Emmet Donaghey

I am a PhD researcher under the supervision of Professor Mark Durkin, Professor Geoff Simmons and Professor Brendan Galbraith. My doctoral research project is titled: ‘From smart cities to inclusive urban communities – the role of big data & social marketing in creating equitable socio-economic change'

My research explores how big data insight with social marketing facilitates ‘smart governance’ as a key characteristic of smart cities, driving citizens’ participation and involvement with other stakeholders to transition them to equitable, inclusive urban settlements.

This research is an exploratory study focusing on Belfast and Bristol, with the finished report being a comparative case study analysis. This will investigate how the interplay of big data, smart governance and social marketing tools can create value for all stakeholders at a local level. Viewed as a best practice example of a UK smart city, Bristol can offer an aspirational smart city such as Belfast valuable insight and knowledge into methods and tools they utilise to address socio-economic and urban challenges.

The role social marketing takes on is one of helping to inform an understanding of specific socio-economic issues using big data insights and helping policymakers to communicate them through governance platforms to create socio-economic literacy and informed citizenship.

I am currently teaching a few modules across this academic year (2022-23):

BMG835 - Management Research Methods (Semester 1)

BMG725 - Managment Research for HR Practice (Semester 2)

BMG830 - Management Project (Semester 2)

BMG541 - Business Research (Semester 2)