Staff Directory - Paul Morrissey

My Research

Research Group : Waterford Crystal Centre for Marketing Studies ►

In 2013 I completed a PhD titled 'Developing a Market Segmentation Process Based on the Salient Correlates of Exercise Behaviour'.

This thesis fused my three principal areas of research interest: Market Segmentation; Sports Marketing; and Exercise Motivation.

Some selected conference publications are listed below:

Morrissey, P.,2002 'Identifying and Applying Marketing Theory to Increase Sports Participation Amongst Adolescents'. In the Proceedings of the Irish Academy of Management Conference,2002, Waterford IT.

Morrissey, P.,2003 'Identifying and Analysing the Key Behavioural Concepts that Impact on Adolescent Sports Participation'. I the Proceedings of the Irish Academy of Management Conference,2003, Smurfit Business School, UCD.

Morrissey, P. &  Baines, P.,2004 'Towards a Classification of Sports Participation: A Benefits Sought/Experiential Product Perspective'. In the Proceedings of the Irish Academy of Management Conference,Trinity College Dublin, 2004.

Morrissey, P. &  Baines, P.,2005 'Towards a Psychological Benefit Framework of Youth Sports Participation Segments'. In the Proceedings of the Irish Academy of Management Conference. Galway IT, 2005.

This paper won a prize for being the Best Postgraduate Paper in the Marketing Stream at the Irish Academy of Management Conference 2005, Galway IT 2005.

Morrissey, P. &  Baines, P., 2011 ' Segmenting Exercise Participants by Surface Level Participation Motivation’. In the Proceedings of the Academy of Marketing Conference. John Moores University, Liverpool, July 2011.

Morrissey, P. &  Baines, P.,2011 ' Segmenting Exercise Participants by Participation Motivation using Cluster Analysis’. In the Proceedings of the Australia New Zealand Marketing Academy  Conference. Perth, 2011.

Teaching Experience

14 years lecturing experience in a variety of Marketing areas. Principal subject areas taught include marketing management, integrated marketing communications, digital marketing, social marketing, sports marketing, and contemporary marketing practice.

My Professional Experience

Prior to embarking on my lecturing career I had accumulated 8 years professional experience in marketing and logistics management roles. In recent years, I have also engaged in marketing consultancy collaborations with a number of business, sporting, and voluntary organisations in the region.