Helen O'Sullivan

Dr Helen O'Sullivan

  • 01202 962205
  • hosullivan at bournemouth dot ac dot uk
  • Principal Academic
  • Dorset House D233, Talbot Campus, Fern Barrow, Poole, BH12 5BB
UN SDGs:
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Biography

Dr Helen O’Sullivan is a Chartered Marketer and Senior Fellow of The Higher Education Academy. She has worked within Higher Education for the past 20 years.

Over the past ten years, Helen has held Senior Exec Leadership roles such as Head of Education, Deputy Head of Department for the Department of Marketing, Strategy and Innovation and the Department of Sport & Event Management. She has also held Interim positions as the Head of Department for the Departments of People and Organisations, and Marketing, Strategy and Innovation.

Prior to academia, Helen worked in Journalism, Marketing and Events Management roles within Higher Education and Commercial Radio, in the UK and Australia.

Helen is passionate about both Education and Marketing and committed to giving people from all backgrounds the access to education they deserve.

Teaching & Pedagogical Approach:

Dr O’Sullivan’s teaching is closely informed by her research in Marketing and Behavioural Science. She leads and contributes to undergraduate and postgraduate programmes in Marketing, Consumer Behaviour, Branding, and Strategy, ensuring that students are exposed to both the theoretical foundations of the field and its real-world applications...

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Research

Dr O’Sullivan’s research sits at the intersection of Marketing and Behavioural Science, with a particular emphasis on how branding, identity, and communication strategies influence behaviour, institutional reputation, and social progress. Her doctoral research — Branding in Higher Education: Antecedents, Consequences and Nature of Brand Success in UK Post-92 HEIs established a framework for understanding how universities build and sustain brand success in highly competitive and socially embedded environments.

Her broader research agenda explores the interplay between social psychology and societal marketing in shaping behavioural change for positive social outcomes. By integrating insights from consumer psychology, cultural studies, and identity theory, her work examines how marketing can both reflect and reshape societal values. She is particularly interested in how brands act as instruments of influence in education and the non-profit sector, with attention to issues of sustainability, representation, and equity.

Dr O’Sullivan’s publications and collaborations span themes including:

Branding in higher education and the public sector, with focus on brand image, brand architecture, and internal brand management.

Societal and non-profit marketing, addressing the social value of higher education and branding for NPOs.

Consumer psychology and behavioural change, exploring identity, freedom of expression, and the representation of marginalised groups.

Sustainability and responsible consumption, developed through cross-cultural and interdisciplinary research...

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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 SDGs:

Good health and well-being

"Ensure healthy lives and promote well-being for all at all ages"

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Quality education

"Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all"

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Gender equality

"Achieve gender equality and empower all women and girls"

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Reduced inequalities

"Reduce inequality within and among countries"

