Skip to main content

Trinity College Dublin, The University of Dublin

Menu Search

Trinity College Dublin By using this website you consent to the use of cookies in accordance with the Trinity cookie policy. For more information on cookies see our cookie policy.

Profile Photo

Dr. Mairead Brady

Associate Professor in Business Studies (Trinity Business School)

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

Page 1 of 4
Details Date
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
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)
Language Skill Reading Skill Writing Skill Speaking
French Medium Medium Medium
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
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
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
Nolan, Brady, Heliot & Rienties, Enforced learning in constrained environments: Insights and future directions from student and lecturers transitions during the pandemic, International Journal of Educational and Life Transitions, 2022, p1 - 15, Notes: [Under Review], Journal Article, SUBMITTED
Martin Fellenz, Michelle MacMahon & Mairead Brady, Professional Development Workshop on "Maximising teaching impact: An easy guide to turbocharging learning through comparison activities", August 2022, In:82nd Annual Conference of the Academy of Management, 2022, Seattle, Academy of Management Conference, 1-6, Meetings /Conferences Organised, ACCEPTED
Allen, S, Mitchell, J., Trinh, M, Fellenz, M., Lefevre, D., Brady, M., Li, Xiao and Park, J., M., , Professional Development Workshop on Teaching with Technology: Preparing Managers for the Future, August 2022, In:Academy of Management Conference, 2022, Seattle, 1-6, Meetings /Conferences Organised, ACCEPTED
Fellenz, M.R., Brady, M., MacMahon, M., & Dukes, J., Comparison activities to support students' self-regulated learning in computing education, SIGCSE The 52nd ACM Technical Symposium on Computer Science Education, Virtual, March 2021, edited by Alvaro Monge, Pam Cutter, Judithe Sheard , 2021, pp1 - 8 , Conference Paper, PRESENTED  URL

Page 1 of 14
Martin Fellenz, Mairead Brady, Michelle Macmahon, 'Deploying comparison based activities to support student self directed learning',, 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
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


Page 1 of 2
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 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.