Dr Tina Flaherty
Lecturer in Marketing
J.E. Cairnes School of Business and Economics, University of Galway
Tina's research interests and expertise lie in digital technologies, behaviour change, sustainability and health and wellbeing. Her PhD investigated the role of Facebook as a social mechanism for behaviour change in the context of obesity and healthy lifestyles in Ireland.
Her recent research project is concerned with how contemporary digital technologies can be leveraged for more sustainable practices and experiences within tourism.
Tina's work contributes to these SDGs
Tina recently worked as a postdoctoral researcher on the EU-funded LIFE IP Peatlands and People project, which is Ireland's only Climate Action LIFE project and one of three EU Just Transition awards. Peatlands and People will carry out significant peatlands restoration and rehabilitation in Ireland's Midlands, bringing together best practices and monitoring and analysing carbon storage in the peatlands.
Tina was awarded Best Research Submission at the European Social Marketing Conference in 2022 and won Highly Commended Paper at the World Social Marketing Conference in 2019.
Key Target: 13.3 Build knowledge and capacity to meet climate change
Teaching
Digital Marketing Strategy is a postgraduate module which aims to provide students with the knowledge and skill-set to conceptualise and deliver a creative digital marketing campaign which can be integrated into an overall marketing strategy. By focusing on best practice, this practical and informative module ensures students have the foundation to work in the digital marketing area and know-how to develop their marketing skills.
Supporting Targets: 3.4 Reduce mortality from non-communicable diseases and promote mental health; 4.7 Education for sustainable development and global citizenship; 11.7 Provide access to safe and inclusive green and public space; 13.3 Build knowledge and capacity to meet climate change; 17.17 Encourage effective partnerships
Digital Marketing Planning is an undergraduate module that builds upon marketing principles and investigates where the internet and other technologies provide opportunities for applications in marketing and business. This module provides an overview of the rapidly changing world of business and technology by addressing what is unique about digital marketing. It explores how these technologies are creating value for customers, as well as the benefits for companies, their products and brands. Tina engages students through various case studies and real-world examples of digital marketing in action in businesses.
Supporting Targets: 3.4 Reduce mortality from non-communicable diseases and promote mental health; 4.7 Education for sustainable development and global citizenship; 11.7 Provide access to safe and inclusive green and public space; 13.3 Build knowledge and capacity to meet climate change; 17.17 Encourage effective partnerships
Engagement
Tina was awarded a Research Fellowship with safefood. During her time there, Tina assisted in the development of behavioural and community change interventions within the island of Ireland which involved working and engaging with a diverse range of multi-level stakeholders.
Tina has won an industry award for a behavioural change campaign which used digital marketing to educate all sexually active women, not just those planning a family, to take folic acid daily.
Tina was involved in a HSE-funded project which engaged with stakeholders spanning different facets of society from citizens to policy-makers to co-create a map of the barriers to and enablers of improving Active Play among 0-3-years-olds in Galway City.
The LIFE IP Peatlands and People project includes stakeholders from Bord na Móna, the Department of Housing, Local Government and Heritage, the Environmental Protection Agency, ERINN Innovation Ltd and the Department of Agriculture, Food and the Marine. The project features a Just Transition Accelerator programme for innovation and focuses on low-carbon and circular economies to support the region economically. The project also includes a new flagship visitor experience in Ireland's Midlands, which will showcase Greening Ireland, a place where visitors can experience sustainable living in action demonstrating how we can co-exist in harmony with nature.
Direct Impact SDG Targets
1.5 - Build resilience to environmental, economic and social disasters
2.2 - End all forms of malnutrition
3.2 - End all preventable deaths under 5 years of age
3.4 - Reduce mortality from non-communicable diseases and promote mental health
4.7 - Education for sustainable development and global citizenship
8.9 - Promote beneficial and sustainable tourism
11.7 - Provide access to safe and inclusive green and public space
17.6 - Knowledge sharing and cooperation for access to science, technology and innovation
Indirect
1.4 - Equal rights to ownership, basic services, technology and economic resources
2.1 - Universal access to safe and nutritious food
12.2 - Sustainable management and use of natural resources
12.7 - Promote sustainable public procurement practices
12.B - Develop and implement tools to monitor sustainable tourism
13.3 - Build knowledge and capacity to meet climate change
17.17 - Encourage effective partnerships
Research
Featured Publications
Tina's research interests lie in digital marketing, decarbonisation and sustainability and she has extensive expertise in social listening and systems thinking methodologies.
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References |
SDGs |
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Domegan, C. T., Flaherty, T., McNamara, J. and 12 more (...) (2023). Perfectly imperfect and muddling through for sustainable futures. European Journal of Marketing. |
6; 8; 9; 13 |
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Domegan, C., McHugh, P., Flaherty, T., Duane, S. (2019). A Dynamic Stakeholder Engagement Framework for Challenging Marketing System Times. Journal of Macromarketing, 39(2), 136-150. |
17 |