MSc. Bakker-Wu, S.

Sijia Bakker-Wu is a lecturer and PhD candidate at the Faculty of Industrial Design Engineering. Her main research and teaching area are branding, marketing and brand experience design.

Academic Background

Prior to joining IDE in 2009, Sijia worked as a supply chain trainee, packaging designer and design manager for a multinational company and as a project manager at a design agency. She studied Industrial Design Engineering at the Delft University of Technology.


Preliminary education

  • 1986 - 1992
    Shanghai No.2 middle school, China
    Subjects: English, mathematics, physics, chemist, biology, history, geography Chinese
  • 1993 - 1994
    Department of foreign language, TU Delft
    Subjects: Dutch 

Academic education

  • 1994 - 1999
    Delft University of Technology
    Department: Industrial Design Engineering
    Specialisation: Innovation Management
    Degree: Master of Science in Industrial Design Engineering
    Practice work: Write a product development program for Partijnenburg (One of the Shell SEE Projects aimed to structure the product development process for medium and small Dutch companies)
    Date graduation: 29 November 1999
    Graduation assignment: To meet the future consumer needs: new product development for Business Food (Philips Domestic Appliances and Personal care and Philips Design) 

Training, business courses and workshops

  • 2012
    Teaching qualification modules: teaching on stage; story telling in science
  • 2009
    Basic Teaching Qualification
  • 2007
    Unilever R&D Academy: Open Innovation awareness course
    Accenture: Management skills
  • 2006
    Akasha Opleidingen: Personal development
    European Networking Group: Packaging Design Summit
    Unilever R&D facilitation unit: Brainstorm facilitation training
  • 2005
    Humaniation group: Communication for Excellence
  • 2004
    Neroc Packaging: Course Repro process
  • 2003
    Intermediair Project management course
    Unilever Finance Awareness course
  • 2002
     TSM business school: Unilever Supply Chain Foundation Course
    Foods Packaging Unit URV: Tubs & lids course
  • 2001
    Foods Packaging Unit URV: Flexible course
    Van Genechten Biermans: Corrugated course
    DTC HPC, Port Sunlight, UK: Alias (CAD program)
    Unilever Carrousel (Unilever trainee program)


  • 2009 - present
    Lecturer PIM, Industrial Design TU Delft
  • 2008 - 2009
    Project manager MMID
  • 2007 - 2008
    Packaging design manager, Unilever Foods Global
  • 2004 - 2007
    Packaging design manager, Unilever Foods Europe
  • 2003 September - 2004 March
    Secondment supply chain, Unilever Nordic
  • 2000 - 2003
    Supply chain trainee, Unilever  

Specialisation/Field of research

  • Branding
  • FMCG
  • Packaging design
  • Supply chain
  • Marketing
  • Project management

Lectures/Coaches students on

  • Course coordinator: Business, culture and technology bachelor 1st year
  • Coach: Strategic Product Innovation and PO3 bachelor 2nd year; Bachelor End Project, bachelor 3rd year
  • Coach: Customer Research, master specialisation SPD
  • Mentor: graduation projects