People

Programme Coordinator, Bachelor of Business Studies Lecturer in Marketing & Retail

Email: joan.keegan@TUDublin.ie

Dr. Joan Keegan is a highly experienced academic and researcher in the field of Marketing, with a specialisation in Retail Marketing, Fashion Marketing, and Consumer Behaviour. She holds a Doctorate in Business Administration (DBA) from Nottingham Trent University, an MBS from Dublin City University, and a B.Sc. (Hons) in Management from the University of Dublin, along with multiple diplomas in Marketing and Business Techniques. 

Joan teaches across undergraduate and postgraduate programmes at TU Dublin, delivering modules in Fashion Marketing, Retail Marketing, and Business Research Methods. She is also an active supervisor of both undergraduate and postgraduate dissertations, with a focus on marketing strategy and consumer loyalty. 

Research Interests 

• Customer Loyalty & Loyalty Programmes
• Consumer Behaviour
• Retail and Fashion Marketing
• Supply Chain Innovation
• Work-Based and Community-Engaged Learning 

Her research has been widely disseminated through national and international conferences and publications. She is co-author of several influential case studies and papers on loyalty programmes, retail innovation, and marketing best practices, and has contributed extensively to the Irish Times Business 2000 Case Studies series.

Selected Publications 

• Retailing in Ireland: Contemporary Perspectives, Gill & Macmillan 

• Cases in Marketing Management and Strategy, Marketing Institute 

• Irish Marketing Review 

• Conference papers presented at: 

- Academy of Marketing (UK) 

- American Marketing Association 

- EIRASS Conference (Prague, Tilburg) 

- European Small Business Seminar 

Industry and Community Engagement 

Joan is a champion of applied learning and community engagement, coordinating live projects with organisations like Brown Thomas through TU Dublin’s Student Learning with Communities initiative. 

She has delivered Retail Marketing modules in partnership with Retail Excellence Ireland, and acted as a guest lecturer at Pharos University in Alexandria, Egypt. 

Academic Leadership & Professional Service 

• Programme Coordinator, Bachelor of Business Studies 

• Year Tutor 

• External Programme Reviewer, University of Ulster & Letterkenny IT 

• Retail Marketing Module Developer, Retail Excellence Ireland 

• Volunteer, Jesuit University Support and Training (JUST) 

• Delivered work-based learning experiences and assessments in Fashion and Retail Marketing 

• Served on multiple programme validation and review panels 

Dr. Keegan brings a student-centred industry- informed approach to teaching, bridging theory and practice while equipping students for success in today’s evolving marketing landscape.