Dr Cecilia Diaz Ordonez
Salford Business School
Maxwell Building
University of Salford
43 Crescent
Salford
Current positions
Lecturer in Digital Marketing
Biography
Dr. Cecilia Diaz is a Lecturer in Digital Marketing and Program Leader for the BA (Hons) Business Management and Marketing program. With a strong background in sports marketing, she has previously lectured and conducted research in the field, contributing to the growing discourse on digital brand engagement and consumer behaviour.
A published author, Cecilia’s research has appeared in esteemed journals such as the Journal of Revolutionary Economics and a book chapter on fan engagement in social media. She has presented her work at leading global conferences, including the Global Brand Management Conference, European Association of Sports Management, and the Las Vegas University Gambling Harm Conference, showcasing her expertise in digital engagement, branding, and the evolving role of marketing in the sports and gambling industries.
Cecilia holds a PhD in Innovation Strategies from Manchester Metropolitan University, complemented by an MBA in Strategic Marketing, an MRes in Research, and an MA in Educational Leadership. She is also an Associate Member of the Chartered Institute of Marketing (ACIM) and has successfully completed the Level 7 Postgraduate Professional Diploma in Marketing, reinforcing her credentials as both an academic and a practitioner in the field.
Areas of Research
Cecilia specializes in interactive and digital marketing, with a particular focus on consumer behavior within virtual communities. Her research explores how digital engagement, social networks, and brand dynamics shape consumer interactions in online spaces.
Her previous work has centered on sports branding and athlete brand management, examining how professional players cultivate and evolve their personal brands in the digital era. With expertise in complex adaptive systems and social network analysis, Cecilia applies innovative methodologies to understand how brand influence, consumer sentiment, and digital engagement evolve within dynamic online ecosystems.
A strong advocate for data-driven research, Cecilia is highly skilled in quantitative analysis and data visualization, leveraging advanced analytical techniques to uncover insights into consumer behavior, brand strategy, and digital marketing effectiveness.
Areas of Supervision
Consumer Behavior and online consumer behavior
Consumer engagement
Branding management
Digital and interactive marketing
Qualifications
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PhD in Innovation management and Strategies
2008 - 2014 -
Masters in Educational Leadership
2023 -
Chartered Institute of Marketing Professional Marketing Diploma Level 7
2018 -
Master in Research Methodology
2008 -
MBA in Strategic Marketing
2002 -
Business and Marketing Ba (hons)
2001