Researcher

Professor Mark Uncles

My Expertise

Higher Education; Marketing; Consumer Behaviour; Customer Loyalty; Brand Management; Advertising; Marketing Communications

Biography

At UNSW Business School I am a Professor of Marketing. Until late 2023 I was also Senior Deputy Dean (Education & Student Experience), responsible for providing strategic direction and operational management of learning and teaching. The portfolio included high-performing teams for Undergraduate & Postgraduate Coursework Programs, Educational Development & Digital Delivery, Career Accelerator & Student Engagement, Academic Programs & Quality,...view more

At UNSW Business School I am a Professor of Marketing. Until late 2023 I was also Senior Deputy Dean (Education & Student Experience), responsible for providing strategic direction and operational management of learning and teaching. The portfolio included high-performing teams for Undergraduate & Postgraduate Coursework Programs, Educational Development & Digital Delivery, Career Accelerator & Student Engagement, Academic Programs & Quality, Indigenous Business Education, Accreditation and, previously, the Business School Student Centre.

I have served on numerous University committees, including Academic Board, the Academic Quality Committee, and International Committee, as well as Project Boards & Steering Groups for IT, student projects, learning spaces, university branding, technology-enabled learning & teaching, and HR systems. I was chair of the Business School Education Committee, Assessment Review Group, Program Quality Committee, Academic Program Reviews, and occasional chair of Faculty Board. Also a member of the Business School Senior Management Team and Executive Committee.

For six months in 2019-20 I was acting Co-Dean of the Business School, working closely with the Senior Leadership Team of the University and the Senior Management Team of the Business School. Previous leadership roles included several years as Deputy Dean (Faculty), with responsibility for overseeing School management, budget allocations and academic staffing. Eight Heads of School reported into this position. Immediately beforehand I was Associate Dean Undergraduate Programs at the Business School. 

Since 1996 I have been a Professor of Marketing and was Head, School of Marketing, for the period 1998-2004, with leadership responsibility for all aspects of the School (budget, staffing, research performance, programs, courses, curriculum, website, alumni, external relations, etc). This was a period of significant transformation for the School. Prior to being appointed at UNSW, I spent two years as H.J. Heinz Professor of Brand Management at Bradford Management Centre where I served as Director, Brand Management Research Group, and Acting Head, Marketing Area.

My research interests are in the areas of: brand management (the management of brands, brand performance measurement, employer branding); consumer loyalty (repeat-buying & retention, loyalty-building initiatives, savvy consumers, word-of-mouth); retail management (store patronage & loyalty, the buying of private labels, retail modelling & analysis); and marketing science (empirical generalisation & replication in marketing, longitudinal data analysis, the uses of consumer panels, and data analytics). Papers have been published in Marketing Science, Journal of Service Research, Journal of Retailing, Journal of Business Research, European Journal of Marketing, among others, as well as in management publications such as Sloan Management Review and the Wall Street Journal. Editor, Australasian Marketing Journal, 2001-2005, and chair of the management board, Australian Journal of Management, 2011-2020.    

I have taught at all levels of tertiary education including Bachelor courses, Specialist Masters and MBA programs, Doctoral programs, non-degree Certificate courses, Open Executive programs and Company-Specific Executive courses. My most recent teaching included: Understanding Buyer Behaviour, Brand Management, Marketing Communications and Promotions Management, and specialist talks on PhD/Honours courses. I have supervised 17 Doctoral students to completion, as well as supervising the dissertations of MBA, Specialist Masters and Bachelor (Honours) students. 

I studied at the University of Bristol, gaining a BSc (First Class Honours) and PhD in Geographical Sciences. Then spent nine years as an academic at London Business School, as well as working in the industry-sponsored Centre for Marketing and Communication (with supporters such as Brooke Bond Foods, Elida Gibbs, Grand Metropolitan, H.J.Heinz, Kellogg's, Lever Europe, Mars, Nabisco, Nestle, Procter & Gamble, RHM, Rowntree, SmithKline Beecham, Smiths Crisps, Spillers and United Biscuits). During this period I held a six-month visiting position at AGSM and also taught on the management tripos at Judge Business School, University of Cambridge. In 2005, I revisited the University of Cambridge for a six-month sabbatical at Judge Business School.

My services to marketing were recognised by election to a Fellowship of the Australia New Zealand Marketing Academy (ANZMAC) and I served as Convenor of Fellows, 2016-2020. I have co-chaired several international conferences, including on behalf of ANZMAC, Marketing Science/INFORMS, the Academy of Marketing, and the UK/European Regional Science Associations. Elected Australian national representative to the European Marketing Academy (EMAC) on three occasions, and until recently represented UNSW Business School on the ABDC Learning & Teaching network, and ABDC International network.  


