Section: Overview
Overview
Key publications
Research funding
Supervising & teaching
Career

Key details

Areas of expertise

  • Consumer behaviour
  • Integrated marketing communication
  • Learning and teaching

Not available to supervise research students

Available for media queries

About Maxwell Winchester

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.

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. Most recently he has acted as an Academic Mentor to the APEX World Class Project with the airline industry internationally with Yates & Partners. He has also held a senior management position in one of Australia’s largest companies and held political seats in the UK.

Qualifications

  • MA (Teaching & Learning in Higher Education), University Of Keele, UK, 2010
  • PhD, Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Australia, 2006
  • MBus (Marketing), Victoria University, Australia, 1999
  • GradDip Evaluation, University of Melbourne, Australia, 1996
  • BSc (Psychology/Research Methods), Victoria University, Australia, 1994

Key publications

Year Citation
2019 Winchester, M. (190423). Integrated Marketing Communication A Balanced Approach.

Year Citation
2020 Winchester, M., & Winchester, T. (200101). To the big go the spoils: empirical evidence of the advantages of large players in global and local markets (pp. 152-165). Edward Elgar Publishing.

doi: 10.4337/9781788978545.00019

Year Citation
2014 Winchester, M., Lees, G., & de, Silva. (141203). Is There Product Segmentation in Australia s Top Ten Banks In Rundle-Thiele, S. ;. (Ed.), Paper presented at ANZMAC Annual Conference 2014 (pp. 267-272). Gold Coast, Australia: Griffith University.
2014 Winchester, M., & Lees, G. (141203). How Accurate are Segmentation Profiles? An Investigation of into Whether Customersof Australia s Top Ten Banks Fit within Specific Segmentation Profiles In Rundle-Thiele, S. ;. (Ed.), Paper presented at ANZMAC Annual Conference 2014 (pp. 240-247). Gold Coast, Australia: Griffith University.

Year Citation
2022 Naami, T., Anesbury, Z. W., Stocchi, L., & Winchester, M. (220101). How websites compete in the Middle East: The example of Iran. Journal of Consumer Behaviour, 21(1), (121-136).

doi: 10.1002/cb.1992

2021 Winchester, M., Klein, R., & Sinnayah, P. (210101). Block teaching and active learning improves academic outcomes for disadvantaged undergraduate groups. Issues in Educational Research, 31(4), (1330-1350).
2019 Wilson, D., & Winchester, M. (190612). Extending the double jeopardy and duplication of purchase laws to the wine market. International Journal of Wine Business Research, 31(2), (163-179).

doi: 10.1108/IJWBR-12-2017-0072

2017 Anesbury, Z., Winchester, M., & Kennedy, R. (171201). Brand user profiles seldom change and seldom differ. Marketing Letters, 28(4), (523-535).

doi: 10.1007/s11002-017-9437-2

2016 Augar, N., Woodley, C. J., Whitefield, D., & Winchester, M. (160808). Exploring academics approaches to managing team assessment. International Journal of Educational Management, 30(6), (1150-1162).

doi: 10.1108/IJEM-06-2015-0087

2015 Winchester, M., Arding, R., & Nenycz-Thiel, M. (150829). An Exploration of Consumer Attitudes and Purchasing Patterns in Fair Trade Coffee and Tea. Journal of Food Products Marketing,

doi: 10.1080/10454446.2015.1041197

Research funding for the past 5 years

Please note:

  • Funding is ordered by the year the project commenced and may continue over several years.
  • Funding amounts for contact research are not disclosed to maintain commercial confidentiality.
  • The order of investigators is not indicative of the role they played in the research project.

Grampians Climate Adaptation Strategy
From: Department of Environment, Land, Water and Planning
Other investigators: Prof Thomas Clark
For period: 2020-2021
Not disclosed

Grampians Roadmap to Zero Emissions
From: Committee for Ballarat Inc.
Other investigators: Prof Thomas Clark
For period: 2019-2020
Not disclosed

Supervision of research students at VU

Not available to supervise research students

Available for media queries

Completed supervision of research students at VU

No. of students Study level Role
1 PhD Associate supervisor
2 Doctor of Business Administration Associate supervisor

Completed supervision of research students at VU

Students & level Role
PhD (1) Associate supervisor
Doctor of Business Administration (2) Associate supervisor

Key academic roles

Dates Role Department / Organisation
Jan 2018 - Oct 2020
Head of Scholarship & Professional Learning
First Year College, VU
Jan 2011 - Dec 2017
Discipline Leader, Marketing
VU
Apr 2014 - Present
Ekstern Lektor
Copenhagen Business School
Jan 2005 - Jan 2011
Senior Lecturer Strategic Management & Marketing
Harper Adams University
Sep 2000 - Jan 2005
Professor, Marketing
University of The Fraser Valley
Show more academic roles
Dates Role & Department/Organisation
Jan 2018 -
Oct 2020
Head of Scholarship & Professional Learning
First Year College, VU
Jan 2011 -
Dec 2017
Discipline Leader, Marketing
VU
Apr 2014 -
Present
Ekstern Lektor
Copenhagen Business School
Jan 2005 -
Jan 2011
Senior Lecturer Strategic Management & Marketing
Harper Adams University
Sep 2000 -
Jan 2005
Professor, Marketing
University of The Fraser Valley
Show more academic roles

Key industry, community & government roles

Dates Role Department/Organisation
May 2009 - Jan 2011
Councillor
Shropshire Council
May 2007 - May 2009
Councillor
Shrewsbury & Atcham Borough Council
Jul 1997 - Jul 1999
Manager, Marketing Research
Ansett Australia
Dates Role & Department/Organisation
May 2009 - Jan 2011
Councillor
Shropshire Council
May 2007 - May 2009
Councillor
Shrewsbury & Atcham Borough Council
Jul 1997 - Jul 1999
Manager, Marketing Research
Ansett Australia

Awards

Year Award
2020

Award for Best Tertiary (Wholly Australian) Teaching and Learning – print - Educational Publishing Awards

2020

Award for Innovation in Curriculum Design and Pedagogy Practice - Universities Australia