Associate Dean of Learning and Teaching Quality for Faculty of Social Sciences at University of East Anglia
School Director of MSc Programmes
Senior Lecturer in Business Management
Ratula joined UEA in September 2010. As MSc Programmes Director she has responsibility for providing strategic leadership for the development of the Business School’s portfolio of masters programmes and securing its smooth operation and continuous improvement in terms of quality and international reputation. In this role, she has overseen a major expansion of postgraduate provision, to lead a portfolio of 13 MSc courses catering to over 500 students. Alongside this role, she is also currently the Associate Dean for Learning and Teaching Quality for the Faculty of Social Sciences representing the Faculty's seven Schools serving 4000 students.
Ratula was previously Director of MSc Management Programmes at Loughborough University (1999-2010), leading the management and administration of postgraduate provision as well as taking a central role in AMBA and EQUIS accreditation. Prior to that she worked for the University of Derby as International Operations Manager overseeing the university's international recruitment strategy and interface with international students. She also has extensive commercial experience through setting up and running her own export company in India, before moving to the UK to gain an MBA, and then joining a UK herbal care company as Commercial Director.
Ratula's research and scholarship centres on marketing and retailing, embracing business, legal, economic and public health perspectives. Her publications span a range of topics including supermarket pricing and promotions (e.g. in Journal of Monetary Economics), brand and private label competition (e.g. in European Competition Law Review), retailer buyer power over suppliers (e.g. in Antitrust Bulletin), and policy measures to help reduce excessive and harmful consumption of unhealthy food and alcohol (e.g. in Addiction). She has also obtained substantial research funding including being a co-investigator on a project on Alcohol Policy Modelling and Evaluation funded by the Medical Research Council for £1.1m and a researcher on a project on Price Dynamics in Food Retailing in Great Britain funded by the Economic and Social Research Council for £200K.
Ratula has pioneered new teaching for Norwich Business School in the area of Retail Marketing and Management as well as Retail Operations and Strategy, providing both an academic and practical dimension to the subject. She has also contributed in teaching on more general business management modules including Principles of Marketing and Strategic Management.
She is fluent in five languages. She holds a first-class honours (BA Hons) degree and a masters (MA) degree with distinction in Geography, a masters degree in Business Administration (MBA) with distinction, and is currently completing a PhD in Marketing.
In recognition of her achievements and commitment to learning and teaching quality, Ratula was awarded Senior Fellow status of the Higher Education Academy (SFHEA) in March 2016.
Assessing Brand and Private Label CompetitionUEA Repository
Pricing in inflationary times: The penny dropsFull Text UEA Repository
Alcohol tax pass-through across the product and price range: Do retailers treat cheap alcohol differently?Full Text UEA Repository
How Do National Brands and Store Brands Compete?: Centre for Competition Policy Working Paper 14-7
Market Consolidation and Pricing Developments in Grocery Retailing: A Case Study
Pricing in inflationary times: The penny drops
Private Labels and Branded Goods: Consumers’ ‘Horrors’ and ‘Heroes’UEA Repository
Buyer Power and Competition in the UK Groceries MarketUEA Repository
Key Research Interests
"Alcohol Policy Modelling and Evaluation", Medical Research Council, £1,100,000, 2010-2014 (co-investigator)
"Price Dynamics in Food Retailing in Great Britain", Economic and Social Research Council, £200,000, 2009-2012 (named researcher)
"Containing Big Soda: Countering Inducements to Buy Large-Size Sugary Drinks," accepted for publication in Journal of Business Research (in special issue on Food Portions and Marketing), forthcoming (with P.W. Dobson and J.S. Seaton). (ABS 3*)
"Pricing in Inflationary Times: The Penny Drops," Journal of Monetary Economics, Vol. 76, pp. 71-86, November 2015 (with P.W. Dobson, J.S. Seaton and M. Waterson). (ABS 4*)
"Assessing Brand and Private Label Competition," European Competition Law Review, Vol. 36 (2), pp. 76-81, February 2015 (with P.W. Dobson). (ERA A = 3*)
"Alcohol tax pass-through across the product and price range: Do retailers treat cheap alcohol differently?” Addiction, Vol. 109 (12), pp. 1994-2002, December 2014 (with A.K. Ally inter alia). (ERA A = 3*)
"How Do National Brands and Store Brands Compete?" CCP Working Paper 14-7, Centre for Competition Policy at UEA, August 2014 (with P.W. Dobson).
