Dr Inci Toral Manson

Dr Inci Toral Manson

Department of Marketing
Associate Professor

Contact details

Address
Room 247, University House
University of Birmingham
Edgbaston
Birmingham
B15 2TT

Before entering academia Dr. Inci N. Toral Manson worked as a senior manager in the retail banking industry and as a project manager for a range of technology and banking institutions. She has been involved in a number of projects in change and restructuring. Since 2012 Dr. Toral Manson has developed an innovative portfolio of marketing and management courses both at the undergraduate and postgraduate levels. Her research interests are digital marketing, retailing, strategic marketing, social media marketing, B2B marketing and blended learning pedagogy.

Qualifications

PhD in Marketing and Management (2012)

MSc in Information Technologies Management (2008)

BA in Management (1990) 

Senior Fellow of the Higher Education Academy, UK (2019)

Associate Fellow of the Higher Education Academy (2013)

Biography

Before entering academia, Dr. Toral Manson worked as a senior manager in the retail banking industry and as a project manager for a range of institutions and had been involved in a number of projects in change management and restructuring. Since 2012, she designed and developed an innovative portfolio of marketing and management courses both at the undergraduate and postgraduate levels at Birmingham Business School. She teaches and assesses several courses and various dissertation projects on a wide spectrum of marketing subjects using research and practice-led teaching and blended learning techniques. Her research interest involves, entrepreneurial marketing, digital marketing, social media use, retailing and blended pedagogic approaches.

 In addition to these and inline with her managerial expertise she is involved in different leadership roles, for instance among these are Education Lead for the Department, Programme Directorship, and Academic Integrity Officer. These roles involve long-term planning and coordination, such as planning the smooth delivery of the courses in collaboration with the module leaders, mentoring staff, and programme/module designs, as well as day to day operations.

Teaching

She currently teaches

  • Event Management (UK and Singapore)
  • Services and Retail Strategy (UK and Dubai)

Research

Research interests

  • Digital services and retailing
  • Market creation in digital services
  • Responsible digital services and retailing
  • Responsible marketing education
  • Creativity and innovation in marketing education
  • Responsible marketing education

 Current projects

  •  Toral I., de Kervenoael R. Jia Y., What makes social media influencers attractive? A study into the personalities of non-celebrity product endorsers, Recent Advances in Retailing and Consumer Services Conference (2020)
  • Toral I., Guy R., Retail Atmospherics from the consumers’ eyes: an ethnographic approach to in-store experiences Recent Advances in Retailing and Consumer Services Conference (2020)
  • de Kervenoael R., Schwob A., Hassan R., Toral I., Kanakakis M., Re-investigating the intention to use smart home product to understand progressive digital consumption: Incorporating the Role of Attitude, Perceived benefits and scalability, Recent Advances in Retailing and Consumer Services Conference (2020)

Publications

  • Toral I, Montano S, (2023) An Experiential Learning Framework for Retail: Creative Authentic Skill Development, Developments in Marketing Science: Proceedings of the Academy of Marketing Science

View all publications in research portal