Dr. Mairead Brady

Dr. Mairead Brady

Associate Professor in Business Studies, Trinity Business School

3531896 2705http://people.tcd.ie/bradyma

Biography

Prof Brady is an Associate Professor at the Trinity Business School and the Director for Joint Honours Degrees (Law & Business and Computer Science & Business). She is also an Adjunct Professor at the Warwick Business School, London. She has over 30 years of experience lecturing at undergraduate and graduate levels and supervising Ph.D. students. She is a co-author of the 5th European edition of the well-known "Marketing Management" textbook with the marketing guru Philip Kotler along with Keller, Goodman, and Hansen - forthcoming 2024. Her research and teaching focus on AI and digital challenges in two domains: management education and marketing management. Within marketing management, she researches leadership, digital transformation and customer-centric perspectives. Her unique contributions focus on the challenges of assimilation of technology and the management challenges of intra- and extra-organizational relationships. Within management education, she has a strategic agenda that entails a systematic endeavour to meticulously chart the evolving trajectories of artificial intelligence (AI) in the sphere of management education to provide a comprehensive evaluation of the current landscape and a prospective examination of future prospects to illuminate the myriad opportunities and major concerns. 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 including funding for Deploying Comparison Activities to Support Student Learning and funding for a study into Academic Adoption of Technology Enhanced Assessment. She is the current Chair (2024)of the Management Education and Development (MED) Division of the Academy of Management (AOM) with an attendance of 11,000 annually. She was chair-elect in 2023, programme chair in 2022, and PDW (professional development workshop) chair in 2020, She organized the award winning MED PDW (with Martin Fellenz) on Teaching with Technology: In the Shadow of AI. She co-authored a recent paper titled: Mapping the potential impacts of artificial intelligence and machine learning on the business education system with David Lefevre (Imperial College London) and Fellenz, Martin (2023) winning the best paper award at the Services Science Forum in Naples. She co-chaired the Irish Game-Based Learning Conference (2016) and chair of the Irish Academy of Management Conference in 2004. She has over 110 publications featuring in 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 was 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. Again in 2012 (co-authored with her Ph.D. students Farhoodeh Zamani). Her many conference publications include 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 has 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.

Publications and Further Research Outputs

  • 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 - 3Conference Paper, 2015, TARA - Full Text
  • The Service Industries Journal, 35,, 11-12, (2015), 1 - 693p, Mark Durkin, Aodheen McCartan and Mairead Brady, [Guest Editor], One IssueJournal, 2015
  • Brady, M. and McDonagh, J., An Empirical Study of the Assimilation of Information Technology into Marketing Practice: Not for the Faint Hearted, Proceedings of the Annual Conference of the British Academy of Management, Manchester, England, September 16-18, 200, Manchester Metropolitan University, 2003, pp16-18Conference Paper, 2003
  • 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, 1998Conference Paper, 1998
  • 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, 1999Conference Paper, 1999
  • Mairead Brady, Managing Information Technology Assimilation: A Marketing Perspective., Conference proceedings of the Irish Academy of Management, Waterford, edited by Dr Tom O'Toole , Waterford Institute of Technology, 2002Conference Paper, 2002
  • Mairead Brady, Technology Evaluation: Competitive Advantage and Marketing, Winner of Best Post Graduate Paper in the Post Graduate Track, Conference proceeding of The Irish Academy of Management Inaugural Conference, , University College Galway, September, 1998Conference Paper, 1998
  • Brady, M., and Coughlan, J., How Technology-led Changes are Impacting on Marketing and Contributing to Business Success, Doctoral Colloquium of the Academy of Marketing Conference (UK), Sheffield, July, UK Academy of Marketing, 1998, pp45-63Conference Paper, 1998
  • Brady, M., Saren, M., Tzokas, N., Relationship MarkITing: Information Technology Assimilation ? Past, Present and Future, Conference proceedings of The 10th International Colloquium in Relationship Marketing, Germany, 2-Sep, University of Kaiserslautern, 2002Conference Paper, 2002
  • Brady, M., Saren, M., Tzokas, N., Integrating Information Technology into Marketing Practice ? The IT Reality of Contemporary Marketing Practice, Conference Proceedings from the Academy of Marketing (UK), Nottingham University, edited by 'Winner of Best Paper in Track Award' , 2002, ppCDRomConference Paper, 2002
  • Brady, M., Saren, M., Tzokas, N., IT Supporting, Reinforcing or Transforming Marketing?, Australian and New Zealand Marketing Conference, ANZMAC, Auckland, New Zealand, 1-Dec, 2001Conference Paper, 2001
  • Brady, M., Saren, M., Tzokas, N., Rethinking the Relationship between the Marketing and the IT Department ? The Dawn of the MarkITing Era, Conference Proceedings of the Irish Academy of Management, Magee College, Derry, 1-Sep, 2001Conference Paper, 2001
  • Brady, M., Saren, M., Tzokas, N., Information Technology and Marketing: An Evaluation of IT's Impact on Marketing in Ireland, Conference proceedings of the European Marketing Academy Conference (EMAC), Berlin, 1999Conference Paper, 1999
  • Brady, M., Saren, M., Tzokas, N., The Assimilation of IT by Marketing: Transactional to Relational Links, Trajectories, and Interactions, Conference proceedings of the Academy of Marketing, Cardiff, 1-Jul, 2001Conference Paper, 2001
  • Brady, M., Saren, M., Tzokas, N., Why is Marketing Slow to Embrace IT? A Discussion of the Barriers to IT use in Marketing, Conference proceedings of the Academy of Marketing, Derby, Jul-00, 2000Conference Paper, 2000
  • Brady, M., Saren, M., Tzokas, N., Information Technology and Its Relationship to Marketing and Marketing Relationships, Conference proceedings of the IMP Conference, University College Dublin, Sept, edited by Dr Damien McLoughlin , 1999, ppCDROMConference Paper, 1999
  • Brady, M., Saren, M., Tzokas, N., The Impact of Information Technology on Marketing: Methodological Considerations, Conference proceedings of the Academy of Marketing, University of Stirling, July, University of Stirling, 1999, ppCDROMConference Paper, 1999
