The title of his lecture is "A brief history of the future of social marketing." O'Sullivan specializes in marketing and advertising management. In addition to his academic career, he has worked for Nestle-Rowntree and has led the advertising strategy of the Derby Playhouse Theatre and the York Theatre Royal. He has extensive experience in numerous fundraising organizations related to the arts and the nonprofit sector as the European Fundraising Association.

Terry's research addresses marketing ethics and the application of marketing for socially-desirable ends (such as sustainable behaviour and widening participation in the arts). He is particularly interested in research which has the potential to contribute to policy and practice in marketing.

His work includes 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.

His lecture is open to the public.