Brendan Keegan

Brendan Keegan is a Lecturer (Assistant Professor) in Marketing at Maynooth University, specializing in digital/social media marketing analytics, artificial intelligence (AI), machine learning applications in marketing, and digital placemaking. He leads the School of Business and is affiliated with the ALL Institute. His roles include Principal Investigator (PI) on major projects such as GoGreenRoutes (€10.4M EU Horizon project) and the Net Zero Cities Drammen initiative. Key research focuses on digital analytics in decision-making, AI in marketing, and health/wellbeing through digital placemaking.

Education includes a PhD from Manchester Metropolitan University Business School (Social Media Analytics and Agency-Client Relationships), MSc in Digital Marketing Communications, and a BSc in Marine Science (NUI Galway). He has served as an external examiner for multiple universities, including Oxford Brookes and Technical University Dublin. Teaching interests emphasize linking theory to industry trends in social media marketing modules like MN329 and MI238.

Research projects span funded initiatives like the €2.5M Net Zero Cities Drammen project and the Digital Blue Health Seed Funded project. Notable collaborations include work with Drammen City (Norway) on green transitions and EU-wide digital placemaking toolkits. His publications address topics such as AI in B2B marketing, virtual reality in health promotion, and metaverse marketing dynamics.

Professional roles include editorial board memberships (Journal of Digital and Social Media Marketing, Applied Marketing Analytics) and judging digital industry awards (e.g., European Agency Awards). Current supervision includes PhD candidate María José Fernández de Osso Fuentes.

Key areas of future work include advancing cross-border public safety messaging research, exploring AI ethics in marketing, and promoting nature-based solutions through digital placemaking strategies.