Marketing Conference 2014

Marketing Conference 2014 – 14th February, 2014
















Logo SM

The rapid growth in Digital Technologies and the Internet has seen dramatic changes in the way that businesses identify, communicate with, and sell to customers. The replacement of traditional media by social networking sites, mobile applications, blogs, and video sharing sites has created an urgent demand for professionals who can think innovatively about how to capture and capitalise on the opportunities of an enormous audience through digital channels.


This Conference will allow participants to:

  • Examine how digital technologies have changed the relationship between businesses and customers and how marketers need to respond.
  • Analyse the practical aspects of digital consumer behaviour, market segmentation, targeting and market reach through Search Engine Optimisation (SEO) and paid search and social media marketing.
  • Identify the effects of e-WOM and the need to integrate brand recommendations in digital marketing communication strategy.
  • Reflect on digital marketing communications opportunities and digital business models and strategies.


Session Order & List of Speakers

9.15 – Opening Welcome

9.30 – Mr John Heavey (Linkedin)

10.30 – Tea/Coffee

10.45 – Dr Laurent Muzellac (UCD)

11.45 – Mr Jim Geraghty (GSK)

12. 45 – Lunch Catering facilities available on campus

2.00 – Ms Carmel Doherty (Google) dial in from U.S

2.45 –  Mr Ivan Henegan (Facebook)


Click here to register on Eventbrite


Bio’s & Photos

John-HeaveyJohn Heavey

John is the Global Accounts Analyst supporting the Global Account Manager from a marketing and analytical perspective for LinkedIn’s largest Search and Staffing accounts in EMEA. Previous education includes a Masters in Marketing Practice in the UCD Michael Smurfit Graduate Business School, Masters in Strategic Marketing and a Bachelor’s Degree in Commerce both attained at the National University of Ireland, Galway.





LaurentDr. Laurent Muzellec

Laurent is the Academic Director for the MSc. in Digital Marketing within the UCD Michael Smurfit Graduate Business School. He teaches marketing management and digital marketing at master’s and executive education level. He previously taught at Dublin City University and ESSCA, School of Management. Prior to his academic career, he worked as a product manager for an internet company in Paris and as a trade representative at the French Embassy Trade Office in New York. He also worked as an internet consultant for Volkswagen A.G. in Germany.

His research interests pertain to the field of corporate rebranding, fictional brands and (reverse) product placement and social media marketing. His articles have appeared in Industrial Marketing Management, Marketing Theory, Journal of Product and Brand Management and the European Journal of Marketing. His qualifications include a B.A. from Sciences-Po Bordeaux, an MBA from Texas A& M International University and a Ph.D. from UCD Michael Smurfit Graduate Business School.


Carmel-DohertyCarmel Doherty

Carmel is currently the Agency Education Lead at Google Canada, based in Toronto. In that role, she works cross-functionally within Google and with agency partners to drive education around Google’s suite of offerings.

Carmel joined Google’s European HQ in Dublin office over 7 years ago. Prior to joining Google Canada last year, she spent 2 years based in Singapore working with Google’s regional FMCG team – enabling large advertisers to harness Google’s advertising solutions.

During her 4 years with Google in Europe, she worked with clients across the European markets such as Bulgaria, Romania and Croatia. In that role she established a regional-wide sales process, centralised from Dublin servicing clients across the emerging markets in driving digital adoption and capability.

Prior to joining Google, Carmel worked in a business development role for Prodigy Learning in Dublin, working with educational institutions on Microsoft certification test software solutions.

Carmel has a first class Honours Masters in Marketing Practice from the UCD Michael Smurfit Graduate Business School, and a first class Honours Bachelor of Commerce degree from the National University of Ireland, Galway.


Jim-GeraghtyJim Geraghty

Jim Geraghty is the Marketing Manager for Lucozade Sport in Ireland and is responsible for all areas of marketing execution including sponsorship, online-marketing, advertising and in-store.

As Ireland’s number one sports drink, Lucozade Sport is dedicated to grass roots sports in Ireland as well as sponsoring some of Ireland leading associations and sports people such as the FAI, the IRFU, Henry Shefflin and Katie Taylor.





Ivan-pic1Ivan Heneghan

Currently leading Facebook¹s Global Shared Services Ads team in EMEA, Ivan Heneghan previously built and led Facebook¹s Strategic Client Services team for EMEA and prior to that, Facebook’s UK & Ireland Online Sales Operations team, focused on managing advertising agencies in the UK & Ireland and helping them develop social media strategies on Facebook.

Ivan has been involved in all elements of online marketing over the last decade, from start-ups to large multinationals, and has previously worked in senior roles in two Irish digital agencies; and for Google, leading account management efforts for the AdSense product in EMEA, and from there, managing teams focused on the SMB customer segment for the AdSense product.

Ivan is the author of numerous published articles and national training courses on web design, SEO/SEM, online marketing, web analytics and social media, and has been a professional trainer for over 100 organisations in all areas of online marketing.

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