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Ms. Marie O'Dwyer BBS, BA (Psychology), MBS, MMII

Title:

Lecturer in Marketing

School/ Department:

Business - Management And Organisation

Telephone:

+353 0 51845624

Room Name/ Num:

E10e

Campus:

Main Campus

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My Biography

I am currently a Lecturer in Marketing at Waterford Institute of Technology and have lectured on a range of programmes within the School of Business over the last 27 years. I am passionate about teaching and my teaching interests include Consumer Behaviour, Consumer Psychology, Advertising, Principles of Marketing, Digital Marketing and Social Media.  My teaching philosophy is very much student-focused and I promote the use of pedagogically sound teaching approaches to develop student engagement, learning and success.

In 2015, I was the recipient of the WIT Teaching Excellence Award, which recognises, encourages and rewards sustained excellence in teaching at WIT.  In the same year, I was also awarded a National Teaching Expert Award by the National Forum for the Enhancement of Teaching and Learning in Higher Education. These awards recognise and honour teachers who are models for excellence in teaching, nationally and internationally and whose knowledge about learning impact is strong and evidence based.

I am currently the Academic Liaison for the Peer-to-Peer Mentoring Programme in the School of Business. I was stream leader for the Marketing Stream on the Bachelor of Business (Hons.) programme in Waterford Institute of Technology for 15 years and acted as Programme Manager of the School of Business Mentoring Programme over a five year period. I am a nominated member of the WIT Teaching and Learning Strategy Group and I am also a member of the WIT School of Business School Board.

I work as a subject matter expert with McGraw Hill, developing print and digiotal materials for some of their leading marketing textbooks and for their Connect and Learnsmart learning platforms.  I have supervised numerous undergraduate dissertations and a number of MBS by Research dissertations. I acted as external examiner with Cork Institute of Technology from 2011 to 2015 and also acted as external examiner with the Marketing Institute of Ireland for 10 years.

I have published a number of articles in academic journals, have written a number of award-winning marketing case studies and have won a number of teaching and learning awards for my initiatives in the classroom.

Research

O' Dwyer, Marie (2022) 'Primark', in Foundations of Marketing (7th edition), by John Fahy and David Jobber, McGraw Hill.

O' Dwyer, Marie (2022) 'Gilette and Toxic Masculinity: Is it Really the Best a Man Can Get?', in International Marketing (5th edition), by Pervez Ghauri and Philip R. Cateora, McGraw Hill.

O' Dwyer, Marie (2022)  'H&M: Sustainable Fashion or Greenwashing?', in International Marketing (5th edition), by Pervez Ghauri and Philip R. Cateora, McGraw Hill.

O' Dwyer, Marie (2022) 'Red Bull: A Truly Global Brand', in International Marketing (5th edition), by Pervez Ghauri and Philip R. Cateora, McGraw Hill.

O' Dwyer, Marie (2022), 'GoMo Goes to Market', in Marketing (6th edition), by Paul Baines, Paolo Antonetti and Sara Rosengren, Oxford University Press.

O' Dwyer, Marie (2022) 'Targeting a Frothy Market', in Marketing (6th edition), by Paul Baines, Paolo Antonetti and Sara Rosengren, Oxford University Press.

O' Dwyer, Marie (2021) 'Bord Bia's Appetite for Insight', in Fundamentals of Marketing (2nd edition), by Paul Baines, Sophie Whitehouse, Sara Rosengren and Paolo Antonetti, Oxford University Press.

O' Dwyer, Marie (2021) 'Primark: Low Cost Leadership in the Face of Brexit?', in Fundamentals of Marketing (2nd edition), by Paul Baines, Sophie Whitehouse, Sara Rosengren and Paolo Antonetti, Oxford University Press.

O' Dwyer, Marie (2019) 'The Notorious Conor McGregor', in Foundations of Marketing (6th edition), by John Fahy and David Jobber, McGraw Hill.

O' Dwyer, Marie (2019) 'Channel 4 and Maltesers: Championing Diversity', in Principles and Practice of Marketing (9th edition), by David Jobber and Fiona Ellis-Chadwick, McGraw Hill.

O' Dwyer, Marie (2019) 'Guinness Made of More', in Foundations of Marketing (6th edition), by John Fahy and David Jobber, McGraw Hill.

O' Dwyer, Marie (2019) 'Innovation Through Collaboration: Apple Watch Nike+', in Principles and Practice of Marketing (9th edition), by David Jobber and Fiona Ellis-Chadwick, McGraw Hill.

O' Dwyer, Marie (2019) 'Kim Kardashian: Marketing Genius?', in Principles and Practice of Marketing (9th edition), by David Jobber and Fiona Ellis-Chadwick, McGraw Hill.

