In Maxwell’s current role as Head of Scholarship and Professional learning in the First Year College, his responsibilities include:

  • leading professional learning function within the FYC to meet staff learning & teaching and research needs
  • working with the College Senior Leadership Team to manage the strategy for a college of first year units and around 100 staff
  • managing the professional learning budget
  • individually mentoring staff in meeting their individual professional learning needs.

Maxwell spent the previous six years at Victoria University in the School of International Business as a Discipline Leader of Marketing and Learning and Teaching Coordinator.

Maxwell has consulting experience as a marketing researcher in Australia, Asia, North America and Europe. His clients have included:

  • Astra Motor Company
  • Cartier Asia
  • BHP
  • Pernod Riccard
  • a number of government agencies.

He has also held a senior management position in one of Australia's largest companies and held political seats in the UK.

In addition to his industry experience, Maxwell has many years of academic teaching experience globally, having held permanent faculty positions in Australia, Canada and the UK. In addition to these he has been an adjunct lecturer in China, Singapore, Malaysia, Vietnam, Kuwait, France, Denmark, Germany, Austria and Mexico.

His research interests include:

  • reflective learning and reflective practice
  • qualitative and quantitative research methods
  • empirical generalisationalist research methods
  • behaviourist consumer behaviour theories.

He has published articles on student evaluations of teaching and reflective practice, as well as negative brand beliefs, luxury and premium brands, and wine marketing.


Refereed journal articles

Wilson, D. & Winchester, M. (forthcoming, 2018).  Extending the Double Jeopardy and Duplication of Purchase Laws to the Wine Market,International Journal of Wine Business Research, Vol 31(2).

Anesbury, Z.,Winchester, M., & Kennedy, R. (2017). Brand user profiles seldom change and seldom differ. Marketing Letters, 1-13.

Lees, G., Winchester, M. & deSilva, S. (2016). Demographic product segmentation in financial services products in Australia and New Zealand.  Journal of Financial Services Marketing, Vol 21(3), 240-250.

Augar, N. Woodley, C., Whitefield, D. & Winchester, M.(2016).  Exploring academics’ approaches to managing team assessment. International Journal of Educational Management, Vol 30(6), 1150-1162.

Winchester, M. & Lees, G. (2016). An Investigation of the Success of Targeting Newspapers and Efficiency in Advertising Expenditure in Ireland.  Journal of Promotions Management, Vol 22(5), 620-636.


Winchester, M.K. & Winchester, T. (2017). 'Global Marketing'. In Sharp, B. (Ed). Marketing: Theory, Evidence, Practice (2nd Ed). South Melbourne, Oxford University Press.

Winchester, M.K. & Winchester, T. (2013). 'Global Marketing'. In Sharp, B. (Ed). Marketing: Theory, Evidence, Practice. South Melbourne, Oxford University Press.

Refereed chapters

Winchester T.M. & Winchester, M.K. (2012). 'Utilising the Virtual Learning Environment to Encourage Faculty Reflection and Improve the Student Learning Experience', in Charles Wankel, Patrick Blessinger (ed.) Increasing Student Engagement and Retention Using Immersive Interfaces: Virtual Worlds, Gaming, and Simulation (Cutting-edge Technologies in Higher Education, Volume 6), Emerald Group Publishing Limited, pp.341-368.

View the full list of Maxwell's publications in Victoria University's Research Repository.

Conference presentations

Winchester, M.K. & Lees, G. (2012). An Investigation of the Success of Targeting Newspapers in Victoria, Australia. Australian & New Zealand Marketing Academy Proceedings.

Winchester, M.K. & Lees, G. (2012). Profiling consumers of Australia's Top Ten Banks. Australian & New Zealand Marketing Academy Proceedings.

Winchester, M.K., Winchester, T. & Alvey, F. (2011). Seeking Romance and a Once in a Life-time Experience: Considering Attributes that Attract Honeymooners to Destinations. Australian & New Zealand Marketing Academy Proceedings. (ERA Rank = C).

Winchester, M.K., Nencyz-Thiel, M., Arding, R., & Lees, G. (2011). The Importance of Prior Knowledge in Understanding Consumer Purchases of Fair Trade Brands.Australian & New Zealand Marketing Academy Proceedings. (ERA Rank = C).

Professional membership

  • Certified Practising Marketer
  • Fellow of the Higher Education Academy

Research grants

Victoria University (2012), $9,467

Harper Adams University, £9800

Areas of expertise

  • Branding
  • Empirical generalisationalist methods
  • Luxury and premium brands
  • market research
  • marketing
  • Teaching and learning in higher education
  • Wine marketing

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