My Grants

 

ARC Discovery Grant: “Patterns of Buyer Behaviour in China” ($155,000 from 2004 to 2006) (sole investigator)

ARC Linkage Grant: “Turning Under-Used Geo-Referenced Data Sources into Business Success” ($261,000 from 2003 to 2006, plus $285,000 cash and in-kind contributions) (with Gary Gregory)

ARC Discovery Grant: “Exploring Consumers’ Switching and Loyalty Behaviours: Brand Relationship Dynamics” ($80,000 from 2003 to 2004) (with Steve Kates, Monash University & Simon Fraser University)


My Qualifications

BSc (First Class Honours), Geographical Sciences, University of Bristol, UK

PhD, Geographical Sciences, University of Bristol, UK


My Awards

Awards

  • Prize Paper Award ANZMAC2014 (with I. Maggioni)
  • ​Distinguished Fellowship of the Australia New Zealand Marketing Academy (ANZMAC)
  • Best Paper Award, Australasian Journal of Marketing, 2013 (with Robert East & Wendy Lomax
  • Track Prize Paper Award ANZMAC09 (with E. Macdonald)
  • Track Prize Paper Award ANZMAC08 (with T. Tan)
  • Track Prize Paper Award AMO8 (with R. East)
  • Best-in-Conference Prize Paper Award AM07 (with E. Macdonald)
  • Track Prize Paper Award AM07 (with C. Wang)
  • Track Prize Paper Award AM07 (with S. Kwok)
  • Track Prize Paper Award ANZMAC07 (with E. Macdonald)
  • Track Prize Paper Award ANZMAC06 (with H. Lu, L. Zhao, G.Gregory)
  • Track Prize Paper Award ANZMAC05 (with L. Moroko)
  • Track Prize Paper Award AM04 (with D. Lee)

My Research Activities

Journal Articles

 

Books

  • Uncles MD, 2011, Perspectives on Brand Management, Palgrave Macmillan & TUP Australia
  • 2011, Perspectives on Brand Management, Uncles MD, (ed.), Tilde University Press, Prahran, Victoria, Australia
  • Uncles MD; Bannock G; Davis E; Trott P, 2002, The New Penguin Dictionary of Business, 1, Penguin Books, London
  • Bock TJ; Uncles MD, 2000, Working Paper 00/2: Cluster replicability and the existance of latent populations of consumers, Original, School of Marketing, UNSW, Sydney, New South Wales
  • Cadeaux J; Uncles MD, 1999, Marketing in the Third Millennium: Proceedings of ANZMAC 1999, Cadeaux J; Uncles MD, (ed.), UNSW, Sydney
  • Jobber D; Uncles MD, 1995, Marking Marketing Work: Proceedings of the 1995 MEG Conference, Jobber D; Uncles MD, (ed.), University of Bradford, Bradford
  • Uncles MD; Bell J, 1991, Communicating With Your Customers, Bell J; Uncles MD, (ed.), Milton Keys
  • Uncles MD, 1988, Longitudinal Data Analysis: Methods & Applications, Pion, London and Elmont, NY

 