O' Dwyer, Marie (2019) 'Marks and Spencer: Challenging Times Ahead',  in Principles and Practice of Marketing (9th edition), by David Jobber and Fiona Ellis-Chadwick, McGraw Hill.

O' Dwyer, Marie (2019) 'Primark: Faster, Cheaper Fashion' , in Foundations of Marketing (6th edition), by John Fahy and David Jobber, McGraw Hill.

O' Dwyer, Marie (2019) 'The Growing No-Alcohol and Low-Alcohol Beer Segment', in Principles and Practice of Marketing (9th edition), by David Jobber and Fiona Ellis-Chadwick, McGraw Hill.

O' Dwyer, Marie (2016) 'Frozen: A Global Hit in Any Language', in Principles and Practice of Marketing (8th ed.), by David Jobber and Fiona Ellis-Chadwick, McGraw Hill.

O' Dwyer, Marie (2016) 'Coke Gets Personal: The Share-a-Coke Campaign', in Principles and Practice of Marketing (8th ed.), by David Jobber and Fiona Ellis-Chadwick, McGraw Hill.

O' Dwyer, Marie (2016) 'Lessons in Co-Branding: The Apple/U2 Experience', in Principles and Practice of Marketing (8th ed.), by David Jobber and Fiona Ellis-Chadwick, McGraw Hill.

O' Dwyer, Marie (2016) 'Marketing Insight: Volkswagen - Up in Smoke?', in Marketing (4th ed.) by Paul Baines and Chris Fill, Oxford University Press.

O' Dwyer, Marie (2016) 'Marketing Insight: Jameson Whiskey - A Cut Above the Rest', in Marketing (4th ed.) by Paul Baines and Chris Fill, Oxford University Press.

O' Dwyer, Marie (2015) 'Happy Arthur's Day?' in Foundations of Marketing (5th ed.) by John Fahy ad David Jobber, McGraw Hill.

O' Dwyer, Marie (2015) '‘Captain Morgan: The Role of Social Media in Building Successful Brands’, in Foundations of Marketing (5th ed.), by John Fahy and David Jobber, McGraw Hill.

O’ Dwyer, Marie (2014) ‘Marketing Insight: Hairy Baby – Using Irish Wit and Humour to Sell T-Shirts Online’, in Marketing (3rd ed.) by Paul Baines and Chris Fill, Oxford University Press.

O’ Dwyer, Marie (2013) ‘The Budweiser Ice Cold Index App.: The Hotter the Day, the Less You Pay’, in Principles and Practice of Marketing (7th ed.), by David Jobber and Fiona Ellis-Chadwick, McGraw Hill.

O’ Dwyer, Marie (2013) ‘The Smirnoff Nightlife Exchange Project: Global Marketing in Action’, in Principles and Practice of Marketing (7th ed.), by David Jobber and Fiona Ellis-Chadwick, McGraw Hill.

O’ Dwyer, Marie (2012): ‘Captain Morgan: The Role of Social Media in Building Successful Brands’, in Foundations of Marketing (4th ed.), by John Fahy and David Jobber, McGraw Hill.

O’ Dwyer, Marie (2010): ‘A Glass and a Half: Cadbury Get the Love Back for Dairy Milk’, in Principles and Practice of Marketing (6th ed.), by David Jobber, McGraw Hill.

O’ Dwyer, Marie (2010): ‘Guinness Rewards: An Award Winning Relationship Marketing Programme’, in Principles and Practice of Marketing (6th ed.) by David Jobber, McGraw Hill.

O’ Dwyer, Marie (2010): ‘Wispa: It’s Back!’, in Principles and Practice of Marketing (6th ed.) by David Jobber, McGraw Hill.

O' Dwyer, Marie (2007): 'The Branding of Kilkenny', in Principles and Practice of Marketing (5th edition) - online case study, by David Jobber, McGraw Hill.

O' Dwyer, Marie (2005)'The Branding of Kilkenny - A Case Study', in Cases
  in Marketing Management and Strategy (vol. 4), The Marketing Institute.

O' Dwyer, Marie (2003): 'Hope Community Resources Inc. - A Case Study', in Principles and Practice of Marketing (4th ed.), by David Jobber, McGraw Hill.

Gallagher, S., Maher, J., and O' Dwyer, M., (2000): 'The Importance of a Distribution Strategy Within the Farmhouse Cheese Industry', Irish Marketing Review, vol. 12, no. 2.

O'Dwyer, Marie and O' Toole, Dr. Tom (1998): 'Marketing and R&D Interfaces', Irish Marketing Review, vol. 11, no. 1.

O' Dwyer, Marie and Mary Lambkin (1995): 'Couponing and Coupon Redemption : Problems and Perspectives' in Marketing Communication in Ireland, Lambkin and Meenaghan (eds.), Dublin : Oaktree Press.

