Staff profile - Adam Karg

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Dr Adam Karg

Position: Senior Lecturer
Faculty or Division: Faculty of Business & Law
Department: Department of Management
Campus: Melbourne Burwood Campus
Phone: +61 3 92446934 +61 3 92446934



Dr Adam Karg is a Lecturer in the Sport Management Program at Deakin University and Course Director of the Undergraduate Sport Management Program. He teaches undergraduate and postgraduate courses in Sport Marketing, Sport Promotions and Public Relations, Sport Broadcasting and Sport Organisation.

His research has been published in peer reviewed A-ranked journals including Sport Management Review. He has also presented at national and international sport management and marketing conferences including winning a best paper award at the American Marketing Association Conference in 2012.

Adam has also been engaged in a wide range of consulting and research activities with national and state sporting organisations, governing bodies, charities, sport technology start-ups and more than 25 professional sport clubs including AFL, Big Bash League, A-League, NRL and Super 15 teams. The majority of this work has focused on aspects of consumer behaviour, membership services, fan development strategy and sponsorship.

In 2012, he was elected to the board of the Sport Management Association of Australia and New Zealand.


Member of:

Sport Management Association of Australian and New Zealand (SMAANZ)
North American Society of Sport Management (NASSM)
European Association of Sport Management (EASM)
Australian Marketing Institute (AMI)
American Marketing Association (AMA)
Australian and New Zealand Marketing Academy (ANZMAC)
Golden Key International Honour Society

Professional activities

Board Member, Sport Management Association of Australian and New Zealand

LinkedIn profile


Teaching Interests

Sport Marketing and Media
Sport Management
Consumer Behaviour (Sport)
Organisational Design and Theory

Subjects and units currently teaching

MMS 100 Sport Organisation
MMS 308 Sport Marketing
MMS 715 Sport Promotion and Public Relations
MMS 773 Sport Broadcasting


Research interests

Sport marketing and consumer behaviour
Fan development, sport services, satisfaction and relationship marketing
Organisation structure and strategy within complex sport organisations
Online sport consumption, social media and sport broadcasting
Sport economics
Branding and sponsorship

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