TCD is seeking a candidiate for a PhD project: Marketing: From Digital Transformation to Societal Transformation. An Exploration of the changing profession of marketing in Europe.
The digital revolution has brought dramatic change to the marketing profession and practice (Quinn et al 2016). One constant in any organizational environment is change which means that firms need to make adjustments to their strategy in order to compete effectively (Schauerte et al 2021). The marketing industry is no exception. McGahan (2004) underline it is critical for stakeholders in an industry to understand how the whole industry is changing to be successful. A critical question as a result is to understand what capabilities and competencies are required for the marketing profession in the future in this era of unprecedented change, which can then be taught innovatively in the classroom.
1. Examine the current state of the literature related to marketing education and practice disruption.
2. Investigate the landscape and previous cycles of the profession through an organisational change perspective.
3. Seek to uncover the capabilities and competencies required for marketing graduates/profession.
4. Propose an organisation change perspective for marketing education and practice resilience.
The candidate will be based in the Marketing Institute of Ireland, and will have the guidance of an academic supervision team from TU Dublin alongside a business mentor. The candidate will be expected to engage in European-level conferences and events as required by the programme of study. This research will adopt a paper-based approach, with white paper contributions to the MII content strategy and education competency frameworks.
Student requirements for this project
Business qualification at honours degree level with a minimum of 2.1 grade (essential).
MSc in a relevant field (desirable).
Relevant experience in marketing (desirable).
Excellent organisation, communication, and interpersonal skills.
Applicants for this project are required to complete an Expression of Interest and email it to phd@tudublin.ie
If you are interested in submitting an application for this project, please complete an Expression of Interest (https://www.tudublin.ie/media/website/research/postgraduate-research/graduate-research-school/documents/EOI-Form.docx)
and email it to phd@tudublin.ie.
