Director of MSc Programmes

Internationalisation Coordinator

AACSB Accreditation Lead

Ratula is Professor of Business Management and Director of MSc Programmes for Norwich Business School (NBS).

Ratula joined UEA in September 2010.  She has undertaken several leadership roles, including serving as the Associate Dean for Learning and Teaching Quality representing the Social Sciences Faculty's seven Schools from 2014-18.  She has chaired or served on over twenty committees and working groups at university, faculty and school level. 

In her role 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.  She has led a major expansion of postgraduate provision, to lead a portfolio of 13 MSc courses.

Before joining UEA, Ratula was 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 journal publications span a range of topics including supermarket pricing (Journal of Monetary Economics), brand and private label competition (European Competition Law Review), retailer buyer power over suppliers (Antitrust Bulletin), suppliers’ incentives to innovate (International Journal of Production Economics), policies to combat excessive consumption fuelling obesity (Journal of Business Research), and retail pricing of cheap alcohol (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’s collaborative research has been cited widely in policy reports and the media.  Competition analyses citing her work include those for the European Commission, European Parliament, OECD, UK Competition Commission, German Cartel Office (Bundeskartellamt), Swedish Competition Authority (Konkurrensverket) and Norwegian Competition Authority (Konkurransetilsynet).  Her research on alcohol pricing has contributed to reports and analysis for the Department of Health, the Scottish Government, and the House of Lords on alcohol policy.  In addition, she has provided expert commentary for media on retail competition and pricing matters (including coverage by ITV, BBC News, CNN, Channel 4 TV, androther international, national and regional media).  She has also advised regulators and policymakers on supermarket competition (DEFRA and UK Parliament Select Committee).

She is fluent in five languages and holds a first-class honours (BA Hons) degree, a masters (MA) degree with distinction in Geography, a masters degree in Business Administration (MBA) with distinction, and a PhD in Retailing and Marketing. She is a member of the Centre for Competition Policy, a Senior Fellow of the Higher Education Academy (SFHEA), and a Role Model for Leadership Foundation for Higher Education’s Aurora Programme (developing future women leaders for higher education). She has completed the Executive Leaders programme of the Leadership Foundation for Higher Education and the Chartered Association of Business Schools’ Deans and Directors Development Programme.


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