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Professor Giampaolo Viglia

Professor of Marketing

Giampaolo Viglia


I am a Professor of Marketing at the Faculty of Business and Law. I am also the Research Lead for the Marketing Subject Group and a member of the Revenue Management Society.

My research, teaching, and industry specialisms are in the field of service marketing and hospitality management. In terms of research income, I participated in two projects financed by the European Commission on food science.

I have published and reviewed widely for top journals in my field, such as the Journal of Service Research and the Journal of Interactive Marketing. Building on my growing international research reputation, I now sit on the Editorial Boards of the Journal of Travel Research (4 ABS), International Journal of Hospitality Management (3 ABS) and Journal of Business Research (3 ABS), and I am the Associate Editor of Psychology & Marketing (3 ABS) and Annals of Tourism Research (4 ABS).

I am currently the Academic Lead of a Knowledge Transfer Partnership with Fresh Relevance, a B2B company focusing on artificial intelligence in Marketing (total value of the bid £ 221.875).


I obtained my first PhD in Applied Statistics for Business from the University of Turin (Italy, 2012). I have then moved to Spain and got a second PhD in Marketing from the University Pompeu Fabra (2015).

After working as a Senior Lecturer at Bournemouth University (UK), I was appointed as a Reader at the University of Portsmouth in 2017 and became the Research Lead for the Marketing Subject Group.

Currently, the Marketing group has 50 outputs of either world leading or internationally excellent quality (4 or 3 ABS), with a jump of 13 positions in rankings (The Complete University Guide) since 2016.

Research Interests

My research interests lie in the areas of pricing, consumer decision-making, and online reputation. Methodologically, I enjoy both quantitative studies and conducting experiments. My approach is interdisciplinary, drawing on economics, management, and psychology.

My current research interests include:

  • The reasons behind the success of the so-called “sharing economy”
  • New participative pricing mechanisms
  • The impact of dynamic price variability on revenue maximisation
  • Understanding decision making processes in retailing and consumer services
  • Behavioural pricing in marketing

I am interested in supervising new doctoral students doing work close to the above-indicated areas.

Teaching Responsibilities

I teach marketing analytics and marketing strategy at PG level. I also lead units on research methods at PhD level. I have contributed to the development of new Erasmus agreements in Italy and in Spain, including Ramon Llull University – Barcelona.

ID: 6357230