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Dr Ria Wiid

Senior Lecturer in Marketing

Worcester Business School

Contact Details


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.


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


Module Leader for Contemporary Marketing Communications and Contemporary Advertising, and Co-Lecturer in Creatives Communications: Ideas and Impacts and Social Media.



Advertising, reputation, visual communication, and transformational leadership.

Professional Bodies

Professional Bodies

Member of the Academy of Marketing

Member of the Academy of Marketing Science

Member of Chartered Institute of Marketing



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), 171-193. DOI: 10.1177/1470593115607940.

Wiid, R., Pitt, L. F., Grant, P. S., and Mills, A. J. (2015). No joke: Understanding public sentiment towards selling and salespeople through cartoon analysis, Marketing Theory. (Accepted for publication)

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), 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): 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): 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): 137-147.




External Responsibilities

External Responsibilities