TCD - People Finder

Biography

Mairead is an Associate Professor at the Trinity Business School and is also the Director for Joint Honours Degrees (Law & Business and Computer Science & Business). She has over 20 years of experience lecturing at undergraduate and graduate levels and supervising Ph.D. students. She is a co-author of the European edition of the well-known "Marketing Management" textbook with the marketing guru Philip Kotler along with Keller, Goodman, and Hansen. Her research and teaching focus on the marketing management role and the challenges of digital transformation with a customer-centric perspective. Her unique contribution is on the adoption of technology and the management challenges of intra- and extra-organizational relationships. She also has a research interest in the future of management education and the role of digital technologies particularly artificial intelligence. She has previously researched simulations and online games within higher education and has co-developed an online simulation game, which has been successfully adopted in more than 20 universities. She has received university and national funding for research projects. Her latest project was on Academic's use of Comparison Practices. Previously she received funding for a project on Technology Enhanced Assessment with a particular focus on academics' experiences. She is the chair-elect for the Management Education and Development (MED) Division of the Academy of Management (AOM) taking the Chair position in 2024.She is currently the programme chair for the MED division. She co-chaired the Irish Game-Based Learning Conference (2016) and was the chair for the Irish Academy of Management Conference in 2004. She was the PDW (professional development workshop) chair of the MED at the AOM in 2020. She has over 110 publications in publications like the Journal of Marketing Management, Psychology & Marketing, Journal of Business and Industrial Marketing, British Journal of Educational Technology, 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 Ph.D. students Farhoodeh Zamani. 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, British and Irish Academy of Management, the European Academy of Marketing (EMAC), Australian and New Zealand Marketing Academy (ANZMAC), and many others. 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.

Research Tags

Data Challenges Databases, database management, data mining Digital Technologies Educational Innovations at third level Marketing Marketing & Information& Communication Technology (ICT) Social media and social networking Strategic management, strategy and marketing Technology usage in data analysis and interpretation

Research Projects

Project Title

Visiting Professor - Prof Richard Blackburn

From

2023

Summary

Prof. Blackburn recently retired from the Kenan-Flagler Business School (KFBS) at the University of North Carolina. He will examine two different issues affecting business school education. The first issue focuses on the ways in which the current model of business schools may or may not be fit for the purpose they hope to achieve. If their current model does not fit, are they prepared to change? And, if so in what way(s)? The presentation will question the underlying assumptions that business schools must conform to various external bodies and suggest changes to our current model. He will also explore various challenges to making these changes including the current ranking processes that often drive specific but limiting perspectives on school-wise changes. The second issue will expand on this through engagement with a model designed with some in their paper, 'On academic rankings, unacceptable methods and the social obligations of business schools'. This paper suggests a new model for business schools that is socially responsible, transparent, flexible and has a highly representative rating (vs. ranking) approach. This paper asks academic institutions and ranking organizations to reflect on and embrace the strategic use of multidimensional alternatives that more faithfully serve prospective students, parents, and other key stakeholders. This work is particularly timely given the recent turmoil among US law schools, some of whom have announced that they are no longer willing to participate in the US News and World Report Law School rankings. This will provide the backdrop for debate and discussion for/against business school rankings and ask who should drive the agenda at business schools - ranking agencies or business schools.

Funding Agency

Visiting Professor Fund - Faculty of Arts, Humanities and Social Sciences

Programme

1,000 Visiting Professor Fund

Project Title

Empowering student learning: Using comparison and feedback as drivers of self-directed learning

From

Nov 2019

Dec 2020

Summary

This project applies a comparison-based approach to feedback generation and use which is transformative in nature and of immense value to both student learning and to teaching practice. It recognises students role as partners in assessment practices and invites them to take more control of their own learning. The project recasts the student as central for self-regulated learning and facilitates them in generating and using feedback. This approach is based on comparison processes of students' current work products such as written drafts, presentations, or other deliverables, and that of peers and/or lecturer generated comparison products. Traditionally, input from lecturers has been privileged as the most important form of feedback for student learning. Considerable work has also investigated peer generated input as a useful addition or alternative to lecturer feedback. In contrast this project focuses on designing comparison processes that increase and enhance the generation of inner feedback, especially from sources other than the lecturer. Applying cutting edge research from world wide experts such as David Nicol the instructional design focuses on comparison processes used in a reflective manner to help students' self-generate formative feedback in a way that places students at the heart of this central learning process.

