Dr Tina Flaherty

Lecturer in Marketing

J.E. Cairnes School of Business and Economics, University of Galway

white clouds and blue skies
Dr Tina Flaherty

Tina's research interests and expertise lie in digital technologies, behaviour change, sustainability and health and well being. 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 leverage for more sustainable practices and experiences within tourism.

Tina's work contributes to these SDGs

SDG 1,2,3,4,8,11,12,13,17

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

SDG 13

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 SDGs: 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, Target 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 SDGs: 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, Target 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 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 engaging with stakeholders spanning different facets of society from citizens to policy makers to co-create a map of the barriers and enablers to improving Active Play among 0-3 years old's in Galway City.

The LIFE IP Peatlands and People project includes stakeholders from Bord na Móna, Department of Housing Local government and Heritage, the Environmental Protection Agency, Erinn Innovation Ltd and 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.

the sun is setting over a vast expanse of water

Photo by K B on Unsplash

Photo by K B on Unsplash

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

SDG wheel

Research

a city square with flowers and a clock tower in the background

Photo by Daniel Zbroja on Unsplash

Photo by Daniel Zbroja on Unsplash

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.

References

SDGs

Domegan, C.T., Flaherty, T., McNamara, J. and 12 more (...) (2023). Perfectly imperfect and muddling through for sustainable futures. European Journal of Marketing,

SDG 6| SDG 8| SDG 9| SDG 13

Domegan, C., McHugh, P., Flaherty, T. and Duane, S. (2019) ‘A Dynamic Stakeholder Engagement Framework for Challenging Marketing System Times’. Journal of Macromarketing, 39(2), pp.136-150.

SDG 17

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