Ricardo Godinho Bilro is an Associate Professor with habilitation in Marketing at ISCTE - Instituto Universitário de Lisboa. He teaches across Undergraduate, Master’s, Doctoral, and Executive Education programmes. He holds a PhD in Management, with a specialisation in Marketing, from ISCTE Business School. He has recently held the positions of Deputy Department Director, Director of the Master’s in Hospitality and Tourism Management, and Director of the Erasmus Mundus Joint Master’s in Tourism, Development and Culture (TourDC).

He has been a Guest Professor at the University of Glasgow (United Kingdom), and at the University of Malta. He has also served as a Visiting Professor at several international institutions, namely EM Strasbourg Business School (Strasbourg, France), TH Köln (Cologne, Germany), Laurea University of Applied Sciences (Helsinki, Finland), and Université Gustave Eiffel (Paris, France).

As a researcher at ISCTE’s Business Research Unit, his work focuses on digital transformation, technology adoption, consumer engagement, and services marketing. His research has been published in leading international journals, including the Journal of Travel Research (ABS 4), Journal of Business Research (ABS 3), Psychology and Marketing (ABS 3), International Journal of Contemporary Hospitality Management (ABS 3), and Journal of Business and Industrial Marketing (ABS 2), among others. He regularly presents his research at major international conferences, such as the European Marketing Academy Conference, the World Marketing Congress of the Academy of Marketing Science, the Global Marketing Conference (GAMMA/GFMC), and the Academy of Marketing Conference. He also serves as an Editorial Board Member for several international journals.

Ricardo has received several awards for his academic and teaching performance, including the Best Professor Award in the Master’s in Marketing programme (2026), the Best Professor Award in the Postgraduate Programme in Digital Marketing at ISCTE Executive Education (2022 and 2023), the TomiWorld 2017 Best Paper Award at the M-SPHERE Conference (2017), and the Best Conference Paper Award at GAMMA-GFMC (2019).