Dr Ranis Cheng

Management School

Lecturer in Marketing

r.cheng@sheffield.ac.uk
+44 114 222 3256

Full contact details

Dr Ranis Cheng
Management School
E020
Sheffield University Management School
Conduit Road
Sheffield
S10 1FL
Research interests

Her main research areas are corporate identity, corporate branding, branding and fashion retail operations. Her work has been published in the European Journal of Marketing, The Journal of Product & Brand Management.

Her current research projects include:

  • Relationships between corporate branding, internal branding and employer branding
  • Students’ perceptions of SME marketing
  • Graduates’ employability within the SMEs sector
Publications

Journal articles

Chapters

Conference proceedings papers

  • Gubatova Z, Kapoulas A & Cheng R (2017) BUILDING BRAND LOYALTY THROUGH SOCIAL MEDIA IN TIMES OF ECONOMIC CRISIS: A GENDER AND GEN Y PERSPECTIVE OF LUXURY FASHION CONSUMERS IN SOUTH EAST EUROPE. GLOBAL AND NATIONAL BUSINESS THEORIES AND PRACTICE: BRIDGING THE PAST WITH THE FUTURE (pp 695-705) RIS download Bibtex download
Grants

Ranis has worked on several funded projects, including:

  • SPUR SUCCESS £10,000 at Nottingham Trent University on SME marketing
  • Seedcorn funding at Nottingham Trent University on two research projects
  • Corporate branding and SME marketing
  • Academy of Marketing and Higher Education Academic Subject Centre for Business Management and Finance (Teaching Research and Development grant) on SME marketing and graduates’ employability
Teaching interests

Ranis teaches mainly at the postgraduate level on the MSc Marketing Management Practice programme. She currently runs two modules including Marketing Practice and Marketing Research. Her teaching is research based, teaching contents link strongly to my personal research interests and activities.

The majority of her students are overseas students with different cultural backgrounds, her style of teaching aims to encourage students to think critically about the use of marketing research and apply marketing practices in different contexts across various continents. She also seeks to help students to develop an inquiry-based learning approach, for example, through the use of case studies and student-led presentations where they will have the opportunity to enhance problem solving, learning and decision making skills. Ranis is also a personal tutor on the undergraduate programmes.

Ranis is interested in supervising PhD students in the area of corporate branding, corporate identity and fashion retailing.