Dr Diliara Mingazova
Senior Lecturer in Marketing
UEL
Diliara is a Senior Lecturer in Marketing at the Royal Docks School of Business and Law. She leads modules such as Foundations of Marketing, Social Media Marketing and The Global Business Enterprise. Her current research interests are in the areas of children as consumers, consumer research, branding and consumer brand relationships.
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University house, UH. 105
Water Lane
London - d.mingazova@uel.ac.uk +44208236650
Diliara is a Senior Lecturer in Marketing at the Royal Docks School of
Business and Law. She leads modules such as Foundations of Marketing, Social
Media Marketing and The Global Business Enterprise. Her current research
interests are in the areas of children as consumers, consumer research,
branding and consumer brand relationships. She
teaches on a wide range of marketing modules spanning Levels 3 – 7. 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 holds a BSc in Economics, MSc International Business management from UEL where she was awarded the Best Post Graduate Dissertation Prize and a PhD: An exploratory analysis of children’s consumption and identity projects. She is a Fellow of the Higher Education Academy.
Overview
Diliara’s main research areas are consumer culture theory (CCT),
consumer brand relationships, marketing to children, strategic brand
management, sociocultural brand management, social media marketing and
branding.
Her PhD explored 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 a rich contributions
to the sphere of Children’s Consumer Culture studies.
Publications:
Mingazova & Gbadamosi (2018) Pricing, income and brand
symbolism: exploring young consumers understanding of value in Young Consumer
Behaviour: A Research Companion. Routledge
Diliara has presented her research at conferences such as:
July 2019: Academy of Marketing Conference: Superhero/cartoon brands and
fantasy worlds: an investigation into children’s brand relationships
March 2015: Brand Camp III - Children and their Brands
– consumer culture approach. Awarded “Best PhD Paper”. University of
Innsbruck (paper available - publication in development);
June 2014: UEL PG Research Conference: Do Children use brands to
support their identity projects?;
June 2014: UEL Graduate School Conference: Do Children use brands
to support their identity projects?;
April 2014: Child and Teen Consumption (being, becoming and
belonging): Do children have relationships with brands? University of
Edinburgh Business School.
Working paper:
Mingazova D., (2019) Superhero/cartoon brands and fantasy worlds:
an investigation into children’s brand relationships;
Unhale M. and Mingazova D., (2019) Social media for improving
students’ experience: a study of East London’s students.
Collaborators
Research
Publications
Funding
My primary academic interests are in children as consumers, consumer
culture theory, branding and strategic brand management. Currently, I am
working on a paper called “Superhero/cartoon brands and fantasy worlds: an
investigation into children’s brand relationships”. I have recently finished my
PhD and I am very keen to continue to investigate the areas of my interests and
produce an interesting research.
Outside
of academia, I have a keen interest in travel, reading, psychology studies and
fitness.
Interests
Portfolio
Diliara’s core teaching areas are wide-ranging and include: Foundations
of Marketing (L4), Social Media Marketing (L5) Marketing Communication (L5),
Strategic Brand Management (L6), Customer Behaviour (L5), Customer Service
Management (L5), The Business and Financial Environment (L4), Business
Simulation with Professional Development (L7), etc.