Personal profile

Research Interests

Deirdre's research critically explores the intersection between marketing, consumption, vulnerability and social/public policy within a number of key contexts including debt and austerity research, family caring, and co-creation in health and financial services. Her research has high impact in a number of key domains specifically in exposing the effects of austerity, credit and debt consumption, highlighting marketing and consumer responsibility, and identifying the social and public policy implications. key research are reflected by the following:Credit and Debt Consumption.Financial Insecurity and Consumer Responses to Austerity and other Crises. Service Research and Financial Services. Value co creation in Health Services including Family Caring.Sustainability, Social Marketing and Policy, CSR and Ethics.Branding and Digital Marketing.Relationship Marketing.She has published in a broad range of highly ranked international peer reviewed journals including Journal of Service Research, Journal of Business Research, European Journal of Marketing, Sociology, Social Policy and Administration, The Services Industries Journal, Journal of Marketing Management, Journal of Strategic Marketing, Journal of Consumer Marketing, Irish Marketing Review, the Australasia Journal of Marketing, Studies in Higher Education, and Innovations in Education and Training International. She has also co-edited a Routedge book on Researching Poverty and Austerity (2024).She has presented at many Irish, UK, European and International conferences including the Academy of Marketing, Macromarketing, European Marketing Association Conference (EMAC), Australasia New Zealand Marketing Association Conference (ANZMAC), American Marketing Association Winter Educators conference and the Advances in Consumer Research (ACR) conference, USA.Deirdre has successfully secured several research grants through the UL/University of Massachusetts funding programme, Combat Poverty Agency Ireland and university seed-funding initiatives. She also secured HEA/ UL funding to conduct collaborative research on peer observation of teaching processes and best practice. She acts as reviewer for a wide range of marketing journals and conferences and is the Associate Editor of the International Journal of Bank Marketing.

Teaching Interests

She has a long-standing commitment to teaching and learning and is a multiple award winner. She has been nominated several times for the UL Centre for Teaching and Learning excellence award (2004, 2005 and 2020) and was awarded the UL Excellence in Teaching (large groups) in 2005. She was also shortlisted for the Shannon Region Teaching Excellence Award in 2011 and 2012. In 2020, she was the KBS recipient of the Centre for Transformative Learning Individual Teaching Excellence Award and shortlisted for the UL Individual Teaching Excellence Award. She completed the H. Dip in International Teaching Programme (ITP) at the Swedish School of Economics in 2005 and continues to engage in professional development of her teaching. She has led seminars on teaching best practice and innovations at many pedagogical conferences and workshops. She was awarded a Senior Honorary Research Fellowship at the University of Birmingham, UK (2008-15) where she continues to engage in research and teaching activities. She has participated in the Erasmus Teaching Mobility Programme and completed teaching exchanges with the Athens University of Economics and Business, Greece in 2013 and 2015. She has been a visiting lecturer at Hanken School of Economics, Finland, and will present at an international PhD Workshop at EM Strasbourg in June 2022. Modules: Marketing and Society and Ethics (MSc in Marketing Consumption and Society) Tourism Services Marketing (MA in International Tourism)International Marketing (MSc in International Management and Global Business)Strategic Brand Management (Bachelor of Business Studies, BA in International Business, BA in Applied Languages)

Biography

Professor Deirdre O'Loughlin, BA, MBS, PhD, MII Grad is Professor of Marketing at the Kemmy Business School in the University of Limerick. She held a number of positions in industry before she joined academic where she lectured at Dublin City University and University College Cork before joining UL. She has over 25 years experience in academia as a researcher and educator. She held the position of Assistant Dean Research in the KBS (2019-2022) where she was responsible for leading the research strategy of the school. She was also Chair of the KBS Research Committee and served on several university committees including Academic Council and Graduate Research Working Group. She was strategic lead for Research on the recent EQUIS accreditation application by the KBS, securing 3 years accreditation in December 2021. She has held a number of other administrative roles at UL including Programme Director, BBS and BBS and; Languages and has served on several university and school level committees including UL Marketing Committee, UL Academic Council, BBS Course Board (Chair) and Student Status Committee. She successfully chaired the Department of Management and Marketing Quality Review Committee in 2012 and led the Review of the BBS in 2014-2015.  She was member and subsequently Chair of the KBS Research Ethics Committee from 2017-2019.  She was also Academic Mentor for the Department of Management and Marketing 2018-2020. She is a graduate member of the Marketing Institute of Ireland (MII Grad.) and actively involved with marketing practitioners and industry networks.  She is a member of the Board of Directors of the Cliffs of Moher Visitor Experience.  

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 1 - No Poverty
  • SDG 2 - Zero Hunger
  • SDG 4 - Quality Education
  • SDG 8 - Decent Work and Economic Growth
  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 10 - Reduced Inequalities
  • SDG 12 - Responsible Consumption and Production
  • SDG 17 - Partnerships for the Goals

Education/Academic qualification

PhD, Ph.D., University of Birmingham

Award Date: 1 Jan 2003

Bachelor, BA, Dublin City University

Award Date: 1 Jan 1994

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