Mary Boyd

Mary Boyd serves as Senior Lecturer and Head of the Department of Management, Leadership & Marketing within Ulster University Business School at Belfast campus. Her office is located in Room BC-10-209, 2-24 York Street, Belfast, BT15 1AP. Contact: m.boyd@ulster.ac.uk | +44 28 9536 5043.

Dr Boyd's research expertise spans Digital Marketing, Generative AI applications in business education, and Events Management. She investigates e-business adoption among SMEs, e-procurement in manufacturing, and future scenarios for cultural events. Her recent work pioneers asynchronous AI-integrated marketing curricula, while her interdisciplinary project on virtual unwrapping demonstrates cross-domain versatility.

Publication trends reveal an evolution from e-business adoption (2007) and e-procurement (2008) toward AI-driven marketing education (2024). Her work bridges business applications (digital marketing, events) with medical imaging (2006), emphasizing generative AI's transformative role in pedagogy and industry practices.

She received the Gen AI in Education Awards 'Team of the Year' (2025) for collaborative innovation in AI-enhanced educational methodologies.

Boyd co-led the Engaging Tomorrow's Talent project (2024, Department for the Economy) developing marketing technologies for talent engagement. Previously, she contributed to a Knowledge Transfer Partnership (2014-2017) with Ballee Pharmacy, enhancing business processes through academic-industry collaboration.