Professor Ruth Ashford

Consultant Dean, Faculty of Business and Management

Professor Ruth Ashford is an international communications specialist, whose work in championing the development of professional marketing and public relations education has been adopted in 90 countries.

Qualifications

PhD (Lancaster), BEd, DipM, CIPS, FCIM, Chartered Marketer, FHEA

Overview

With more than 20 years’ involvement in higher education – previously as Pro Vice-Chancellor and Dean of the Faculty of Business and Law at Manchester Metropolitan University (MMU); Professor Ashford’s most recent responsibilities in senior management at focused on responding to student and employer expectations in the HE sector and the promotion of an enterprise culture.  

As Chief Examiner of the Chartered Institute of Marketing (CIM), she launched the CIM Student Chapter and associated programmes, and was the prime-mover behind the national Foundation Degree in Retailing; attracting a number of blue chip clients.

With research interests in management competencies and the positioning of UK business schools, she was selected to work on the Quality Assurance Agency for Higher Education review panel for the new benchmark UK standards in the teaching of Business and Management for both undergraduate and postgraduate levels in 2015. As a Senator with the Chartered Management Institute; as a Board Member of the Association of Business Schools, and working with other stakeholders, she promotes the voice of business schools nationally.

In terms of her personal development, Professor Ashford graduated from both the prestigious Leadership Foundation for Higher Education’s Top Managers’ Programme and Common Purpose/Commonwealth Programme. She also holds a PhD from Lancaster University; focusing her dissertation on consumer behaviour; and was awarded a distinction by MMU for her BEd in Business Education. Her external examining experience in higher education includes that with the Universities of Cambridge; Oxford; Exeter; Manchester; Salford; and Edinburgh Napier.

Professor Ashford has co-authored a number of books on strategic marketing. She has also written on subjects as diverse as: women in leadership; developing entrepreneurial skills in adolescents; marketing secondary schools and sixth form colleges; planning supply chain production in manufacturing small businesses; female career progression; users’ perspectives of online kiosks; and the public relations aspects of eBay.

Ruth was the former Chair of the Academy of Marketing, and is a reviewer for the Journal of Public Affairs; having had numerous journal articles published herself.

Outside of the workplace, Professor Ashford is a Non-Executive Director for the Maggie’s charity, which aspires to raise £3 million for a new cancer support centre at The Christie in Manchester.

Professional roles and memberships:

  • Former Chair of the Academy of Marketing 
  • Former Chief Examiner for the Chartered Management Institute
  • Former Chief Examiner for the Communications Advertising and Marketing (CAM) Education Foundation
  • Former Conference Chair for ESCP Europe
  • Executive Committee member of the Association of Business Schools (ABS)
  • Fellow and Senator of the Chartered Institute of Marketing (CIM) 
  • Fellow of the Higher Education Academy
  • Panel Member for Quality Assurance Agency for Higher Education Benchmarks

 Academic achievements:

  • Leadership Foundation for Higher Education’s Top Managers’ Programme 
  • Common Purpose/Commonwealth Programme
  • Lancaster University: PhD; Dissertation: Perceived Risk and the Implications for Marketing in General Dental Practice
  • Manchester Metropolitan University: BEd in Business Education
  • Personal Chair in Marketing Education awarded by Manchester Metropolitan University

Teaching

PhD/DBA supervision

Marketing

PR

Research

  • Gender and Leadership,
  • Women in HE,
  • Consumer Behaviour

Published work

Books: Co-authored

Drummond, G, Ensor, J and Ashford, R, (2008) “Strategic Marketing Planning and Control”, Butterworth-Heinemann, 3rd edition

Beamish, K, Ashford, R, Smith, A, (2008), “CIM Marketing Planning Bundle”,  Butterworth Heinemann,  ISBN-10: 1856176495

Beamish, K and Ashford, R, (2008), “Marketing Planning” CIM Coursebook, Butterworth-Heinemann ISBN 0750666471

Beamish, K and Ashford, R, (2006), “Marketing Planning” CIM Coursebook, Butterworth-Heinemann ISBN 0750666471