Book Chapters

  • Uncles MD; Singh J, 2016, 'Measuring the Market Performance of Brands: Applications in Brand Management', in Dall'Olmo Riley F; Blankson C; Singh J (ed.), The Routledge Companion to Contemporary Brand Management, Routledge, pp. 13 - 31
  • Uncles MD; Moroko L, 2016, 'Strategic Employer Branding: Current Domain, Future Directions', in Dall'Olmo Riley F; Singh J; Blankson C (ed.), The Routledge Companion to Contemporary Brand Management, Routledge, pp. 309 - 323
  • Uncles MD, 2011, 'Understanding Brand Performance Measures', in Uncles MD (ed.), Perspectives on Brand Management, edn. 1, Tilde University Press, Prahran, Victoria, Australia, pp. 75 - 99
  • Uncles MD; Moroko L, 2011, 'Employer Brands', in Uncles MD (ed.), Perspectives on Brand Management, edn. 1, Tilde University Press, Prahran, Victoria, Australia, pp. 147 - 166
  • Uncles MD, 2011, 'Perspectives and Paradigms in Brand Management', in Uncles MD (ed.), Perspectives on Brand Management, edn. 1, Tilde University Press, Prahran, Victoria, Australia, pp. 3 - 22
  • Uncles MD, 2011, 'Employer Brands', in Perspectives on Brand Management, Palgrave Macmillan & TUP Australia
  • Uncles MD; Zhao L; Gregory G, 2009, 'The Use of Online Market Analysis Systems to achieve Competitive Advantage', in Ohsawa Y; Yada K (ed.), Data Mining for Design and Marketing, edn. Chapman & Hall-CRC Data Mining and Knowledge Discovery Serie, Chapman and Hall/CRC Press, USA, pp. 35 - 56, http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000267019100003&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=891bb5ab6ba270e68a
  • Uncles MD, 2006, 'Understanding Retail Customers', in Krafft M; Mantrala MK (ed.), Retailing in the 21st Century: Current and Future Trends, Springer-Verlag, Heidelberg, pp. 159 - 173, http://dx.doi.org/10.1007/3-540-28433-8_11
  • Uncles MD, 2001, 'Case Study 7.1 Aroma Australia Pty Limited Goes to Japan', in Consumer Behaviour (2nd), edn. Original, Pearson Education, Sydney, Australia, pp. 206 - 210
  • Manaresi A; Uncles MD, 1995, 'Retail Franchising in Britain and Italy', in McGoldrick P; Davies G (ed.), International Retailing: Trends and Strategies, Pitman, London, pp. 151 - 167

 

Conference Papers

  • Mathies C; Lee JJ; Uncles M, 2019, 'Student satisfaction data – Improving higher education?', Wellington, New Zealand, presented at The 2019 Australian and New Zealand Marketing Academy, Wellington, New Zealand, 02 December 2019 - 04 December 2019
  • East R; Uncles MD; Romaniuk J; Lomax W, 2012, 'Error in retrospective word-of-mouth measurement', in Proceedings of EMAC 2012, European Marketing Academy Conference 2012, Lisbon, Portugal, presented at European Marketing Academy Conference 2012, Lisbon, Portugal
  • Uncles MD, 2012, 'Experiences in collecting panel data in China', in ANZMAC 2012 Proceedings, ANZMAC, Adelaide, pp. 1 - 1, presented at ANZMAC2012, Adelaide, 03 December 2012 - 05 December 2012
  • East R; Uncles MD; Romaniuk J; Lomax W, 2012, 'The mechanics of innovation diffusion', in ANZMAC 2012 Proceedings, ANZMAC, Adelaide, pp. 1 - 7, presented at ANZMAC2012, Adelaide, 03 December 2012 - 05 December 2012
  • East R; Uncles MD; Lomax W; Robinson H, 2011, 'Explaining the Behavior of the Older Consumer', in EMAC 40th Conference Proceedings, EMAC, Slovenia, pp. 1 - 9, presented at EMAC 40th Conference, Ljubliana, Slovenia, 24 May 2011 - 27 May 2011
  • Han XH; Uncles MD, 2011, 'Exploring the Impact of Marketing Mix Variables on Brand Choice across Contrasting Age Groups in Contemporary Urban China', in Proceedings of ANZMAC 2011, ANZMAC, Perth, WA, pp. 1 - 8, presented at ANZMAC 2011, Perth, WA, http://anzmac.org/conference/2011/Papers%20by%20Presenting%20Author/Uncles,%20Mark%20Paper%20607.pdf
  • Han XH; Uncles MD, 2011, 'An Examination of the Validity of Cohort Segmentaiton in China', in Proceedings of ANZMAC 2011, ANZMAC, Perth, WA, pp. 1 - 8, presented at ANZMAC 2011, Perth, WA, http://anzmac.org/conference/2011/Papers%20by%20Presenting%20Author/Han,%20Xiao%20Paper%20589.pdf
  • De leon T; Uncles MD, 2010, 'Implementing Market Orientation in Large Multi-Divisional Organisations', in ANZMAC 2010 Conference Proceedings, Australia New Zealand Marketing Academy, Christchurch, pp. 1 - 8, presented at ANZMAC 2010, Christchurch, New Zealand, 29 November 2010 - 01 December 2010
  • Teo T; Uncles MD; Burford MR, 2010, 'Generational Cohort Differences in Consumer-Brand Relationships of Chinese Consumers', in ANZMAC 2010 Conference Proceedings, Australia New Zealand Marketing Academy, Christchurch, pp. 1 - 8, presented at ANZMAC 2010, Christchurch, New Zealand, 29 November 2010 - 01 December 2010
  • Uncles MD; Moroko L, 2009, 'Mechanisms that Shape and Perpetuate the Employer Branding Process', in ANZMAC 2009 Conference Proceedings, Australia New Zealand Marketing Academy, Melbourne, Australia, presented at ANZMAC 2009 Conference, Melbourne, Australia, 30 November 2009 - 02 December 2009

