Helen O'Sullivan

Helen O'Sullivan

  • 01202 962205
  • hosullivan at bournemouth dot ac dot uk
  • Lecturer in Marketing
  • Dorset House D233, Talbot Campus, Fern Barrow, Poole, BH12 5BB
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Helen O’Sullivan is a Chartered Marketer who has worked within Higher Education for the past 14 years. Helen is the Head of Education & Professional Practice, Marketing Lecturer and Academic Lead for SE Asia in The Faculty of Management. Prior to academia, Helen worked in Marketing Management roles within Education and Commercial radio, in the UK and Australia.

Her research interests are in the fields of education marketisation, branding and consumer behaviour. Helen is the co-chair for the Academy of Marketing's Marketing of Higher Education special interest group, and Guest Editor of the Journal of Marketing for Higher Education. Helen is passionate about both Education and Marketing and committed to giving people from all backgrounds the access to education they deserve.


Doctor of Philosophy (Ph.D.), Branding in Higher Education 2014 – 2019 (expected) Antecedents, consequences and nature of Brand Success in UK Post-92 HEIs.

Helen O'Sullivan's research focuses on what makes a university brand successful…..

Her research investigates factors commonly critical to defining success as a framework and then critically explores it in the context of a sample of post-92 UK HEI brands. The study’s scope seeks to identify common critical success factors applied to the post-92 UK HEI brands from both the external and internal perspective. The research considers how universities want to be perceived by their various stakeholders and how they are assessing the effectiveness of their brand.

Funded research projects Social profiles of Spanish and British Universities: The role of Social Media in online brand management. Funded by the Extremadura Government, Spain. 2015- present


Journal Articles


  • 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., 2007. The importance of work-based learning in partnership with the local college. In: Work-Based Learning Conference 21-28 June 2007 Bournemouth University.

Profile of Teaching PG

  • MSc International Business Management: Contemporary Issues in Management 2013-2014
  • MSc Marketing Management: Marketing Communications 2014-2015

Profile of Teaching UG

  • BA Industrial Design: Commercial Design Project 2013-2014
  • BA Design Business Management: Market Research for Design 2010-2014
  • BA/BSc Product Design, BA Industrial Design: Business Development 2012-2014
  • BA Finance & Economics, BA Business Studies, BA Business & Finance: Simulated Business Exercise 2013-2014
  • BA Business Studies: Strategic Management 2013-2014
  • Company Study 2013-2014
  • BA Business Studies: Consumer Behaviour & Market Research 2014-2015
  • BA Business Studies: Marketing 2014-2015


  • Contemporary Thought in Higher Education Marketing Colloquium, 2016 (Bournemouth University, 27 Apr 2016). Awarded

External Responsibilities

  • 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 Univeristy, 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-)

Public Engagement & Outreach Activities

  • The Hunger Games: Let’s Win Together!, Festival of Learning 2015, BU, 16th July.
  • Head of Marketing and Communications for The Festival of Learning 2014

Conference Presentations

  • Westminster Higher Education Forum, Keynote Seminar: Accelerated degrees and credit Transfer – putting the Higher Education and Research Act into practice., 22 Jan 2018, Hallam Conference Centre, London
  • The 7th Annual Postgraduate Conference, 20 Jan 2015, Bournemouth University


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


  • Vice-Chair CIM Dorset Committee (Chartered Institute of Marketing, 2012)
  • Marketing Excellence Award (Best Marketing Campaign) (Chartered Institute of Marketing, 2013)
  • Best Marketing Campaign (HEIST, 2014)
  • Chartered Marketer (Chartered Institute of Marketing, 2010)
  • Nominated Vice-Chancellor's Staff Awards 2014: Collaborative Team (Bournemouh University, 2014) (2014)
  • Vice-Chancellor's Staff Award 2015: Achievement of qualification relevant to your role (Bournemouth University, 2015)
  • 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)


  • Academy of Marketing, Chair (2014-),
  • Chartered Institute of Marketing, Chartered Marketer (2010-),
  • Chartered Management Institute, Member (2017-),
  • Higher Education Academy, Fellow (2014-),
The data on this page was last updated at 04:10 on February 23, 2019.