Bradley, Frank, Hughes, Dympna and O’ Dwyer, Marie (1995): Marketing Management – Instructors Manual, Prentice Hall.

Lambkin, Mary and Marie O' Dwyer (1994): 'Couponing and Coupon Redemption', Irish Marketing Review, vol. 7.

Lambkin, Mary, Meenaghan, Tony and O’ Dwyer, Marie (1994): ‘International Brand Strategy: Its Relevance for Irish Marketing’, in Perspectives on Marketing Management in Ireland, Oaktree Press.

Teaching

I currently lecture on a range of Business programmes, including:

Bachelor of Business Studies (Hons.) Years 2, 3, and 4
BA (Hons.) in Marketing and Digital Media - Years 2 and 3
 


National Teaching Expert Award 2015

In 2015, I was awarded a National Teaching Expert Award by the National Forum for the Enhancement of Teaching and Learning in Higher Education. This award aims to identify expert teachers who are models for excellence in teaching and whose knowledge about learning impact is strong and evidence based. Nominations for teaching experts submitted by their institutions underwent a rigorous assessment process by an international teaching experts panel. 

Commenting on Marie’s application, Sarah Moore Chair, National Forum for the Enhancement of Teaching and Learning in Higher Education commented “you have been a pioneer of teaching innovation, and have clearly use pedagogically sound approaches to develop student engagement, learning, and success. Your impact has been both strongly evidenced and highly endorsed by the panel. In addition, the way in which you have developed your expertise and scholarship while also maintaining a strong and dedicated focus on the student is further evidence of the outstanding contribution you are making not just on an institutional level but also nationally. I am delighted to congratulate you and your nominating institution on this national endorsement for having achieved such high standards of excellence and expertise. You are a role model of leadership and impact, and we are proud to showcase the valuable contribution you continue to make”.

WIT Teaching Excellence Award 2015

In 2015, I was awarded the WIT Teaching Excellence Award.  Introduced in 2004, this annual award recognises excellence in teaching in WIT.  The premise of the award scheme is to recognise, encourage and reward sustained excellence in teaching. Nominees are judged on criteria such as responsibilities and practices, student encouragement, participation in professional development activities, assistance in furthering students’ careers, and enthusiasm for, and commitment to, mentorship and pastoral care of students. 

‘Live Projects

Over the last number of years, I have used a number of innovative problem-based ‘live’ projects with undergraduate student groups.  These projects involve collaborating with industry to develop a project brief that mirrors real-world business interactions.  In the past, student groups have worked with Kerry, New Ross and District Chamber, Jump Juice Bars, Hooper Dolan Insurances, Enterprise Rent-a-Car, Glanbia and the Jameson Graduate Programme to create innovative digital advertising campaign for these clients.  These projects allow our students gain practice-ready professional business experience in an innovative way; they simulate a real working environment, challenge students’ thinking and creativity and assist in better preparing them for an increasingly competitive working environment.  An overview of one of these projects – the Jameson Graduate Programme ‘live’ project can be viewed at http://www.wit.ie/schools/business/live_projects

These projects have been recognised nationally for their innovative approach to student learning and have won a number of awards:

Finalist in the Jennifer Burke Award for Innovation in Teaching and Learning 2013
The Jennifer Burke Award for Innovation in Teaching and Learning is awarded annually by the Irish Learning Technology Association (ILTA) and Dublin City University (DCU) to recognise and reward innovative practice in teaching and learning in Ireland.  This award recognised the facilitation and management of the Jameson Graduate Programme ‘live’ project.  This project which was a collaboration between WIT and Irish Distillers, gave students the opportunity to embrace their creative side and develop a digital advertising campaign to raise awareness of the Jameson Graduate Programme (The Vital Ingredient) among third level college students.

Winner of the AHECS Employability Award 2018

Facilitated and managed a 'live' project in conjunction with WIT Careers Office and Jameson, where WIT marketing students developed an advertising campaign for the Jameson Graduate Programme to attract final year students to apply for their Graduate Programme. The employability award recognises and acknowledges real and substantial engagement between employers and educational institutions and the beneficial results on undergraduate and graduate recruitment and employability.

Winner of the AHECS Student Engagement Award 2013
Facilitated and managed a 'live' project where WIT marketing students developed an advertising campaign for Enterprise Rent-a-Car Ireland to attract females and graduates with disabilities to their Graduate Programme. The student engagement award recognises and acknowledges real and substantial engagement between employers and educational institutions and the beneficial results on undergraduate and graduate recruitment and employability.

