麻豆精选

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)

Before entering academia, Dr Toral 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 has 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.

Inline with her managerial expertise she has a number of leadership roles, for instance 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.

She currently teaches

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

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)