Funding Agency

National Forum for the Advancement of Teaching and Learning in Higher Education

Programme

50,000 Strategic Alignment of Teaching and Learning Enhancement Funding in Higher Education 2019:

Project Type

Implementation and research

Person Months

Project Title

National Forum Seminar Series: Students as self-regulating partners in feedback and assessment: Design, development, implementation and evaluation.

From

2019

Summary

In this seminar, Professor David Nicol presented a new framework and toolkit for feedback and assessment in higher education (HE). His presentation centred on different ways of engaging with students and supporting the development of many of their core self-regulatory attributes. He explored the theoretical underpinnings of his framework and argues that the traditional understanding and use of feedback in academic context hinders the creation of an optimum feedback environment to enable and support student learning. Prof. Nicol explored the transformative value of integrating and empowering students in feedback and learning processes. In particular, he emphasised the role of student's self-regulatory attributes to help them develop informed judgments on their own learning and their learning needs. This workshop took a design, development, implementation and evaluation perspective to guide academic-led operationalization of this practice.

Funding Agency

National Forum for the Advancement of Teaching and Learning in Higher Education

Programme

1,000 fund

Project Type

Research

Project Title

Enabling Technology Enhanced Assessment of/for/as learning

From

January 2017

April 2018

Summary

This project assumes an academic perspective to the adoption of technology for/as/of assessment. Assessment is viewed from two perspectives - as a measurement and record of learning, ultimately for accreditation (summative) as well as assessment as a tool for both teachers and students to evaluate and progress learning (assessment for learning). A further development assessment as learning focuses on the student as an actor in the assessment process, setting success criteria, peer and self-assessing, and using these activities to progress their learning. This project will produce a systematic literature review, meta-analysis and guide to best practice on technology-enhanced assessment of/for/as learning in HE. The literature review will integrate a quantitative focus through a meta-analysis of (quasi-)experimental studies with a qualitative focus on case study, ethnographic and other research approaches to ensure a balanced and critical assessment of the measured outcomes of assessment practices but also the lived experiences of students and staff involved. The review will encompass well established and emergent technologies and focus on reliability, validity, inclusion, media modes, feedback type and timeliness, learning and motivation interactions, staff and student usability, etc. A range of technologies will be explored with an additional and unique focus on interactive multi-modal learning environments, digital game-based learning as well as interactive class technologies for formative feedback that is integrated and contemporaneous with teaching. The literature review will be used to derive best and next practice guidelines for staff that also address the sustainability of implementation and management of technologies within the higher education sector. To supplement the literature review, deriving from the review of studies in the Irish context, the study will capture experiences of good practice in Ireland through videos of practice and interviews with academics engaged in this area.

Funding Agency

Irish Research Council

Programme

70,000

Project Type

Academic Research

Person Months

Project Title

Implementation challenges for Assessment-for-learning and technology adoption

From

October 2015

October 2016

Summary

Technology increasingly influences the nature of higher education (HE), yet the scope and nature of its impact on academic faculty is a severely understudied phenomenon. This project investigates the impact that technology deployment has in HE

Funding Agency

Trinity Teachng Innovation Grant

Programme

15,000

Project Type

Research

Person Months

Page 1 of 4

Representations

Details	Date
Chair Elect for the Management Education and Development(MED)division of the Academy of Management 2023. MED is the education theory, practice, and policy division of AOM.	2022-2023
Program Chair for the MED division of the Academy of Management 2022	Aug 2021- Aug 2022
Professional Development Workshop (PDW) Programme Chair for the Management Education and Development (MED) division of the Academy of Management (2020/2021)	2020-2021
Junior Faculty & Doctoral Consortium Program chair for the Management Education and Development (MED) division of the Academy of Management (2020/2021)	2020/2021
Reviewer for the Journal of Research in Interactive Marketing, the Academy of Management Perspectives, Journal of Marketing Management, the Journal of Qualitative Marketing Research etc.	2022
Reviewer for the International Marketing Trends Conference	2022-2023
Chair-Elect (2020 to 2024) Management education and development division (MED)of the Academy of Management. 5-year progression role.	2020-2025
External Examiner - University of Nottingham for the Masters in International Management (Marketing) and Masters in International Tourism Management at both the Nottingham Business School, and the University of Nottingham Ningbo China.	2019-2020
External examiner Masters in Marketing and Masters in Tourism Marketing at the University of Nottingham Ningbo China	2019-2022
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
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
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
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
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)

