معرفی
Prof Heath McDonald is the Dean of Economics, Finance & Marketing at RMIT University's College of Business and Law. With over 20 years in academic and industry roles, his expertise spans marketing science, subscription markets, and fan engagement. He has advised over 50 elite sports organizations globally and holds the 2015 NASSM Research Fellow award.
Research focuses on customer retention in subscription markets (e.g., sports memberships), leveraging large datasets and repeated modeling. Notable collaborations include the AFL's post-COVID membership strategy and Zoos Victoria pricing structures. He has secured $2.5M+ in ARC grants and published the second edition of *Sports Consumer Behavior: Marketing Strategies* (Routledge).
Teaching includes MKTG1089 Sport Marketing, and supervision spans topics like fandom in tech-mediated environments. He serves as Associate Editor of *Journal of Sport Management* and President of the Sport Management Association of Australia and New Zealand.
