Pietro Paolo Frigenti profile photo.

Pietro Paolo Frigenti


Personal profile


Dr. Frigenti achieved his PhD in Business and Management in 2020, focusing on the role of Internal Branding in Higher Education. Previously, Dr. Frigenti obtained a Master in from The University of Sheffield and an Undergraduate degree from the University of Salerno in Italy.

Dr. Frigenti joined Alliance Manchester Business School in 2023, after teaching for 8 years in several UK institutions. Prior to academia, Dr Frigenti has acquired practical, managerial, and supervisory experience in the marketing and digital marketing industry.  

Dr. Frigenti expertise in his field resulted in the achievement of recognition at different levels, including the Senior Fellowship of Higher Education Academy (SFHEA), the Chartered Marketer (CMktr) status from the Chartered Institute of Marketing (CIM), and the Certified Management & Business Educator (CMBE) from the Chartered Association of Business Schools (CABS). In 2023, Dr Frigenti achieved the Students’ Union Teaching Awards for Teaching Excellence, demonstrating his commitment to students’ learning and experience.

Dr. Frigenti has studied and worked in different countries around Europe, enhancing his openness to diversity and inclusiveness and developing skills that currently enhance his academic delivery.



Research interests

Dr. Frigenti is interested in exploring topics related to Marketing areas, including Branding, Digital Marketing, Consumer Behaviour. In particular, he is currently investigating the topic of tourism and its impact on communities. Furthermore, due to his passion for education, he is interested in research aimed at improving academic practices, student experience, and curriculum enhancement. Finally, loving the use of technology to improve university teaching and business processes, Dr. Frigenti is currently exploring the potential application of Virtual Reality in educational and organizational settings.


Dr. Frigenti is an established and successful educator. He has delivered, led, and created a range of modules at different levels. These include:

Current teaching (Alliance Manchester Business School)

Level 4: Principles of Marketing

Level 5: Marketing Communications in a Digital Age

Level 7: Marketing in a Digital World

Level 7: Integrated Marketing Communications in the Digital Environment

Other teaching (Previous institutions)

Level 4

  • Principles of Marketing
  • Introduction to Marketing Management
  • Mobile, Media and Marketing
  • Marketing Fundamentals
  • Digital Marketing Fundamentals

Level 5

  • Data Analysis for Social Media
  • Digital Marketing
  • Digital Analytics
  • International Digital Analytics
  • Marketing Communications
  • Marketing for Consumers in a Digital Age
  • Marketing Communications
  • Digital Marketing Communications

Level 6

  • Brand Management
  • e-CRM and Strategy
  • Digital Marketing Strategy and Analysis

Level 7

  • Digital Marketing Strategy and Analysis
  • Marketing Management
  • Online and Offline Consumer Behaviour
  • Search and Social Media Marketing
  • Service Operations

Digital Marketing Apprenticeship modules

  • Principles of Content Creation and Channel Management – Level 4
  • Projects in the Workplace - Level 4
  • Customer Relationship Management – Level 5

Employability modules

  • Career Preparation
  • Professional Development and Placement


  • Ph.D. in Business and Management (Internal Branding focus)
  • M.Sc in Marketing Management Practice
  • Postgraduate Certificate in Academic Practices (PGCAP)
  • BSc in Communication Sciences (Marketing curriculum)
  • Level 3 Data Analyst Diploma

Memberships of committees and professional bodies

  • Senior Fellow of the Higher Education Academy (SFHEA)
  • Chartered Marketer (CMktr) of the Chartered Institute of Marketing (MCIM)
  • Certified Management & Business Educator (CMBE) by the Chartered Association of Business Schools (CABS)

External positions

External Validation Panel Member, Leeds Beckett University

1 Apr 2024 → …

Areas of expertise

  • H Social Sciences (General)
  • Marketing
  • Branding
  • Digital Marketing
  • Education
  • Virtual Reality
  • Customer
  • Behaviour


  • Marketing
  • Branding
  • Digital Marketing
  • Education
  • Virtual Reality
  • Consumer Behaviour
  • customer journeys


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