  • 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, 2015Conference Paper, 2015
  • 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 - 87ppBook, 2016
  • 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 - 3Conference Paper, 2016
  • Farhoodeh Zamani and Brady Mairead , The Reality of Social Media Data Use in Companies , Marco Marketing Conference, Trinity College Dublin, 2016, pp1 - 3Conference Paper, 2016
  • Claffey E., and Brady, M., , Examining Consumers' Motivations to Engage in Firm-hosted Virtual Communities, Psychology and Marketing, Volume 34, , (Issue 4), 2017, p356 - 375Journal Article, 2017, DOI
  • 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, 2016
  • Felicia, P., Neil Peirce, Mairead Brady and Ann Devitt(ed.), Irish Game Based Learning Conference, Proceedings of the 6th Irish Conference on Game-Based Learning, Trinity College Dublin, 6th, 1-2 September, 2016, 1-334 pProceedings of a Conference, 2016, URL , TARA - Full Text
  • Jameson, E. Brady, M., and Devitt, A, Towards A Framework For The Evaluation Of Digital Game-based Learning At The Third Level, Irish Game based Learning Conference, Trinity College Dublin, 1st and 2nd Sept, 2016, pp1-3Conference Paper, 2016
  • Devitt, A and Brady M., , Autonomy And Challenge In Simulation Games For Marketing Education, Irish Game based Learning Conference, Trinity College Dublin, 1st and 2nd Sept, 2016, pp1-4Conference Paper, 2016
  • Brady Mairead, Ann Devitt, Patrick Geoghegan, Conor O'Flanagan, David Clince, Ryan Kane, Michael Burns, Camille Julien-Levantidis, When Competitiveness Overshadows Learning. A Case Study Of A Digital Game Based Learning And Assessment Initiative In A Third Level Setting., Proceedings of the 6th Irish Conference on Game-Based Learning, Irish Game based Learning Conference, Trinity College Dublin, 1st and 2nd Sept, edited by Felicia, P, Peirce, N, Brady, M and Devitt, A , 6th, 2016, pp1-6Conference Paper, 2016
  • The Role of IT in Moving Information in, editor(s)Mike Saren , Marketing Graffiti (2nd Edition), Oxford, Routledge, 2017, [Brady Mairead ]Book Chapter, 2017
  • 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 - 8Conference Paper, 2017
  • Information Technology and Innovation in, editor(s)Saren Michael , Marketing Graffiti (2nd Edition), Oxford, Routledge, 2017, pp200 - 210, [Brady Mairead ]Book Chapter, 2017, DOI
  • 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, pp1-6Conference Paper, 2017
  • 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 - 115Journal Article, 2019, DOI , URL
  • Kotler, Philip, Keller, Kevin, Brady, Mairead, Goodman, Malcolm and Hansen, Torben, Marketing Management, 4th, London, Pearson Education, 2019, 1 - 842ppBook, 2019
  • Brady, M., and Palmer, R., (2004) , What are they doing? A study of contemporary marketing practice in Ireland,, Irish Journal of Management, 25, (1), 2004, p125 - 136Journal Article, 2004
  • Winklhofer, H., Brady, M., and Palmer, R., , Relationship Marketing Comes of Age. An In-Depth Analysis of Contemporary Marketing Practice within Business to Business Firms in the UK,, Irish Academy of Management Conference, Trinity College Dublin, September, edited by Mairead Brady , 2004, - cdromConference Paper, 2004
  • Brady, Mairead and Kearney Colm (ed.), Irish Acedemy of Management Annual Conference , Irish Academy of Management Conference Papers, Trinity College Dublin, 8, (1), September, 2004, CDrom pProceedings of a Conference, 2004
  • Brady, M., Palmer, R and Winklhofer, H., , Our Theories Their Practices: The Challenges of Contemporary Marketing Practice in the UK: An Empirical Study, , Academy of Marketing (UK), University of Cheltenham, July, edited by Dr Adrian Palmer , 2004, ppCd RomConference Paper, 2004
  • Brady, M.,, A World-Wide Study of Contemporary Marketing Practices: Is there globalisation of marketing practice? , Academy of International Business, University of Ulster, April, edited by Professor Jim Bell , 2004, ppCd RomConference Paper, 2004
  • 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, ChicagoMeetings /Conferences Organised, 2018, TARA - Full Text
  • 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, pp1-6Conference Paper, 2018
  • Perez, Eva and Brady, Mairead, Is social media adoption to be encouraged? An academic perspective, Round Table - Social Net(work)s in Education and Language Sciences", University of Heidelberg, , June 14th , 2018Poster, 2018
  • Ethel Claffey, Mairead Brady, A model of consumer engagement in a virtual customer environment, Journal of Customer Behaviour, 13, (4), 2014, p325--346Journal Article, 2014, DOI
  • Rod Brodie, Mairead Brady, Introduction to the special issue on contemporary marketing practices, Journal of Business & Industrial Marketing, 23, (2), 2008Journal Article, 2008, DOI
  • Brady, M., Saren, M., Tzokas, N., The impact of IT on marketing: An evaluation, Management Decision, 37, (10), 1999, p758-767Journal Article, 1999
  • Rachel Kiersey, Ann Devitt and Mairead Brady, Staff Use of Technology-Enhanced Assessment in Higher Education: A Systematic Review, Dublin, National Forum for the Enhancement of Teaching and Learning in Higher Education, October, 2018, p1 - 48Report, 2018, TARA - Full Text
  • 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 - 146Journal Article, 2018, DOI , TARA - Full Text
  • Lamest Markus, The Information challenge of Marketing versus Financial metrics, Trinity College, 2016Thesis, 2016
  • Ethel Claffey, Key Components of Consumer Engagement: A firm Hosted Virtual Customer Environment Perspective, Doctor of Philsophy, Trinity College Dublin, 2015Thesis, 2015
  • Brady Mairead , 'My Marketing Experience Online Simulation', My Marketing Experience, 1, (1), London, Pearson, 2014, -Test or assessment, 2014
  • 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 - 24Journal Article, 2019, URL
  • 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 - 19Journal Article, 2019, DOI , TARA - Full Text
  • P. Coughlan, M. Brady & L. Brennan(ed.), (ed.), 11th International Product Development Management Conference, June 2004, European Institute for Advanced Studies in Management, Brussels, Belgium, 2004, European Institute for the Advanced Studies in Management, Trinity College Dublin , June 2004, 2005, 1- pProceedings of a Conference, 2005
  • Adopting Assessment for Learning (AfL) in Higher Education: Implications for 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, 2020
  • Brady, M., Fellenz, M.R., & Devitt, A., 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 - 17Journal Article, 2019
  • Fellenz, M.R. & Brady, M., Academy of Management Annual Conference, August , In:Assessment Design & Re-design: How to Meet Changing Requirements While Supporting Student Learning, 2019, BostonMeetings /Conferences Organised, 2019