Beamish, K, and Ashford, R, (2004), “Marketing Planning”, Butterworth-Heinemann

Drummond, G, Ensor, J and Ashford, R, (2003) “Strategic Marketing Planning and Control”, Butterworth-Heinemann

Beamish, K and Ashford, R., (2003), “Marketing Planning”, Butterworth-Heinemann, ISBN          075065629

Lancaster, G, Massingham, L, and Ashford, R, (2002), “Essentials of Marketing” (4th Edition), McGraw-Hill, Maidenhead

Lancaster, G, Withey, F and Ashford, R, (2001), “Marketing Fundamentals”, Butterworth-Heinemann, ISBN 0-7506-5305-1

Lancaster, G, Withey, F and Ashford, R (1999), “Marketing Fundamentals”, Butterworth-Heinemann. ISBN 0750643668

 

Chapters in Books: Co-authored

Ashford, R and Betts, P, (2005), “Ebay: PR Building the online person-to-person brand” in Marketing Communications Strategies and Applications, (4th edition), Fill, C, Prentice Hall, pp 708-9 

Ashford, R and Towers, N, (2001), “W Moorcroft”, in Public Relations Cases, International Perspectives (Eds Moss, D and DeSanto, B), Routledge Publishing, ISBN 0415234263

Ashford, R, (2001), “V3688 Cellular Phone: Small is Big – The South Aisan PR Campaign”, in Marketing Communications, Contexts, Strategies and Applications, Fill, C, Prentice Hall pg 114-5

Papers/Articles in Refereed Journals

Ashford, R (2014), “Transformational Leadership in HE: Senior Women’s View”  (in preparation)

Moss, D, Ashford, R and Shani, N (2003), “The forgotten sector: Uncovering the role of public relations in SMEs”, Journal of Communication Management, Vol 8, no 2, pp 197-210, ISBN 1363-254X

Towers, N and Ashford, R, (2003), “Supply chain production planning in manufacturing SMEs – a source of innovation for customer relationships”, International Journal of New Product Development and Innovation Management, Vol 5, No 1 pp 11-21

Ashford, R., Rowley J., and Slack, F., (2002), “Electronic Public Service Delivery through Online Kiosks: The User’s Perspective”, Electronic Government – First International  Conference, EGOV in Computer Science, Vol 2456, pp, 169-172 ISBN 3-540-44121-2

Towers, N, and Ashford, R, (2001), “The Supply Chain Management of Production Planning and Sustainable Customer Relationships”, Management Research News, Vol 24, 12

Pratten, J and Ashford, R (2001), “How Professional are our Professional Bodies – The differences in Admittance Procedures”, Management Research News, Vol 24, No 1/2 pp 21- 27 

Towers, N and Ashford, R (2001), “Short Term Production Planning and Sustainable Customer Relationships within Supply Chain Management for the Virtuous Operation”, Control, Volume 27, number 5, pp 19- 21 

Ashford, R, Cuthbert, P and Shani, N, (2000), “Perceived Risk and Consumer Decision Making Related to Health Services: A Comparative Study”, International Journal of Non-profit and Voluntary Sector Marketing, Vol 5: 1, pp 58-72

Ashford, R and Pratten, J, (2000), “Practical Business Education for the 16-19 age group?”, Management Research News, Vol 23, No 1, pp 1-10

Ashford, R & Pratten, J (2000), “Developing Enterprise Skills: The European Model?”, Journal of Further and Higher Education, Vol 24, no 4,pp 445-450

Ashford, R & Blinkhorn, A, (1999) “Marketing Communications to the Reluctant Patient”, British Dental Journal, Vol 185:4 pp 234-236

Ashford, R (1998), “An Empirical Investigation of Male Attitudes Towards Marketing Communications from Dental Service Providers”, British Dental Journal, Vol 184:5 pp 235-238

 

Refereed Papers Presented to Conferences

Ashford, R and Mattinson, K, (2010), “Marketing Strategy in Higher Education: Deans' /Pro Vice-Chancellors' Leadership of Marketing Strategy within UK Business Schools”, 9th International Conference Marketing Trends, Venice

Ashford, R and Betts, P, (2009), “Purchasing Creativity: The Impact of Procurement on the Dynamics of Trust in Advertising Agency-Client Relationships”, Academy of Marketing Conference Proceedings, Leeds Metropolitan University, CD Rom

