Research output per year
Research output per year
Personal profile
Biography
Patricia McHugh, PhD is Programme Director for the MSc Digital Marketing Programme and a Lecturer in Marketing (Above the Bar) at University of Galway.
Patricia is also an 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 Marketing Quarterly.
Patricia is a Co-Principal Investigator on a MASTS (Monitoring the Attitudes of Society Towards our Seas), a project funded by the Marine Institute entitled . Patricia was CO-PI on Horizon 2020 Project SOPHIE (Seas and Oceans for Public Health in Europe).
In 2020, Patricia was Awarded the Deans Individual Award for inclusive Teaching in the College of Business, Public 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.
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.
Research Interests
Marketing, Behaviour Change, Stakeholder Engagement, Value Creation, Networks, Reflexivity, Impact, Evaluation
Teaching Interests
Patricia's teaching interests include Marketing Research, Inbound Marketing and Content Creation, Branding and Stakeholder Engagement.
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
Education/Academic qualification
BComm, MBS, MMII, PhD.
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Collaborations and top research areas from the last five years
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Research output
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Designing solutions to challenging the status quo – a multi-stakeholder approach
Roemer, C., Rundle-Thiele, S., David, P., Kennedy, A. M., Domegan, C. & McHugh, P., 16 Jun 2025, In: Journal of Social Marketing. 15, 2-3, p. 131-153 23 p.Research output: Contribution to a Journal (Peer & Non Peer) › Article › peer-review
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Collective impact for ocean literacy – inspiring the next generation of ocean champions using social marketing
McHugh, P., Dromgool-Regan, C., Domegan, C. T. & Burke, N., 2023, In: European Journal of Marketing.Research output: Contribution to a Journal (Peer & Non Peer) › Article › peer-review
2 Citations (Scopus) -
Examining Impact of Twitter Sentiment Source on COVID-19 Info Sharing by Public
Mc Hugh, P., 1 Jan 2023, In: European Journal Of Public Health. 33, 2Research output: Contribution to a Journal (Peer & Non Peer) › Article › peer-review
Open Access -
Coming and Going in Loops: Participatory Modelling of a System with All its Complexity
Mc Hugh, P., 1 Jan 2022, In: Journal Of Macromarketing. 42, 1Research output: Contribution to a Journal (Peer & Non Peer) › Article › peer-review
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Coming and Going in Loops: Participatory Modelling of a System with All its Complexity
Brychkov, D., Domegan, C. & McHugh, P., 2022, In: Journal of Macromarketing.Research output: Contribution to a Journal (Peer & Non Peer) › Article › peer-review
11 Citations (Scopus)
Activities
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Sana Parveen UNIVERSITY COLLEGE DUBLIN
Mc Hugh, P. (Other)
2022Activity: Other › Postgraduates Supervised
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Easkey Britton University of Galway
Mc Hugh, P. (Other)
2020 → 2024Activity: Other › Postgraduates Supervised
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Internationalisation Committee, CBPPL(Internal) (External organisation)
Mc Hugh, P. (Member)
1 Sep 2018 → …Activity: Membership › Membership of committee
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Sana Parveen University of Galway
Mc Hugh, P. (Other)
2018 → 2022Activity: Other › Postgraduates Supervised
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Journal of Social Marketing (Journal)
Mc Hugh, P. (Member of editorial board)
1 Jan 2017 → 5 Dec 2021Activity: Reviews and editorial work › Reviews and Editorial work
Prizes
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Awarded a National University of Ireland Galway fellowship
Mc Hugh, P. (Recipient), 2006
Prize: Honorary award
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Awarded a Thermo King Fellowship for achieving first place in the Marketing specialism of the B.Comm Degree
Mc Hugh, P. (Recipient), 2007
Prize: Honorary award
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Awarded Best Poster at the World Social Marketing Conference
Mc Hugh, P. (Recipient), Sep 2022
Prize: Honorary award
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Awarded Best Research Paper Award at the European Social Marketing Conference, Antwerp, Belgium.
Mc Hugh, P. (Recipient), 2018
Prize: Honorary award
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Awarded Best Team Presentation at the 3rd Forum on Markets and Marketing at the University of Auckland Business School, New Zealand
Mc Hugh, P. (Recipient), 2012
Prize: Honorary award