Dr Ranis Cheng
Lecturer in Marketing
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Ranis joined the Strategy, Marketing & International Business Division of the Management School in 2011. Previously she worked as a lecturer in Marketing at Nottingham Trent University. She gained a PhD in the area of corporate identity in the U.K´s fast fashion retail sector.
Research Interests
Her main research areas are corporate identity, corporate branding, branding and fashion retail operations. Her work has been published in the European Journal of Marketing, The Journal of Product & Brand Management.
Current Research Projects
Her current research projects include:
- Relationships between corporate branding, internal branding and employer branding;
- Students’ perceptions of SME marketing;
- Graduates’ employability within the SMEs sector.
Ranis has worked on several funded projects, including:
- SPUR SUCCESS £10,000 at Nottingham Trent University on SME marketing;
- Seedcorn funding at Nottingham Trent University on two research projects;
- Corporate branding and SME marketing;
- Academy of Marketing and Higher Education Academic Subject Centre for Business Management and Finance (Teaching Research and Development grant) on SME marketing and graduates’ employability.
Teaching
She teaches mainly at the postgraduate level on the MSc Marketing Management Practice programme. She currently runs two modules including Marketing Practice and Marketing Research. Her teaching is research based, teaching contents link strongly to my personal research interests and activities. The majority of her students are overseas students with different cultural backgrounds, her style of teaching aims to encourage students to think critically about the use of marketing research and apply marketing practices in different contexts across various continents. She also seeks to help students to develop an inquiry-based learning approach, for example, through the use of case studies and student-led presentations where they will have the opportunity to enhance problem solving, learning and decision making skills. Ranis is also a personal tutor on the undergraduate programmes.
Ranis is interested in supervising PhD students in the area of corporate branding, corporate identity and fashion retailing.
Publications
Recent publications include:
Resnick S., Cheng R., Brindley C. and Foster C. (2011), 'Aligning teaching and practice: a study of SME marketing', Journal of Research in Marketing and Entrepreneurship, Vol.13, No.1, pp.37-46
Foster, C., Khanyapuss, P. and Cheng, R. (2010), `Exploring the relationship between corporate branding, internal branding and employer branding´, Journal of Product and Brand Management, Vol. 19, No.6, pp.401-409.