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Dr. Mairead Brady

Assistant Professor in Business Studies (Trinity Business School)

I am Assistant Professor at the Trinity Business School, Trinity College Dublin/University of Dublin. I lecture at undergraduate and graduate levels, supervise PhD students, and direct our BA in Computer Science & Business. I engage with practice through executive education and active industry links. My research and teaching focus on the role and impact of digital technologies in intra- and extra-organizational relationships and in management education. My current research projects deal with data analytics & organizational metrics, the use of technology in management education, and social media use by academics. I also research the use of simulations and online games in higher education and have co-developed an online simulation game, which has been successfully adopted in more then 20 major universities predominantly in Europe. I have received university and national funding for research projects on Technology Enhanced Assessment with a particular focus on academics' experiences. I co-author the European edition of the well-known Philip Kotler et al. "Marketing Management" textbook. I have chaired the Irish Game Based Learning Conference and the Irish Academy of Management Conference. 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 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
 National Forum Seminar Series: Students as self-regulating partners in feedback and assessment: Design, development, implementation and evaluation.
 Enabling Technology Enhanced Assessment of/for/as learning
 Implementation challenges for Assessment-for-learning and technology adoption
 Visiting Professor Bruce Newman
 Social Media data utilisations: Managerial challenges and coping strategies

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Details Date
Invited Keynote University of Padua: Challenges from within: Evidence from academic adoption of technology within assessment for/as/or learning. Feedback and Technology-Enhanced Assessment in University. November 2018
Co Chair of Irish Conference on Game Based Learning 2016 - Patrick Felicia (Waterford Institute of Technology, Ann Devitt (Trinity College School of Education) and Neil Pierce (Trinity College - Learnovate) Sept 2016
External Examiner: University of Middlesex 2004-2007
European Conference on Game Based Learning (ECGBL) Committee Member 2015
Reviewer for the Journal of Psychology and Marketing . Journal Marketing Management . Calafornia Management Review * Journal of Interactive Marketing . International Journal of Technology Marketing, . Marketing Theory . European Journal of Marketing and Tourism Review. 2002 - current
Review for American Academy of Management, Academy of Marketing (UK and Ireland) since 2004. 2002 - 2018
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
External Panel Member for the position of Assistant Lecturer in E-Business & Retail Operations (HRC/A/303d/15) at the Dublin Institute of Technology 3rd July
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
Academic Induction Panel Member 2017 - Trinity College Dublin Sept 2017 - 2018
Guest Editor (With Colm Kearney) of the Irish Journal of Management. 2005
Conference Paper Review for American Academy of Management Conference and the Academy of Marketing (UK and Ireland)
Invited Keynote: Failing to Win: Are digital games a win-win for higher order learning in university education? At the Learnovate Annual Conference, Croke Park, Dublin. October
Keynote at Marketing and Technology Workshop. "Engaging the student through Online Business Simulations: Challenges and Opportunities" University of Newcastle, Durham and Northumbria 27th of Feb, 2018
National Teaching and Learning Forum Workshop: 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 January 2017
Workshop on Engagement - University of Nottingham. Formative Feedback and Student Engagement - The challenges of giving and receiving feedback - June 2017 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
Language Skill Reading Skill Writing Skill Speaking
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Details Date From Date To
Division Secretary of the Management Education Division of the Academy of Management (American) 2018 2020
Expert Group Member - Principles underpinning Assessment for learning: National Forum for the Advancement of Teaching and Learning. 2017 2018
Member of the Academy of Management (American) 2014 ongoing
Member of the Management and Organisational Behaviour Teaching Society (MOBTS) 2018 Ongoing
Member of Hamburg Aviation Conference Advisory Board 2013 2017
Member of the Academy of Marketing (UK and Ireland) 1997 Ongoing
Member of the British Academy of Management 2002 2008
Member of the European Marketing Academy 1999 2017
Member of the American Marketing Association 2000 2008
Member of the European Group of Organisational Studies (EGOS) - Sub Theme Convenor: Technology, Organisations and Society - Annual Conference 2006. 2004 2008
Member of the Chartered Institute of Marketing (UK) 2003 2004
Council Member of the Irish Academy of Management 2001 2006
Member of the International Competition Award Panel. "The Sheth Foundation Doctoral Thesis Award Competition." 2006 2009
Member of IEEE 2007 2009
Graduate Member of the Marketing Institute of Ireland 1989 2002
The challenges of adopting technology for assessment in higher education: Implications for assessment design and technology deployment in, editor(s)Stuart Allen, Kim Gower and Danielle Allen , Handbook of Teaching With Technology in Management, Leadership, and Business., USA, Edward Elgar Publishing Inc., 2020, pp1-400 , [Brady, Mairead, Fellenz, Martin and Devitt Ann], Book Chapter, ACCEPTED
Kotler, Philip, Keller, Kevin, Brady, Mairead, Goodman, Malcolm and Hansen, Torben, Marketing Management, 4th , London, Pearson Education, 2019, 1 - 842pp, Book, PUBLISHED
Mairead Brady, Ann Devitt and Rachel Kiersey, Academic staff perspectives on technology for assessment (TfA) in higher education: a systematic literature review, British Journal of Educational Technology, 2019, p1 - 19, Notes: [], Journal Article, PUBLISHED  DOI
Claffey Ethel and Brady Mairead, An Empirical Study of the Impact of Consumer Emotional Engagement and Affective Commitment in Firm-hosted Virtual Communities, Journal of Marketing Management , 2019, p1 - 24, Notes: [10.1080/0267257X.2019.1601125], Journal Article, PUBLISHED  URL
Brady, Mairead, Fellenz, Martin. & Devitt, Ann, Using a theory-based online simulation game to support student learning: Unintended consequences with obvious and hidden lessons for adopters, The All Ireland Journal of Teaching and Learning in Higher Education, 11, (2), 2019, p1 - 17, Journal Article, PUBLISHED
Lamest M., and Brady, M., An Exploration of Data Focused Managerial Challenges within the Hotel Sector: How top performers utilise data and dashboards, Tourism Review , 74, (1), 2019, p104 - 115, Journal Article, PUBLISHED  DOI
Fellenz, M. and Brady, M., Academy of Management Conference (USA), August , In:Assessment Design & Re-Design: How to Meet Changing Requirements While Supporting Student Learning, 2019, Boston, Professional Development Workshop, Meetings /Conferences Organised, ACCEPTED
Perez Eva and Brady Mairead, A systematic review of the application of social media as an educational tool within higher education: an academics' adoption challenges perspective, EduLearn18 - 10th annual International Conference on Education and New Learning Technologies, Spain, July 2018, 2018, pp1-6 , Conference Paper, PUBLISHED
Perez Eva and Brady, Mairead,, A Preliminary Scoping Review Study of the Progress of Social Media Adoption as an Educational Tool by Academics in Higher Education, DBS Business Review, 2, (2), 2018, p127 - 146, Journal Article, PUBLISHED  DOI
Brady Mairead and Devitt Ann, Symposium: A Guide to Curricular Redesign with an Assessment for Learning and Technology Perspective", August 2018, In:Academy of Management Conference (USA) Teaching and Learning Conference, 2018, Chicago, Meetings /Conferences Organised, PUBLISHED