“Market Consolidation and Pricing Developments in Grocery Retailing: A Case Study,” in Analysis of Competition Policy and Sectoral Regulation, Martin Pietz and Yossi Spiegel (eds.), Now Publishers, July 2014 (with P.W. Dobson, J.S. Seaton and M. Waterson).
“Pricing in inflationary times: the penny drops”, The Warwick Economics Research Paper Series (TWERPS) 975, Department of Economics, University of Warwick, December 2011 (with P.W. Dobson, J.S. Seaton and M. Waterson).
“Private Labels and Branded Goods: Consumers’ ‘Horrors’ and ‘Heroes’,” in Private Labels, Branded Goods and Competition Policy: The Changing Landscape of Retail Competition, A. Ezrachi and U. Bernitz (eds.), Oxford University Press, February 2009 (with P.W. Dobson).
“Buyer Power in the U.K. Groceries Market”, Antitrust Bulletin, Vol. 53 (2), pp. 333-368, Summer 2008 (with P.W. Dobson). (ERA C = 1*)
- Retail Marketing and Management (20-credit elective module); module organiser at MSc level in UEA (2011-present)
- Retail Operations and Strategy (20-credit elective module); module organiser at MSc level in UEA (2011-2012)
- Principles of Marketing (20-credit core module); lecturing at second-year UG level in UEA (2010-2011)
- Business Analysis II (30-credit projects); served as module coordinator and project supervisor at MSc level in Loughborough (2004-2010)
- European Summer School for Advanced Management (component of Loughborough Executive MBA programme in conjunction with international consortium of business schools); served as module coordinator in Loughborough (1999-2007)
- Retail Management (15-credit elective module); lecturing at MSc level in Loughborough (2009-2010)
- Retailing Strategy (20-credit core module); lecturing at final-year UG level in Loughborough (2009-2010)
- Retailing Environment (10-credit core/elective module); lecturing at first-year UG level in Loughborough (2009-2010)
- Associate Dean of Learning and Teaching Quality for Social Sciences Faculty (SSF) (representing seven Schools) (2014-present)
- Norwich Business School (NBS) Director of MSc Programmes (2010-present)
- NBS Director of Staff Development (in 2011) with responsibility for initiating the staff appraisal process and mentoring scheme and putting in place a new welcoming and hospitality approach for staff recruitment before stepping down to Associate Director of Staff Development (2011-2013)
- Chair and Coordinator of NBS MSc Staff/Student Liaison Committees (2010-present)
- NBS Acting Director of Learning and Teaching Quality (2014) while NBS Associate Director of Learning and Teaching Quality (2013-2014)
- Chair of SSF Faculty Appeals and Complaints Committee Panel (2014-present)
- Chair of SSF Learning and Teaching Quality Committee (2014-present)
- Member of NBS Executive (School Management Group) (2010-present)
- Member of Faculty Executive (2014-present)
- Member of University's Learning and Teaching Committee (2014-present)
- Member of University's Taught Programmes Policy Group (2014-present)
- Member of University's Higher Education Review (HER) Working Group (2014-present)
- Member of University's Online Learning Working Group (2014-present)
- Member of University's Course Information for Students Working Group (2014-present)
- Member of University's Information Services Directorate Group (2014-present)
- Member of University's Induction and Transition Planning Working Group (2014-present)
- Member of University's Geography Working Group (2014-present)
- Member of University's India Dialogue Group (2014-present)