Patricia McHugh, PhD is Programme Director for the MSc Digital Marketing Programme and a Lecturer in Marketing at University of Galway.Patricia is alsoan Honorary Assistant Professor with University College Dublin.Her research interests and expertise lie in the areas of stakeholder engagement, value creation, networking, behaviour change, reflexivity and impact. Patricia has published her work in scientific journals such as the European Journal of Marketing, Marketing Theory, Journal of Marketing Management, Marine Policy, Environmental Education Research, Journal of Macromarketing, Journal of Social Marketing and Social MarketingQuarterly.Patricia is a Co-Principal Investigator on a recently funded project by the Marine Institute entitled MASTS (Monitoring the Attitudes of Society Towards our Seas).Patricia was CO-PI on Horizon 2020 Project SOPHIE (Seas and Oceans for Public - No restriction Health in Europe).In 2020, Patricia was Awarded the Deans Individual Award for inclusive Teaching in the College of Business, Public - No restriction Policy and Law. In 2018, Patricia won Best Research Paper Award at the European Social Marketing Conference and again, in 2019, was awarded Highly Commended Paper at the World Social Marketing Conference, Edinburgh, UK.In her time as Programme Director, the MSc Digital Marketing Programme has been shortlisted for Grad Irelands Best Postgraduate Course of the Year in the Business, Finance and Management Category in 2019 and 2020. The programme was also ranked Top 4 for Marketing in Ireland in the Top 2019 Eduniversal Best Masters Ranking.Patricia has been involved in a number of other research projects. She investigating a Healthcare Worker Flu Vaccination Strategy with HSE West and worked withwith safe foods Operation Transformation community groups inCHOICES (Collective Health Options and Intelligence for a Citizen Empowered Society).As a result of her work, Patricia delivers behavioural change training workshops to national and international environmental, marine and health organisations. Patricia also trained a team from Social Marketing @ Griffith how to tackle change at a systems level. In 2018, Patricia was nominated by the Marine Institute of Ireland as an expert to represent Ireland on the United Nations World Ocean Assessment-II (WOA-II) Panel. Patricia is an Editorial Advisory Board Member for the Journal of Social Marketing. In 2019, she won Outstanding Reviewer for the Journal of Social Marketing in the 2019 Emerald Literati Awards.Patricia was an External Examiner for Dundalk Institute of Technology. Patricia served as PhD examiner with Griffith University, Australia.

Marketing Behaviour Change Stakeholder Engagement Value Creation Networks Reflexivity Impact amp; Evaluation

Patricias teaching interests include:Inbound Marketing amp; Content Creation Marketing Research Branding Stakeholder Engagement Networking Since 2011, Patricia delivered an annual Guest Lecture on Marketing Research amp; Strategy to final year students of the Podiatry Discipline at the University of Galway.From 2012 to 2019, Patricia delivered an annual Guest Lecture on Marketing Research to postgraduate students of the Huston School of Film amp; Digital Media at the University of Galway.