CPM Profile: Dr Sandy Fitzgerald, Marketing Lecturer, RMIT University

CPM Profile_Sandy Fitzgerald

Qualifications: BBus (Comm), BBus (Hons 1), Grad. Cert in Research Commercialisaton, Grad. Cert in Learning and Teaching, PhD

Current project or activity: Commissioned by Ovarian Cancer Australia to evaluate their mobile application. 

Which brand do you most admire and why? Singapore Airlines. A genuine commitment towards service excellence that is reflected at each touch point. The service culture permeates through the entire organisation.  

Marketing program you wish you had worked on? The launch of the Ipod.

What’s the most valuable marketing lesson you picked up during your career? Marketing has more than a commercial role to play in the economy and it is most powerful when integrated with other disciplines.

What has been the biggest lesson in your career, and what did you learn from it? Collaboration between industry and the education sector is vital for the development of research and teaching in Universities.

 What are the biggest challenges facing marketers today?  Rapid globalisation and keeping up with technological advances.

Best recent technological advance for marketing? Big data analytics is insightful in addressing the challenges of rapid globalisation.

Future direction for the marketing profession? Marketing should play more of a role in social change and strategic policy-making.

 What does “Fuelling Progress” mean to you? Utilising your knowledge, expertise and capacity to promote social change.

Do you think sustainability is a burning issue for marketing? Yes. Particularly given the challenges of rapid urbanisation and globalisation.

 What attributes make a great marketer? Integrity, foresight, and the ability to create and maintain a vision for your work such that it has a positive impact for various stakeholders.

Articles or books you have read that influenced your thinking as a marketer? Harvard Business Review, Time Magazine, The Psychology Influence of Persuasion

Favourite quote? Courage in the face of adversity

 Last movie? Crimson Peak

 Favourite sports team? Brisbane Lions

 Favourite holiday spot? French Riviera

Last book you read? Steve Jobs

 Hobbies? Travel, gym, reading, theatre, movies and exploring interesting cuisines and dining experiences.



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