Teaching & Research
Current Teaching on Undergraduate and Postgraduate Modules:
Integrated Marketing Communications, Level 5 – Module Leader
Customer Relationship Manager, Level 6 – Module Leader
Strategic Marketing in the Digital Economy, Level 7 MSc – Module Leader
Marketing Management, Level 7 MBA – Module Leader
My modules are student-centric and I use both live client projects and practical case studies to enhance students’ experiential learning. For the past three years, I have also used co-creation in the classroom by way of co-creating content and seminar papers with students.
Marketing communications, branding, social media, value co-creation, customer experience and service co-creation. Member of the Future-proofing Organisations and Customer Interaction Research Groups.
Expertise: Conceptualising, Qualitative and Mixed Methods research; Action Research.
Current PhD/DBA projects:
Data-driven Marketing: Dynamic interplay of brand and consumer in online channel - Improving Integrated Marketing Communication (IMC) through consumer data
The effect of online brand communities on post-purchase evaluation in the fast-moving consumer goods industry.
Social fashion brand engagement.
Investigating the moderating rules of User Generated Content and Consumer brand engagement in the Islamic banking sector.
Consumer behaviour and plant-based food trends in Germany.
Customised Sales- and Marketing strategy for medium sized B2B companies for sustainable sales success.
Crisis communications and leadership in German SMEs.
Internal examiner for DBA viva
External examiner for PhD viva (2x)
Implementation of marketing communications strategy. Branding. Customer experience, customer value management and customer touchpoints.
Member of the Managing Risk, Operations and Sustainability Research (MORS) Group, WBS
Member of the Humanities, Arts and Social Sciences Research Ethics Committee (HASSEC)
Wiid, R., Hurley, P., Mora-Avila, P. and Salmon, J. (2019) Organisation-led engagement with consumers in hidden social spaces, Journal of Digital & Social Media Marketing, 7(1).
Wiid, R. and Mora-Avila, P. (2017) Arts marketing framework: The arts organisation as a hub for participation, Journal of Public Affairs.
Wiid, R., Grant, P. S., Mills, A. J., and Pitt, L. F. (2016) No joke: Understanding public sentiment toward selling and salespeople through cartoon analysis. Marketing Theory, 16(2), pp. 171-193. doi: 10.1177/1470593115607940.
Wiid, R., Grant, P.S., Mills, A.J. and Pitt, L.F. (2016) No joke: Understanding public sentiment toward selling and salespeople through cartoon analysis. Marketing Theory, 16(2), pp. 171-193. doi: 10.1177/1470593115607940
Wiid, R. (2014) An assessment of the application of semiotics in the analysis of mass communication messages. (Thesis)
Wiid, R. (2015) The Role of the salesperson: A semiotic analysis of salesmanship in movies. Journal of Selling, 15 (1).
Wiid, R., Pitt, L. F., and Mills, A. J. (2012) Every story tells a picture: Lessons from cartoons on Corporate Governance for Senior Executives. Business Horizons, 55(6), pp. 543-550.
Boon, E., Wiid, R., and DesAutels, P. (2012) Teeth whitening, boot camp, and a brewery tour: a practical analysis of ‘Deal of the Day’, The Journal of Public Affairs, 12(2), pp. 137-147.
Wiid, R., Du Preez, R., and Wallström, Å. (2012) Coming of age: A 21 year analysis of Marketing Intelligence & Planning from 1990 to 2010. Marketing Intelligence & Planning, 30(1), pp. 4-17.
Wiid, R., Pitt, L. F., and Engstrom A. (2011) Not so sexy: public opinion of political sex scandals as reflected in political cartoons. The Journal of Public Affairs, 11(3), pp. 137-147.
Wiid, R. and Heilgenberg, K. (2019) Truth, Half-Truth or Little White Lie? Exploring Public Sentiment Toward Advertising Through Cartoon Analysis. 22nd Academy of Marketing Science World Marketing Congress.
Wiid, R. and Bains, A. (2019) Brand communication and gender fluidity in the Beauty and Fashion Industry. 52nd Academy of Marketing Conference.
Garfield J., Warren V., and Wiid R. (2019) The role of communities of practice in creative projects. BAM2019 Conference, Aston University, Birmingham.
Wiid, R. (2019) When the brand leaves the room: An analysis of consumer experiences in the furniture retail industry. 7th Annual International Colloquium on Branding, 29 July – 1 August 2019, Athens, Greece.
Wiid R. (2018) Co-creation in a Marketing Classroom. (2018 AMS Annual Conference proceedings to be published)
Mora-Avila P., Wiid R. (2018) User-Generated Advertising, The Effects of Consumer-Created Brand Videos on Brand Attitudes: An Abstract. In: Krey N., Rossi P. (eds) Back to the Future: Using Marketing Basics to Provide Customer Value. AMSAC 2017. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. doi: 10.1007/978-3-319-66023-3_77
Mora-Avila P., Wiid R. (2017) Engaging art consumers in the social media ecosystem. Academy of Marketing AM2017 Conference Proceedings, ISBN is 978-1-5272-1271-8
Blair A. (2017) Special Session: Learning About the Magic of Publishing Using Bibliometric and Content Analysis. In: Stieler M. (eds) Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. doi: 10.1007/978-3-319-45596-9_188