I am a lecturer in Marketing in the Department of Management & Organisation in the School of Business. I have several years experience as a Course Leader and also as the Tertiary Degree Co-Ordinator for the School of Business. I supervise undergraduate and postgraduate research projects and my own research interests lie in the area of Brand Image Transfer and Sports Sponsorship.
I obtained a Bachelor of Arts (Hons) in Applied Languages from WIT and a Masters in Business in Internationalisation also from WIT. I am a PhD researcher with Loughborough University.
I am a member of the Marketing Institute of Ireland. I also served as a member of the Board of Management of Newtown Senior School and the Marketing sub-committee of the Board of Management for a number of years.
I have been a lecturer in WIT since 2002 and have delivered modules on a range of undergraduate courses in the School of Business, including:
Bachelor of Business Studies (Hons): Sponsorship and Event Marketing, Behavioural Marketing, International Marketing, Global Strategic Marketing, Introduction to Marketing, Integrated Marketing Communications
Bachelor of Arts in Marketing and Digital Media: Strategic Brand Management, International Marketing
BSc in Fashion Buying and Retail Management: Fashion Branding, Retail Promotion
Bachelor of Business/Higher Certifcate in Business: Fundamentals of Marketing, Marketing Mix Decisions
BA International Business: Introduction to Marketing
Certificate in eMarketing & Promotion: Marketing, Digital Marketing & Social Media
I also supervise students at postgraduate level on the MSc in Digital Marketing Practice and the MBS programmes.
I am an advocate of experiential learning and try, where possible, to provide students with the opportunity to engage with industry partners in the completion of their modules. I have been involved with several live projects with students which have linked with industry partners such as Waterford Credit Union, GIY, All Together Now festival.
My students on the Sponsorship and Event Marketing module have also collaborated with Mark Graham and his students from the School of Humanities to promote live music events in Garter Lane.
For the past number of years students of the Integrated Marketing Communications module in Year 2 of the BBS(Hons) programme have participated in an Inter-University competition, which involves students developing maketing campaigns to promote greater awareness of Road Safety. This competiton is lead by Dr Christina O Connor, University of Limerick in conjunction with An Garda Siochana's Lifesaver programme. In 2025, SETU students won the national overall prize for 'Most Visually Impactful Poster' and in 2026 SETU students won the overall national prize for the best poster/campiagn in the competition.
My current research focuses on image transfer effects in sponsorship in Formula 1. I am currently undertaking a PhD in the area under the supervision of Dr Do Young Pyun and Dr Peter Dickenson at Loughborough University.
I have presented a paper on the study at the EASM 2015 Doctoral Colloquium:
O'Keeffe, S., Henry, I., and Bodet, G. 2015 The Role of Image Transfer in Sponsorship Effectiveness in Formula One. EASM Doctoral Colloquium [Dublin, 8th-9th September 2015].
Previous Programme Leadership:
Programme Leader of the Higher Certificate in Business Studies
Tertiary Degree Co-Ordinator Bachelor of Business (Level 7)
Programme Leader of the BBS (Level 7) programme (Years 1 & 2) (Acting)
Programme Leader of the Certificate in eMarketing & Promotion
Membership:
The Marketing Institute of Ireland
Community:
I am a member of the Board of Management of Newtown Senior School and I also serve on the Marketing sub-committee of the Board of Management.