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Journal Articles

Books

Chapters

Conferences

  • Chapleo, C., OSullivan, H. and Kővári, E., 2025. Does being green matter for university branding; an exploration. In: Academy of Marketing 2025 7-10 July 2025 Cork.
  • O'Sullivan, H., 2025. Green Advantage: Leveraging Sustainability in Higher Education Institution Branding. In: 51st EBES Conference 11-13 April 2025 Rome.
  • Alshikhy, T., O'Sullivan, H., Polkinghorne, M. and Gennings, E., 2025. Developing a Framework for Enhancing Organisational Performance through Soft Power Strategies. In: 51st EBES Conference 11-13 April 2025 Rome.
  • O'Sullivan, H., Chapleo, C. and Cownie, F., 2023. Antecedents, nature and consequences of brand success in comparable English newer universities. In: 44th Eurasia Business & Economics Society Conference 6-8 July 2023 Istanbul.
  • O'Sullivan, H., Chapleo, C. and Cownie, F., 2023. Location, Vocation, Education: Place Marketing in the context of English 'New' Universities. In: 22nd International Congress on Public & Non-Profit Marketing 4-6 July 2023 Hungary.
  • O'Sullivan, H. and Alcaide-Pulido, P., 2023. How have undergraduate students’ wellbeing and quality of life changed due to the COVID-19 pandemic? A cross-national European analysis. In: 22nd International Congress on Public & Non-Profit Marketing 4-6 July 2023 Hungary.
  • Chapleo, C., Leijerholt, U. and O'Sullivan, H., 2023. A complex identity and brand structure: insights from the Swedish public sector. In: International Congress on Public and Nonprofit Marketing 7 July-8 December 2022 Braga, Portrugal.
  • O'Sullivan, H., Musarskaya, M. and Hibbert, J., 2019. Ask not what marketing practice can do for NPOs; ask what NPOs can do for marketing practice. In: When you tire of Marketing you tire of life. Academy of Marketing annual conference 2-4 July 2019 Regents.
  • O'Sullivan, H., 2019. The antecedents of Brand Success in post-1992 British universities. In: Managing uncertainty through a time of change in HE marketing colloquium 3-5 April 2019 Universidad Loyola Andalucia..
  • Leijerholt, U., Chapleo, C. and O'Sullivan, H., 2018. A brand within a brand in the public sector. In: The Global Brand Conference 6-7 March 2019 Northumbria University.
  • O'Sullivan, H., 2017. Interpretations of brand success from post-applicant students in the context of newer UK universities. In: Innovation in HE Marketing Colloquium. Academy of Marketing 3 April 2017 Kingston, Univeristy, London.
  • O'Sullivan, H., 2017. Branding with a conscience in Higher Education. In: Brands' search for meaning 28-30 March 2017 Universidad Loyola, Andalucia.
  • O'Sullivan, H., Chapleo, C. and Garcia Garcia, M., 2016. The role of social media in university brand strategy; an exploration. In: Contemporary Thought in HE Marketing. Academy of Marketing 27 April 2016 Bournemouth University.
  • O'Sullivan, H., Bolat, E. and sreedharan, C., 2016. Listening to students' conversations and stories - how, what and where? In: Contemporary Thought in HE Marketing. The Academy of Marketing. 27 April 2016 Bournemouth Univeristy.
  • O'Sullivan, H., 2016. What is Brand Success in Post-92 UK HEIs? In: Academy of Marketing Annual Conference 2016 4-7 July 2016 Newcastle Business School.
  • Bolat, E., O'Sullivan, H. and Sreedharan, C., 2016. Radicalising the Marketing of Higher Education: Learning from students - generated social media data. In: Academy of Marketing 4-7 July 2016 Newcastle, UK.
  • Bolat, E., O'Sullivan, H. and Sreedharan, C., 2016. Listening to students' conversations and stories - how, what and where? In: Contemporary Thought in HE Marketing Colloquium. 27 April 2016 Bournemouth, UK.
  • O'Sullivan, H., 2015. The Impact of consumer culture in higher education. In: 2015 Academy of Marketing Conference 7-9 July 2015 University of Limerick.
  • O'Sullivan, H., 2015. Assessing and Understanding the influences on brand effectiveness in different contexts. A study of UK higher education as it moves towards marketisation. In: 2015 Academy of Marketing Conference 6-7 July 2015 University of Limerick.
  • OSullivan, H., 2015. How do we measure successful HEI brands? In: Bournemouth University Research Conference 27-28 January 2015 Bournemouth University.
  • O'Sullivan, H., 2015. Branding success in post-92 HEIs. In: The 7th Annual Postgraduate Conference 20-21 January 2015 Bournemouth University.
  • O'Sullivan, H., 2007. The importance of work-based learning in partnership with the local college. In: Work-Based Learning Conference 21-28 June 2007 Bournemouth University.

Scholarly Editions

Theses

Posters

PhD Students

  • Abdullah Allaboon. The perceived impacts of the Riyadh season on the quality of life and the satisfaction of Saudi locals in Riyadh city, (In progress)
  • Tariq Alshikhy. An investigation into the role of soft power applied to sporting mega-events to enhance the global reputation and cultural visibility of the host country: A case study focussed on Saudi Arabia., (In progress)

Profile of Teaching PG

  • MSc International Marketing Management
  • MSc Marketing Management: Marketing Communications

Profile of Teaching UG

  • BA (Hons) Industrial Design: Commercial Design Project
  • BA (Hons) Design Business Management: Market Research for Design
  • BA (Hons) Industrial Design: Business Development
  • BA (Hons) Business Studies: Consumer Behaviour
  • BA (Hons) Business Studies: Marketing

