Dr Inma Rodríguez-Ardura is an Associated Professor of Marketing at the UOC, where she is in
charge of the teaching activity in digital marketing for the Faculty of Economics and Business and
is a professor of the Doctoral Programme in the Information and Knowledge Society. She is also the
Director of the UOCs Digital Business Research Group or DigiBiz, which is officially
accredited as a Consolidated Research Group. In addition to this, Dr Rodríguez-Ardura is a
part-time faculty member at the University of Miami Business School.
At the UOC, Dr Rodríguez-Ardura has coordinated the Marketing Area of the Faculty of Economics
and Business (1996-2008); and created and been Director of the Master's Programme in Marketing
Management (2003-2009), and the Bachelor's Degree Programme in Marketing and Market Research.
Moreover, she has served as Director of the University Master's Programme (2002-2006), and the
Doctoral Programme in the Information and Knowledge Society (2008-2009). Her work designing and
developing courses in marketing has led her to coordinate and author over thirty didactic
Dr Rodríguez-Ardura has completed visiting scholarships at the RCC-University of Harvard (2000);
at the University of Oxford, as Visiting Fellow of the Oxford Internet Institute (2010-2011); at
Babson College, Boston, as Visiting Professor (2012); and at the UOCs Internet
Interdisciplinary Institute, as Resident Researcher (2012-2013). Furthermore, she has served as a
faculty member at the University of Barcelona (1995-2002), and has taught masters courses and
seminars at a number of universities.
Dr Rodríguez-Arduras research interests lie in the areas of entrepreneurial digital
marketing, online consumer experiences, and marketing for e-learning. She has carried out 25
research projects funded by Spanish, European, and international institutions; and has presented
her research at over sixty scientific meetings and conferences. She has served as a co-editor for
special issues on social e-commerce (International Journal of Electronic Marketing and Retailing),
and qualitative methods for digital marketing (Journal of Theoretical and Applied Electronic
Commerce Research); and has organised some international scientific meetings. She currently seats
on the editorial board of the Journal of Theoretical and Applied Electronic Commerce Research and
serves on the editorial review boards of other eight journals.
Dr Rodríguez-Arduras research has appeared in numerous impact journals including
Behaviour & Information Technology,
British Journal of Educational Technology,
Computers & Education,
Computers in Human Behavior,
Electronic Commerce Research and Applications,
IEEE Transactions on Professional Communication,
Information and Management,
Interactive Learning Environments,
International Journal of Engineering Education,
Internet Research, and the
South African Journal of Business Management.
She has authored the books
Marketing digital y comercio electrónico (Pirámide),
Marketing.com y comercio electrónico en la sociedad de la información (Pirámide/Esic), and
El marketing y el éxito en la empresa (Pirámide); and has edited Principios y estrategias
de marketing, and Estrategias y técnicas de comunicación: una visión integrada en el marketing
(Ediuoc). Moreover, she has co-authored scores of research books and textbooks.
Additionally, Dr Rodríguez-Arduras activity has been awarded official accreditations as
Associate Professor and as Private University Professor, three merits in teaching and one merit in
research by the Catalan University Quality Assurance Agency (AQU). She has received a number of
awards and grants including the best paper award by the International Conference on Innovation and
Entrepreneurship in Marketing and Consumer Behaviour (2016); the Complutense University of
Madrids Grant for Scholars at Spanish Universities for Harvard CEPSA and and ICO
Foundations Chairs at RCC-Harvard University (2000); and the José Castillejo Fellowship
Areas of interest for doctoral thesis supervision
Digital marketing and consumer behaviour: user experiences and engagement on social media, flow
states, presence feelings, the impact of eWOM on consumers decisions.
Current research interests
Digital marketing, online consumer experience, social e-commerce, marketing for online