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Published on: 10/5/2008
Last Visited: 10/5/2008
Dr. Catherine J Ashworth
Senior LecturerTel: 0161 247 6065E-mail: C.J.Ashworth@mmu.ac.uk
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Catherine has recently co-written the e-learning module on Consumer Behaviour for the Foundation Degree in E-retailing co-sponsored by Tesco Plc.
Background
Qualifications
Catherine has a PhD in SME Fashion E-Retailing.The core aspects of her PhD included looking in depth at success, organizational development and continuity strategies for SME fashion retailers operating both pure-play and clicks-and-mortar niche market ventures.Catherine also has achieved a BA (Hons) in Business and Marketing and a Masters (Dist.) in Marketing Management, which focuses on the magazines industry and explores the implications of e-publishing (success or sabotage) for traditional print-based media enterprises.She has also gained a Masters in Research, which explores the potential routes for developing sustainable e-retail, for both clicks & mortar and pure play organisations, in the SME fashion sector (lingerie).Catherine also holds the CIM Diploma in Marketing, Diploma in Marketing Research and the Post Graduate Certificate in Teaching to Adults (RSA/UCLES CELTA).
Commercial
Having completed more than ten years in the practitioner marketing arena (at both corporate and brand level), in diverse industries from environmental and high technology to publishing services, Catherine has direct experience of strategic implementation of the full marketing mix in targeting and developing business and consumer markets, both in the UK and internationally.In her business career, she has been commercially responsible for developing international strategic marketing plans and leading key projects including: Market research (UK and international projects); PR (Corporate & product/service); Campaign and media planning; Customer loyalty programmes; Events management; Corporate branding; NPD & launch; Direct marketing; and, Web development.
Academic/Teaching
This intense commercial experience has been augmented by a move into academia.In addition to teaching at Manchester Metropolitan University, Catherine has delivered programmes to undergraduates, post graduate students and practising managers at a number of other leading academic institutions (e.g. Leeds University Business School, Bradford University School of Management and Anglia Ruskin University in Cambridge).Taught courses have included: Services Marketing (MBA/MA); Business Marketing; Principles of Marketing (undergraduate and post graduate); Marketing Management and Strategy; Marketing Communications and Consumer Psychology and Behaviour.Catherine has also taught the final year Analysis and Decision Making case study for the Chartered Institute of Marketing (CIM) Post Graduate Professional Diploma in Marketing.
Research Agenda
Having previously researched commercially, Catherine held a Manchester Metropolitan University research studentship (PhD Candidacy), kindly sponsored by the Retail EnterpriseNetwork (funded by a 2.4 million pound EQUAL Project focused on Promoting and protecting the SME retail sector).As part of the research project, Catherine conducted an exploratory investigation into the perceptions of success and routes to sustainable advantage for SME electronic retail (E-Retail) enterprises in the niche fashion marketspace, following research into e-publishing among the market leaders in the magazines industry.
The title of her PhD thesis was: "Organizational Development, Continuity and Success in UK SME Fashion E-retailing :A Critical Case Approach"
The title of her MRes thesis was: Fashion Retailing Online: Is it Triumph or Tribulation for SME Clicks and Mortar/Pure Play E-retailers?
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