  • Brady, M. & Fellenz, M. R. , Teaching with Technology: Seeing Past the Constraints of Technology, Academy of Management Conference, PDW: Teaching with Teaching (S. Allen, K. Gower & L. Stickney), , Vancouver, August 2020, 2020, pp1 - 6Conference Paper, 2020
  • Brady, M., Fellenz, M.R., McMahon, M., & Nicol, D. , Increasing feedback in a manageable way. Leveraging internal feedback through deploying deliberate comparison processes, Improving University Teaching (IUT) - Annual Global Conference, Padua, Italy (Virtual Conference), July 1-3, 2020, pp1 - 6Conference Paper, 2020
  • Fellenz, M.R., Hoidn, S., & Brady, M. (Eds.), The Future of Management Education, Abingdon, Oxfordshire, Routledge, 2022, 1 - 272ppBook, 2022, URL
  • Fellenz, M.R., Brady, M., & McMahon, M., Educators' experiences with the use of comparison-based feedback to support self-regulated student learning, EDULearn: 12th annual International Conference on Education and New Learning Technologies, Virtual, July 5 - 7, 2020, pp1 - 10Conference Paper, 2020
  • 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, 2022
  • 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 - 8Conference Paper, 2021, URL
  • Nolan, Brady, Heliot & Rienties, Once more on the rollercoaster: Loses and gains from the rapid shift to online delivery during Covid, Academy of Management Conference, Philadephia, August, 2021, pp1 - 6Conference Paper, 2021
  • Brady, M., Fellenz, M. R. & Hoidn, S., (Symposium organisers) , Academy of Management Conference, August 2021, In:Bringing the Manager Back into Management, 2021, Virtual, The Future of Management EducationMeetings /Conferences Organised, 2021
  • Sweeney, E., Lawlor, M-A & Brady, M, Teenagers' Moral Advertising Literacy in an Influencer Marketing Context, International Journal of Advertising, 2021, p1 - 23Journal Article, 2021, 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 - 18Journal Article, 2022
  • '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, 2022, 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, 2022, URL
  • 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 - 18Journal Article, 2022, URL
  • 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, 1-6Meetings /Conferences Organised, 2022
  • Lefevre, D., Fellenz, M., & Brady M., (2022) Understanding the complexity and challenges ahead.​ Web 2.0 technology life cycle, pandemic accelerated progress and the next generation of technologies, In: ​Allen, Stuart & Mitchell, Jordan (organisers) , Professional Development Workshop on Teaching with Technology: Preparing Managers for the Future, August 2022, In:Academy of Management Conference, 2022, Seattle, 1-6Meetings /Conferences Organised, 2022
  • 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 - 11Journal Article, 2022, URL
  • Mairead Brady, Martin Fellenz, David Lefevre, Denni Cawley, Leonardo, Caporarello, Stuart Allen, Anna Holland, Cynthia Fukami. WINNER MED Best Junior Faculty & Doctoral Student Consortium-Related Professional Development Workshop Award, Teaching with technology: In the Shadow of AI , 2023 August, In:Academy of Management Conference, 2023, BostonMeetings /Conferences Organised, 2023
  • Brady., M, Leferve, D., & Fellenz, M.,, Mapping the potential impacts of artificial intelligence and machine learning on the business education system, Services Science Forum, Naples - WINNER OF THE BEST PAPER AWARD - SERVICE SCIENCE, Italy, 2023, 2023, pp1 - 8Conference Paper, 2023
  • Cawley, C., & Brady M., (2022), AI in the Business School Classroom: Is it Time? Preliminary Scoping Review, Irish Academy of Management , Trinity College Dublin , 2022, 2022, pp1 - 21Conference Paper, 2022
  • Winner of the Global Forum Best Symposium Award for Global Issues of Significance to Management Education; Brady, M., Fellenz, M., and Hoidn, S., , The Future of Management Education: Changes, Challenges and Opportunities"., AOM Conference, Boston, 2021, 2021, pp1 - 16Conference Paper, 2021
  • Mairead Brady and Martin Fellenz,, Teaching with Technology: Unraveling Emerging AI Practices in the Classroom", , August, 9-12, In:84th Annual Meeting of the Academy of Management , 2024, Chicago, Illinois., 1-6Meetings /Conferences Organised, 2024, TARA - Full Text
  • Caporarello, Leonardo, Cawley, C., & Brady M.,, Amplifying the Practitioner Voice in Management Education, August, 9-12, In:84th Annual Meeting of the Academy of Management , 2024, Chicago, Illinois., 1-6Meetings /Conferences Organised, 2024
  • Cawley, C., & Brady M., The Criticality of Organisational Readiness of Business Schools for AI: The Time is Now, 84th Annual Meeting of the Academy of Management , Chicago, Illinois., 2024, pp1 - 22Conference Paper, 2024
  • Buddhima Sandamalie Hettiarachchy and Mairead Brady, Embracing the AI Revolution: Are marketers adopting AI within their Marketing Management Practices?, Irish Academy of Management, Munster Technological University | Bishopstown Campus, September, 2024, pp1 - 8Conference Paper, 2024
  • Brady, M., The Role of Information Technology in Marketing: Crucial but Overlooked and Underexploited., Irish Academy of Management, Galway and Mayo Institute of Technology,, September, CDRom, 2005, pp1 - 14Conference Paper, 2005
  • Brady, M., and Saren, M., , A Framework for ICT within Contemporary Marketing Practice: The Information and Interaction Dimensions,, Academy of Marketing (UK), Dublin Institute of Technology , (Number 414), CdRom, 2005Conference Paper, 2005
  • Brodie, R. Brooks, R., and Brady, M., , How Information Technologies impact on Marketing Practices: Reinforcing versus enhancing and transforming., Conference proceedings, European Marketing Academy Conference, University of Strathclyde, July, edited by Michael Saren , 2003, ppCDRom-Conference Paper, 2003
  • Brady M., and Palmer, R.,, What are they Doing? A Study of Contemporary Marketing Practice in Ireland, Irish Academy of Management, UCD Dublin, September, edited by Sean Ennis , 2003, pp50 - 65Conference Paper, 2003
  • Palmer, R., and Brady, M., , Contemporary Marketing Practice in the UK: A Research Agenda,, International Conference on Relationship Marketing, University of Cheltenham, Sept, edited by Adrian Palmer , 2003, ppCDrom-Conference Paper, 2003
  • Brady, M. and Brennan, L.,, A Research Network Researching Networks, Irish Marketing Review, 1, (1), 2006, p69 - 76Journal Article, 2006
  • Brady, M.,, Information and Communication Technologies (ICT) Assimilation: A Marketing and Societal Perspective. , EGOS: European Group Organisational Studies, Bergen, Norway, July, 2006, pp1 - 26Conference Paper, 2006
  • 'Information Technology and Innovation' in, editor(s)Saren, M. , Marketing Graffiti, Oxford, Butterworth Heinemann, 2006, pp152 - 161, [Brady, M]Book Chapter, 2006
