Peter Wagstaff - Academia.edu (original) (raw)
Papers by Peter Wagstaff
Journal of Marketing Education, 2009
The process of transition from university undergraduate to business professional is a crucial sta... more The process of transition from university undergraduate to business professional is a crucial stage in the development of a business career. This study examines both graduate and employer perspectives on the essential skills and knowledge needed by marketing professionals to successfully perform their roles. From in-depth interviews with 14 graduates and 14 employers, it is apparent that the transition trajectory
Journal of Business Research, 2013
Conflict and rivalry are among the main reasons why human beings form groups and they determine w... more Conflict and rivalry are among the main reasons why human beings form groups and they determine what goes on within and between groups. However, why is threatening competition such a strong driver of brand community? How, where and why does rivalry or oppositional loyalty manifest itself within and between brand communities? A netnographic study addresses these research questions by drawing on social identity, social comparison, self-categorization and brand culture theory among Ford and Holden (GM) communities in Australia. Findings suggest that rivalry between brand communities overtly manifests itself in the form of humor, epithets and ridicule for the most part, but also tips over into malice and outright hostility on occasion. While the underlying rivalry and conflict are continuous (and deep-rooted), certain events and occasions serve to heighten latent tensions between communities. Another unique dimension to this particular brand rivalry is vicarious alignment with one or other community even from non-users of either brand.
All too often the realm of marketing theory seems to sit somewhere apart from that of marketing p... more All too often the realm of marketing theory seems to sit somewhere apart from that of marketing practice. The following paper presents the experiences of a team of academics who applied Services Marketing principles to the delivery of postgraduate online marketing education in an Australian university. This involved focussing on risk reduction and trust building, prior to and during the service encounter. Emphasis was placed on the need for security, justice and self-esteem (Bowen and Schneider 1999). Research in the form of student surveys and interviews with e-moderators and support staff was undertaken. The results indicated that this focus led to students feeling more comfortable in the online environment, which in turn, enhanced their learning experience. Research outcomes included adopting this 'service focus' for future semesters, replicating the research, which will enable longitudinal analysis, and a proposal to develop a 'virtual service centre' for online students.
ABSTRACT Universities and higher education institutions are rapidly implementing online teaching ... more ABSTRACT Universities and higher education institutions are rapidly implementing online teaching systems as both a primary platform for distance education, and as a supporting element for on-campus Marketing courses. In order to maximise the confidence, and subsequent activity levels, of learners using these systems, an online orientation module was developed, based on the first two stages of Salmon's five-step model. It was shown that students involved in the orientation module commenced active participation in their live subject sites sooner than non-orientated students and their initial levels of input into their online discussion forum were higher. However it remains unclear whether the initial impetus of an orientation module has long-lasting positive effects on the online learning experience.
Evidence from evaluation studies indicated that ensuring a smooth start to the semester would enh... more Evidence from evaluation studies indicated that ensuring a smooth start to the semester would enhance the experience of online learning for both students and staff. The development and evaluation of an 'Orientation Module', that combined technical and social purposes, is reflected on here. The module was found to significantly increase the ease with which students accessed their online learning environment.
Operating in an increasingly competitive service environment, universities are resorting to marke... more Operating in an increasingly competitive service environment, universities are resorting to marketing practices in an effort to enhance their reputation, in the hopes of attracting government and industry funding, and to attract and retain students. This paper focuses on the quality improvements that can be made with regards to student intake which, we argue, directly affects the quality of the
Academic textbook publishers have long supplied supplementary teaching and learning resources as ... more Academic textbook publishers have long supplied supplementary teaching and learning resources as value added benefits to their core offering (the textbook). These teaching and learning supplements range from test banks, lecture presentation slides and instructor's resource manuals that are presented in either hard copy or computerised (CD ROM or web- based) format. The purpose of supplying these value added resources
All too often the realm of marketing theory seems to sit somewhere apart from that of marketing p... more All too often the realm of marketing theory seems to sit somewhere apart from that of marketing practice. The following paper presents the experiences of a team of academics who applied Services Marketing principles to the delivery of postgraduate online marketing education in an Australian university. This involved focussing on risk reduction and trust building, prior to and during the service encounter. Emphasis was placed on the need for security, justice and self-esteem (Bowen and Schneider 1999). Research in the form of student surveys and interviews with e-moderators and support staff was undertaken. The results indicated that this focus led to students feeling more comfortable in the online environment, which in turn, enhanced their learning experience. Research outcomes included adopting this 'service focus' for future semesters, replicating the research, which will enable longitudinal analysis, and a proposal to develop a 'virtual service centre' for onl...
