People

Roger Sherlock

Head of Discipline of Marketing

Roger Sherlock is an accomplished educator, researcher, and programme leader with over two decades of experience in higher education, specialising in marketing education, case-based learning, and international academic collaboration. He holds a B.Sc. in Management (University of Dublin), an Advanced Diploma in Marketing Techniques (DIT), and an MBS (Research) from Dublin City University. At TU Dublin, Roger delivers and supervises a wide range of modules and projects across undergraduate and postgraduate levels, including:

Level 8 Dissertation Supervision (BSc Marketing – 100+ students)
Level 9 Dissertation Supervision (MSc Marketing – 20 students)
Level 9 Management Consultancy Projects (30+ students)
Executive Conversion Masters Programme (in collaboration with the Marketing Institute of Ireland)
Seminar Series & Reflective Diary Modules
Case Study Team Coaching for International Business Competitions

Research Interests

Case-Based Teaching and Pedagogy
Political Marketing and Consumer Behaviour
Experiential and Inquiry-Based Learning
Internationalisation in Higher Education

Selected Publications & Conference Papers

Roger has co-authored numerous scholarly outputs, with research featured in journals such as the Journal of Political Marketing, Irish Political Studies, Journal of University Teaching & Learning Practice, and European Advances in Consumer Research. His work spans topics from political brand equity and music in advertising, to masculinity and consumption, and blended case learning environments.

Notable Publications

Sherlock, R., et al. (2023). Interfacing between blended case teaching and international case competitions. JUTLP, 20(4).

MacDonald, E., Sherlock, R., & Hogan, J. (2018). Using Cognitive Mapping to Longitudinally Examine Political Brand Associations. Journal of Political Marketing, 18(2).

Büchler, J.P., et al. & Sherlock, R. (2021). Towards an Integrated Case Method in Management Education. Administrative Sciences, 11(4):113.

O’Regan, S. & Sherlock, R. (2022). The Agile Executive, OER case study, ECASA.org

Principal Investigator – ECASA Project

Roger led the European Case Study Alliance (ECASA), an Erasmus+ funded project (€400,000) designed to embed ecosystem-based case learning in business education across four European partner institutions.

Leadership in Internationalisation

Roger has been a long-standing champion of internationalisation in higher education through:

Development of Study Abroad Programmes
Facilitation of global virtual teams, study tours, and teaching exchanges
Serving as TU Dublin’s lead for NIBS (Network of International Business Schools)
Coaching student teams in international case competitions for over 15 years, leading to significant research, funding, and partnership opportunities

Professional Affiliations

Member, Marketing Institute of Ireland
Member, Marketing Society of Ireland
International Case Competition Judge
External Examiner, various higher education institutions

Roger Sherlock’s teaching is driven by a passion for student-centred-learning, industry engagement, and the advancement of pedagogical practice through international collaboration and immersive case-based methodologies.