Skip to content

Toggle service links

You are here

  1. Home
  2. Dr Terry O'Sullivan

Dr Terry O'Sullivan

MA (Oxford), PhD (Newcastle)

Professional biography

Prior to joining The Open University Business School, Terry was Principal Lecturer in the Faculty of Media at what is now Leeds Trinity University where he had institution-wide responsibility for international links. His industry experience includes marketing and advertising management roles at Nestle-Rowntree, and pioneering the marketing and publicity functions at two regional repertory theatres: Derby Playhouse and York Theatre Royal. He has consulted on marketing for a number of organisations in the arts and non-profit sector, most recently for the European Fundraising Association. He has also served as Senior Examiner for the Chartered Institute of Marketing, having developed and written the CIM Introductory Certificate in Marketing qualification.

He contributes regularly to OpenLearn and is an active member of the Open University's research cluster on Social and Responsible Marketing.

Research interests

Terry's subject-based research focuses on the use of marketing in the arts and for positive social change. His projects have included work on museums and engagement, internal social marketing to encourage sustainable workplace behaviour, and consumer behaviour in arts audiences.

He has published in the following journals: The Journal of Marketing Management, Qualitative Market Research, The International Journal of Advertising, The International Journal of Non-Profit and Voluntary Sector Marketing, Consumption Markets and Culture and the International Journal of Arts Management.  His books include two popular marketing text books Foundation Marketing (now in its third edition), and The CIM Companion to Introductory Certificate in Marketing, and Creative Arts Marketing, the leading UK textbook in the growing field of arts marketing, now in its third edition  published by Routledge.. His new book, Business Networking: Innovation and Ideas in Theory and Practice, also published by Routledge,   appeared in November 2021. 

Teaching interests

Terry is Senior Fellow of the Higher Education Academy.

He recently led the production and first presentation of B206 Understanding Customers a new undergraduate module on customer behaviour, which launched in October 2019. The module runs entirely online, reflecting the influence of Massive Open Online Courses on Terry's approach to teaching. As well as continuing to be a member of the presentation team for the module, Terry also tutors on it. His tutor group includes a number of students studying in prison.

Between 2015 and 2017  as MOOCs Programme Director, Terry fronted the expansion of the Faculty's ambitious programme of Massive Open Online Courses, and was lead educator on the Business Fundamentals: Effective Networking MOOC on FutureLearn. He also designed and ran assessment modules at both undergraduate and postgraduate levels for the Open University Business School's pathbreaking initiative to create a route to credit via learning that takes place on MOOCs -- the first time this had been done within a European university credit framework.


Impact and engagement

Massive Open Online Courses on FutureLearn, the Open University's wholly-owned MOOC platform, reach thousands of people around the world with learning that can change their lives. The Faculty of Business and Law's MOOC Programme enhanced the intrinsic value of such learning by opening a pathway to university credit from MOOCs. The Business and Finance Fundamentals Program featured eight MOOCs focusing on employability skills relevant to early career builders, and those looking for their next job and/ or contemplating a university degree. The Digital Economy Program, aimed at the more established professional, contextualised key management disciplines in the contemporary setting of technology-led disruption. Both programs were designed with industry input with an eye on the needs of today's workforce.


External collaborations

Terry is on the editorial board of The Journal of Philanthropy and Marketing (formerly known as The International Journal of Non-Profit and Voluntary Sector Management) and is the Regional Editor (Europe) for Arts and the Market (previously known as Arts Marketing, an International Journal). He is also the elist owner for the Arts and Heritage Marketing Special Interest Group of the Academy of Marketing.

Recent external projects on which Terry has acted as advisor have included Google UK's Google Digital Garage online training suite, and BBC Radio 4's The Bottom Line.

Terry is a visiting lecturer at the Blanquerna School of Communication and International Relations, Universitat Ramon Llull, Barcelona and at Humboldt University Berlin where he contributes to the MA in British Studies. Terry is Senior Academic Reviewer at the Arab Open University, which operates in nine Middle Eastern countries creating life-changing opportunities for many students who would otherwise be unable to access Higher Education.

Research groups

NameTypeParent Unit
Institute for Social MarketingInstituteThe Faculty of Business and Law


Review of Adland: A global history of advertising by Mark Tungate (2013-11-07)
O'Sullivan, Terry
Journal of Marketing Management, 29(13/14) (pp. 1648-1650)

The museum values framework: a framework for understanding organisational culture in museums (2013-08)
Davies, Sue M.; Paton, Rob and O'Sullivan, Terry
Museum Management and Curatorship, 28(4) (pp. 345-361)

Conducting research with children and adolescents, by Julie Tinson (2012-12)
O'Sullivan, Terry
Journal of Marketing Management, 28(13-14) (pp. 1646-1648)

Environmentally responsible behaviour in the workplace: an internal social marketing approach (2012-03-21)
Smith, Anne M. and O'Sullivan, Terry
Journal of Marketing Management, 28(3-4) (pp. 469-493)

