Marketing at UNSW Sydney: Building Marketing Capability in Australasia

John H. Roberts (), Mark Uncles, Harald J. Heerde, Valentyna Melnyk and Maggie Chuoyan Dong
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John H. Roberts: UNSW Sydney
Mark Uncles: UNSW Sydney
Harald J. Heerde: UNSW Sydney
Valentyna Melnyk: UNSW Sydney
Maggie Chuoyan Dong: UNSW Sydney

Customer Needs and Solutions, 2023, vol. 10, issue 1, No 3, 8 pages

Abstract: Abstract This paper traces the evolution of the marketing discipline within the University of New South Wales (UNSW) Sydney, the home of Australasia’s pioneering university-based marketing school. It contrasts how marketing has evolved in Australasia compared to North American and European schools. The early emphasis on industry engagement and practice and specialized education and research have given UNSW Sydney a number of advantages which it has leveraged through its education programs and impactful research. After detailing the development of the discipline of Marketing within UNSW and providing examples of where it has contributed to marketing thought and practice, the paper looks to the future, outlining how the School is moving forward.

Keywords: Marketing education; Marketing research; University departments; Stakeholder engagement; Tertiary marketing education; Marketing capability (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s40547-023-00139-6

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