  • 'Moving Information: The role of IT' in, editor(s)Saren, M. , Marketing Graffiti, Oxford, Butterworth Heinemann, 2006, pp247 - 259, [Brady, M.]Book Chapter, 2006
  • Claffey, E and Brady, M.,, Will the youth market revolutionise the marketing world? A Call for Research,, International Workshop about Youth, Brands and Lifestyles, Fernando Pessoa University, Spain, 14th to 16th of Sept, 2006, pp15Conference Paper, 2006
  • Brady, M.,, A Holistic View of ICT within the Marketing Domain, British Academy of Management, Belfast, September, 2006, pp1-15Conference Paper, 2006
  • O'Connor, M and Brady, M, The Hotel Sector in Ireland - Technology-based Marketing Enterprises?, Irish Academy of Management, University College Cork, September, 2006, pp1-15Conference Paper, 2006
  • Fellenz, M.R., and Brady, M.,, Why the Tail Should Not Wag the Dog:Integrating the Deployment of Information and Communication Technologies (ICT) in Service Innovation and Delivery, Irish Academy of Management, University College Cork, September, 2006, pp1-19Conference Paper, 2006, TARA - Full Text
  • Claffey, E and Brady M.,, Next Generation ICTs and their Impact on Consumer Behaviour and Marketing: , Academy of Marketing Conference (UK and Ireland), University of Middlesex, London, July, 2006, pp1-15Conference Paper, 2006
  • Brady, Mairead, Symposium: 'Business as a Conduit for Globalisation*, British Academy of Management, Belfast, September, , 2006Conference Paper, 2006
  • Armstrong, C., Fellenz, M. R., Brady, M., and Winklhofer, H., , Are Marketers Prepared for the Implementation of Radio Frequency Identification (RFID)?, Australian and New Zealand Marketing Academy (ANZMAC) Conference,-, Queensland University of Technology, Brisbane, 1, December,, 2006, pp1 - 5Conference Paper, 2006
  • Brady, M., Fellenz, M.R. and Brookes, R., Researching the role of information and communication technology (ICT) in contemporary marketing practices, Journal of Business & Industrial Marketing, 23, (2), 2008, p108 - 114Journal Article, 2008, URL , TARA - Full Text
  • Brady, M., O'Connor, M., and Saren, M., Marketers for the 21st Century Need ICT Education, Academy of Marketing Conference, University of Middlesex, July, 2006, pp7Conference Paper, 2006
  • Fellenz, M. and Brady, M., Managing the Innovative Deployment of Information and Communication Technologies (ICTs) for Global Service Organisations, International Journal of Technology Marketing , 2008, p339 - 395Journal Article, 2008, TARA - Full Text
  • Brady Mairead, Book Review of Mobile Commerce: Technology, theory and Application. , Review of Mobile Commerce: Technology, theory and Application. , by Brian E. Mennecke and Troy J. Strader , International Journal of Service Industry Management, 15, (2), 2004, p1-364Review, 2004
  • Irish Journal of Management , 26, (2005), 1 - 163p, Brady Mairead and Kearney Colm, [Editors.], 1Journal, 2005
  • Coughlan, P, Brady,M and Brennan, L, The Art and Science Challenges within the Management of Product Development, Creativity and Innovation Management, 14, (4), 2005, p331 - 333Journal Article, 2005
  • M. Brady, J. Murray, L. Brennan and C. Armstrong, The Business Case for RFID: Challenges and Opportunities, 9th International Business Information Management Conference (9th IBIMA), Marrakech, January, edited by Khalid S. Soliman , 2008, pp120 - 129Conference Paper, 2008
  • Fellenz, M and Brady, M, Managing the Deployment of Information & Communication Technologies for Global Service Organizations, The American Academy of Management, Philadelphia, Pennsylvania, , August 2007, 2007, pp1 - 12Conference Paper, 2007
  • Brady, M. Fellenz, M.R. and Armstrong, C., Too Much Data, Too Little Information: The Challenges of RFID Implementation, Conference CDROM, British Academy of Management, Warwick University, September 11 - 13, 2007, pp1-15Conference Paper, 2007
  • Fellenz, M. R., Brady, M., Greene J., Cannon, B., Woodward, N., and Cholakova M., Reconsidering Financial Flows in Supply Chain Management, Information Management in the Networked Economy: Issues and Solutions, 8th International Business Information Management Association Conference (IBIMA), Dublin, June 20-22, edited by K.S. Soliman , IBIMA, 2007, pp246 - 249Conference Paper, 2007, URL , TARA - Full Text
  • The History of IT in Contemporary Marketing Practice (CMP): The Challenges and Opportunities for Reframing ICT within the CMP Framework in, editor(s)Amitabha Ghose , Technology and Marketing Strategy, Kolkata, India, Icfai Press, 2007, pp16 - 52, [Brady, M., Fellenz, M.R., & Brookes, R.]Book Chapter, 2007
  • Forster, S., Haddad, S., Hogan, D., Kavanagh, J. Nesbitt, J., Brady, M., & Fellenz, M.R., Technological Innovation and the Use of RFID at the Consumer Interface: A Three-Tiered Hierarchy of Benefits Perspective, Academy of Marketing Conference (UK) , London, July 3 - 6, 2007, pp1 - 14Conference Paper, 2007
  • Brady, M., & Fellenz, M.R. (symposium convenors), The Dynamics of Global Business Systems: Technological Innovations in Global Supply Networks, September 9 - 11, In:British Academy of Management, 2007, Warwick UniversityMeetings /Conferences Organised, 2007
  • Are Marketers Prepared for the Implementation of Radio Frequency Identification (RFID)?. " in, editor(s)Amitabha Ghose , Technology and Marketing Strategy, Kolkata, India, Icfai Press, 2007, pp53 - 62, [Armstrong, C., Fellenz, M.R., Brady, M., & Winklhofer, H.]Book Chapter, 2007
  • Brady, M., & Fellenz, M.R., The Service Paradox: Supporting Service Supply Chains with Product-oriented ICT, IEEE/INFORMS International Conference on Service Operations and Logistics, and Informatics (SOLI) , Philadelphia, USA, August 27-29, 2007, pp1-6Conference Paper, 2007
  • Fellenz, M.R., & Brady, M., Technological and Organisational Challenges in Supply Chain Finance, British Academy of Management, Warwick University, September 11 - 13, 2007Conference Paper, 2007
  • Journal of Business and Industrial Marketing, 23, 2, (2008), Pages 83 - 142p, Guest Journal Editor: Brodie Rod and Brady Mairead, [eds.], Special Issue on Contemporary Marketing PracticeJournal, 2008
  • Kotler Philip, Keller Kevin, Brady Mairead, Goodman Malcolm and Hansen Torben, Marketing Managment, European Edition, , 1st edition, London, Prentice Hall, 2009, 1-802ppBook, 2009, URL
  • Claffey E., and Brady, M.,, Exploring the Applicability of Models of Technology Acceptance and Adoption in the Context of Emerging Information and Communication Technologies, , British Academy of Managment, Harrogate, England, 9th to 11th of Sept, CD Rom, 2008, pp1-13Conference Paper, 2008
  • Claffey, E., and Brady M., , Towards a model of technology attribute acceptance: A review of the evolution of technology acceptance theory,, European Academy of Management Conference, University of Luubljana, Slovenia, May, 2008, pp1-21Conference Paper, 2008
