Lecturer, Sports Business

Originally from Spain, Cecilia originally came to England to study an undergraduate degree in Business and Marketing, and a further undergraduate, postgraduate and a PhD qualification later is still working in academia in the UK. She has recently undertaken a second PhD on the gambling industry, an area that has occupied her professional career for the past 15 years.

Find out more about Cecilia
Area of expertise
  • Strategic management and innovation strategies;
  • Strategic marketing;
  • Quantitative analysis for business management;
  • Research methods.
Teaching & research interests

Cecilia started her academic career as associate lecture at the University of Salford in the marketing department. She then developed that same role at the University of Manchester where she focused on the marketing, quantitative business management and research method subject areas.

Her research interests focus on the investigation of the impact of innovation actions, strategies on product architecture, R&D decisions and strategies with a special focus the investigation of the complex product systems (CoPS).

Cecilia’s other research interest lie in the investigation of the nature of consumer gambling behaviour and the effect of society elements on the prevalence on problem gambling. She is particularly interested in methodologies that allow mapping on consumer behaviour, consumer trend identification and forecast.

Accreditation & memberships
  • Associate of the Chartered Institute of Marketing (ACIM).
  • Recently began a second PhD on gambling consumer behavioural patterns.
  • D. in Innovation Management & Strategies, Manchester Metropolitan University;
  • MBA in Strategic Marketing and MRes in Research Methodology;
  • BA (Hons) in Business and Marketing;
  • CIM Postgraduate Diploma (Level 7);
  • Higher Diploma of Statistics (CPD), Southampton University and Royal Statistical Society.
Publications & research
  • Diaz (2007) Branding and the Development of Product Niches: Product Life Cycle and Product Characteristics, 10th Annual Doctoral Symposium, Manchester Metropolitan University;
  • Windrum, P.; Diaz, C.; Filiou, D. (2009), Exploring the relationship between technical and service characteristics, Journal of Evolutionary Economics, Vol.19(4), pp.567-588, Special Issue on the Product Characteristics Approach to Innovation Studies;
  • Peer Reviewer for the 46th Academy of Marketing Science (AMS) conference 2018.
Expertise in industry
  • 15 years working in the casino industry, which has been the basis of Cecilia’s CIM papers for her postgraduate professional qualification.
Contact Cecilia
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