Dangling conversations: web-forum use by a symphony orchestra's audience members (2010-07)
O'Sullivan, Terry
Journal of Marketing Management, 26(7 & 8) (pp. 656-670)

More than words? Conversation analysis in arts marketing research (2010)
O'Sullivan, Terry
International Journal of Culture, Tourism and Hospitality Research, 4(1) (pp. 20-32)

All together now: A symphony orchestra audience as a consuming community (2009-09)
O'Sullivan, Terry
Consumption, Markets and Culture, 12(3) (pp. 209-223)

Get MediaSmart®: A critical discourse analysis of controversy around advertising to children in the UK (2007-09)
O'Sullivan, Terry
Consumption, Markets and Culture, 10(3) (pp. 293-314)

Sounding boards: performing arts organizations and the Internet forum (2007-04)
O'Sullivan, Terry
International Journal of Arts Management, 9(3) (pp. 65-77)

All Marketers are Liars: The Power of Telling Authentic Stories in a Low-Trust World by Seth Godin. Book review (2006-10)
O'Sullivan, Terry
Journal of Targeting, Measurement and Analysis for Marketing, 15(1) (pp. 65-66)

Book review: Proper marketing: a review of 'Marketing Management for Nonprofit Organisations' by A. Sargeant (2006)
O'Sullivan, Terry
Nonprofit Management & Leadership, 16(3) (pp. 369-372)

International food advertising, pester power and its effects (2006)
McDermott, Laura; O'Sullivan, Terry; Stead, Martine and Hastings, Gerard
International Journal of Advertising, 25(4) (pp. 513-539)

Advertising and children: what do the kids think? (2005-12)
O'Sullivan, Terry
Qualitative Market Research: an international journal, 8(4) (pp. 371-384)

Choosing better: a review of The Ethical Consumer by Harrison, R., Newholm, T. and Shaw, D. (2005-12)
O'Sullivan, Terry
Journal of Customer Behaviour, 4(3) (pp. 445-447)

Business Networking: Innovation and Ideas in Theory and Practice (2021-11-01)
O'Sullivan, Catherine and O'Sullivan, Terry
ISBN : 978-0-367-46028-0 | Publisher : Routledge | Published : London

Creative Arts Marketing, 3rd edition (2017-10-10)
Hill, Liz; O'Sullivan, Terry; O'Sullivan, Catherine and Whitehead, Brian
ISBN : 978-1-138-21376-0 | Publisher : Routledge | Published : Abingdon

CIM Companion: introductory certificate in marketing (2004-11-12)
Hill, E. and O'Sullivan, Terry
ISBN : 902130730 | Publisher : Chartered Institute of Marketing | Published : UK

Foundation Marketing, (3rd edition) (2004)
Hill, Liz and O'Sullivan, Terry
ISBN : 273655329 | Publisher : Pearson Education Limited | Published : Harlow, U.K.

Creative arts marketing. 2nd edition (2003-06-25)
Hill, Elizabeth; O'Sullivan, Terry and O'Sullivan, Catherine
ISBN : 750657375 | Publisher : Butterworth-Heinemann | Published : Oxford, UK

Arts marketing and ethics: what you can and Kant do (2013-11-28)
O'Sullivan, Terry
In: O'Reilly, Daragh; Rentschler, Ruth and Kirchner, Theresa A. eds. The Routledge Companion to Arts Marketing. Routledge Companions in Business, Management and Accounting (pp. 29-47)
ISBN : 978-0-415-78350-7 | Publisher : Routledge | Published : Abingdon

Taking a cultural perspective on teaching and learning about customer behaviour (2022)
O'Sullivan, Terry and Mal, Carmen
In : Equality Diversity and Inclusion Conference 2022: Inclusive Institutions in Action (Higher Education Academy) (16-17 Mar 2022, Manchester)

Blogging as assessment: some insights from an online course in consumer behaviour (2021)
Mal, Carmen and O'Sullivan, Terry
In : Academy of Marketing Conference (2021) Reframing Marketing Priorities (5-7 Jul 2021, Online)

Lessons from 'MOOCs for credit’ -- turning non-formal learning into formal credit (2019)
O'Sullivan, Terry
In : Open Impact Conference (13-14 Dec 2019, Kampala, Uganda)

Ensuring travel broadens minds: a suitable case for Learning Design? (2019)
O'Sullivan, Catherine and O'Sullivan, Terry
In : Open Impact Conference (13-14 Dec 2019, Kampala, Uganda)

Creative Arts Marketing Third Edition: Using Cases and Content Face to Face and Online (2018-09-26)
O'Sullivan, Terry J. and O'Sullivan, Catherine
In : 26th ENCATC Congress: Beyond EYCH 2018 (26-29 Sep 2018, Bucharest) (pp. 195-208)

Analysing discourse on advertising and children (2004-07)
O'Sullivan, Terry
In : 'Virtue in Marketing', Academy of Marketing Conference (8 Jul 2004, University of Gloucester)