People - Staff

Tara Rooney

Lecturer in Strategic Marketing

Dr. Tara Rooney is a lecturer in Strategic Marketing at TU Dublin’s Faculty of Business, School of Marketing & Entrepreneurship, where she supervises research at undergraduate, postgraduate, and PhD levels. Her scholarly work centres on digital strategy, digital ecosystems, and consumer relationships in online environments, with a particular emphasis on the complexities and ethical challenges that emerge from the darker side of these interactions. In addition, Tara has a strong research interest in female entrepreneurship, exploring how women entrepreneurs leverage digital ecosystems and adapt their business models during periods of disruption and crisis.

A committed advocate of the Case Study pedagogy, Tara actively engages in international student case competitions and embeds the integrated case-based model into her teaching practice. She contributed as a project member and writer for ECASA, an EU-funded initiative aimed at creating European-focused, open-access case studies to enrich management education.

Tara’s research approach is deeply rooted in storytelling and narrative methodologies, which she has presented at numerous academic conferences and workshops. More recently, she has expanded her expertise to include digital research and visualisation tools, using these innovative methods to capture and interpret complex consumer behaviours and strategic responses in digital contexts.

A list of Tara’s Academic publications is available here.