Dr Alex Muresan

I am a Senior Lecturer in Marketing in the MTEH division of LSBU Business School. I am also the Pathway Lead for the BA (Hons) Business Management with a Marketing degree and, at the university level, I am a Dignity at Work Advisor.

I continue to contribute to the academic community through teaching, personal tutoring, consultancy, and academic research and publications. I also create online global student learning solutions in collaboration with Pearson Education, thus supporting the primary International Marketing textbooks sold worldwide. Alongside my academic qualifications, I acquired many qualifications in creative industries.

I started my academic journey as a researcher in organisational culture and travel management. I am one of the contributors to the first case study book on visitor management at World Heritage sites, which is currently used by tourism, leisure, and hospitality students worldwide. The many editions of this book use examples from UNESCO's most significant archaeological and architectural legacies and propose innovative site conservation and management solutions. I am passionate about international cultural management because of my extensive experience working and living in international environments. My research interests include the use of literary heritage in destination marketing, the impact of film tourism on revitalising destinations in danger of depopulation or boosting the economy of a country, and the impact of literary and film tourism on creating new experiences for travellers.
My 30 years+ of practical involvement in international sports event management and local and regional sports development have ignited in me a strong interest in helping small entrepreneurs in sports manage operations and staff in multicultural settings and increase participation in their clubs. My Ph.D. thesis generated marketing communication solutions for small independently run sports clubs centred around non-Olympic disciplines. I am a positivist, I believe in the market success of challenger brands and consequently, I find my joie de vivre in helping to transform organisations by researching observable realities.

Currently I am working on The Erasmus+ UVMIS Project: A Europe-wide initiative specifically focused on modernising and optimizing Sport Volunteer Management and creating clearer training pathways for workforce managers.

Future Pipeline: Strategic Institutional Funding (IOC Bid)
Building on this foundation of global tournament logistics and workforce optimisation, I am currently spearheading the development of a major institutional research proposal. As of November 2026, I will be formally bidding for project funding from the International Olympic Committee (IOC). This targeted research bid focuses on sports business psychology within the field of volunteer management. By utilising my frontline insights from the Paris 2024 Olympic Games and my background in sports business strategy, this research will deliver actionable psychological benchmarks to maximize workforce well-being, team cohesion, and operational efficiency for future Organising Committees.

Throughout my academic career, I have consistently stepped into key leadership roles to drive course development and student success. My administrative and academic management experience includes serving as Module Leader for a plethora of Business, Marketing, Digital Marketing, Entrepreneurship, Tourism and Sports Marketing Modules, then Courses Manager across multiple high-volume programs—including Fashion Marketing, Retail Management, and Fashion Retail Management—where I oversaw the educational journeys of 1,400 students. Additionally, I have provided strategic direction as Course Leader for the BA (Hons) Advertising, Marketing Communications, and Public Relations program, which generated a number of very successful graduates who moved on to work for Saatchi and Saatchi, Disney, Ogylvi, L'Oreal, Marks and Spencer, Sainsburys, Louis Vuitton, and others alike.

A central pillar of my leadership is a proactive commitment to student employability. I have consistently challenged institutions to elevate their industry engagement by offering highly relevant, career-boosting work placements and by maintaining active networks with successful alumni. I strongly believe that academic curricula must provide immediate opportunities for practical application. In my experience, our most successful and resilient graduates are those who come from a background that structurally combines rigorous academic theory with a dedicated one-year industry placement.

Beyond traditional classroom boundaries, I am a passionate advocate for entrepreneurship and self-employment. I believe in preparing students to confidently take charge of their own careers early on, by launching their own businesses. To support this, I have invested significant time outside of academia leading by example—building professional pathways, managing high-profile global operations, and paving the way for students to confidently bridge the gap between academic theory and high-level corporate and commercial practice.

I currently serve as:

• Pathway Lead for the BA (Hons) Business with Marketing degree
• Dignity at Work Advisor for LSBU 
• First Aider

Backed by over 30 years of high-profile corporate collaborations, my academic instruction is defined by exceptional levels of versatility, adaptability and a deep commitment to cross-disciplinary education. 

I bridge the gap between theory and industry application across the fields of Business, Marketing, Fashion Retail, Tourism, and Sports Management.  My industry-grounded approach ensures that whether guiding final-year dissertation research or lecturing on complex global supply chains, students receive an education directly informed by real-world commercial practice.

• Research Methods (for Business, Fashion, Retail and Sports Management students) 
• Research Projects / Final Year Dissertations (Business, Marketing and Fashion Marketing)
• Principles of Marketing
• International / Global Marketing
• Strategies for International Market Expansion
• Integrated and Digital Marketing Communications
• International Business Diplomacy
• Public Relations, Propaganda and Persuasion
• Media Relations
• Corporate Strategy
• Small Business Entrepreneurship
• Introduction to Business
• Retail and Supply Chain Management
• Retail Boutiques and Shopper Behaviour
• International Fashion Strategy
• Tourism Management
• Managing Change in Organisations
• Managing Creativity, Design, and Innovation
• Social Issues in Sports Management
• Sports Marketing