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 | Biography |  |
Expert in marketing, branding, market positioning, product innovation, and entertainment software industry Frank Alpert came to the UQ Business School as Associate Professor of Marketing in 2007. Prior to that, he was Professor of Marketing at Griffith University. While at Griffith University he was Head of the School of Marketing from 2000 to 2003, with responsibility for strategic management and marketing for the School, a budget of up to $2 million and supervision responsibility for up to 17 academic and general staff.
His research interests are on brand management, marketing strategy, and pioneer brand advantage. Why do consumers choose one brand over another? How to identify product/service innovations that are likely to succeed, and which consumers are likely to buy them first? Can we apply marketing theories and models to better understand the rapidly growing entertainment software industry? Scholarly theories and models that Frank has experience applying include the brand management framework from Kevin Keller’s leading branding textbook, the theory of planned behaviour (latest version of the Fishbein-Ajzen multi-attribute attitude model) for modeling consumer choice, and the diffusion of innovation model from Everett Rogers’ leading textbook.
Frank has published 36 refereed journal articles and 24 refereed conference presentations/proceedings, including articles in leading journals such as the Journal of Marketing (two articles, lead author on both), Journal of the Academy of Marketing Science, Journal of Consumer Psychology, and European Journal of Marketing. He received the "Distinguished Researcher" award from the Australian and New Zealand Marketing Academy in 1999—the highest recognition for research in marketing in our region. (See www.anzmac.org/awards for details). He was founding Editor and then Co-Editor of the Australasian Marketing Journal, the official journal of the Australian and New Zealand Marketing Academy.
Born in the United States, he obtained his PhD in Business Administration (Marketing) from the University of Southern California. He earned his Bachelors and Masters degrees from the University of California, Berkeley. He is an Associate Fellow of the Australian Marketing Institute and was granted Certified Practicing Marketer accreditation by the Australian Marketing Institute.
He has taught executive education, and has presented to business audiences (such as a presentation on branding in the Australian Marketing Institute’s Principles in Practice presentation series). Experienced with the media, he, for example, has been on Brisbane TV evening news as a marketing expert.
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