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Richard Berry

Dr Richard Berry

Head of Marketing and Communications

School of Business, Law and Communications

023 8201 3381 ext. 3381 Room no. SMY03

Biography

Richard’s career has encompassed graphic design, media production, branding, marketing and public relations across the public sector and professional services organisations.

Notable projects include implementing corporate identity programmes for a top ten law firm and a large regional university, sponsorship activation from Ethiopia to Wembley via Leeds, and project managing a large content web management installation. Personal highlights have been designing the logo for Yorkshire Cricket’s one-day side, the Carnegie Challenge Cup and working with the best rugby league team in the world.

Having moved into a teaching role in 2010, Richard has taught on marketing and public relations courses at undergraduate and postgraduate level with a focus on content creation and employability. He is Head of Subject for Marketing and Communications and has recently completed his doctoral thesis ‘Do accelerated, work-based programmes enhance student learning? An action research study.’ This study focused on a HEFCE Catalyst-funded project ‘Towards Higher Apprenticeships’ led by the Sector Skills Council for the creative industries and a consortium of five universities. Richard was the project leader. He has recently been awarded EdD (Creative and Media) having gained a Postgraduate Professional Diploma in Marketing and an MA in Graphic Art & Design.

Taught courses

Further information

  1. Industry experience

    Richard has many years' experience in the marketing, media and creative industries. Follow the link below to find out more.

    Richard was head of creative design for Leeds Metropolitan University and in this role he designed their corporate identity along with a wide range of sport sponsorship projects including the Carnegie Challenge Cup (rugby league), Yorkshire Carnegie (cricket), Leeds Carnegie (rugby union) and the African Athletics Championships in Ethiopia. This was preceded by his role of media production manager for the same institution, looking after design, print, photography and other services within marketing and communications.

    From 1991 to 1995 he was media production manager for Nabarro Nathanson, a top ten law firm in this period, where he developed their first website, DVD corporate brochure and updated their corporate identity within the marketing team. Richard’s first role was as a project executive with a large printer, GA Pindar and Sons. He worked with organisations such as Penguin Books and Hachette Magazines to improve their workflows using desktop publishing.

  2. Teaching experience

    Richard has many years' teaching experience within higher education. Follow the link below to find out more.

    Currently, Richard teaches on the foundation, undergraduate and master’s level programmes with a main focus on integrated marketing communications, content creation and supervision of final major projects. He also leads the School’s Employability and Placements Working Group.

    Richard moved into teaching in 2010 and became a senior lecturer in sport marketing within the Carnegie School of Sport and Leeds Metropolitan University. He taught new media marketing, personal and professional development and digital media modules, as well as leading the faculty ethics committee.

  3. Research interests

    Richard's research interests are centred around the creative industries, social media, innovative research methodologies and creativity. Follow the link below for more information.

    Richard’s doctoral thesis critically evaluates the development and delivery of two flexible learning programmes - BA (Hons) Advertising (WBL) and BA (Hons) Public Relations (WBL). These were developed as part of a HEFCE Catalyst-funded project ‘Towards Higher Apprenticeships’ led by the Sector Skills Council for the creative industries and a consortium of five universities.

    Using an interpretive philosophy, the study employed an action research approach, that is, the study is primarily intended to inform practice within a specific social situation, the findings of which may be transferable.

    The findings of the research suggest that the active, multi-modal learning opportunities offered by accelerated, work-based learning programmes can facilitate the attainment of planned and emergent outcomes cultivating the creation of capital, building communities of practice and contributing to the productivity that is a key driver in government higher education and skills policy. However, the research suggests that the foundation for such programmes requires: an innovative institution, where teams have existing strong industry links and an employability focus, particularly in industries with a clear skills shortage; a reachable target audience with raised awareness of the benefits of such programmes; and an active Sector Skills Council to raise awareness, particularly amongst small to medium-sized businesses, and to act as an umbrella organisation. Employers engaged in such programmes should be prepared to devote sufficient resources.

  4. Recent publications

    Berry, T.R. 2018. Do accelerated, work-based programmes enhance student learning? An action research study. Doctoral Thesis, Bournemouth University.
  5. Awards

    Over the course of his career, Richard has gained a number of academic awards related to marketing and public relations. Follow the link below to find out more.
    • 2018, Bournemouth University, EdD (Creative & Media)
    • 2010, Leeds Metropolitan University, PG Cert. in Higher Education
    • 2007, Chartered Institute of Marketing, Professional Postgraduate Diploma in Marketing
    • 2007, Higher Education Academy, Fellow
    • 1999, Leeds Metropolitan University, MA Graphic Art & Design