Plácido Sierra Herrezuelo

Plácido Sierra Herrezuelo holds a PhD in Economics and Business Administration (European Mention, Cum Laude) from the University of Málaga, where he currently serves as an Assistant Professor in the Department of Business Organization and Marketing. His field of expertise is Marketing and Market Research, with research interests focused on digital marketing, tourism marketing, communication, and consumer behavior. Throughout his career, he has combined university teaching, applied research, and knowledge transfer with public and private organizations in the tourism sector. From 2012 to 2025, he has worked as an Adjunct Professor in several degree programs (Marketing, Business Administration, Economics, and Industrial Engineering), teaching courses in marketing, market research, e-commerce, and consumer behavior at undergraduate and postgraduate levels. He has received excellent teaching evaluations (scores between 4.4 and 4.9 out of 5) and actively participates in educational innovation projects based on active learning methodologies such as flipped classroom and service-learning. His research activity is developed within the Intelligence & Society Research Group (SEJ-652) and the Institute for Tourism Intelligence and Innovation (I3T) at the University of Málaga. He has participated in numerous knowledge transfer projects with the Andalusian Regional Government, the Málaga City Council, and several university chairs, including the Chair of Cofrade Studies and the UMA-Renfe Chair on Human Connections and Organizational Evolution. His recent research includes the economic impact analysis of Málaga’s Holy Week (2016–2025) and the improvement of statistical information in the Andalusian tourism sector. He is the author and co-author of several international publications with publishers such as IGI Global, Tirant lo Blanch, and Dykinson, and has presented papers at major academic conferences (AEMARK, Rural Tourism Congress, Ibero-American Congress of Municipalities). In addition to his academic work, he has extensive professional experience in the tourism industry, having worked as a Marketing Executive and Market Research Consultant at Turismo y Planificación Costa del Sol (Provincial Government of Málaga), where he coordinated territorial marketing strategies and demand analysis projects. Within the university, he serves as Advisor to the Dean for Cultural Activities and Co-director of the Master’s Degree in Retail Marketing and the University Extension Course in Social Media and Online Marketing. He has also been an invited lecturer in international programs (UIMP, Ibero-American Union of Municipalities, University of Guadalajara – Mexico) and has acted as an Erasmus+ tutor for incoming and outgoing students. Committed to education, innovation, and knowledge transfer, his academic career aims to strengthen the link between marketing research and its practical application in business and territorial development contexts.