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Dr. Mairead Brady

Assistant Professor in Business Studies (Business & Administrative Studies)

Dr Mairead Brady is a Assistant Professor in Marketing at the School of Business, Trinity College Dublin. She gained her Ph.D. at the University of Strathclyde in September 2001. Her main research is on technological impacts on marketing practice though she also works with in the educational area on technoligical development within learning and assessment. She also has research in the simulations and online game based learning adoption within the university environment. She is the academic lead on an online marketing simulation game she developed with Pearson Education - called My Marketing Experince. Her PhD work focused on the assimilation of digital technologies into marketing practice. This works has a dominant focus on technology developments, data, social networking, web 2.0 and future digital challenges. She is a co author on the Philip Kotler, Kevin Keller, Mairead Brady, Malcolm Goodman and Torben Hansen, Marketing Management textbook which is now in its third edition - 2016. This is one of the world's leading marketing textbooks. Dr Brady has over 80 publications with publications in the Journal of Marketing Management, Psychology and Marketing, Journal of Business and Industrial Marketing, International Journal of Technology Marketing, Irish Marketing Review, Irish Journal of Management and Management Decision. She has been guest editor of the Journal of Services Industries, Creativity and Innovation Management Journal, Irish Journal of Management and the Journal of Business and Industrial Marketing. Two papers won the best paper in track award at the Academy of Marketing (UK and Ireland) in 2002 and again in 2012 - this one co-authored with one of her PhD students Farhoodeh Zamani. She was co chair of the Irish Game Based Learning conference held in Trinity College Dublin in 2016. She was chair of the Irish Academy of Management Conference held in Trinity College Dublin in 2004. She was also on the organising committee of the 11th International Product Development Management Conference held at Trinity College. She is a reviewer for the following journals; Journal of Interactive Marketing, European Journal of Marketing, Journal of Marketing Management, Qualitative Market Research: An International Journal, Journal of the Irish Academy of Management, Journal of Business and Industrial Marketing and Management Research News. She is also a reviewer and/or track chair for the following conferences: European Marketing Academy Conference (EMAC), IEEE/INFORMS International Conference on Service Operations and Logistics, and Informatics, American Marketing Association and the American Academy of Management. Her many conference publications include the INTED - International conference on teaching, education and development, Association of Business Schools Conference (ABS0, European Academy of Management (EURAM), American Academy of Management, (AM) the British Academy of Management (BAM), the Irish Academy of Management, the Academy of Marketing (UK and Ireland), the European Academy of Marketing (EMAC), Australian and New Zealand Marketing Academy (ANZMAC), IEEE/Informs Soli International Conference on Service Operations, Logistics and Informatics, the European Group in Organisational Studies (EGOS) and the Academy of International Business. She was the communications director for the technology and innovation special interest group of the American Marketing Association. She worked for over ten years in a variety of roles within a major multinational based in Ireland. She also has over twenty years of consulting and executive education experience with senior management in both national and multinational blue chip companies, start-ups and government agencies.
  Data Challenges   Databases, database management, data mining   Digital Game based learning   Digital technology in marketing,   Gamification   Marketing   Marketing & Information& Communication Technology (ICT)   Social media and social networking   Technology adoption with the third level sector   Technology usage in data analysis and interpretation
 Enabling Technology Enhanced Assessment of/for/as learning
 Creating the feedback loop: assessment for learning and student voice integration in JS Bess course with 150+ students
 Social Media data utilisations: Managerial challenges and coping strategies
 Understanding the dynamics of simulation games for third level learning
 'Exploring the Role of Marketing Metrics and Financial Metrics in the Irish Tourism Industry' .