  • Fellenz, M. R., and Brady, M.,, RFID and Data Capture Technologies in Global Service Supply Chains: Meeting the Information Management Challenge, The International Business Information Management Conference (10th IBIMA) , Maylasia , June, (ISBN: 0-9753393-9-7)), 2008, pp1-18Conference Paper, 2008
  • Brady, M., Fellenz, M., and Cholakova, M , 'Towards an IT-enabled Customer Centric Service Supply Chain', , Academy of Marketing Conference (UK), Kingston University, Surrey, July 2007, 2007, pp1 - 15Conference Paper, 2007
  • Managing customer-centric information in, ZongWei Luo (ed.) , Service Science and Logistics Informatics: Innovative Perspectives, Hershey, PA, IGI Global, 2010, pp46 - 64, [Fellenz, M.R., & Brady, M.]Book Chapter, 2010, DOI , URL , TARA - Full Text
  • Fellenz, M.R., Augustenborg, C., Brady, M., & Greene, J., Requirements for an Evolving Model of Supply Chain Finance, International Business Information Management Conference, Cairo, Egypt, January 4-6, edited by Soliman, K.S. , 2009, pp1171 - 1179Conference Paper, 2009, URL
  • Fellenz, M.R., & Brady, M., RFID and Data Capture Technologies in Global Service Supply Chains: Meeting the Information Management Challenge , Communications of the IBIMA, 4, (5), 2008, p41 - 49Journal Article, 2008, URL
  • Claffey, E and Brady, M., , Understanding Technology Adoption within the Service Dominant Logic, The 2009 Naples Conference on The 2009 Naples Forum on Services: Service-Dominant Logic, Service Science, and Network Theory, , Naples, June 16th to 19th, edited by Evert Gummesson, Cristina Mele, and Francisco Polese , 2009, pp1-19Conference Paper, 2009
  • Claffey, E.A. and Brady, M. , Exploring the Applicability of Models of Technology Acceptance and Adoption in the Context of Emerging Information and Communication Technologies, British Academy of Management Conference, UK, September, 2008, pp1-21Conference Paper, 2008
  • Fellenz, M.R., Augustenborg, C., Brady, M., & Greene, J. , Requirements for an evolving model of supply chain finance: A technology and service providers perspective, Communications of the IBIMA, 10, 2009, p227 - 235Journal Article, 2009, URL
  • Fellenz, M. R., and Brady, M., , Managing customer-centric information: The challenges of information and communication technology (ICT) deployment in service environments, International Journal of Applied Logistics, 1, (3), 2010, p88 - 105Journal Article, 2010, DOI , URL
  • Bevan, E., Kavanagh, E., O'Hanlon B., Brady, M., and Fellenz, M., Marketing and the Recession: Is Marketing the solution?, Intertnational Academy of Management and Business, Complutense University of Madrid, Spain, June 28-30, 2010, pp1-9Conference Paper, 2010
  • Boyle, C., Posy Bullman, E., Hogan, L., O'Rourke, K., Pratt, J., Brady, M.,and Fellenz M. R., Exploring a practice perspective for customer centricity and value creation, International Academy of Management and Business Conference (IAMB), Complutense University of Madrid, Spain, , June 28-30, 2010, pp1-7Conference Paper, 2010
  • Lamest Markus and Brady Mairead, Exploring the Challenge of Marketing Metrics , Academy of International Business (Doctoral Colloquuim), Edinburgh, 2011, 2011, pp1 - 15Conference Paper, 2011
  • Kotler, Philip, Keller, Kevin, Brady, Mairead, Goodman, Malcolm, and Hansen, Torben (2012), Marketing Management, 2nd edition, London, Pearson , 2012, 1 - 850ppBook, 2012
  • Lamest M and Brady M, Towards a research agenda: Exploring Financial and Marketing Metrics, Academy of Marketing (UK and Ireland), University of Southhampton, July , 2012, ppCD RomConference Paper, 2012
  • Zamani Farhoodeh., and Brady Mairead (2013), How is Web 2.0 understood in Marketing: A definitional analysis from both IS and marketing perspectives, Winner of Best Paper in Track Award, Academy of Marketing (UK and Ireland), University of Southhampton, July, 2012, pp1-24Conference Paper, 2012
  • Claffey, E., and Brady., M, Towards a model of technology-mediated consumer engagement, Irish Academy of Management, University of Maynooth, September, 2012, ppCdromConference Paper, 2012
  • Lamest, M., and Brady M., , Exploring the Metrics to grapple with Big Data, British Academy of Management Conference, University of Cardiff, September, 2012, ppCdromConference Paper, 2012
  • Zamani F., and Brady M, A definitional analysis of Web 2.0: A marketing and IS perspective, British Academy of Management, University of Cardiff, September, 2012, Cd romConference Paper, 2012
  • Lamest, Markus. and Brady, Mairead (2013), ), "Exploring the Use of Marketing Metrics and Financial Metrics in the Irish Tourism Industry", Irish Academy of Management Annual Conference , Waterford Institute of Technology , Sept , 2013Conference Paper, 2013
  • Lamest, Markus. and Brady, Mairead (2013), "Exploring the Metrics to Grapple with Advanced Data", Academy of Marketing (UK and Ireland) Annual Conference , University of South Wales, 2013Conference Paper, 2013
  • Claffey E., and Brady, M., , A Model of Consumer Engagement in a Virtual Customer Environment,, Irish Academy of Management Annual Conference , Waterford Institute of Technology , September, 2013, pp1 - 19Conference Paper, 2013
  • Zamani, Farhoodeh and Brady, Mairead (2013),, Understanding Social Media Data Utilization in Marketing Decision Making, Irish Academy of Management Conference, Waterford Institute of Technology , September, 2013, pp1-18Conference Paper, 2013
  • Lamest, Markus. and Brady, Mairead, Exploring the Managerial Use of Marketing Metrics and Financial Metrics,, European Marketing Academy Conference (EMAC), , Istanbul Technical University,, 2013Poster, 2013
  • Lamest. Markus and Brady Mairead (2013), Metrics Selection and Utilisation in the Tourism Industry, , Academy of Marketing Conference (UK and Ireland), University of South Wales, 2013, pp1- 21Conference Paper, 2013, DOI
  • Lamest, Markus. and Brady, Mairead (2014), , How Do Managers Use Marketing and Financial Metrics When Making Marketing Mix Decisions? , Global Marketing Academy Conference, Singapore, July , 2014, pp1 - 7Conference Paper, 2014, DOI , TARA - Full Text
  • Kotler, P., Keller, K., Brady, M., Goodman, M., and Hansen, T,, Marketing Management, 3rd Edition, London, Pearson , 2016, 850 pagesppBook, 2016
  • 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 , 2015Conference Paper, 2015, TARA - Full Text
  • Direct Marketing and Print Media in Ireland in, editor(s)Lawlor, M. and Keane, J. , Direct Marketing in Ireland, Theory and Practice, Dublin, Oak Tree Press, 1998, [Brady, M., and Wolfe, R.]Book Chapter, 1998
  • Brady, M., Saren, M., Tzokas, N., Integrating Information Technology into Marketing Practice ? The IT Reality of Contemporary Marketing Practice, Journal of Marketing Management, 5, (6), 2002, p555 - 578Journal Article, 2002, DOI
