About Christina Donnelly

Dr Christina Donnelly is a Lecturer and the Programme Director for BBS/BBA Marketing in the School of Business at NUI Maynooth. Her areas of interest are small business marketing, market intelligence and data analytics, with training received in the analysis of market intelligence through dunnhumby marketing consultancy firm, Ealing, London. Christina is passionate about her teaching and works to ensure that her research is integral to her student's learning.

BBS Marketing ‘First’ at Maynooth

This academic year marks the first time in the School of Business' history for the BBS Marketing degree programme to host a Marketing Network Event with all three year groups. As Programme Director for the BBS Marketing it has brought me much joy to see how the programme has developed over the past three years and how the Marketing students themselves have become a natural network in themselves. Please enjoy some of the pictures from our event which captures only a snap shot of the buzz and engagement enjoyed on the day with students, Accenture Rep Gabhan O'Connor and LC Gifts MD Louise Lonergan.   Continue reading here [...]

100 Minds Volunteer Programme… Get Applying Now!

Who we are 100minds is a volunteer-run, non-profit organisation, founded in 2013, that brings together some of Ireland’s top students and connects them with one cause to achieve big goals in a short space of time. 100minds was created, and is run, by a small group of young professionals in Dublin. What We Do 100minds connects 3rd level students with a chosen charity and encourages them to run fundraising projects that will help develop their skill set and apply their theoretical learnings from college in a practical means. Each student is assigned a mentor to support them throughout their fundraising efforts. Our mentors are a group of recent graduates working in the world's top companies such as Twitter, Google, KPMG, McDonald's and many more. How It Works We recruit Ireland's top students Continue reading here [...]

‘Data… A Game Changer’ for Education?

Maynooth Forum hosted an excellent event today based on 'Transforming Curricula: Empowering Learners' in Renehan Hall with over 60 educators, policy makers and researchers  in attendance from all levels of education from Early Childhood to Third Level. President Nolan, with Guest Speakers Dr Kerry Murphy-Healey (Babson College) and Dr Bob Lingrad (University of Queensland) at the Annual Conference. One of the core take away's from todays event was the wonderful talk provided by Prof. Bob Lingrad. He spoke of the impact of 'data' on education and the increasing role data sets deriving from the OECD and PISA are having on setting the education agenda. Prof. Lingrad has called for a vision for the Irish education system, which does not consider other nations, but focuses on the social, culture Continue reading here [...]

Winners of ‘Marketing Excellence Awards’ in NUIM announced

Dublin Coach “Marketing Excellence Awards” in Association with NUIM 1st Year BBS Marketing, School of Business, National University of Ireland, Maynooth were announced yesterday Wednesday 7th May 2014 by John O`Sullivan, CEO Dublin Coach and included: Brian Dempsey, Katie McHugh, Cian Spillane and Lucy Teevan. The outstanding individual award was won by Conor O’Neill. Each of the winners were awarded a state of the art iPad sponsored by Dublin Coach while the complete student group (25 Marketing Students - see next page) received a Quicktours Dublin Coach Short Break Voucher. Head of the Business School, Professor Peter McNamara was delighted to see our marketing students having the opportunity to translate their learning into action through the Dublin Coach project. He noted that Continue reading here [...]

Bothwell & Vogel talk about ‘Perception’ to Consumer Behaviour Students

This School of Business welcomed Bothwell & Vogel, to the Consumer Behaviour lecture on Monday 3 March 2014 to talk to First Year Marketing students on the role of perception and consumer involvement. Lisa Bothwell and Colette Vogel are a creatively led Design Consultancy located in Kildare who work on local, national and international print and design projects. Students were introduced to various projects that the Company have worked on from the  Michael Murphy's eye catching billboards... To the more provocative Dubai Derby at the Curragh's advertisement. In their discussion of Perception, they cited such examples as the iPhone, "We are exposed to the iPhone through advertising on TV and in print. Apple use powerful advertising methods to appeal to our emotions. The iPhone Continue reading here [...]

RYANAIR: The ‘Wings’ of Change

Is it really happening.... is Ryanair actually spending money and responding to consumer complaints by employing above the line marketing in 2014? I was amazed and somewhat amused by the Ryanair's TV campaign launched in January 2014, which captured Michael O'Leary's promise to improve services for travellers over the coming year. This was a very simple, if not a 'cost effective' TV campaign to inform travellers of the changes to come in Ryanair. This need for change was highlighted when Ryanair was notably ranked as one of the worst companies for customer service. Thankfully Ryanair did take notice and this is evident through their motto 'we are changing' which is displayed across billboards in the UK (Marketing Week, Jan 16th 2014). The changes promised include, increased carry on Continue reading here [...]

Is there hope for small firms – the have not’s in the world of big data?

On Tuesday 10 Dec, Dr Christina Donnelly in conjunction with her colleague Dr Geoff Simmons, Senior Lecturer at Queens University of Belfast, released an article published in the Harvard Business Review Blog asking 'is there hope for small firms- the have not's in the world of big data?' Check out the link: http://blogs.hbr.org/2013/12/is-there-hope-for-small-firms-the-have-nots-in-the-world-of-big-data/ This discussion ultimately points to the role of the consumer... After all, the ultimate source of data is the consumer. Shouldn’t shoppers have a say in what happens to their loyalty-card information? If they value small firms, shouldn’t they be able to ensure that these firms have access to a consistent flow of market data? This research suggests and ideally dreams that in the ordinary Continue reading here [...]

Harvard Business Review ‘Data into Action’ Blog by Dr Christina Donnelly

This month Harvard Business Review is focusing on ‘Data into Action’, and have published a blog focusing on the research of Dr Christina Donnelly, Programme Director for Marketing within the School of Business. This blog captures insight taken from Dr Donnelly’s most recent publication on Small Business and the use of loyalty card data published in the International Small Business Journal. This discussion focuses on the small and medium-size firms’ access to highly formalised data (big data). The blog acknowledges that even if these businesses do manage to acquire consumer data, there’s still more work to be done... View this Post at http://blogs.hbr.org/2013/12/small-businesses-need-big-data-too/ Continue reading here [...]

‘Big Data’ Research Publication by Dr Christina Donnelly

In October this year I successfully got the following journal article titled ‘Digital loyalty card ‘big data’ and small business marketing: Formal versus informal or complementary?’ published in the International Small Business Journal (Hard copy available, February 2014). This article is available from:  http://isb.sagepub.com/content/early/2013/09/29/0266242613502691.full.pdf+html   The article proposes that a complementary relationship exists between the formalised nature of digital loyalty card data, and the informal nature of small business market orientation. A longitudinal, case based research approach analysed this relationship in small firm marketing planning from data exposure; this complemented rather than conflicted with an intuitive feel for markets. In addition, Continue reading here [...]

NUIM & NKU create International Marketing Teams to work on P&G Tide Coldwater / Ariel Project!

Over the past year (2012/13) I have been working with my colleague Dr David Raska at the Northern Kentucky University (NKU) in the United States to collaborate on a live International Marketing project set within our respective classrooms. As of September 2013 all this planning give way to implementation. Over the past number of weeks, my final year International Marketing students have been working with students in NKU to work on a P&G client project. The designated task is to work in International Teams (Irish / American) to create a Global Marketing Strategy for P&G's Tide Coldwater / Ariel product. This has been a big change for students in this class, who have never had the opportunity to work on a P&G task nor in International teams, with the use of technology Continue reading here [...]