sinead duane

Following the completion of my Masters in Business Studies at NUIG in 2008, I was awarded a three year Research Fellowship in safefood, the Food Safety Promotions Board on the island of Ireland (IOI). During this time I project managed safefood’s first social marketing pilot initiative which addressed the issue of male obesity on the IOI. I also developed skills in a diverse range of areas including partnership and stakeholder development, workplace health communication, men’s health engagement, market research and social media strategy development. 
As part of this Research Fellowship, safefood also funded my PhD entitled “A Social Marketing Partnership Framework: An Extension of Morgan and Hunt’s (1994) Commitment – Trust Key Mediating Variable Model”. This research bridged the gap between the practical implementation of social marketing partnerships and its theoretical development.

I joined the Discipline of General Practice in August 2012, as a Postdoctoral Research Fellow on the UTI-C Project, which is funded by the Health Research Board of Ireland. The UTI-C project is an interdisciplinary programme involving collaboration between the disciplines of epidemiology, social marketing and health economics. This project will assess the impact of an intervention designed to decrease the overall amount of antimicrobials used in primary care and increase appropriate antimicrobial prescribing for UTI when needed. 

Research Interests

• The implementation and evaluation of social marketing partnership strategies when addressing wicked problems emerging in society

• The development of complex social marking interventions

• Systems thinking to address complex issues

Other interests

• Innovative approaches to developing social change strategies
• The role of social marketing in public health
• Men’s Health
• Social Media

Teaching

During my PhD I gained invaluable experience teaching both at undergraduate and postgraduate levels.  My teaching focused on social marketing strategy development and implementation as well as qualitative and quantitative research methods.

Selected Publications

Duane, S. and Domegan C. (Forthcoming 2012) Get your Life into Gear Case Study. Best Practices in Marketing and Quality-of-Life Research. H. Alves and J. Vazquez. Springer

Duane, S. and Domegan, C. (Forthcoming 2013). Get your Life into Gear Case Study. Social Marketing: Why Does the Devil Have All the Best Tunes?, Routledge : 1-20.

Duane, S. (Forthcoming). Evolution of Behavioural Change Communication Strategies. Behavioural Change Consumer Focused Review, safefood.