Academic Staff

Lecturer in the School of Global Business

Email: joan.keegan@tudublin.ie 

Qualifications  

• DBA from Nottingham Trent University (2010)  

• MBS from Dublin City University (1994)  

• B.Sc. (Mgmt, Hons) from University of Dublin (1991)  

• Advanced Diploma in Marketing Techniques from DIT (1991)  

 

Research Underpinning the Programme  

• Role: Lecturer  

• Specialization: Fashion Marketing and Research Methodology  

• Research Supervision: Supervises undergraduate and postgraduate research dissertations in Marketing and Consumer Behaviour.  

• Programme Coordination: Programme Coordinator for the Bachelor of Business Studies  

• Research Interests:  

• Branding  

• Fashion Marketing  

• Consumer Behaviour  

• Qualitative Research  

 

Scholarship Underpinning the Programme  

Publications:  

• Academic Journal Articles:  

• O’Callaghan, E., Keegan, J., and Wilcox, M. (2001), “Facilitators and Inhibitors of Supply Chain Innovation: An Irish Grocery Perspective”, Irish Marketing Review, vol. 14, no. 2, pp. 26-38.  

• Book Chapters:  

• Customer Loyalty and Loyalty Programmes, in Retailing in Ireland: Contemporary Perspectives (2012)  

• Keegan, J. and Wilcox (2004), “Climbing the Loyalty Ladder with Superquinn’s Customer Loyalty Programme” in Cases in Marketing Management and Strategy  

Conference Papers:  

• Keegan, J. (2011), "The Internal Marketing of Customer Loyalty – a retailer’s perspective," Academy of Marketing Conference  

• Keegan, J., and O’Callaghan, E. (2005), "Exploring the Relationship between Customer Loyalty and Electronic Loyalty Schemes: An Organisational Perspective," American Marketing Association Conference  

• Keegan, J., and O’Callaghan, E. (2004), "Loyalty Cards in the Irish Grocery Market: An Organisational Perspective," EIRASS Conference  

Case Studies:  

• Keegan, J., (1998), "Enterprise Ireland: The International Marketplace – Challenges and Opportunities for Irish Companies" in Irish Times Business 2000 Case Studies  

• Modules Delivered:  

• Retail Marketing Module for Retail Excellence Ireland  

• External Roles:  

• Acted as a Retail Marketing Expert on various third-level validation panels  

 

Industry and Profession, Civic and Community Engagement, Staff Development  

• Industry Expertise:  

• Fashion Marketing  

• Retail Marketing  

• Consumer Behaviour  

• Community Engagement:  

• Member of multiple academic and professional bodies related to marketing and retail