 

Other Academic Work

  • Cadeaux JM; Uncles MD, (ed.), 1999, 'ANZMAC 1999 Conference', University of New South Wales, presented at ANZMAC 1999 Conference, University of New South Wales, 28 November 1999 - 01 December 1999

My Engagement

Engagement Activities

  • IAB Interactive Advertising Award (Chair of Judging Panel, 2007+)
  • Australian Direct Marketing Association (previous research projects)
  • Advertising Federation of Australia (previously an effectiveness judge)
  • Speaker at academic and industry conferences in Australia, Britain, Continental Europe, China and the States. Including programs with the Institute of Direct Marketers (IDM), and industry talks to the Australian Marketing Institute (AMI), the Australian Institute of Management (AIM), the Australian Direct Marketing Association (ADMA), the British Market Research Society (BMRS), the American Marketing Association (AMA), the American Statistical Association (ASA), the French Statistical Society and the Italian Franchising Association.
  • Personal consultancy clients have included Unilever, British Telecom, the Norcros Group, Courtaulds, Halifax Building Society, Royal Mail, Nestle-Rowntree in the UK, General Foods, Procter & Gamble and CBS in the US; Freehill, Hollingdale & Page, Woolworths, Mercantile Mutual and Mercantile & General in Australia.
  • UNSW Committee on Education (2013+)
  • UNSW HR Systems Replacement Board (2012+)
  • UNSW Business School Heads of School Committee (2011+2013) & Faculty Executive Committee (2013+)
  • UNSW Business School Senior Management Team (2010+)
  • UNSW Business School Faculty Standing Committee (2007+)
  • UNSW Business School Undergraduate Education Committee (2010+)
  • UNSW Business School Program Portfolio Management Committee (2010+)
  • Head, School of Marketing (1998-2004)
  • Postgraduate Research Coordinator, School of Marketing (1997-2002)
  • Research Seminar Coordinator, School of Marketing (1997-2002)
  • UNSW Academic Board (2002-2005)
  • UNSW Alumni Association Board (2003-2010)
  • UNSW Alumni Association Executive (2003-2010)
  • Faculty Executive Committee (1997-2004)
  • Faculty Standing Committee (1998-2004)
  • Faculty Education Committee (1998-2004)
  • UNSW Academic Board (2002-2005)
  • UNSW Emeritus Professor Committee (2003-2005)

Memberships - Editorial Boards

  • Editorial Board, International Journal of Research in Marketing (1995+)
  • Editorial Board, Journal of Brand Management (1994+)
  • Editorial Board, Journal of Product & Brand Management (1998+) (Area Editor, 1998+)
  • Editorial Board, Australasian Marketing Journal (1999+) (Co-Editor, 2001-2005)
  • Editorial Board, Australian Journal of Management (1997+) (Area Editor, 1999-2010)
  • Editorial Board, Journal of Empirical Generalizations in Marketing (1996+)
  • Editorial Board, Journal of International Consumer Marketing (1998+)
  • Editorial Board, Journal of Direct, Data and Digital Marketing Practice (1998-2013+)

Memberships - Company Boards, Professional Associations

  • Australia New Zealand Marketing Academy (ANZMAC) (1998+) (Executive Committee 1998-1999)
  • European Marketing Academy (EMAC) (1993+) (Executive Committee 1998-2004)
  • Academy of Marketing (1993+) (Executive Committee 1994-1995)
  • European Association for Education & Research in Commercial Distribution (EAERCD) (1992+)
  • American Marketing Association (AMA) (1990+)
  • Institute for Operations Research & Management Sciences (INFORMS) (1989+)
  • ANZMAC (1999, co-chair)
  • Academy of Marketing (1995, chair)
  • INFORMS/Marketing Science (1992, co-chair)
  • European Regional Science Association (1989, secretary)
  • British Regional Science Association (1986, chair)
  • Brand Management track (co-chair) ANZMAC06 and ANZMAC07

In the Media

Media Releases

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Location

Business
Room 3011, Quadrangle Building


Contact

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ORCID as entered in ROS

orcid_icon https://orcid.org/0000-0001-8756-376X

UNSW Sydney NSW 2052 Australia Telephone +61 2 93851000
Authorised by Deputy Vice-Chancellor (Research)
UNSW CRICOS Provider Code: 00098G ABN: 57 195 873 179

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