About our Research

The Marketing Discipline is very proud of its research activities. The discipline consists of a small dynamic team of researchers, lead by Professor John Rossiter, Research within the discipline focuses on the following areas:

The Marketing discipline is becoming increasingly research-active and strives to build on its research profile. Two staff members are nearing completion of their PhD studies, while 5 other academics are at varying stages in their PhD research. Three key members of the discipline have been successful in receiving major grants:

Professor John Rossiter, who is Australia's most cited marketing scholar (Social Sicences Citation Index), was awarded a large ARC Grant for the purpose of producing a predictively valid, psychometrically reliable test of "marketing knowledge".

Professor Sara Dolnicar, who is one of the Commerce Faculty's most successful researchers. was recently awarded an ARC Linkage Grant. Prof Dolnicar and Wollongong City Council, as the Industry Partner, have been awarded the grant which aims to study 'Attracting volunteers in a multicultural society - managing heterogeneity of volunteering motivations by integrated market structure analysis'.

A new development in the discipline is the establishment of the Centre for Social Marketing. Social marketing involves the use of modern marketing methods to maximise a target group's response pattern in a belief that it will be of benefit to both the individual and society as a whole. Aspects of social marketing can be seen in many social and health related communication programs and in the solving of many health and social problems. For example, road safety, HIV/AIDS, illicit drug and alcohol abuse and other advertising and promotion campaigns.

Research projects are conducted at the Faculty, Doctoral, Masters by Research and Bachelor Honours levels.

The Marketing Discipline is known for its research in the areas of service quality, business marketing, consumer marketing, international marketing and marketing communications including the internet.

Last reviewed: 11 September, 2009