Dr Ria Wiid


Senior Lecturer in Marketing

Department of Marketing and Enterprise

Contact Details

email: r.wiid@worc.ac.uk
tel: 01905 54 2503

Before embarking on an academic career Ria worked in both corporate and entrepreneurial roles in the Information Technology, Distribution, Hospitality and Financial Services industries. She has extensive experience in strategic marketing, strategy planning, customer value management, customer engagement, direct marketing, and change management and several business start-ups, including a social enterprise.

Ria teaches undergraduate students on a variety of subjects in the field of digital marketing and integrated marketing communications. She also teaches in research methodology and supervises masters and doctoral students. Ria is an active researcher and member of the Managing Operations Risk and Sustainability (MORS) and Customer Interaction (CI) research groups.

PG Cert Teaching and Learning in Higher Education (University of Worcester)  
PhD in Industrial Economics and Management (KTH Royal Institute of Technology, Stockholm, Sweden)
MBA, specialising in Strategic Marketing and Information Technology Planning (Wits Business School, Johannesburg, South Africa)
BA in Maths (University of Johannesburg, Johannesburg, South Africa)

Teaching & Research

Teaching & Research

Current Teaching on Undergraduate and Postgraduate Modules:  

Strategic Marketing, Level 6 – Module Leader 
Research methods, Business Project, Level 6  
International Business Project, Level 6  
Contemporary Marketing Communications, Level 5 – Module Leader  
Contemporary Advertising, Level 6 – Module Leader  
Strategic Marketing in the Digital Economy, Level 7 MSc – 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.

Research interests:  
Marketing communications, branding, social media, value co-creation and service co-creation.

PhD/DBA Supervision:  
Expertise: Conceptualising, Qualitative and Mixed Methods research; Action Research.

Current DBA projects:  
Data-driven Marketing: Dynamic interplay of brand and consumer in online channel - Improving Integrated Marketing Communication (IMC) through consumer data

Research/Consulting Interests:  
Implementation of marketing communications strategy. Branding. Customer value management and customer touchpoints.

Research activities:  
Member of the Managing Risk, Operations and Sustainability Research (MORS) Group, WBS  
Member of the Humanities, Arts and Social Sciences Research Ethics Committee (HASSEC)


Professional Bodies

Professional Bodies

Member of the Academy of Marketing

Member of the Academy of Marketing Science




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. (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.

Conference Papers:  

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