Profile image of Marion Steel

Dr Marion Steel





Faculty of Business and Law


Deakin Business School


Melbourne Burwood Campus


Doctor of Philosophy, Monash University, 2009
Master in Training & Development, University of Melbourne, 2001
Bachelor of Business (Administration), Royal Melb Inst. of Technology, 1999


Dr Marion Steel is a Senior Lecturer and the Course Director of Bachelor of Commerce in the Department of Marketing in Deakin Business School. Marion currently researches business and social networks looking at the impacts on business performance and business relationships. Over the last 5 years, this research has applied in journal articles, teaching and Industry Engagement.

As a board member for the Australasian Promotional Products Association (APPA), Marion has contributed to the development of their educational strategy. She has also become aware of the gap between industry and student expectations that is affecting employability and recruitment in the sector and in the wider marketing sector.  Marion uses this knowledge to design curriculum with knowledge and employability requirements.

Read more on Marion's profile

Career highlights

  • Best Reviewer, Higher Education, Australia and New Zealand Marketing Academy Conference (ANZMAC), 2014.
  • Highly Commended, Faculty Teaching Awards, 2017.
  • Team Teaching Award, RMIT College of Business, 2012.
  • Teaching Excellence, RMIT University, 2010.

Research interests

  • Business Networks
  • Customer Relationships
  • Industrial Marketing


  • Past Member, Board of Directors Australasian Promotional Products Association (APPA).
  • Member, American Marketing Association (AMA).

Teaching interests

  • Work Integrated Learning
  • Business Marketing
  • Marketing Strategy

Units taught

MWL101 Professional Insights

MMK365 Marketing Insights

MWL318 / MWL718 Internships

Knowledge areas

  • Business networks
  • Customer relationship management
  • Marketing Education and work-based learning

Professional activities

Google Scholar


Filter by


Heritage tourism brand experiences: The influence of emotions and emotional engagement

E Steriopoulos, C Khoo, H Wong, J Hall, M Steel

(2023), pp. 1-16, Journal of Vacation Marketing, London, Eng., C1

journal article

Communities of benefit exchange - A new taxonomy of alternative consumption practices

N Bajaj, S Ogden, M Steel, K Rahman

(2021), Vol. 20, pp. 1403-1421, Journal of Consumer Behaviour, C1

journal article

Consumer motivations to create alternative consumption platforms

D Bajaj, M Steel, S Ogden, K Rahman

(2020), Vol. 28, pp. 50-57, Australasian Marketing Journal, Amsterdam, The Netherlands, C1

journal article

Investigating the value of a peer-to-peer mentoring experience

K Griffiths, F Kopanidis, M Steel

(2018), Vol. 26, pp. 92-98, Australasian Marketing Journal, Amsterdam, The Netherlands, C1

journal article

Sailing the seven C's of blog marketing: understanding social media and business impact

A Dobele, M Steel, T Cooper

(2015), Vol. 33, pp. 1087-1102, Marketing Intelligence and Planning, C1-1

journal article

An examination of corporate social responsibility implementation and stakeholder engagement: a case study in the Australian mining industry

A Dobele, K Westberg, M Steel, K Flowers

(2014), Vol. 23, pp. 145-159, Business strategy and the environment, London, Eng., C1-1

journal article

Developing customised CRM projects : the role of industry norms, organisational context and customer expectations on CRM implementation

M Steel, C Dubelaar, M Ewing

(2013), Vol. 42, pp. 1328-1344, Industrial marketing management, New York, N. Y., C1-1

journal article

All things being equal: Observing Australian individual academic workloads

A Dobele, S Rundle-Thiele, F Kopanidis, M Steel

(2010), Vol. 32, pp. 225-237, Journal of Higher Education Policy and Management, C1-1

journal article

The development of competent marketing professionals

I Walker, Y Tsarenko, P Wagstaff, I Powell, M Steel, J Brace-Govan

(2009), Vol. 31, pp. 253-263, Journal of marketing education, Thousand Oaks, Calif., C1-1

journal article

Cultural frames that drive sales and marketing apart: An exploratory study

M Beverland, M Steel, G Dapiran

(2006), Vol. 21, pp. 386-394, Journal of Business and Industrial Marketing, C1-1

journal article

Funded Projects at Deakin

No Funded Projects at Deakin found


Principal Supervisor


Thesis entitled: A model of Transformative Brand Experience for Pilgrimage Tourism

Doctor of Philosophy, Department of Marketing

Stefanie Tralaggan

Thesis entitled: Customer Experience Improvement through Customer Analytics Training for Frontline Employees

Doctor of Philosophy, Department of Marketing