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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 technology and marketing with a current focus on marketing simulations and gamification within the university environment. She is the academic lead on an online marketing simulation game developed by Pearson Education. 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, the 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 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 chair of the Irish Academy of Management Conference when it was hosted by Trinity College Dublin. 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.
  Assessment for Learning and Student Voice   Data Challenges   Databases, database management, data mining   Digital technology in marketing,   Gamification   Marketing   Marketing & Information& Communication Technology (ICT)   Social media and social networking   Technology usage in data analysis and interpretation
 Creating the feedback loop: assessment for learning and student voice integration in JS Bess course with 150+ students
 Understanding the dynamics of simulation games for third level learning
 'Exploring the Role of Marketing Metrics and Financial Metrics in the Irish Tourism Industry' .
 Global supply networks and technology deployment for data managment
 The Assimilation of IT in Marketing: Best Practices

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Details Date
Co Chair of Irish Conference on Game Based Learning 2016 - Ann Devitt (Education) and Neil Pierce (Learnovate) Sept 2016
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
Language Skill Reading Skill Writing Skill Speaking
French Medium Medium Medium
Details Date From Date To
Member of the American Management Association 2014
Member of Hamburg Aviation Conference Advisory Board 2013 2014
Member of the British Academy of Management
Member of the European Marketing Academy
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.
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
Claffey E., and Brady, M., , Examining Consumers' Motivations to Engage in Firm-hosted Virtual Communities, Psychology & Marketing, 2017, p1 - 37, Journal Article, ACCEPTED
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, ACCEPTED
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
Devitt, A. Brady M., Lamest, M., Dalton, G., Newman N and S Gomez , Serious Games in Marketing Education: Developing Higher Order Cognitive Skills through collaboration in a Simulation Game, , INTED 2015, 9th International Technology, Education and Development Conference, Madrid, March , 2015, Conference Paper, PUBLISHED  TARA - Full Text
Ann Devitt, Markus Lamest, Mairead Brady, Nicki Newman & Stephen Gomez, Marketing simulations: experiential learning in a simulated serious game for higher-order cognitive development, The Association of Business Schools 4th Annual Learning, Teaching and Student Experience Conference, , York, UK, April, 2015, pp1 - 3, Conference Paper, PUBLISHED  TARA - Full Text
Mairead Brady, Ann Devitt, Markus Lamest, Stephen Gomez, Winner takes all? The role of gamification in learning and Higher Order Processing, Academy of Marketing Conference, Limerick, Ireland, 7-9 July, 2015, Conference Paper, PUBLISHED
Fellenz, M.R., & Brady, M., Learning as Development: Reconceptualising reflective learning as a driver of learner (trans-­)formation, Inaugural EuroSoTL Conference: "Bridging Boundaries through the Scholarship of Teaching & Learning", Cork, June 8-9, 2015, 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 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
The main focus of Dr Brady's research is on understanding contemporary marketing practice with an information and digital technology focus. Current studies include data and metrics, social networking challenges and marketing practice. Information and interaction technologies and their application and diffusion within marketing management form the core of her research. She studies changes internally in organizations and at the customer interface as a result of technology assimilation. Research interests include: The role of digital technologies within marketing practice: Data capture and management: implications and challenges: Exploring and understanding social networking - the data perspective: Exploring the use of data and metrics within companies.