Marketing at UNSW Sydney: Building Marketing Capability in Australasia

Abstract

Abstract This paper traces the evolution of the marketing discipline within the University of New South Wales (UNSW) Sydney, the home of Australasia’s pioneering university-based marketing school. It contrasts how marketing has evolved in Australasia compared to North American and European schools. The early emphasis on industry engagement and practice and specialized education and research have given UNSW Sydney a number of advantages which it has leveraged through its education programs and impactful research. After detailing the development of the discipline of Marketing within UNSW and providing examples of where it has contributed to marketing thought and practice, the paper looks to the future, outlining how the School is moving forward.