Can marketing be a force for good? This Murdoch Business School academic thinks so. In fact, she knows so.

Dr Ingrid O’Brien helps guide business students into the modern working world. A world going through rapid cultural, political and environmental transformation, which requires novel ideas and real solutions. The Master of Business Administration (MBA) Academic Chair, postgraduate coursework lead, researcher, lecturer and business owner has a wealth of experience for her students to learn from.

“I’ve been able to work in lots of different sectors all over the world, and I bring this global perspective into my teaching and research,” Dr O’Brien said. “I had been running my own strategic marketing consultancy whilst I completed my PhD. Prior to that I worked in Beijing for three years as a marketing director for an international school, and three years in London as a marketing consultant.”

I have been able to live and work professionally around the world in some pretty special locations and be involved with some amazing organisations and projects. I think that’s big for any West Australian, that we can be successful on the world stage.”

She knows all too well it’s a fine line to tread in balancing customer needs, business progression, and the wellbeing of the wider community.

“I’m in the marketing discipline so overall I’d say my teaching goals are to help students see the power of thinking critically and strategically about whatever it is we are offering to the market – how do we make our offering truly compelling,” she said. “At a higher level as Academic Chair for the MBA, I want to help produce the ethical leaders of the future.”

Murdoch is a wonderfully collegiate place to work, filled with people who have a genuine passion for what they do.”

Her research efforts are focused in the area of customer engagement, value co-creation, and volunteering. She also has an interest in corporate social responsibility and the not-for-profit sector.

“In all the marketing units I teach I include socially responsible marketing which focuses on sustainability elements of an organisation’s value proposition. We also look at social value concepts such as marketing to specific market segments, which can incorporate equity, diversity and inclusion elements.”

And as an educator, she understands the value of education and what it means to both individual students and their communities. Education can be truly life-changing.

While on the Board of WA Opera, we have proudly developed and presented Australia’s first Indigenous language opera.”

Dr O’Brien’s values and teachings connect with Murdoch’s Ngala Kwop Biddi strategy.  As a university we aim to:

• Change lives and society for the better through accessible education and research

• Contribute to the solution of societal and environmental challenges, and

• Provide an inclusive, caring community in which everyone can realise their potential.

“As academics, much of our research is focused on building a more sustainable world, with greater equity, which welcomes and celebrates diversity, and generally offers us all a brighter future. There is both a collective and individual element to Building a Brighter Future, Together.”

This year Murdoch has reached an incredible 50 year milestone as a university where everyone can belong. We’re also continually striving to be the first choice for First Nations with a commitment to making sure their voices will always be heard.