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Vince Mitchell

Photo of Vince Mitchell

Professor; Head of Discipline

Rm 4027
H70 - Abercrombie Building
The University of Sydney
NSW 2006 Australia

Telephone +61 2 8627 6458


Vincent-Wayne Mitchell is Professor of Marketing at The University of Sydney Business School. He did his PhD in Professional Services Marketing at Manchester University where he became UMIST’s youngest Professor. On becoming Chair of the Marketing Department at Cass Business School, London in 2004 he helped established the first ever Film Business Academy, a new highly-tailored Executive-PhD program, a new MSc in Marketing Strategy and Innovation and grow the group from 6-12 faculty.

Despite his administrative duties, he has published over 200 academic and practitioner papers in journals such as Harvard Business Review, Journal of Consumer Psychology, Journal of Economic Psychology, Journal of Business Ethics, British Journal of Management. His work has won 12 Best Paper Awards and he sits on the Editorial Boards of six international journals and was Associate Editor from Journal of International Management Reviews ranked which is ranked 10th in impact out of 116 management journals. One of his papers is in the top 10 most cited papers for the European Journal of Marketing, while another is in the top 10 most cited papers for the International Journal of Retail and Distribution Management. His h index is 47 with over 11,000 citations on Google Scholar with one article having nearly 1,500 citations.

As a passionate educator, he has published 25 articles in the area of education on such things as: developing oral presentation skills, international e-mail debating, doing a PhD and teaching market segmentation as well as book chapters and case studies which has helped to enhance his pedagogical approach. In addition, he has extensive experience of the HE sector through his External Examinerships at BSc, MSc, MBA at places such as; Imperial, Warwick, Loughborough, Strathclyde, Henley Management Centre and been External PhD Examiner for 14 institutions including Oxford University, Manchester, Cardiff and University of Cape Town as well as being an External Assessor for international programs for the UAE Ministry of Education in Dubai. This is complimented by his extensive global research and teaching experience and networks around the world in leading UK and international teaching institutions such as: Paris Dauphine University, France, Wirtshaftuniversitat, WU Austria, ESCP-Europe, Baltic Management Institute, Lithuania, Stern BS NYU, Olin BS, Washington St Louis, Meunster, Germany, HEC Montreal, Schulich BS, York University, Canada, SP Jain, New Delhi.

As a Fellow of the Chartered Institute of Marketing, Academy of Marketing Science and the Marketing Society UK, he maintains active engagement outside the University and was an Expert Adviser for the UK Government’s Office of Fair Trading and a Judge for the National Marketing Awards for Excellence from the Marketing Society, which is the UKs leading group of professional Marketers as well as keynote speeches at various National Conferences such as: Road Safely Conference, Visa International, British Boarding School Association, IBDG, Independent Schools Council and Film Academy Finland as well as chairing and been a panel member of numerous industry conferences for TEN, Loyalty World, Global Insight Conferences and Management Today. He has a track record of 44 large and small grants to fund research which is consistent over the past 20 years including monies from government agencies and companies such as: Early Learning Centre, Cooperative Bank, British Brandowners Group, VISA, Coca Cola, Boots, NEC, KPMG, Viatel, Hillier Parker May and Rowdon, Tesco, as well as non-commercial such as; the Marketing Society, The Worshipful Company of Marketors, USA Federal Drug Administration, Lancashire County Council, Drinkaware Trust, Department of Trade and Industry. As a result of his impact focus, his research has been extensively reported in Financial Times, Times, Guardian, The Daily Telegraph, THES, BBC Radios 1 and 4, Ten O’clock News, Working Lunch and regularly on Watchdog. His book called ‘Real People, Real Decisions’ won Financial Times/Pearson Prentice Hall Higher Education Book of the Year Award 2010 and is now in its 3rd Edition.

Research Interests

His research interests focus around consumer problems such as; confinement, confusion, risk, complaining behaviour as well as how visually impaired engage with the marketplace and determinants of consumer happiness. Current projects include; consumer privacy issues and the selling of others’ data, confinement coping strategies in the airline industry, how to evaluate the impact of research. These interests have potential impact via three market mechanisms namely; how consumers solve their own problems and those of other consumers, how businesses can solve them to create competitive advantage and/or government intervention or self-regulation intervention may be necessary when the first two mechanisms don’t work in creating marketplace enfranchisement and fairness.

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Recent Units Taught

  • MKTG6007 Consumer Behaviour

    2017: S2,

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