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Details Date
National Teaching and Learning Forum Workshop provision on: Technology Enabled Assessment: Evidence-based Discussion (With Dr Ann Devitt and Dr Rachel Kiersey) Sept 2017
Trinity College Staff Workshop - Formative Feedback is not for the fainthearted: The challenge of giving and receiving feedback in the higher education situation. Trinity Innovation Academy and Capsule May 2017
Trinity Education Workshop: Diverse Forms of Assessment - Long Room Hub - Trinity College Dublin 14th of January 2017
Guest Editor for Special Issue of the Service Industries Journal - Exploring interactive Communication using social media - with Prof Mark Durkan and Dr Aodheen McCartan from the University of Ulster. 2015
Co Chair of Irish Conference on Game Based Learning 2016 - Ann Devitt (Education) and Neil Pierce (Learnovate) Sept 2016
Workshop on Engagement - University of Nottingham. Formative Feedback and Student Engagement - The challenges of giving and receiving feedback - June 2017 2017
European Conference on Game Based Learning (ECGBL) Committee Member 2016, 2015 2016, 2015
Reviewer for the Journal of . Psychology and Marketing . Journal Marketing Management . Journal of Interactive Marketing . International Journal of Technology Marketing, . Marketing Theory . European Journal of Marketing 2002 - current
Review for American Academy of Management, Academy of Marketing (UK and Ireland) from 2004 - current day 2002 - 2016
Guest Editor of the Journal of Business and Industrial Marketing 2008
Journal Reviewer: The European Journal of Marketing 2009
Paper Reveiwer for the IEEE/INFORMS International Conference on Service Operations and Logistics, and Informatics (SOLI 2007). 2007
Journal Article Reveiws for the Journal of Management Research News 2008
Conference paper reviewer for the American Academy of Marketing, Academy of Marketing (UK and Ireland) and the Irish Academy of Management. 2004-2013
Session Chair at the IEEE Conference, Philadelphia USA 2007: Track Chairs at the European Group for Organisational Studies (EGOS) Bergen 2006;'The Organising Society', Track: Technology, Organisations and Society: Recursive Perspectives. With colleagues from University of Oxford, University of St Gallen, Imagination Lab Foundation and the Norwegian School of Management. Academy of Marketing Science, World Marketing Congress 2005. Track: Electronic Marketing Academy of Marketing Conference both track and Doctoral Panel: Reviewer, Presenter and Panel Member 2004 and 2006. Irish Academy of Management 2001 - 2006. Track: Marketing European Academy of Marketing Track Chair
Journal Reviewer: Qualitative Market Research: An International Journal 2009-2010
British Academy of Management Track Reviewer Marketing and Retailing 2010
Trinity College Staff Induction Panel Member 2017 Sept 2017
Language Skill Reading Skill Writing Skill Speaking
French Medium Medium Medium
Details Date From Date To
Member of the American Management Association 2014 2016
Member of Hamburg Aviation Conference Advisory Board 2013 2017
Member of the British Academy of Management
Member of the European Marketing Academy 1999 2017
Member of the American Marketing Association
Member of the European Group of Organisational Studies (EGOS) - Sub Theme Convenor: Technology, Organisations and Society - Annual Conference 2006. 2004 2008
Member of the Academy of Marketing (UK and Ireland)
Member of the Chartered Institute of Marketing (UK)
Council Member of the Irish Academy of Management 2001 2006
Member of the Supply Chain Council
Member of the International Competition Award Panel. "The Sheth Foundation Doctoral Thesis Award Competition." 2006 2009
Memeber of the American Academy of Management
Member of IEEE April 2007
Graduate Member of the Marketing Institute of Ireland
Moving Information: The role of IT in, editor(s)Saren Michael , Marketing Graffiti,, Oxford, Butterman Heinmann, 2017, [Brady Mairead ], Book Chapter, IN_PRESS
Information Technology and Innovation in, editor(s)Saren Michael , Marketing Graffiti,, Oxford, Butterman Heinemann, 2017, pp200 - 210, [Brady Mairead ], Book Chapter, IN_PRESS
Zamani Farhoodeh., and Brady Mairead , How social media data is used in companies. Exploration of role of social media chatter in internal marketing discourse, EMAC European Marketing Academy Conference, University of Groningen, The Netherlands,, May 23rd to May 26, edited by Bijmolt, T van Ittersum, K., Verhoef, P. and Wieringa J., (2017) , 2017, pp1 - 8, Conference Paper, PUBLISHED
Claffey E., and Brady, M., , The need to view social media as a consumer engagement platform: Challenges and Opportunites, The 5th Naples Forum on Services, Sorrento Italy, June 16th to June 18, 2017, pp1-6 , Conference Paper, PUBLISHED
Claffey E., and Brady, M., , Examining Consumers' Motivations to Engage in Firm-hosted Virtual Communities, Psychology & Marketing, Volume 34, , (Issue 4), 2017, p356 - 375, Journal Article, PUBLISHED
Kotler, P., Keller, K., Brady, M., Goodman, M., and Hansen, T,, Marketing Management, 3rd Edition, London, Pearson , 2016, 850 pagespp, Book, PUBLISHED
Durkin, M McCarten, A., and Brady, M.,, Social Media and Interactive Communication: A service sector reflective on the challenges for practice and theory , 1st Edition, Oxfordshire, Routledge, 2016, 1 - 87pp, Book, PUBLISHED
Enabling interactive communications through social media: Research from services contexts in, editor(s)Durkin Mark, McCartan, A. and Brady M. , Social Media and Interactive Communication: A service sector reflective on the challenges for practice and theory, , Oxfordshire, Routledge, 2016, pp1 - 6, [Durkin, Mark, McCartan A., and Brady, M.], Book Chapter, PUBLISHED
Kearns, M., Devitt, A., and Brady M., , Utilising an Assessment for learning (Afl) approach with large student cohorts in higher education settings,, ECER 2016, European Conference on Educational Research, University College Dublin, August 23 -26h, 2016, pp1 - 3, Conference Paper, PUBLISHED
Farhoodeh Zamani and Brady Mairead , The Reality of Social Media Data Use in Companies , Marco Marketing Conference, Trinity College Dublin, 2016, pp1 - 3, Conference Paper, PUBLISHED

