Francisco Tigre Moura

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


Motivation for Creating

 I have always had a very close relationship with Music. It is constantly present in my life, creating a permanent soundtrack to my days, extending memories and triggering repeatedly desired emotional responses. Science is my work, became a passion and made me understand and deal with the world in a completely different way.

Science, as I like to see it, requires the distancing between observer and the object of observation for the investigation and understanding of any given phenomenon. It requires clear methods, structure, formats, objectivity. And consequently, a purely rational approach.

Music, as I like to see it, represents exactly the opposite: I admire and respect artists that merge their personal lives and experiences with their compositions. I believe there should be absolute freedom of creation and a deep sense of subjectivity from both the creator and the listener.


Thus, music and science drive the majority of thoughts in my daily life. My aim with is to contribute to the music industry and its various stakeholders. Moreover, I wish to induce readers to reflect and discuss interesting topics related to Marketing, Music, Technology, the Future and much more. And this is why I envision going “Beyond Music“.

Lastly, and perhaps most importantly, I truly hope to create in the coming years an environment to foster my undergraduate and postgraduate 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 passionate about Music.

Prof. Dr. Francisco Tigre Moura
Professor of Marketing at IUBH School of Business and Management (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.