Associate Professor Bernardo Figueiredo

Dr Figueiredo is an award-winning academic with internationally recognised research, transformative collaborations, and industry-relevant teaching.

Research interests

Dr Figueiredo has published in some of the top journals in his area including Journal of Consumer Research, Journal of Marketing, and the Journal of Retailing. He has also published in the Journal of Business Research, European Journal of Marketing, Marketing Theory, Journal of Marketing Management, Journal of Macromarketing, Consumer Markets and Culture,  Journal of Brand Management, among others. As an educator, he has published in the prestigious Academy of Management Learning and Education. 

Bernardo's research interests focus on consumer research and he is especially interested in understanding how the globalisation of markets and cultures shapes consumption and marketing practices.

Topics include: 

• value (co)creation
• consumers relationship with technology
• customer experience
• consumer culture theory (CCT)
• social exclusion
• social isolation and connectedness
• collaborative networks
• the sharing economy
• branding
• mobility, and 
• cosmopolitanism.

Industry and Community Engagement

Bernardo works with companies and communities to create social and organisational change. Projects with industry include sociocultural analysis, consumer strategic insights, customer journey mapping, experience design, cultural branding, strategic and international marketing. Projects with communities and government include building transformational frameworks, strategic recommendations, and actionable toolkits for community engagement, behavioural change, and consumer wellbeing. 

To achieve his goals, he employs diverse methodological and design tools including exploratory assessments, market ethnography, netnography, co-design workshops, in-depth interviews, focus groups, cultural probing and sociocultural analysis to propose novel insights for better human experiences and market orientation. 

Education Interests

With experience in both undergraduate and postgraduate education, Bernardo has coordinated a number of courses in Marketing, including both face-to-face and online. Due to his broad knowledge of Marketing, he has taught a number of topics including Customer Experience Design, International Marketing, Consumer Behaviour, Retailing, Services Marketing, Marketing Principles, Marketing Communications, and Globalisation Processes. 

He is an innovative educator who invests in industry partnerships for context-based learning. In 2019, he won the prestigious Vice Chancellor's Learning and Teaching Award for Strategic Partnerships, one of the highest-level teaching awards given by RMIT University.

Teaching

• Customer Experience Design
• International Marketing

Research - Groups

• Shaping Connections
• Consumer Culture Insights Group 
• Consumer Wellbeing Group
• Pathways for Healthy Ageing
•  Codesigning Ageing Future

Research Funding

• Codesigning participatory strategies with older adults to reduce perceived risk and promote digital inclusion. Funded by: Australian Communications Consumer Action Network (ACCAN) Grants Scheme 2016 onwards from (2020 to 2022)
• How Consumer Experiences Aggregate to Create Value in Collaborative Consumer Producer Networks. Funded by: Marketing Science Institute Grant 2016 from (2016 to 2016)

Other External Funding / Awards

• Winner of the people's choice award at Association for Consumer Research Film Festival (2013) - Film "A pen" - with Anastasia Seregnina and Norah Campbell. Competitive film.
• Winner, The Susan P. Douglas Award – Best paper in international marketing across all tracks, 2012 EMAC – 41st European Marketing Academy Conference, Lisbon, Portugal.
• Winner, ACR/Sheth Foundation Dissertation Grant Competition – 2011 -  Best dissertation Proposal - ACR Annual North American Conference in St. Louis, Missouri
• Postgraduate Research Support Scheme – 2010 and 2011  University of New South Wales
• UIPA scholarship 2008-2012 - University of New South Wales
• PUC - VRAC Scholarship 2005-2007 - Pontifical Catholic University of Rio de Janeiro

• University of Southern Denmark, Odense, Denmark, Postdoctoral, Marketing and Management, Consumption Studies Group (2012-204)
• University of New South Wales, Sydney, Australia, Ph.D. in Marketing, (2008 -2012)
• Schulich School of Management, York University, Toronto, Ontario, Visiting Ph.D. Student (6 months) - Spring, 2010
• Building Ventures in Latin America – July 2006, Harvard Business School and Endeavor – Course in Entrepreneurship
• Pontifical Catholic University of Rio de Janeiro Rio de Janeiro, Brazil, Master in Business Administration, 2005-2007
• University of Sao Paulo, USP. Brazil, Bachelor in Business Administration, 1991-1994