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Assoc. Prof. Dr. Justina Šetkutė

Assoc. Prof. Dr. Justina Šetkutė

Associate Professor

justina.setkute@ism.lt ORCIDGoogle Scholar

Dr. Justina Šetkutė has joined ISM University of Management and Economics as an Associate Professor in Marketing and serves as Director of the Business Management and Marketing Bachelor’s programme.

She brings over 15 years of international professional and academic experience across Ireland, the United Kingdom, and the Middle East. Prior to joining ISM University, Dr. Šetkutė held academic positions at Heriot-Watt University (Dubai), Technological University Dublin (Ireland), Coventry University (UK), Dublin City University (Ireland) while based at Princess Nourah Bint Abdulrahman University (Saudi Arabia), and Robert Gordon University (Scotland). She has taught marketing and digital marketing at undergraduate and postgraduate levels and supervised numerous bachelor’s and master’s dissertations.

Dr. Šetkutė holds an MSc in Marketing from the University of Galway (formerly National University of Ireland Galway) and a PhD in Digital Marketing from Robert Gordon University (Scotland). Before transitioning into academia, she worked as a marketing manager in the oil and gas industry. This professional background inspired her doctoral research, which examined how B2B SMEs use digital marketing communications and the role these practices play in shaping their broader marketing strategies.

Her current research focuses on B2B SMEs, marketing practice, theory–practice divide and marketing education. She has published in leading international journals, including Industrial Marketing Management and the Journal of Marketing Education, where she also serves as a reviewer.

Awards

  • 2024 – Became Aurora Fellow of Advance HE
  • 2023 – Received bursary for Embedding Sustainability into Practice through Capacity Building for Certificate in Educating for Sustainability
  • 2021 – Received Technological University Dublin Business Scholarship Co-Fund Industry Partnership funding for PhD project
  • 2018 – Became Fellow of Higher Education Academy/Advance HE (FHEA)
  • 2015 – Received research fellowship at RCUK Digital Economy Hub/dot.rural at University of Aberdeen

Research areas

  • B2B SMEs
  • Marketing practice
  • Theory-practice divide
  • Marketing education

Teaching areas

  • Marketing courses
  • Digital marketing courses

Projects

  • 2025 – Received Research Council of Lithuania (RCL) postdoctoral fellowship: Digitalization and small B2B firms: adoption, application and impact (2025-2027; 123658 EUR) Principal Investigator

Publications

Gibson, A., Minto, N., Setkute, J. and Garzia Pascual, B. 2025. Using immersive technologies in soft skills development: student perspectives. 10th International XR-Metaverse Conference 2025, 25-27 June 2025, Maastricht University.  
Setkute, J. and Dibb, S. (2025). From theory to practice: practical implications as a translational bridge between research relevance and impact. Industrial Marketing Management, 125, 131-149. https://doi.org/10.1016/j.indmarman.2024.12.017 
Setkute, J. and Dibb, S. (2024). From Theory to practice: a framework of practical implications for industrial digital marketing. 7th Industrial Marketing Management Summit 2024, 9-11 January 2024, University of Leeds.
Setkute, J. and Dibb, S. (2022). “Old boys’ club”: barriers to digital marketing in small B2B firms. Industrial Marketing Management, 102, 266-279. https://doi.org/10.1016/j.indmarman.2022.01.022
Setkute, J., Kidney, E. and Murphy, L. (2022). From digital disruption to societal transformation: the changing nature of marketing profession in the post COVID-19 world. In proceedings for Academy of Marketing Annual Conference & Doctoral Colloquium 2022, 5-7 July 2022, University of Huddersfield.
Setkute, J. and Kurtzke, S. (2022). Small tourism firms’ use of marketing technology in the post-Covid Era: the case of Ireland and Scotland. In proceedings for Academy of Marketing Annual Conference & Doctoral Colloquium 2022, 5-7 July 2022, University of Huddersfield.
Kurtzke, S. and Setkute, J. (2022). Practice-informed marketing education: a new approach to teaching digital analytics to marketing students. In proceedings for Academy of Marketing Annual Conference & Doctoral Colloquium 2022, 5-7 July 2022, University of Huddersfield.
Kurtzke, S. and Setkute, J. (2021). Analytics capability in marketing education: a practice-informed model. Journal of Marketing Education, 43(3), 298-316. https://doi.org/10.1177/02734753211042404
Kurtzke, S. and Setkute, J. (2020). SME ICT marketing impact: a new conceptual model. In proceedings for European Marketing Academy Conference 2020.
Setkute, J. and Kurtzke, S. (2019). The use of websites as a digital marketing communication channel: a case of B2B SMEs. In proceedings for Academy of Marketing Annual Conference & Doctoral Colloquium 2019, 1-4 July 2019, Regent’s University London.
Setkute, J. (2018). The use of digital marketing communication channels: a longitudinal observation of oil and gas B2B SMEs. In proceedings for Academy of Marketing Annual Conference & Doctoral Colloquium 2018, 2-5 July 2018, University of Stirling.
Setkute, J. (2018). Digital marketing communications: a case of oil and gas industry B2B SMEs. In proceedings for Academy of Marketing Annual Conference & Doctoral Colloquium 2018, 2-5 July 2018, University of Stirling.
Setkute, J. (2016). In search of digital marketing success: critical success factors of digital marketing communication strategies for oil and gas B2B SMEs. In proceedings for Academy of Marketing Annual Conference & Doctoral Colloquium 2016, 4-7 July 2016, Northumbria University.
Setkute, J. (2014). Exploring the effect of Facebook as a relationship marketing tool: the case of Lithuanian telecommunications. Istanbul University Faculty of Communication Journal, 46, pp. 57-81.