  • Brady, M., Saren, M., Tzokas, N., The Assimilation of IT into Marketing Practice, Irish Marketing Review, 15, (2), 2002, p17 - 17Journal Article, 2002
  • Brady, M., Saren, M., Tzokas, N., The Impact of Information Technology on Marketing: An Evaluation, Management Decision, (10), 1999, p758-766Journal Article, 1999
  • Mairead Brady, Managing Information Technology Assimilation: A Marketing Perspective, Irish Journal of Management, 24, (1), 2003, p125Journal Article, 2003
  • 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, 2015Conference Paper, 2015
  • Nicki Newman, Ann Devitt, Markus Lamest, Mairead Brady & Stephen Gomez , Marketing Simulation Research Report for Pearson UK. , London, 2014, p1 - 20Report
  • Devitt, Ann and Brady Mairead, Review of Immersive Learning Environments in Higher Education, Pearson Education, Pearson, July, 2015, p1 - 13Report
  • Mairead Brady, Martin R. Fellenz, Richard Brookes, Researching the Role of ICT in Contemporary Marketing Practices (CMP), 2007Working Paper, DOI
  • 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, 2015Working Paper
  • Markus Lamest, Mairead Brady, Has the Recession Influenced the Way in Which Senior Managers Use Marketing and Financial Metrics? Towards a Research Agenda, 2012Working Paper
  • 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?, 2007Working Paper
  • Mairead Brady, Louis Brennan, A Research Network Researching Networks: Challenges and Implications, SSRN Electronic Journal, 2006Journal Article
  • Mairead Brady, Martin R. Fellenz, Corinne Armstrong, The Implementation of Radio Frequency Identification (RFID)? An Exploratory Study into the Preparedness of Retailers, SSRN Electronic Journal, 2006Journal Article
  • Mairead Brady, Martin R. Fellenz, Magdalena Cholakova, Towards an IT-Enabled Customer Centric Service Supply Chain, SSRN Electronic Journal, 2006Journal Article
  • Brady Mairead, 'How Can We Get the Most out of Game Based Learning? ', Learnovate Conference, Dublin, Ireland, 2018, -Broadcast
  • 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 PaduaInvited Talk
  • 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 - 20Protocol or guideline, URL
  • Martin Fellenz, Mairead Brady, Michelle Macmahon, 'Deploying comparison based activities to support student self directed learning', https://compare-trinity.weebly.com/, 2021, 1 - 20Digital research resource production
  • Brady, M., iPreeti Wadhwa , MED Junior Faculty and Doctoral Students Consortium, 2023 August, In:Academy of Management Conference, 2023, Boston, 1-6Meetings /Conferences Organised
  • Preeti Waldiwa, Robert Bonner and Mairead Brady, Junior Faculty and Doctoral Students Colloquim, In:Academy of Management Conference, 2023, BostonMeetings /Conferences Organised
  • Mairead Brady, Technology is Impacting On Marketing but to What Extent?, 1998, -Miscellaneous
  • Brady, M., and Ui Ghallachoir, K., Distance Learning Manual - Marketing Planning and Management Module, 4th Year, 1997, -Miscellaneous
  • Mairead Brady, The Changing World of Business, 1997, -Miscellaneous

Research Expertise

Prof Brady's research spans two domains - marketing management practices and the future of management education. Her unifying theme is digitalization but particularly AI/machine learning and her focus is on the practical assimilation of AI into either business/management education or marketing management practices. Within marketing management her focus is on inter-functional marketing management challenges and mapping out organizational and leadership issues. She has a special interest in customer centricity and the role of purpose and philosophy in management practices. Within the management education domain, her perspective is on how AI adoption will impact, academics, students, and critically on business models of hihger education. Within both arena she is predominatly focused on the challenges of technology adoption for traditional organizations and how to be innovative and experimental with AI. Previous studies include business models and AI adoption, financial and marketing data and metrics analysis, social networking and the customer interface, and managerial challenges for the assimilation of IT and data input into decision-making. Her current research interests include: 1. The Challenges Inherent in the Implementation of Artificial Intelligence within Management Education and Business School Contexts. 2. The Role and Future of Artificial Intelligence in Marketing: A Comprehensive Examination from a Marketing Management Perspective. 3. The Assimilation of Digitalisation/Artificial Intelligence: Exploring the Challenges through the Lens of Marketing Management. Please note that my scholarly curiosity transcends these boundaries, although I maintain a special interest in themes that underscore a managerial perspective and AI/machine adoption. Therefore, if you harbour research interests that resonate with this focus, I am interested in receiving your research proposal. She has received funding for various research projects including; a study of AI and marketing managers; a fund for researching the adoption of IT within assessments in higher education 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.

  • Title
    Start Up Lecturer Fund
    Summary
    This fund supports the publications from PhD research and funds development of further research plans and activities.
    Funding Agency
    Trinity College Dublin
    Date From
    2002
    Date To
    2004
  • Title
    Financial Flows along the Supply Chain
    Summary
    Intel Funding Research associated with financial flows along supply chains.
    Funding Agency
    Intel
    Date From
    Jan 2007
    Date To
    Jan 2008
  • Title
    Visiting Professor - Prof Richard Blackburn
    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
    Date From
    2023
    Date To
    2023
  • Title
    Enabling Technology Enhanced Assessment of/for/as learning
    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
    Date From
    January 2017
    Date To
    April 2018
  • Title
    Innovative Technologies along the Global Supply Chain: Challenges of RFID Adoption
    Summary
    The research projects focused on the role of information technology within the marketing domain and more recently on global supply networks and the use of innovative technologies including RFID (radio frequency identification devices
    Funding Agency
    Arts and Social Sciences Benefactions Funds
    Date From
    January 2007
    Date To
    January 2008
  • Title
    National Forum Seminar Series: Students as self-regulating partners in feedback and assessment: Design, development, implementation and evaluation.
