Course Leader, Marketing MSc

Dr Pedro Longart is an academic, consultant and management professional with a PhD in consumer behaviour from Coventry University . His management qualifications, apart from extensive experience in the hospitality, retail, technical sales and wholesale business include an AMBA accredited MBA from Kingston University  and a BA (Hons) in Hospitality Management from University of West London (UK). 

Pedro has extensive expertise in sales, all areas of marketing (digital marketing, word-of-mouth, consumer research, etc.) campaigns and launches, operations and quality management, corporate social responsibility, business development and strategy, establishing targets and key performance indicators, budgeting and cost control, leadership and motivation, training and development and introducing reliability and efficiency initiatives. This expertise has been translated to preparing and delivering executive management programmes in various business and management related courses at undergraduate and postgraduate levels and to consulting business, with particular emphasis on digital marketing, word-of-mouth, and general business advice.


Contact details



Year Qualification Awarding body
2015 PhD Coventry University
2006 MBA Kingston University
2005 BA(Hons) Thames Valley University

Research Interests

Research interests and expertise

Pedro's research interests are centred on consumers, which have translated into papers within the domains of word-of-mouth marketing, destination branding, and consumer decision-making. Typically, his research context has revolved around the tourism and hospitality industry. Nevertheless, he possesses the capability to extend his research into other contexts, particularly those concerning management in various contexts, and product and service development, as well as broader industries. Pedro employs a diverse array of research methodologies, encompassing both qualitative and quantitative approaches. Notably, he boasts expertise in Discrete Choice Experiments (DCEs) and behavioural economics. He wrote a methodological paper on attribute development for Discrete Choice Experiment and a book chapter employing DCEs for application in the hospitality industry.

Research topics

  • Consumer Behaviour
  • Social Media Marketing
  • Hospitality and Tourism topics
  • General Marketing topics (Marketing research,  word-of-mouth marketing, branding)

Areas of teaching

  • Marketing and Consumer Behaviour areas
  • Innovation and Entrepreneurship

Externally funded research grants information

The research project titled "Branding Al Ain as a Tourist Destination" received a research grant from the UAE Federal government, which was administered through the Higher Colleges of Technology.


CPD delivered

Marketing research, innovation in the workplace

Professional Engagement

Independent professional practice

Longart Consulting (Digital Marketing agency)

Engagement with professional associations and societies

  • Digital Marketing Institute (member)
  • Fellow of Institute of Hospitality