Languages

Language	Skill Reading	Skill Writing	Skill Speaking
French	Medium	Medium	Medium

Memberships

Membership of Professional Institutions, Associations, Societies

Details	Date From	Date To
Program Chair for MED division of the Academy of Management Conference- 2022	2021	2022
Program Chair-Elect, Management Education Development Division of the Academy of Management (America).	2020	2024
Chair of the Professional Development Workshops (PDW) at the Management Education and Development Division of the Academy of Management (America)	2020	2021
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
Executive Member of the MED Junior Faculty & Doctoral Students Consortium - welcome and closing events at the Academy of Management Conference	2022	2022

Publications and other Research Outputs

Andre Martinuzzi, Brady. M., Lefevre, David & Fellenz, M, Forgetting what we learned? Rethinking management education after the Covid pandemic", Academy of Management Conference, Boston , August, 2023, pp1-25 , Conference Paper, SUBMITTED

Mairead Brady, Martin Fellenz and David Leferve, Mapping the potential impacts of artificial intelligence and machine learning on the business education system, Services Science Forum Naples , Italy, 2023, 2023, pp1 - 20, Conference Paper, ACCEPTED

Mairead Brady, Martin Fellenz, David Lefevre, Denni Cawley, Leonardo, Caporarello, Stuart Allen, Anna Holland, Cynthia Fukami, Teaching with technology: In the Shadow of AI , 2023 August, In:Academy of Management Conference, 2023, Boston, Meetings /Conferences Organised, SUBMITTED

Fellenz, M.R., Hoidn, S., & Brady, M. (Eds.), The Future of Management Education, Abingdon, Oxfordshire, Routledge, 2022, 1 - 272pp, Book, PUBLISHED URL

'May you live in interesting times': Considering the future of management education in, editor(s)Fellenz, M. R., Hoidn, S., and Brady, M., , The Future of Management Education, Abingdon, Oxfordshire, Routledge , 2022, pp3 - 12, [Fellenz, Martin, Brady, Mairead and Hoidn, Sabine], Book Chapter, PUBLISHED URL

Quo Vadis? Reconsidering the future of management education in, editor(s)M.R. Fellenz, S. Hoidn & M. Brady , The Future of Management Education, Routledge, 2022, pp1 - 11, [Hoidn, S., Brady, M., & Fellenz, M.R.], Book Chapter, PUBLISHED URL

Special Issue: Pandemic Aftershock: tracking the impact of technology adoption and social distancing behaviour on interactive marketing practice. In the Journal of Research in Interactive Marketing, 16, 1, (2022), 1 - 200p, Paul Baines, Mairead Brady & Shailendra Pratap Jain,, [eds.], Journal, PUBLISHED

Nolan, E., Rienties, B., Brady, M., & Heliot, Y., Adjustments to Pandemic Enforced Constraints: Insights from Postgraduate Students' and Educators' Transitions. International Journal of Educational and Life Transitions, , Transitions. International Journal of Educational and Life Transitions, 1, (1), 2022, p1 - 11, Notes: [https://doi.org/10.5334/ijelt.31 ], Journal Article, PUBLISHED URL

Baines, P., Brady., M., and Shailendra, J., Guest Editorial: Pandemic Aftershock - The challenges of rapid technology adoption and social distancing for interactive marketing practice", Journal of Research in Interactive Marketing, 16, (1), 2022, p1 - 18, Journal Article, PUBLISHED

Saxena, D, Brady M., Fellenz M.R., and Lamest, M , Bridging the marketing-finance divide: use of customer voice in managerial decision-making" , Qualitative Market Research, 2022, p1 - 18, Journal Article, PUBLISHED URL URL

Page 1 of 15

Brady, M., iPreeti Wadhwa , MED Junior Faculty and Doctoral Students Consortium, 2023 August, In:Academy of Management Conference, 2023, Boston, 1-6, Meetings /Conferences Organised, PUBLISHED

Preeti Waldiwa, Robert Bonner and Mairead Brady, Junior Faculty and Doctoral Students Colloquim, In:Academy of Management Conference, 2023, Boston, Meetings /Conferences Organised, SUBMITTED

