Dr. Pietro Frigenti

Salford Business School

Photo of Dr. Pietro Frigenti

Contact Details

Maxwell Building, Room 322.

Current positions

Lecturer in Digital Marketing


I have completed my PhD in Business and Management in 2020, focusing on the role of Internal Branding in Higher Education. Previously, I have obtained a Master in from The University of Sheffield and an Undergraduate degree from the University of Salerno in Italy. I joined Salford Business School in 2022, after teaching for 8 years in several UK institutions. Prior to academia, I have acquired practical, managerial, and supervisory experience in the marketing and digital marketing industry. I have also been studying and working in different countries around Europe, enhancing my diversity and inclusiveness and developing skills that currently enhance my academic delivery.

Areas of supervision

Branding, Digital Marketing, Social Media Marketing


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

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

Research Interests

  • Branding in Higher Education
  • Internal Branding in Higher Education
  • Higher Education Management

Qualifications & Memberships


  • Ph.D. in Business and Management (Internal Branding focus)
  • M.Sc in Marketing Management Practice (The University of Sheffield)
  • Postgraduate Certificate in Academic Practices (PGCAP)
  • BSc in Communication Sciences (Marketing curriculum


  • Senior Fellow of the Higher Education Academy (SFHEA)
  • Member of the Chartered Institute of Marketing (MCIM)