Ashford, R, (2008), “The Reluctant Patient: A Typology of Male Behaviour for Preventative Dental Services”, Academy of Marketing Conference Proceedings, Aberdeen, CD Rom

Ashford, R, Holmes, L and Betts, P (2005) “Is the Ceiling Still Glass or is this just in the Private Sector? Factors affecting female career advancement in the Public Relations profession in the North West”, Proceedings of the Academy of Marketing Conference, Dublin CD ROM

Ashford, R, Rowley, J and Slack, F (2002), “Electronic Public Service Delivery though On-line Kiosks: The User’s Perspective”, The Electronic Government: First International Conference, EGOV 2002 proceedings pp 169-172 ISBN 0302-9743

Ashford, R (1999), “The Impact of Health Services versus General Services and Goods on Consumers’ Assessment of Perceived Risk in the UK”, Academy of Marketing Science, Malta, pp 184-190

Ashford, R, Cuthbert, P, Shani, N, (1998) “Has the Improving Student Learning Movement Had an Impact on Assessment Practice?  A Pilot Investigation of Examination Assessments in Marketing”, Northumbria Assessment Conference

Ashford, R, (1998), “Male Perceptions of Risk Relating to Dental Services: A Qualitative Approach”, Academy of Marketing Conference, Sheffield Hallam University, CD Rom

Ashford, R & Faulkner, V (1997), “Career Progression for Women in Leisure Management: Are there still gender barriers and discriminations?”, Proceedings of the British Academy of Management (BAM), London Business School, pp 519 

Ashford, R & Roper, S, (1997), “A Longitudinal Study of the Consumer Decision Making Process Recruitment/retention to Part-time Business and Management Courses: Factors that influence choices and their consequences for a marketing orientation”, Proceedings of the British Academy of Management 

Ashford, R (1996), “An Empirical Investigation of Male Attitudes Towards Marketing Communications from Dental Service Providers”, Proceedings of the 1st International Conference on Marketing and Corporate Communications, University of Strathclyde, pp 175-184

Ashford, R (1996), “What’s in a Name: Repositioning in HE”, Proceedings of the Symposium Markets in Education, University of Southampton, pp 57-66

Ashford, R & Derbyshire, G, (1996), “A Marketing Strategy for Schools? A Survey of Secondary Schools and Sixth-form Colleges”, Proceedings of the Marketing Education Group (MEG), University of Strathclyde, CD-ROM

Ashford, R (1996), “Is Student Decision Making Process for Part-time Business and Management Courses Changing?” Proceedings of the Marketing Education Group (MEG), University of Strathclyde, CD-ROM

 

Non Refereed Published Papers/Articles

Ashford, R, Chief Examiners Reports for CIM Qualifications – The Chartered Institute of Marketing, 2007- current

Ashford, R, Chief Examiner Reports for CAM Qualifications – The Chartered Institute of Marketing and CAM, 2007 - current

Ashford, R, Examiners’ Reports – Professional Diploma: Marketing Planning, June and December 2003 - 2005, The Chartered Institute of Marketing

Ashford, R, Specimen Answers - Marketing Fundamentals June and December 1997-2006, The Chartered Institute of Marketing

Ashford, R, Examiners’ Reports - Certificate in Marketing: Marketing Fundamentals, June and December 1997-2002, The Chartered Institute of Marketing

Ashford, R & Pratten, J, (2000), “Developing Entrepreneurial Skills in Adolescents”, The Current State of Business Disciplines, Vol 2, pp 833-842

Ashford, R (1996), “Telecotteges” in Managing People & Activities by Curtis, S & Curtis, B, Pitman Publishing, pp 32-3

Ashford, R, (1998) “STP: Segmentation, Targeting and Positioning”, Business Review, Vol 5: 3, pp 27-29

Ashford, R, Pratten, J, Riches, C and Thomas, C, (1998) “Behind Closed Doors:  The Quality Assurance of Coursework Moderation - Another Approach”, Managing Schools Today, Questions Publishing, pp 23-25

Ashford, R (1996), “Marketing Dane Valley School”, Managing Schools Today, Questions Publishing, pp 12-14