Dr Fiona Ellis-Chadwick


  • Senior Lecturer in Marketing and Retailing

Expertise: online retailing; e-marketing; digital marketing; e-commerce strategy development

Research groups and centres

Dr Fiona Ellis-Chadwick Senior Lecturer in Retail Management, Director of the Institute for Research & Consultancy Application and an active member of the Town Centres Research Interest Group.

Fiona had a successful commercial career in retail management and since becoming an academic has been working on projects aiming to advance research in the field of digital marketing and online retail management. She is also co-author of two leading marketing management text books.

Fiona’s research has been widely published in national and international journals e.g. Journal of Business Research, European Journal of Marketing, International Journal of Retail Distribution and Management, Industrial Marketing Management; Internet Research, Journal of Retailing and Consumer Services.

Fiona is passionate about business education; having started her working career as a young entrepreneur building a retail business she believes in the value of bringing management education to life. In pursuit of this aim she has made several series of educational films for use in higher education, which looked at topics in the areas of retail marketing, digital technology and economic growth. And frequently leads the development of thought-provoking multi-media teaching projects, which enable her to bring her knowledge of research and business into the classroom.

Fiona has also worked as an academic consultant on several highly successful and award winning television series e.g., The Virtual Revolution, Foods that make Billions, Evan’s business challenges and Radio 4’s The Bottom Line.

  • Retail adoption of the Internet
  • Digital marketing
  • Improvement in online performance in the retail sector
  • Web site benchmarking
  • The development of the digital high street