Martin Fellenz, Mairead Brady, Michelle Macmahon, 'Deploying comparison based activities to support student self directed learning', https://compare-trinity.weebly.com/, 2021, 1 - 20, Digital research resource production, PUBLISHED

Fellenz, Martin, Brady, Mairead and MacMahon, Michelle, 'A Guide to Deploying Comparison Activities to Support Student Learning', National Forum for the Advancement of Teaching and Learning in Education, Trinity College Dublin, 2021, 1 - 20, Protocol or guideline, PUBLISHED

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

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

Page 1 of 2

Awards and Honours

Award	Date
Nominated for Award for Excellence in Research Student Supervision - Trinity College Dublin	March 2022
Winner of the Global Forum Best Symposium Award for the symposium which creates the opportunity to address global issues of significance, to management education and/or development. Award sponsored by Conservatoire National des Arts et Meteries. Symposium Organisers: Brady, M., Fellenz, M., and Hoidn, S., (2021) "The Future of Management Education: Changes, Challenges and Opportunities".	August 2021
Outstanding Division Reviewer Award 2021 at (MED - AOM )Management Education and Development Division of the Academy of Management Conference	August 2021
Silver Award Winners in the 'Best innovation in the Science of Learning' at the QS Reimagine Education Awards 2020. A team of Trinity researchers - Brady, Fellenz & MacMahon & a team from the Uni of Glasgow - Nicol (Application lead), McCallum & Selvaretnam were delighted to achieve this for their applications titled : The Power of Internal Feedback: Comparison changes everything.	December 2020
Winner of the outstanding service award for the management education and development division as Division Program Chair-Elect and PDW Chair 2020- 2021.	August, 2021
Shortlisted for the 'Best Innovation in the Science of Learning' category of the QS Reimagine Education Awards. This project was submitted by a consortium of University of Glasgow and Trinity College Dublin researchers. The submission draws on the ground-breaking research on feedback and comparison published by David Nicol (2020) and applied under his leadership at the Adam Smith Business School at the University of Glasgow through its Teaching Excellence Initiative. The project submission also draws on the application and development of these ideas across a range of disciplines by our team here at Trinity, of which the SATLE funded COMPARE project is a central part. The team members are Mairead Brady and Martin Fellenz as Co-PIs for this project which funds Michelle MacMahon as a PT PostDoc.	December 2020
Outstanding Reviewer Award 2020 at Management Education and Development Division of the Academy of Management (American)	2020
Outstanding Service as Division Secretary Award 2019-2020 MED Management education and Development at the AOM	2019-2020
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 TRINITY EXCELLENCE IN TEACHING AWARD 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

Research Interests

Description Of Research Interests

Prof Brady's research spans two domains - marketing management practices and the future of management education with the unifying theme of technology and particularly web 4.0 and AI technological applications in practice. Her focus is on inter-functional marketing management challenges and mapping out organizational and leadership issues. Within the management education domain, her perspective is on the technological and AI adoption for academics and being a strong voice for student learning and the impact of AI. Within contemporary marketing practice, her research focuses on the challenges of technology adoption. Previous studies include financial and marketing data and metrics analysis, social networking and the customer interface, and managerial challenges for data input into decision-making. Within management education, she is interested in how technology and particularly AI will change educational practices and what the likely impact will be focusing on the future of management education, particularly within business schools. Her research interests include: The role of digital technologies within marketing practice: The adoption of AI technology within management education: challenges and opportunities Data capture and management: implications and challenges: Exploring the contrasting use of customer and financial data. She has received funding for research projects; a large fund for technology and game-based learning within management education and one on technological innovations within the higher education sector with a unique focus on assessment on/of/for learning.

Trinity College Dublin, The University of Dublin

Trinity Search

Trinity Menu

Dr. Mairead Brady

Dr. Mairead Brady

Associate Professor in Business Studies (Trinity Business School)

ARAS AN PHIARSAIGH

Mairead.Brady@tcd.ie

3531896 2705

http://people.tcd.ie/bradyma

Biography

Research Tags

Research Projects

Representations

Languages

Memberships

Membership of Professional Institutions, Associations, Societies

Publications and other Research Outputs

Publications

Awards and Honours

Research Interests

Description Of Research Interests