Dr Daniella Ryding

Senior Lect in Fashion Mrktng & Retail

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Dr Daniella Ryding joined the University of Manchester in 2013, after graduating from Manchester Metropolitan University with her first degree in Retailing and Marketing and having been employed by a number of UK Higher Education institutions. Daniella completed her PhD by publication in 2012, which involved 10 years of published work in the field of customer satisfaction and retention strategies for the UK Food Retailing Industry. She is a specialist in strategic marketing and in complex cognition. After having worked in the Retailing Industry for numerous years, she joined academia and has become the author of several text books, some of which have been published as part of the Luxury Palgrave Series, to examine contemporary business  issues within the garment industry. Daniella is the author of more than 50 peer reviewed papers, involving studies which examine  complex consumer decision making for products and the ramifications for strategic marketing campaigns.  Some of her recent research involves working with the School of Biological Sciences’ Division of Neuroscience and Experimental Psychology, to explore the underlying mechanisms which impact on behaviour and the consequences for business strategy.  Daniella is an internationally networked educator, having delivered strategic marketing programmes in Europe and Asia and is a visiting Professor for the University of Vitez in Bosnia. Her passion for her subject specialism stems from her teenage years and continues today with her enthusiasm to embark on new projects and collaborations both at a national and international level.

“From a very early age, I have always been fascinated with understanding consumers and the underlying motivational drivers for consumption within different retailing contexts. Equally fascinating to me is to understand how companies are able to trigger behavioural shifts in consumption to benefit their strategic  agenda, within  changing and dynamic environments.  My family bought into the Benetton franchise when I was just a teenager. It was at that point in time, that I  very quickly became interested in business operations, retailing and consumer behaviour, and following Oliviero Toscani’s ingenious and controversial advertising campaigns for the Benetton brand, I became obsessed with world of advertising and promotion. 

With a keen passion for teaching and learning, Daniella has recently taken on the role of Academic Lead for the New Academics Programme (NAP) in the Faculty of Science and Engineering and is thus responsible for leading the main teacher training in Faculty for all new academics joining the institution.


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