Yvonne Richardson

Yvonne Richardson

Lecturer/Senior Lecturer

School of Art & Design

Staff Group(s)
Fashion marketing, management and communication

Role

Yvonne is a Senior lecturer on BA (Hons) Fashion marketing and branding.

Yvonne’s marketing expertise is reflected in her teaching focus (i.e. Innovation, creativity, brand development, consumer psychology and research). She is an advocate of applying design thinking approaches to developing creative potential and also of practice-based learning. She is particularly keen to give students an experience that reflects business practice which has involved the use of live case studies, engagement in live marketing projects with students, and business simulations.

She is a fellow of HEA and is completing a Post-graduate Certificate in Academic Practice.

Career overview

After completing a degree in Psychology and gaining a diploma in Applied Psychology, Yvonne has 20+ years international career in marketing with proven track record of building brands and launching new product innovations from the initial spark of creativity to commercial realisation. She has worked in leading branding and research agencies and prominent blue chip international companies with positions such as Global Insights Manager, Global Marketing Manager and Global Innovations Manager. She also has a consultancy practice which specialises in using human centred design thinking approaches to help organisations and individuals innovate and grow.

Research areas

Yvonne's main research interests are positioned in the area of innovation and design thinking. In particular the role of co-creation and the role of technology including social media on the future of innovation.

External activity

Short-term consultancy projects and business mentoring in the creative industries. Outputs from these consultancy endeavours inform teaching activities.

Publications

Yvonne presented at the 2nd International Colloquium on Design, Branding & Marketing (Dec 2014) and co-authored a chapter for a book based on the Conference “Multi-Channel Marketing and Branding and Retail Design” (2016) Emerald Group Publishing.

Course(s) I teach on