Laura Cuddihy

‌Lecturer in Marketing and Management of Sales
Room 3046
School of Marketing

T: +353 1 402 7085
F:  +353 1 403 7198


PgDip  (Third Level Learning and Teaching) DIT, 2002
MBS (Reseach) DCU, 1996
B.Sc Mgmt (Marketing) Dublin University, 1981
Advanced Diploma in Marketing Techniques, COMAD, 1981
FMII, 2008
FSII, 2009

Laura worked in sales and marketing roles for seven years in Smith and Nephew Ireland Consumer and Medical divisions. She joined the teaching staff of IT Carlow in 1987 and moved to the Dublin Institute of Technology in 1993. She currently teaches on undergraduate, post-graduate and executive education courses in Selling, Sales Management and Marketing using both didactic and problem-based learning approaches. She is actively involved in research in these fields and the area of educational research.  She  was a member of the MII Education Committee 1998-2006 and chaired it from 2001-2003. In addition she is a Fellow of both the Marketing Institute of Ireland (2008) and the Sales Institute of Ireland (2009).
She was Academic Director for the DIT SalesWISE Sales Management Post-Graduate Diploma which has to date enabled I5O senior Irish sales professionals enhance their sales management competencies and knowledge over eight two-day modules.  She was awarded the DIT Business Faculty Teaching Excellence Award in 2005 and was short-listed for the National Marketing Educator of the Year Award in 2007.

Research Students

Completed MPhil

Stephen Kennelly, The Emerging Role of the Irish Sales Manager: a study of the practice of sales management in Ireland and an examination of how changes in the sales process and information technology have impacted on the sales manager, Graduated November 2007, Available: Co-Supervisor: Dr. Joe Coughlan
Mary Jordan, Influences on Secondary School Students Third-level Course Choices, Graduated WIT July 2006

Current PhD

Sarah Browne, Sales Strategy and its Contribution to Business Strategy and Achievement of Improved Business Performance for Irish Exporting Firms, Co-Supervisors: Dr. Katrina Lawlor, Dr. Pamela Sharkey-Scott


Refereed Journal Articles

Cuddihy, L. and Weilbaker, D (2002) “Cross cultural examination of selling skills”, Journal of Selling and Major Account Management 4(1), 39-49

Cuddihy,  L., Kennedy, M and  Trainor, T (1999) “The challenge of sales education provision for sales professionals”, Journal of Selling and Major Account Management, 2(1), 99-114

Refereed Conference Papers

Cuddihy, L and D. Weilbaker, (2005) “Initiating Sales Specific Short-Term International Exchange Programmes for Undergraduate Students”, Conference Proceedings: Academy of Marketing Science, Summer, Muenster, Germany

Cuddihy, L and K. Hughes, (2005)  “Reflections on a blended learning approach to PBL”, Conference Proceedings: 12th EDiNEB Annual Conference, Summer,  Antwerp, Belgium

Cuddihy, L, Coughlan, J and S. Kennelly, (2005)  “The Emerging Role of the Irish Sales Manager”, Conference Proceedings: Irish Academy of Management, GMIT,  Galway.

Cuddihy, L  and J. Coughlan,  (2004)  “Entry Characteristics of Third Level Business Students”, Conference Proceedings: Irish Academy of Management, Trinity College, Dublin 

Other Publications ( not in categories above)

Cuddihy, L  (2009) “Giving Sales a More Strategic Role in the Organisation”, Marketing Age, Sept/Oct, pp. 54-57
Cuddihy, L,  (2006) “Sales are from Mars, Marketing are from Venus”, Marketing Quotient, Vol.1, Iss.1, pp. 14-15
Cuddihy, L,  (1999)  “Sales Coaching”, Sales Institute of Ireland News, Iss. 6, pp. 6-7.