Teaching.
Alessandro teaches Global Marketing at The Hang Seng University of Hong Kong (HSUHK). His classes connect marketing theory with the choices a business faces when it enters a market, sets a price, or tries to understand its customers.
Selected teaching engagements
Alongside his research and teaching at HSUHK, Alessandro considers selected invitations from universities and business schools for guest lectures, specialist sessions and part-time courses in global marketing, brand strategy and customer research.
Engagements are agreed individually, subject to academic fit and availability. Teaching can be delivered in English or Italian, in person or online. For an invitation, please share the subject, student level, format and proposed dates.
Teaching philosophy
Students should leave Alessandro’s classes able to make a recommendation and defend it. Knowing a framework is useful, but the harder task is deciding what it means for a particular business. Who is the customer? What would they need to change? Why should they choose this offer?
He uses brand cases and negotiations to make those questions concrete. A market-entry discussion becomes more interesting when students have to choose a customer segment, commit to a price, and explain what they would keep or change about the brand. Different answers can be convincing. The reasoning behind them matters.
Evidence and a willingness to revise an opinion are central to his teaching. Students learn to question an intuitive answer, distinguish an assumption from a finding, and recognise the limits of a study. They should be able to explain what further evidence would change their recommendation.
Teaching topics
Topics covered in his Global Marketing classes.
Global marketing & market entry
Which customers should a brand target in a new market? What should stay consistent, and what needs to adapt? Cases connect positioning with product, pricing, and distribution decisions.
Culture & localisation
How should a brand adapt to local values, habits, and expectations? Classes examine differences in communication and consumption, and the choices involved in adapting an offer while preserving the brand’s identity.
Brand positioning & pricing
What makes an offer worth its price? Cases examine the alternatives customers compare, the meaning of a premium, and what a discount does to contribution per sale.
Marketing research & experiments
What would count as useful evidence? Topics include writing survey questions, comparing messages or products, and separating a causal claim from an association.