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Teaching

My life’s purpose is to bring transformative education to the world — shaping minds, expanding perspectives, and inspiring action. It is an honour to guide the educational journeys of the next generation of leaders, thinkers, and change-makers.

Since 2016, I have been Professor of Experience Design at the Department of Business & Tourism at Salzburg University of Applied Sciences, Austria. I also teach as Visiting Professor at IULM University in Milan, Italy, and I am an Honorary Professor at IMC University of Applied Sciences Krems, Austria. Over the past 15+ years, I have taught more than 3,000 students across 100+ courses at over 10 leading institutions worldwide, from Austria to Australia, Vietnam to Uzbekistan. My academic journey has also included roles as Lecturer at Bournemouth University (UK) and visiting lecturer or research scholar at institutions such as the University of Innsbruck (Austria), MODUL University (Austria), Free University of Bolzano-Bozen (Italy), Breda University of Applied Sciences (Netherlands), Vistula University (Poland), Nicolaus Copernicus University (Poland), and the Asian Institute of Technology (Vietnam). I have also delivered invited guest lectures at numerous other universities across the globe.

My teaching is grounded in an interdisciplinary, science-based foundation — weaving together psychology, marketing, management, and experience design — and applying these insights to tourism, leisure, events, and the wider service economy. Each course, lecture, and training is designed to not only share knowledge, but to equip learners with the mindset, skills, and confidence to create meaningful and lasting impact in their own fields.

Alongside my PhD and Habilitation (Venia Docendi in Business & Management), I hold a Postgraduate Certificate in Higher Education Pedagogy & Teaching Practice, am a certified LEGO® SERIOUS PLAY® facilitator, and a Transformative Coach. This unique blend of academic rigour, creative methodology, and human-centred practice allows me to craft immersive, empowering learning experiences for students, professionals, and organisations alike.

Whether teaching future professionals or training executive teams, my goal is the same: to inspire transformation from within and to empower others to take their knowledge into the world — shaping a better, more conscious future.

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What subjects I teach

I have taught a wide range of subjects, including experience design, services marketing, tourism management, digital transformation, and eTourism. Over the past +15 years, my teaching has spanned from foundational courses in Bachelor to highly specialised, cutting-edge courses for Master and PhD students.

Next to my existing work, I take on only a select number of new teaching commitments each year — focusing on guest lectures, executive trainings, where I deliver my signature content on experience design and transformation.

If you’d like a detailed overview of my teaching portfolio and academic experience, please contact me for my current CV.

What students say about my classes