Deakin Business School

Department of Marketing

Deakin's Department of Marketing ranks third in Australia and number one in Victoria across all academic levels in terms of the citations of our research publications. 

Our Department has developed a range of innovative teaching initiatives at the graduate and undergraduate level. One member has won a national Office for Learning and Teaching (OLT) Citation for Outstanding Contribution to Student Learning.

With 24 staff members, two of whom are Alfred Deakin Professors, our department’s developed innovative teaching initiatives, concentrating on social/transformative marketing, services marketing and marketing communication, strategy and education.

Areas of specialisation

  • Social and transformative marketing
  • Marketing and public policy
  • Services marketing
  • Marketing communication
  • Marketing strategy
  • Marketing/business education
  • Customer analytics and modelling

Recent projects

Saving lives


Boosting the supply of blood donations from Australia's African communities is the focus of a potentially life-saving research project from the School of Management and Marketing.

The issue

Only one in 30 Australians regularly roll up their sleeves to donate this life-saving product – despite one in three needing blood at least once in their lifetime.

So if the blood donation message is hard to sell to the mainstream Australian population, how much harder is it to persuade the nation's migrant communities – with their differing cultures and customs – to give blood?

The project

Thanks to an Australian Research Council linkage grant, our researchers – along with the Australian Blood Service and colleagues at the University of Wollongong – are investigating the development of marketing interventions to increase participation rates in African communities in Victoria and South Australia.

Prospective HDR students

Interested in research-level study? Gain the skills you need to get ahead in your workplace or kickstart your research or academic career.

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Regularly published

Marketing staff have published in many of the leading journals in the discipline, including:

  • The Journal of Academy Marketing Science
  • International Journal of Research in Marketing
  • Journal of Service Research
  • Journal of Business Research
  • Journal of Advertising Research
  • Journal of Advertising
  • Industrial Marketing Management
  • Marketing Letters
  • Psychological and Marketing
  • Journal of Business Ethics
  • European Journal of Marketing
  • Journal of Consumer Psychology

Forthcoming research

The Department of Marketing has a number of papers earmarked for future publication. The full list is below.

Upcoming research

Brand compass: charting a course to improve firm performance, Journal of Strategic Marketing,1-14
Authors: Bridson, K.C., Evans, J.

The direct and indirect effect of NFC on marketers’ work norms, vocational socialization, individual ethical position, and ethical perceptions, Journal of Business and Industrial Marketing
Authors: McClaren, N., Vocino, A.

Recovering from other-customer-caused failure: the effect on focal customer complaining, Journal of Hospitality Marketing and Management,1-22
Authors: McQuilken, L., Robertson, N., Polonsky, M.J.

Non-wage benefits, corporate ownership and firm performance in post-communist economies: evidence from Ukraine, International Journal of Human Resource Management
Authors: Michelotti, M., Vocino, A., Gahan P., Roloff, J.

Evaluating social marketing’s upstream metaphor: does it capture the flows of behavioural influence between ‘upstream’ and ‘downstream’ actors? Journal of Marketing Management,1-20
Authors: Newton, J.D., Newton, F.J., Rep, S.

The influence of eco-label knowledge and trust on pro-environmental consumer behaviour in an emerging market, Journal of Strategic Marketing
Authors: Taufique, K., Vocino, A.. Polonsky M.J.

Accumulation through derealization: How corporate violence remains unchecked, Human Relations
Authors: Varman, R., Al-Almoudi, I.

Egregiousness and boycott intensity: evidence from the bp deepwater horizon oil spill, Management Science
Authors: Wang, Z., Lee, A. and Polonsky M.J.

Past research

Get an overview of the past research projects our team has focused on.

Find out more about our past research

Grant success

Our Department boasts a strong category one grant track record, including three ARC Discovery, three ARC Linkages, one Australian Council and an OLT grant. We have also been highly successful in receiving a range of industry-based funding to support our research.

Our staff

Our Department is comprised of 24 staff members including three professors – two of whom are Alfred Deakin Professors.

Find a staff member

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