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Dr Maxwell Winchester

BSc (Psych/Research Methods) [VicMelb], Grad Dip Eval [UniMelb], MBus (Marketing) [VicMelb], MA (Teaching & Learning in Higher Ed) [Keele], PhD (Marketing) [Uni SA]

Senior Lecturer, College of Business

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 and 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 taught as a guest lecturer in China, Singapore, Malaysia, Kuwait, France, Germany and Austria.

His research interests include reflective learning and reflective practice; qualitative and quantitative research methods; empirical generalisationalist research methods and 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.

Key publications

Refereed journal articles

Winchester, M.K., Nencyz-Thiel, M., & Arding, R. (forthcoming 2014). 'Exploring Fair Trade Food Consumer Attitudes and Consumption'. Journal of Food Products Marketing.

Winchester, T.M. & Winchester, M.K. (2013). 'A longitudinal investigation of the impact of faculty reflective practices on students' evaluations of teaching'. British Journal of Educational Technology

Winchester, M.K. & Lees, G. (2013). 'Do radio stations in New Zealand target successfully?' Australasian Marketing Journal. Vol 21(1), 52-58.

Winchester, M.K. & Winchester, T.M. (2012). 'If you build it will they come?: Exploring the student perspective of weekly student evaluations of teaching'. Assessment and Evaluation in Higher Education. Vol 37(6) 671-682

Winchester, T.M. & Winchester, M.K. (2011). 'Exploring faculty reflection using weekly student evaluations of teaching'. International Journal of Academic Development, Vol 16(2), 119-131


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.


Unit Coordinator: BHO1171 – Introduction to Marketing

Unit Coordinator: BHO5574 – Consumer Behaviour

Professional membership

  • Certified Practising Marketer
  • Australian & NZ Marketing Academy

Research grants

Victoria University (2012), $9,467

Harper Adams University, £9800

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).


Areas of expertise

  • Branding
  • Empirical generalisationalist methods
  • Luxury and premium brands
  • Market research
  • Marketing
  • Teaching and learning in higher education
  • Wine marketing
Maxwell Winchester

Contact details

+61 3 9919 4618