    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
    Date From
    2019
    Date To
    2019
  • Title
    Social Media data utilisations: Managerial challenges and coping strategies
    Summary
    The managerial challenges from the abundance of data flooding into organisation from social media, is both critical and continuing to grow. Powerful social media data monitoring and analysis technologies are in existence in many companies, but the human skills and capacity to manage and utilise the volume, variety, velocity and veracity of this data, is a cause for concern managerially and a gap in the extent literature (Brinker & McLellan, 2014; Davenport, 2013; Davenport et al., 2013). Social Media has fundamentally changed the interactions between companies and their customers (Holt, 2016; Kumar et al., 2016) but the majority of the empirical studies in this area focus on answering what questions of social media use in companies (Maklan et al., 2015). There are a large number of studies providing empirical evidence for the benefits resulting from social media use in companies (e.g. Sonnier, et al., 2011; Tirunillai & Tellis, 2012) but there is a lack of a firm centric perspective in addressing the issues involved in how social media is used in companies, and investigates the processes and challenges of utilization of social media data.  2. Methodology (investigative and analytic methods, theoretical frameworks) (max 400 words) The underdeveloped state of knowledge in the domain of social media data utilization justifies significant conceptual development (Maklan, 2015; Kumar, 2016). The majority of empirical studies of SM use in marketing have taken the end users' perspective and are focused on the personal attributes of social media users (Ngai, Moon, et al., 2015; Ngai, Tao, et al., 2015; Yadav, et al. 2013; Khang, et al. 2012; Rollins, 2012). While these studies add invaluable insight to the growing body of knowledge, they need to be complemented by 2 insights from a firm and particularly a managerial perspective (Haefliger et al., 2011; Yadav et al., 2013). To date the empirical studies which focus on the internal use of social media, have a limited focus on end user data, using user generated content as the unit of analysis (Ngai, Moon, et al., 2015; Ngai, Tao, et al., 2015). Studies which use company data are mainly restricted to performance related figures such as sales volumes (Dhar & Chang, 2009; Duan et al., 2008; Moe & Trusov, 2011; Sonnier et al., 2011), revenue (Duan, et al., 2008), stock market value (Hu et al., 2011), and stock performance (Tirunillai & Tellis, 2012). Finally, the majority of the studies are positivist and the limited number of case studies (e.g.Gallaugher & Ransbotham, 2010; Scott & Orlikowski, 2012; Wagner & Majchrzak, 2007) use a single SM platforms like Wikis or TripAdvisor, which although valuable, provide limited insight. This research will take an inductive research approach, which will be implemented using multiple case studies (Eisenhardt et al., 2007; Yin, 2013). This research will study multiple social media platform and will explore the processes, challenges and coping strategies during social media data utilisation. 5 Irish companies in the Utility sector have agreed to participate. All are very active presence on social media and have an active consumer to consumer social media presence. This research focuses on investigating the overall social media stream of User Generated Content (UGC) data on both general and firm hosted social media sites, for each of the 5 cases. At this stage of the research, semi-structured face to face interviews have been conducted with marketing and social media managers in the 5 case companies.
    Funding Agency
    Arts and Social Sciences Benefactions Funds 2016-2017
    Date From
    January 2017
    Date To
    December 2017
  • Title
    The impact of technology at the customer company interface
    Summary
    This study was designed to empirically examine contemporary marketing practice and role of Information and Communication Technologies (ICT). The perspective was the assimilation of ICT by marketing managers and the impact of a range of ICT across marketing practice and at the customer interface. This work focused on how marketing practitioners avail of and use IT within their business and grew into a very good and focused work.
    Funding Agency
    Arts and Social Sciences Benefactions Funds
    Date From
    January 2004
    Date To
    January 2005
  • Title
    Implementation challenges for Assessment-for-learning and technology adoption
    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
    Date From
    October 2015
    Date To
    October 2016
  • Title
    'Exploring the Role of Marketing Metrics and Financial Metrics in the Irish Tourism Industry' .
    Summary
    Mairead Brady is the Principal Investigator for this research which explores marketing metrics as the lens through which much of the data within organisations is reviewed and used. The tourism sector is particularly data driven and information rich. They are part of the audit society with the speed, frequency and the range of data flooding into their operations and forcing them to find methods and practices to successfully use this information. This research supports this works and provides insights in this regard.
    Funding Agency
    Failte Ireland
    Date From
    Sept 2012
    Date To
    Sept 2014
  • Title
    Understanding the dynamics of simulation games for third level learning
    Summary
    This study researches the higher order learning skills and engagement of students with a online marketing simulation game intended to provide practice learning support to students to enhance their ability to write a marketing plan.
    Funding Agency
    Pearson Management Services
    Date From
    2013
    Date To
    Ongoing
  • Title
    Global supply networks and technology deployment for data managment
    Summary
    Global supply networks need to be managed to maximise both efficiency and service provision to the final consumer. More and more technology is now supporting global supply networks particularly EDI and finance orientated systems and sensor or RFID (radio frequency identification devices) technologies. This study will build on research already in progress (see publications below) which endeavours to understand the role of RFID and other technologies along the supply chain. The unique prespective it the focus on both information and financial flows and the implementation challenges of changing what is a very antiquated and complex system.
    Funding Agency
    Arts and Social Sciences Benefactions Fund
    Date From
    Jan 2008
    Date To
    Dec 2009
  • Title
    The Role of ICT within Marketing Practice: Overlooked and Underexploited
    Summary
    An investigation into the managerial challenges of Information technologies on the practices and process within marketing. The development of a framework of both the challenges and the competences needed to overcome same.
    Funding Agency
    Arts and Social Sciences Benefactions Fund
    Date From
    2004
    Date To
    2005
  • Title
    Exploring the role of marketing metrics in business
    Summary
    This research explores how senior managers in the Irish tourism industry use marketing metrics and financial metrics to guide strategic decision-making. A particular emphasis is placed on comparing senior marketing and senior finance manager's perspectives with a view to understanding the balance between each and to explore how integrated each set of metrics is within both marketing and financial considerations.
    Funding Agency
    Arts and Social Sciences Benefactions Fund
    Date From
    2013
    Date To
    2015
  • Title
    Empowering student learning: Using comparison and feedback as drivers of self-directed learning
    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
    Date From
    Nov 2019
    Date To
    Dec 2020
  • Title
    Visiting Professor Bruce Newman
    Summary
    A "State of the Art" Assessment of the Role of Marketing in Politics: Professor Bruce Newman is one of the world's leading experts on political marketing as an author of some renown and also the editor of the Journal of Political Marketing. He will provide a critical evaluation of how President Donald Trump has single-handedly turned the world of politics "upside down" in the United States. This presentation will address how this happened; point out the key marketing issues that tie into this paradigm shift; and make some predictions about the future success of Donald Trump and other politicians who will attempt to use a similar strategy as he has.
