Marketing for Executives

Dr. Elaine Wallace holds a B. Comm and MBS from NUI Galway and a PhD in Branding from the University of Birmingham, UK. Prior to joining academia, she worked for seven years in brand management and marketing positions in leading companies including Siemens, Unilever, SmithKline Beecham and Boots. Her academic research in Branding, Consumer Behaviour, and Employee Behaviour is funded in part by the IRCHSS and the Spanish Government.  Her research is published in leading international journals and she is also co-author of ‘Creating Powerful Brands', an international textbook designed for teaching and practice. She collaborates with research partners in Ireland, UK, Spain, Portugal, Australia and the US, and her research has informed the development postgraduate and undergraduate branding modules. 

Course Title: The NUI Galway MBA  
Subject: Marketing for Executives (MK5124) 
Year: Postgraduate 
Participants: 26, working in groups 
Hours: 24 hours, in block teaching. 
Credits: 5ECTS 
Length: 12 weeks 
Community Partner: GOAL 

The NUI Galway MBA defines its mission as ‘Developing globally talented leaders of vision, with regional edge.’  Designed for graduates with at least three years’ business experience, the MBA integrates an academically rigorous and challenging real-world business education with industry engagement and global learning.  A distinguishing feature of the NUI Galway MBA programme is its real-world learning, including company-based projects.  One of the core pillars of the programme is Business and Society, and with this in mind, Dr Elaine Wallace partnered with GOAL, the humanitarian aid agency, to challenge students to develop a marketing plan for the GOAL Mile, a charity fundraising event.   

In 2020, the GOAL Mile was uniquely affected by the COVID-19 crisis, as gatherings were constrained by social distancing and other public health requirements.  Following an online briefing session with GOAL, the MBA students incorporated theoretical frameworks and empirical research to develop a Marketing Plan.  As part of this work, students evaluated the GOAL mile as a product, researched consumer behaviour and attitudes in relation to charity donations and event participation, evaluated GOAL’s marketing communications, and developed recommendations for the company’s marketing strategy.  Students also presented their ideas in an online session to GOAL’s Eamon Sharkey, Director of Fundraising and Marketing, and Miriam Donohoe, GOAL’s senior Communications Manager in December 2020.