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Devitt, Ann and Brady Mairead, Review of Immersive Learning Environments in Higher Education, Pearson Education, Pearson, July, 2015, p1 - 13, Report, PUBLISHED
Nicki Newman, Ann Devitt, Markus Lamest, Mairead Brady & Stephen Gomez , Marketing Simulation Research Report for Pearson UK. , London, 2014, p1 - 20, Report, PUBLISHED
Mairead Brady, Information Technology and Marketing _ An Important Research Agenda, Conference proceedings of the Irish Academy of Management Conference, Limerick, September,1999, University of Limerick, 1999, Conference Paper, PUBLISHED
Mairead Brady, How Technology Led Changes are Impacting on Marketing and Contributing to Business Success, Conference proceedings of The First PostGraduate Research for Industry Conference, Dublin, Nov-98, Dublin Institute of Technology, 1998, Conference Paper, PUBLISHED
Mairead Brady, Technology is Impacting On Marketing but to What Extent?, The Marketing News, 1998, p6 - 7, Journal Article, PUBLISHED
Mairead Brady, The Changing World of Business, Marketing Communicator, 1997, Journal Article, PUBLISHED
Brady, M., and Ui Ghallachoir, K., Distance Learning Manual - Marketing Planning and Management Module, 4th Year, The Marketing Institute of Ireland, 1997, Journal Article, PUBLISHED
See Peer Reviewed Section for up to 80 publications from 2000 to 2015 including text books, journal articles, conference papers. This section below is only non peer reviewed. , Review, PUBLISHED


Award Date
Winner of the PROVOST'S TEACHING AWARDS 2016-2017 2017
Winner of Best Paper Prize in the Marketing Track, Irish Academy of Management Conference, NUI Galway, 2015
Winner of Best Paper at the Academy of Marketing conference (UK and Ireland). Track: Marketing and Ecommerce 2012
Winner of Best Paper in Marketing Track - Irish Academy of Management Conference 2013
Winner of Best Paper Academy of Marketing Conference (UK and Ire): Track: Marketing 2001
Strategic Marketing Student of the Year Award 1989
Winner of the Best Postgraduate Paper Award at the Irish Academy of Management Conference 1998
Reviewer for American Academy of Marketing 2004, 2005 and 2007
SSRN Top Ten Paper Downloads: Marketing 2007, 2008, 2009, 2010, 2012, 2013
Dr Brady's research span two domains - business and third level education with the unifying theme of technology and particularly web 2.0 and web 3.0 technological application in practice. Within contemporary marketing practice she takes a research interest in the adoption and use of information and digital technology. Current studies include data and metrics analysis, social networking and the customer interfacce and managerial challenges for data input into decision making. Within education she is focused on the third level sector and the adoption of technology within an assessment for learning perspective. Her research interests include: The role of digital technologies within marketing practice: The adoption of technology within third level sector - from games to social media - staff challenges and opportunities Data capture and management: implications and challenges: Exploring and understanding social networking - the data perspective: Exploring the use of data and metrics within She has two funded research projects on assessment for learning within large student cohorts with a online game based learning focus and one on technological innovations within the higher education sector particularly on assessment on/of/for learning.