Dr Maria Rita Massaro

Lecturer in Marketing

Dr Maria Rita Massaro

I joined the University of Bedfordshire in January 2014 where I teach Brand Management and Marketing Communications. I gained my PhD in Innovation and Entrepreneurship at the University of Naples (Italy) and I was awarded the title of Doctor Europaeus (according to the European University Association standards).

I spent almost a year at the Centre for Technology Management, University of Cambridge, where I carried out a research project on Managerial Tools for the Front End of Innovation for which I was granted R&D Management Association (RADMA, Manchester).

Previously, I have taught Management at the Faculty of Economics (University of Naples) and Qualitative Techniques for Social Research at the Marketing Communication Faculty (University of Salerno).

I worked as B2B Account Manager for Vodafone; and gained experience in the Marketing and Communication field working in several industries (aerospace, real estate and market research).

I love cooking Italian dishes, knowing about cultural habits and traditions; I am passionate about sociology, graphic novels and comics.

Other References


  • Fellow Member – High Education Academy
  • PhD Innovation and Entrepreneurship - special mention of 'Doctor Europaeus'
  • MA Marketing Communications, magna cum laude – University of Salerno

Teaching Expertise

  • Brand Management
  • Web Communities
  • International Marketing
  • International Business

Research Interests

  • Web Communities
  • Brand Management
  • Netnography
  • Niche Marketing
  • Innovation Management

Research Projects

  • How fashion bloggers turn the personal identity in a personal brand: a community approach (in collaboration with the University of Salerno, Italy)
  • Netnography: a research approach (in collaboration with the University of Salerno, Italy)
  • Managerial Tool in the Front End of Innovation (in collaboration IFM, University of Cambridge)


  • Exploring the Italian Fashion Blogosphere, 2015 Global Fashion Management Conference, Florence, June 25 - 28, 2015
  • Assessing the value of hotel online reviews to consumers, IACUDIT Conference Athens 21-24 May, 2015
  • A Consumer Perspective on Mobile Market Evolution, Recent Developments in Mobile Communications - A Multidisciplinary Approach, Juan P. Maícas (Ed.), ISBN: 978-953-307-910-3, 2012
  • Managing the Front End of Innovation. Evidence from Aerospace Companies in Italy and UK, Doctoral Thesis, 2011

Contact Details

T: +44 (0)1582 483123
E: mariarita.massaro@beds.ac.uk


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