Invited Lectures

  • Embracing Sustainability: A cross-culture review, Universitas Pendidikan, Indonesia, 30 Oct 2023 more
  • Fashion Branding, Universidad de Loyola, Andalusia, 10 Mar 2023 more
  • 01 Jul 2019 more
  • Brand Success. Foreign Trade University, Vietnam, Foreign Trade University, Vietnam, 25 Oct 2018 more
  • Accelerated Degrees and Credit Transfer more
  • Best Practice of University and Industry Partners, British Embassy, Vietnam more

Grants

  • Shades of Green: Greening Higher Education: Examining Institutional Practices, Community Attitude and Public Perceptions (University of Pannonia, Hungary, 16 Oct 2024). Awarded
  • Quality Research Funding (Bournemouth University, 17 Jul 2023). Awarded
  • Excellence in Sustainable Teaching (Bournemouth University, 08 Jul 2019). Awarded
  • Charity Impact Fund Award (Bournemouth University, 12 Feb 2019). Awarded
  • Contemporary Thought in Higher Education Marketing Colloquium, 2016 (Bournemouth University, 27 Apr 2016). Awarded

External Responsibilities

  • Coventry University, External Examiner, (2020-2024)
  • University of Bolton, External Panel Member: Validation (2017-)
  • Academy of Marketing Science, Reviewer (2017)
  • British Conference of Undergraduate Research, Reviewer (2017)
  • Journal of Marketing of Higher Education, Guest Editor (2017)
  • University of Salford, External Advisor for Periodic Review (2017-)
  • Leeds Beckett University, External Examiner (2016-2020)
  • Kingston University, External Examiner (2015-)
  • Manchester Metropolitan University, External Examiner (2015-2019)
  • Academy of Marketing, Reviewer (2015-2017)
  • Chartered Institute of Marketing: Dorset Branch, Committee member (2010-)

Internal Responsibilities

  • BUBS Lead, JISC Learning Analytics Working Group
  • Impact Champion, REF Impact Sub-committee
  • Member, BUBS Faculty Postgraduate Research Committee
  • REF Impact Champion Unit of Assessment Lead, UoA 17: Business & Management Studies., REF - UoA17

Journal Reviewing/Refereeing

  • Journal of Marketing for Higher Education, Open peer review, 31 Jan 2017

Public Engagement & Outreach Activities

  • The Hunger Games: Let’s Win Together! (16 Jul 2015)

Consultancy Activities

  • Showcasing Best Practice and Models of University- Industry Partnerships., Round table. British Embassy, Vietnam

Attended Training

  • European Academy of Innovation. Romania, 20 Feb 2023

Qualifications

  • Doctor of Philosophy in Higher Education Branding (Bournemouth University, 2022)
  • Postgraduate Certificate in Education Practice (2015)
  • MA in Marketing Management (Southampton Solent University, 2014)
  • PGCE in Preparing to Teach in the Lifelong Learning Sector (City & Guilds, 2013)
  • Chartered Professional Postgraduate Diploma in Marketing (Chartered Institute of Marketing, 2010)
  • BA (Hons) in English (University of Surrey, 2001)

Honours

  • Excellence in Sustainable Teaching award. Bournemouth University (2019)
  • Best Paper (Academy of Marketing, 2016)
  • Best Paper in Track "HE Marketing" Award. (Academy of Marketing, 2016)
  • Vice-Chancellor's Staff Award: Collaborative Team Award (2016)
  • Vice-Chancellor's Staff Award 2015: Achievement of qualification relevant to your role (Bournemouth University, 2015)
  • Best Marketing Campaign (HEIST, 2014)
  • Nominated Vice-Chancellor's Staff Awards 2014: Collaborative Team (Bournemouh University, 2014) (2014)
  • Marketing Excellence Award (Best Marketing Campaign) (Chartered Institute of Marketing, 2013)
  • Vice-Chair CIM Dorset Committee (Chartered Institute of Marketing, 2012)
  • Chartered Marketer (Chartered Institute of Marketing, 2010)
  • Student of the Year award. Business Consultancy Award. CMI.

Memberships

  • Chartered Management Institute, Member (2017-),
  • Academy of Marketing, Chair (2014-),
  • Higher Education Academy, Senior Fellow (2014-),
  • Chartered Institute of Marketing, Chartered Marketer (2010-),