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Diliara Mingazova

lecturer in Marketing

    Diliara is a Lecturer in Marketing. Her research interests belong to the field of Brand Management within the Marketing area where her main focus is on marketing to children and consumer culture research in general. She teaches on a wide range of Marketing modules spanning Levels 4 – 6.  Being a former UEL Masters student, and currently coming to the end of her PhD at UEL, Diliara brings innovative approaches to the study of Marketing in the classroom with a strong emphasis on the practice of Marketing which her students find engaging and valuable when they graduate and seek employment in the Marketing area.

    In 2012, as a UEL PhD Student, Diliara successfully completed UEL’s Lecturer Development Programme and taught part-time on a wide range of Marketing and Business Management modules.  She joined the Royal Docks School of Business and Law in September 2015 as a full time lecturer in Marketing. She holds a BSc. in Economics & Finance (Kazan Federal University, Russia) and an MSc. in International Business Management from UEL where she was awarded the Best Post Graduate Dissertation Prize. She is a a Fellow of the Higher Education Academy.


    Diliara’s main research areas are consumer culture theory (CCT), consumer brand relationships, marketing to children, strategic brand management, sociocultural brand management and branding.

    Her PhD explores the sophisticated role that brands play in children’s lives, where children are seen through the principles of New Sociology. This innovative qualitative research provides rich contributions to the sphere of Children’s Consumer Culture studies.

    Diliara has presented her research at conferences such as: The Child and Teen Consumption 2014 Conference (The University of Edinburgh Business School) and Brand Camp III 2015 (University of Innsbruck – Brand Research Laboratory).  She was awarded the Best PhD Student Paper Award and Prize at the Brand Camp III conference. The publication will be available soon.

    Diliara has also been involved in the book-chapter reviews which have been devoted to Neuro-Marketing.


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    Teaching & Learning – especially new teaching/learning methods (teaching innovations) in order to improve the students experience and lead to employment in Marketing. 

    Research main interest:

    Branding and Strategic Brand Management

    Marketing to children

    Consumer Culture and Behaviours



    Diliara’s core teaching areas are wide-ranging and include: Marketing Principles and Practice (L4), Marketing Communication (L5), Strategic Brand Management (L6), Customer Behaviour (L5), Customer Service Management (L5), Luxury Brand Management (L6 & Summer School), The Business and Financial Environment (L4), etc