Daniela Spanjaard

Daniela Spanjaard is an Associate Professor in the Marketing Discipline Group at the University of Technology Sydney (UTS) Business School. She concurrently holds an Adjunct Associate Professor position at Western Sydney University's School of Business. Her academic journey combines industry experience in multinational market research agencies with academic leadership in curriculum innovation, particularly focusing on experiential learning and graduate employability.

Education:

• PhD in Marketing, University of Technology Sydney
• Masters of Business (Marketing), University of Technology Sydney

Research Focus: Daniela’s work bridges academic theory and corporate practice, emphasizing consumer ethnography, partnership pedagogy, and digital storytelling in marketing education. Her research explores topics such as retail environments, brand loyalty, and cross-cultural consumer behavior. She actively contributes to advancing marketing education through innovative teaching methodologies.

Recent Article Trends: Her publications highlight pedagogical innovations (e.g., partnership models in sports management and digital storytelling for student engagement), consumer insights in retail and sports contexts, and cross-cultural analyses of consumer behavior. Recent work examines the evolving match-day experience in multi-purpose stadiums and the role of visual cues in pricing perception.

Awards and Service:

• Senior Fellow, AdvanceHE
• Qualified Professional Researcher, The Research Society
• Editorial Board Member, Journal of Marketing Education

Teaching and Leadership: Daniela has redesigned programs such as the Master of Marketing and Western Sydney University’s Bachelor of Business (Marketing/Sport Management) to align with industry needs through experiential learning. She supervises research on topics including brand engagement strategies and exporter-importer relationships.

Professional Contributions: She has organized ANZMAC conference tracks, advised on retail policy, and presented industry insights on topics like supermarket retailing and sports fan behavior. Her work reflects a commitment to bridging academia and industry through collaborative, action-oriented research.