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Brady Mairead, 'How Can We Get the Most out of Game Based Learning? ', Learnovate Conference, Dublin, Ireland, 2018, -, Broadcast, PUBLISHED
Brady Mairead, Challenges from within: Evidence from academic adoption of technology within assessment for/as/or learning. Feedback and Technology-Enhanced Assessment in University., Fostering student learning through assessment: feedback and technology enhanced assessment in higher education -, University of Padua, November, 2018, University of Padua, Invited Talk, PUBLISHED
Devitt, Ann and Brady Mairead, Review of Immersive Learning Environments in Higher Education, Pearson Education, Pearson, July, 2015, p1 - 13, Report, PUBLISHED
Mairead Brady, Ann Devitt, Markus Lamest, S. Gomez Pearson, Winner and Losers in Gamification? The Role of Gamification in Third Level Learning and Higher Order Processing, 2015, Working Paper, PUBLISHED
Brady Mairead , 'My Marketing Experience Online Simulation', My Marketing Experience, 1, (1), London, Pearson, 2014, -, Notes: [This simulation is used by universities predominantly in the UK and Ireland and throughout the rest of Europe. Student and academics have found it to be both educational supportive and engaging. ], Digital research resource production, PUBLISHED
Nicki Newman, Ann Devitt, Markus Lamest, Mairead Brady & Stephen Gomez , Marketing Simulation Research Report for Pearson UK. , London, 2014, p1 - 20, Report, PUBLISHED
Markus Lamest, Mairead Brady, Has the Recession Influenced the Way in Which Senior Managers Use Marketing and Financial Metrics? Towards a Research Agenda, 2012, Working Paper, PUBLISHED
Lynne M. Andrews, Jonathan Cloonan, Clare Keaveny, Eamon Fitzgerald, Corinne Armstrong, Mairead Brady, RFID - Buzz or Bust? Will Radio Frequency Identification Technology Follow in the Footsteps of its Ill-Fated Predecessor CRM?, 2007, Working Paper, PUBLISHED
Mairead Brady, Martin R. Fellenz, Richard Brookes, Researching the Role of ICT in Contemporary Marketing Practices (CMP), 2007, Working Paper, PUBLISHED
Mairead Brady, Louis Brennan, A Research Network Researching Networks: Challenges and Implications, SSRN Electronic Journal, 2006, Journal Article, PUBLISHED


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Award Date
Award for: Outstanding Service as Division Secretary, 2018-2019, Management Education and Development (MED) Division, Academy of Management (AOM), USA August, 2019
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 2002
Winner of the Best Postgraduate Paper Award at the Irish Academy of Management Conference 1998
Strategic Marketing Student of the Year Award 1989
SSRN Top Ten Paper Downloads: Marketing 2007,- 2018
Winner of the Best Post Graduate Research Paper. Dublin Institute of Technology: First Post Graduate Research for Industry Conference 1999
Winner of the Q Award for Outstanding Contribution to the ITT Quality Programme 1995
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 interface 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.