society and culture in Macau; Macau as a bridge between East and West; linguistic and cultural diversity in Macau; government, family and economy; religion, politics and geography in Macau. It examines Macau’s economic, cultural, social, political and geographical location as a meeting point of Eastern and Western cultures, in particular the meeting place of European and East Asian cultures, and it studies Macau and its neighbours, and the cultural, economic and social influences which impact on Macau as a developing city. The module introduces aspects of governance, economy, culture and the impact of its return to China.
Services are playing an ever-increasing role in the American and world economies. Consequently, it is important for a manager to understand how services differ from manufacturing operations and how traditional operations' management techniques can be applied to services. (For example, how do insights from lean operations apply to service settings?) This module applies concepts from the core operations class, extending the discussion of managing variability and customer waits. The impact of priorities, pricing, and employee staffing will be considered in this setting. Additional topics include evaluation of service productivity, management of service quality and recovery, the impact of human resource policies and techniques for revenue management.
This module covers basic usages of the latest Web technologies and tools such as Dreamweaver, Flash, XML, and SMIL. It also helps students to discover what makes an attractive Web site, the traps to avoid in Web site design, and the keys to a successful Web site. Students will learn to create and customize their own Web pages, and will become competent on the basics of multimedia implementation on Web.
Year 3 Bachelor
This course provides an in-depth study of entrepreneurial marketing strategies for the 21st century. It examines how start-up and small/medium-size companies reach the marketplace and sustain their businesses, within highly competitive industries. Recognition is given to the need of management to operate flexibly, make maximum effective use of scarce resources in terms of people, equipment and funds, and the opportunities that exist within new and established market niches. Classes focus on a combination of brief lectures, extensive case study analyses and a term-long group assignment involving student-generated entrepreneurial product or service offerings.
Marketing - LBA235 / LBA226 / LBT405 / LIS405 / LBA227
This course takes an analytical approach to the study of marketing problems of business firms and other types of organizations. Attention focuses on the influence of the marketplace and the marketing environment on marketing decision making; the determination of the organization's products, prices, channels, and communication strategies; and the organization's system for planning and controlling its marketing effort.
Marketing - LBA235 / LBA226 / LBT405 / LIS405 / LBA227
This course examines the nature and role of communications in marketing, focusing on the goals and uses of advertising, sales promotion, public relations, direct marketing, and personal selling in achieving the communications objectives of marketing. Students will explore the design, organization, and implementation of the communications mix, and the economic, social, and ethical implications of promotion. The course also involves determining the promotional budget, creating a message strategy, planning the media mix, targeting communications to selected market segments, executing the promotion program, and measuring promotional effectiveness. It also considers the relationship and integration among the various elements in the marketer's communications program. Students form agency teams to create a comprehensive integrated marketing communication plan for a product or service.
Year 4 Bachelor
This course provides students with hands-on experience with marketing research. Marketing research is an organized way of developing and providing information for decision-making purposes. All steps involved in the marketing research process - problem definition, research design, data collection methods, questionnaire design, measurement, sampling, data analysis, data interpretation, and reporting - are discussed.
Last Updated: May 6, 2021 at 3:08 pm