Publications

Gibson, A., Minto, N., Setkute, J. and Garzia Pascual, B. 2025. Using immersive technologies in soft skills development: student perspectives. 10th International XR-Metaverse Conference 2025, 25-27 June 2025, Maastricht University.  
Setkute, J. and Dibb, S. (2025). From theory to practice: practical implications as a translational bridge between research relevance and impact. Industrial Marketing Management, 125, 131-149. https://doi.org/10.1016/j.indmarman.2024.12.017 
Setkute, J. and Dibb, S. (2024). From Theory to practice: a framework of practical implications for industrial digital marketing. 7th Industrial Marketing Management Summit 2024, 9-11 January 2024, University of Leeds.
Setkute, J. and Dibb, S. (2022). “Old boys’ club”: barriers to digital marketing in small B2B firms. Industrial Marketing Management, 102, 266-279. https://doi.org/10.1016/j.indmarman.2022.01.022
Setkute, J., Kidney, E. and Murphy, L. (2022). From digital disruption to societal transformation: the changing nature of marketing profession in the post COVID-19 world. In proceedings for Academy of Marketing Annual Conference & Doctoral Colloquium 2022, 5-7 July 2022, University of Huddersfield.
Setkute, J. and Kurtzke, S. (2022). Small tourism firms’ use of marketing technology in the post-Covid Era: the case of Ireland and Scotland. In proceedings for Academy of Marketing Annual Conference & Doctoral Colloquium 2022, 5-7 July 2022, University of Huddersfield.
Kurtzke, S. and Setkute, J. (2022). Practice-informed marketing education: a new approach to teaching digital analytics to marketing students. In proceedings for Academy of Marketing Annual Conference & Doctoral Colloquium 2022, 5-7 July 2022, University of Huddersfield.
Kurtzke, S. and Setkute, J. (2021). Analytics capability in marketing education: a practice-informed model. Journal of Marketing Education, 43(3), 298-316. https://doi.org/10.1177/02734753211042404
Kurtzke, S. and Setkute, J. (2020). SME ICT marketing impact: a new conceptual model. In proceedings for European Marketing Academy Conference 2020.
Setkute, J. and Kurtzke, S. (2019). The use of websites as a digital marketing communication channel: a case of B2B SMEs. In proceedings for Academy of Marketing Annual Conference & Doctoral Colloquium 2019, 1-4 July 2019, Regent’s University London.
Setkute, J. (2018). The use of digital marketing communication channels: a longitudinal observation of oil and gas B2B SMEs. In proceedings for Academy of Marketing Annual Conference & Doctoral Colloquium 2018, 2-5 July 2018, University of Stirling.
Setkute, J. (2018). Digital marketing communications: a case of oil and gas industry B2B SMEs. In proceedings for Academy of Marketing Annual Conference & Doctoral Colloquium 2018, 2-5 July 2018, University of Stirling.
Setkute, J. (2016). In search of digital marketing success: critical success factors of digital marketing communication strategies for oil and gas B2B SMEs. In proceedings for Academy of Marketing Annual Conference & Doctoral Colloquium 2016, 4-7 July 2016, Northumbria University.
Setkute, J. (2014). Exploring the effect of Facebook as a relationship marketing tool: the case of Lithuanian telecommunications. Istanbul University Faculty of Communication Journal, 46, pp. 57-81.