Helen O'Sullivan

Helen O'Sullivan

  • 01202 962205
  • hosullivan at bournemouth dot ac dot uk
  • Deputy Head of Department in Marketing, Strategy and Innovation
  • Dorset House D233, Talbot Campus, Fern Barrow, Poole, BH12 5BB
Back to top

Biography

Helen O’Sullivan is a Chartered Marketer and Senior Fellow of The Higher Education Academy. She has worked within Higher Education for the past 17 years.

Helen is the Deputy Head of Department in the Department of Marketing, Strategy & Innovation. Previous to this she was 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 Higher Education and Commercial Radio, in the UK and Australia.

Her research interests are predominantly focused on the interplay between Social Psychology and Societal Marketing in the process of behavioural change and human progress for positive social outcomes. Her publications sit in the domains of Branding for NPOs, International Student Recruitment, the Social Value of Marketing, the Psychology to understand Consumer Behaviour, and Freedom of Expression and issues of Identity.

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...

more

Research

Doctor of Philosophy (Ph.D.), Branding in Higher Education 2014 – 2021 (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

Favourites

  • O'Sullivan, H., Chapleo, C. and Alcaide-Pulido,, P., 2021. The application of an innovative model to measure university brand image on undergraduate students: Differences between countries. Journal of Marketing for Higher Education.
  • O'Sullivan, H., Alcaide Pulido, P. and Buhalis, D., 2021. Corporate Reputation.. In: Buhalis, D., ed. Encyclopaedia of Tourism Management and Marketing. Cheltenham: Edward Elgar Publishing, 2021.
  • O'Sullivan, H. and Ngugi, I., 2021. Marketing Mix. In: Buhalis, D., ed. Encyclopaedia of Tourism Management and Marketing. Cheltenham: Edward Elgar Publishing, 2021.
  • Polkinghorne, M., O’Sullivan, H., Taylor, J. and Roushan, G., 2021. An innovative framework for higher education to evaluate learning gain: a case study based upon the discipline of marketing. Studies in Higher Education, 46 (9), 1740-1755.
  • O'Sullivan, H. and Zhu, H., 2020. Shhhh! Chinese students are studying quietly in the UK. Innovations in Education and Teaching International.
  • Leijerholt, U., Chapleo, C. and O’Sullivan, H., 2019. A brand within a brand: an integrated understanding of internal brand management and brand architecture in the public sector. Journal of Brand Management, 26 (3), 277-290.
  • Chapleo, C. and O’Sullivan, H., 2017. Contemporary thought in higher education marketing. Journal of Marketing for Higher Education, 27 (2), 159-161.
  • Bolat, E. and O’Sullivan, H., 2017. Radicalising the marketing of higher education: learning from student-generated social media data. Journal of Marketing Management, 33 (9-10), 742-763.
  • 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.

Journal Articles

Books

Chapters

  • O'Sullivan, H., 2022. Ask not what marketing practice can do for NPOs; ask what NPOs can do for marketing practice. Charity Marketing: Contemporary issues, research and practice.. Routledge.

Conferences

  • 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., 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

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 2014-2020
  • BA Business Studies: Marketing 2014-2015
  • Marketing

Grants

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

External Responsibilities

  • Coventry University, External Examiner (2020-)
  • 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-)

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

Qualifications

  • 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

  • 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)

Memberships

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