Deirdre O'Loughlin is a Senior Lecturer in Marketing in the Department of Management and Marketing at the Kemmy Business School in the University ofLimerick.  She held a number of positions in industry before she joined academic where she lectured at Dublin City University and University College Cork before joining UL. Her research interests lie in a broad range of areas including branding, services and relationship marketing and her PhD research focused on the sector of retail financial services.  Her research focus has also expanded to include e-service quality, interactivity and e-relationship issues in addition to consumer behaviour and consumption issues including credit and debt consumption, marketing and consumer responsibility, social and public policy and ethics. She has published in a broad range of international peer reviewed journals including Social Policy and Administration, The Services Industries Journal, Journal of Marketing Management, Journal of Strategic Marketing, Journal of Consumer Marketing, Irish Marketing Review and the Australasia Journal of Marketing.  She has presented at many Irish, UK, European and International conferences including the Academy of Marketing UK, European Marketing Association Conference (EMAC), Australasia New Zealand Marketing Association Conference (ANZMAC), American Marketing Association Winter Educators conference and the Advances in Consumer Research (ACR) conference, USA. 
Deirdre has successfully secured a number of research grants through the UL Faculty Seed-funding initiative and Combat Poverty Agency Ireland to explore credit and debt consumption among consumers including low income groups.  She also secured HEA/ UL funding to conduct collaborative research on peer observation of teaching processes and best practice.  She is fully committed to teaching and learning and completed the HDip in International Teaching Programme (ITP) at the Swedish School of Economics in 2005.  She has twice been nominated for the UL Centre for Teaching and Learning excellence award (2004 and 2005) and won the award for Excellence in Teaching (large groups) in 2005.  She is a Senior Honorary Research Fellow at the University ofBirmingham where she is involved in several research and teaching activities. She acts as reviewer for a wide range of marketing journals and conferences and is on the editorial board for the International Journal of Bank Marketing.  She has held a number of administrative roles at UL including Programme Director, BBS and BBS & Languages and has served on several university and school level committees including UL Marketing Committee, UL Academic Council, BBS Course Board (Chair),  KBS Research Committee and Student Status Committee. She is a graduate member of the Marketing Institute of Ireland and actively involved with marketing practitioners and industry networks.