Runner-Up in the AHECS Student Engagement Award 2012

Facilitated and managed a final year student 'live' project where students developed an advertising campaign for Enterprise Rent-a-Car to raise awareness of the company in Waterford and Kilkenny. The student engagement award recognises and acknowledges real and substantial engagement between employers and educational institutions and the beneficial results on undergraduate and graduate recruitment and employability.


Case Writing

I have also authored a number of case studies, which have been published in leading European marketing textbooks.  These case studies have been developed for use in a classroom setting to enhance students’ learning experience.  A number of these case studies have been award winning.

Winner of the McGraw Hill Case Study Writing Competition 2012
Awarded 1st prize in a McGraw Hill case study writing competition for Principles and Practice of Marketing (7th ed.) by Jobber and Ellis-Chadwick for a case study titled ‘The Budweiser Ice Cold Index App.: The Hotter the Day, the Less You Pay’

Winner of the McGraw Hill Case Study Writing Competition 2010
Awarded 1st prize in a McGraw Hill case study writing competition for Principles and Practice of Marketing (6th ed.) by Jobber for a case study titled ‘Wispa: It’s Back!’

Second Prize in McGraw Hill Case Study Writing Competition 2003
Awarded 2nd prize in a McGraw Hill case study writing competition for Principles and Practice of Marketing (4th ed.) by Jobber for a case study titled ‘'Hope Community Resources Inc. - A Case Study',


Developing Online Content

Learnsmart Initiative
Over the past number of years, I have worked with McGraw Hill on developing content for an exciting new online learning tool called Learnsmart.  Learnsmart is an adaptive online learning tool that is designed to maximise productivity and efficiency in learning.  It aims to promote student learning by offering personalised study, through a system that responds to each individual student’s mastery of a subject and their confidence level. I have been involved in developing a Learnsmart product for Principles of Marketing (8th edition) by Jobber and Ellis-Chadwick and also developed online material for Foundations of Marketing (5th and 6th editions) by Fahy and Jobber for the European market.

McGraw Hill Connect
I have also worked with McGraw Hill to develop online content for McGraw Hill Connect.  McGraw Hill Connect is an all digital learning platform that connects students to their lecturers and to a range of engaging, interactive online content to enhance student learning.  Specifically, I worked as a subject matter expert, developing online content to supplement Foundations of Marketing (5th and 6th edition) by Fahy and Jobber and have been involved in creating content for Principles of Marketing (8th ed.) by Jobber and Ellis-Chadwick.

Professional

Programme Leadership

Academic Liaison P2P Mentoring Programme in the School of Business (2018-present)

Stream Leader of the Bachelor of Business Studies (Hons.) Marketing Stream (2003-2018)

Programme Manager of the School of Business Alumni Mentoring Programme (2011-2017)

Joint Co-Ordinator of the Marketing and PR Module on the MA in Management and Education (2000-2007)


Committees

Nominated Member of the WIT Teaching and Learning Strategy Group

Member of the WIT School of Business School Board

 


External Examiner

Cork Institute of Technology (2011-2015)

The Marketing Institute of Ireland (2000-2010)


Membership

The Marketing Institute of Ireland

Digital Marketing Institute


Postgraduate Project Supervision

Master of Business Studies by Research - co-supervised two students to completion

Masters of Business Studies (Marketing) and Masters of Business Studies (Internationalisation) – supervised numerous minor postgraduate dissertations


Recent Courses

Professional Certificate for Entrepreneurial Educators (UCD)

Professional Diploma in Digital Marketing (Digital Marketing Institute)

Professional Diploma in Social Media Marketing (Digital Marketing Institute)

Mentoring in the Workplace (CIPD UK)

Volunteering

The Global Undergraduate Awards

Member of the Judging Panel (2016-2020)

 

Ardscoil na Mara

Member of the Board of Management (2017-2020)

Mentoring Programme

School of Business Mentoring Programme
I was responsible for the introduction of the School of Business Mentoring Programme in September 2011.  This programme facilitated the mentoring of current final year School of Business students by past graduates of the School.  Running over a five year period, the School of Business Mentoring Programme allowed students to learn from the professional experiences of a mentor, gaining first hand insights into graduate careers and professional life.

The mentoring programme was designed to ease students’ transition from college life to employment, by bringing them together with professionals from industry. Through individual mentor guidance, the programme aimed to support and encourage students to manage their own career development, maximise their potential and develop skills to improve their employment prospects.

The programme was hugely important in enhancing students’ learning experience and helped better prepare them for an increasingly tough labour market.  Mentors provided students with invaluable guidance, encouragement and motivation during their educational development.  Mentors were usually WIT alumni, typically working in senior position in industry who voluntarily lent their expertise, knowledge and guidance to their mentees.  The School of Business Mentoring Programme offered these mentors a unique opportunity to re-engage with WIT and work with the School of Business in particular.