    Funding Agency
    Trinity College
    Date From
    April 6th 2018
    Date To
    April 12th 2018
  • Title
    The Assimilation of IT in Marketing: Best Practices
    Summary
    Funding Agency
    Research Council
    Date From
    November 2003
    Date To
    November 2004

Computer science - Artificial Intelligence, Education, Economics, Business & Management,

Recognition

  • Winner of the Q Award for Outstanding Contribution to the ITT Quality Programme 1995
  • Nominated for Award for Excellence in Research Student Supervision - Trinity College Dublin March 2022
  • Winner of Best Paper in Marketing Track - Irish Academy of Management Conference 2013
  • 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 service award as Chair Elect for the MED division as Chair-Elect August, 2023
  • Winner of the Best Paper Award at the Naples Forum for Services Science, Ravello, Italy June 2023
  • Winner of Best Paper at the Academy of Marketing conference (UK and Ireland). Track: Marketing and Ecommerce 2012
  • Outstanding Reviewer Award 2020 at Management Education and Development Division of the Academy of Management (American) 2020
  • SSRN Top Ten Paper Downloads: Marketing 2007,- 2018
  • 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
  • Winner of the Programme Chair - outstanding service award for the MED division of the AOM 2022
  • Outstanding Service as Division Secretary Award 2019-2020 MED Management education and Development at the AOM 2019-2020
  • Winner of the Best Postgraduate Paper Award at the Irish Academy of Management Conference 1998
  • Winner of the Best Post Graduate Research Paper. Dublin Institute of Technology: First Post Graduate Research for Industry Conference 1999
  • Outstanding contribution as program chair for the MED division of the AOM 2022
  • Winner of Best Paper Prize in the Marketing Track, Irish Academy of Management Conference, NUI Galway, 2015
  • Strategic Marketing Student of the Year Award 1989
  • Winner: MED Best Junior Faculty & Doctoral Student Consortium-Related Professional Development Workshop Award - AOM Conference, August 2023
  • Winner of Best Paper Academy of Marketing Conference (UK and Ire): Track: Marketing 2002
  • Finalist: Best PDW at the Management Education and Development (MED) at the AOM conference, Boston August 2023
  • 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 Chair -Elect- outstanding service award for the MED division
  • Winner of the TRINITY EXCELLENCE IN TEACHING AWARD 2016-2017 2017
  • Outstanding Division Reviewer Award 2021 at (MED - AOM )Management Education and Development Division of the Academy of Management Conference August 2021
  • Outstanding contribution as PDW chair for the MED division of the AOM 2020
  • Teaching Excellence Certificate: PG award from Warwick Business School 2021- 2022
  • Award for: Outstanding Service as Division Secretary, 2018-2019, Management Education and Development (MED) Division, Academy of Management (AOM), USA August, 2019
  • Chair of the MED division of the Academy of Management 2024
  • Division Secretary of the Management Education Division of the Academy of Management (American) 2020
  • Member of Hamburg Aviation Conference Advisory Board 2017
  • Member of the European Group of Organisational Studies (EGOS) - Sub Theme Convenor: Technology, Organisations and Society - Annual Conference 2006. 2008
  • Executive Member of the MED Junior Faculty & Doctoral Students Consortium - welcome and closing events at the Academy of Management Conference 2022
  • Member of the European Marketing Academy 2017
  • Chair of the Professional Development Workshops (PDW) at the Management Education and Development Division of the Academy of Management (America) 2021
  • Member of IEEE 2009
  • Member of the American Marketing Association 2008
  • Expert Group Member - Principles underpinning Assessment for learning: National Forum for the Advancement of Teaching and Learning. 2018
  • Program Chair for MED division of the Academy of Management Conference- 2022 2022
  • Member of the Academy of Management (American) ongoing
  • Member of the Management and Organisational Behaviour Teaching Society (MOBTS) Ongoing
  • Member of the Academy of Marketing (UK and Ireland) Ongoing
  • Member of the Chartered Institute of Marketing (UK) 2004
  • Graduate Member of the Marketing Institute of Ireland 2002
  • Member of the British Academy of Management 2008
  • Council Member of the Irish Academy of Management 2006
  • Member of the International Competition Award Panel. "The Sheth Foundation Doctoral Thesis Award Competition." 2009
  • Program Chair-Elect, Management Education Development Division of the Academy of Management (America). 2024
  • Guest Editor (With Colm Kearney) of the Irish Journal of Management. 2005
  • Trinity Education Workshop: Diverse Forms of Assessment - Long Room Hub - Trinity College Dublin 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
  • External Examiner: University of Middlesex 2004-2007
  • Paper Reveiwer for the IEEE/INFORMS International Conference on Service Operations and Logistics, and Informatics (SOLI 2007). 2007
  • British Academy of Management Track Reviewer Marketing and Retailing 2010
  • 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
  • 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
  • Program Chair for the MED division of the Academy of Management 2022 2021- 2022
  • Conference Paper Review for American Academy of Management Conference and the Academy of Marketing (UK and Ireland)
  • Journal Reviewer: The European Journal of Marketing 2009
  • Academic Induction Panel Member 2017 - Trinity College Dublin Sept 2017 - 2018
  • Guest Editor of the Journal of Business and Industrial Marketing 2008
  • European Conference on Game Based Learning (ECGBL) Committee Member 2015
  • Review for American Academy of Management, Academy of Marketing (UK and Ireland) since 2004. 2002 - 2018
  • Professional Development Workshop (PDW) Programme Chair for the Management Education and Development (MED) division of the Academy of Management (2020/2021) 2020-2021
  • Workshop on Engagement - University of Nottingham. Formative Feedback and Student Engagement - The challenges of giving and receiving feedback - June 2017 2017
  • Chair of the Management Education and Development (MED) division of the Academy of Management (AOM). 2023 - 2024
  • 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
  • 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
  • Journal Article Reveiws for the Journal of Management Research News 2008
  • National Teaching and Learning Forum Workshop: Technology Enabled Assessment: Evidence-based Discussion (With Dr Ann Devitt and Dr Rachel Kiersey) Sept 2017
  • Journal Reviewer: Qualitative Market Research: An International Journal 2009-2010
  • Reviewer for the International Marketing Trends Conference 2022-2023
  • External examiner Masters in Marketing and Masters in Tourism Marketing at the University of Nottingham Ningbo China 2019-2020
  • 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
  • Member of the Teaching Task Force of the (AOM)Academy of Management November 2023
  • 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
  • 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
  • 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 Nottingham, UK and the University of Nottingham Ningbo, China: Masters in International Management (Marketing) and Masters in International Tourism Management. 2019-2020
  • Conference paper reviewer for the American Academy of Marketing, Academy of Marketing (UK and Ireland) and the Irish Academy of Management. 2004-2013
  • 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 Cambridge for MPhil in Industrial Systems, Manufacture, and Management 2024
  • 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
  • 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
  • Junior Faculty & Doctoral Consortium Program chair for the Management Education and Development (MED) division of the Academy of Management (2020/2021) 2020/2021
  • PhD candidate - external examiner at Hult International Business School December 2023