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Marketing and Entrepreneurship

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Dr Tara Rooney

Lecturer in Marketing

Email: tara.rooney@TUDublin.ie

Dr. Tara Rooney holds a PhD in Marketing along with a BSc in Business and Management, a Marketing Degree, and several professional qualifications, including a Diploma in Digital Marketing and advanced pedagogical training from Bled Business School and the Case Centre. Her teaching and research expertise lie at the intersection of marketing strategy, relationship marketing, digital innovation, and experiential learning. 

Dr. Rooney teaches across undergraduate and postgraduate programmes, with a focus on Marketing Strategy, Digital Marketing Strategy, and Integrated Marketing Communications (IMC). Her approach to teaching emphasises practical and immersive learning through long and short-form case studies, live client briefs, student-authored case assignments, and drama-based sessions in collaboration with institutions such as Greenwich University. She also leads the university’s participation in the ENFUSE project, fostering impactful engagement between students and Irish enterprises. 

Research Interests 

  • Relationship Marketing & Customer Disaffection
  • Digital Marketing Strategy
  • The “Dark Side” of Marketing Relationships
  • Customer Experience (CX), both Digital and Physical
  • Behavioural Automaticity and Technologically Mediated Consumption 

Selected Publications 

  • Bruce, H. L., Krolikowska, E., & Rooney, T. (2023). Investigating the Effect of the Physical Context on Customer Experience. Journal of Services Marketing, 37(6), 689–699. 
  • Rooney, T., Krolikowska, E., & Bruce, H. L. (2021). Rethinking Relationship Marketing as Consumer Led and Technology Driven: Propositions for Research and Practice. Journal of Relationship Marketing, 20(1), 42–61.  

Conference Contributions (Selected) 

  • International Place Branding Association Conference (2022) – Curating Brand Essence Through Place: 

A Case Study of Glendalough Distillery 

  • European Conference on Social Media (2019) – Selective Self-Presentation Strategies of Generation Z on Instagram
  • Academy of Marketing – Workshops on service ecosystem wellbeing and storytelling methodology 

Academic & Professional Engagement 

  • External Examiner, Atlantic Technological University (ATU)
  • Member, Marketing Institute of Ireland (MII)