Journal of Marketing Education, 2009
The process of transition from university undergraduate to business professional is a crucial sta... more The process of transition from university undergraduate to business professional is a crucial stage in the development of a business career. This study examines both graduate and employer perspectives on the essential skills and knowledge needed by marketing professionals to successfully perform their roles. From in-depth interviews with 14 graduates and 14 employers, it is apparent that the transition trajectory
... WMS Peter E. Wagstaff and Rowan Bedggood, Monash University Abstract ... equity. This transpi... more ... WMS Peter E. Wagstaff and Rowan Bedggood, Monash University Abstract ... equity. This transpires into universities providing equitable access to education, while also being accountable to the community at large (Kent, 1997). ...
As universities need to be more accountable to both students and employers, it is timely to consi... more As universities need to be more accountable to both students and employers, it is timely to consider what aspects of tertiary education and work experience contribute to the development of the marketing professional. This paper presents a framework and method for examining the elements of a competent marketing manager and outlines some findings from a pilot study. The findings suggest the there are some areas of difference between graduates' and employers' perceptions of the knowledge and skills necessary to undertake a marketing role in an organization. Graduates are more concerned with specific marketing skills, whilst employers appear more concerned with general business skills, how quickly the graduate can adapt to the organizational culture and a good understanding of business environment. This research will have implications for potential students, graduates, employers and universities.
Journal of Marketing Education, 2009
The process of transition from university undergraduate to business professional is a crucial sta... more The process of transition from university undergraduate to business professional is a crucial stage in the development of a business career. This study examines both graduate and employer perspectives on the essential skills and knowledge needed by marketing professionals to successfully perform their roles. From in-depth interviews with 14 graduates and 14 employers, it is apparent that the transition trajectory
Journal of Business Research, 2013
Conflict and rivalry are among the main reasons why human beings form groups and they determine w... more Conflict and rivalry are among the main reasons why human beings form groups and they determine what goes on within and between groups. However, why is threatening competition such a strong driver of brand community? How, where and why does rivalry or oppositional loyalty manifest itself within and between brand communities? A netnographic study addresses these research questions by drawing on social identity, social comparison, self-categorization and brand culture theory among Ford and Holden (GM) communities in Australia. Findings suggest that rivalry between brand communities overtly manifests itself in the form of humor, epithets and ridicule for the most part, but also tips over into malice and outright hostility on occasion. While the underlying rivalry and conflict are continuous (and deep-rooted), certain events and occasions serve to heighten latent tensions between communities. Another unique dimension to this particular brand rivalry is vicarious alignment with one or other community even from non-users of either brand.
All too often the realm of marketing theory seems to sit somewhere apart from that of marketing p... more All too often the realm of marketing theory seems to sit somewhere apart from that of marketing practice. The following paper presents the experiences of a team of academics who applied Services Marketing principles to the delivery of postgraduate online marketing education in an Australian university. This involved focussing on risk reduction and trust building, prior to and during the service encounter. Emphasis was placed on the need for security, justice and self-esteem (Bowen and Schneider 1999). Research in the form of student surveys and interviews with e-moderators and support staff was undertaken. The results indicated that this focus led to students feeling more comfortable in the online environment, which in turn, enhanced their learning experience. Research outcomes included adopting this 'service focus' for future semesters, replicating the research, which will enable longitudinal analysis, and a proposal to develop a 'virtual service centre' for online students.
ABSTRACT Universities and higher education institutions are rapidly implementing online teaching ... more ABSTRACT Universities and higher education institutions are rapidly implementing online teaching systems as both a primary platform for distance education, and as a supporting element for on-campus Marketing courses. In order to maximise the confidence, and subsequent activity levels, of learners using these systems, an online orientation module was developed, based on the first two stages of Salmon's five-step model. It was shown that students involved in the orientation module commenced active participation in their live subject sites sooner than non-orientated students and their initial levels of input into their online discussion forum were higher. However it remains unclear whether the initial impetus of an orientation module has long-lasting positive effects on the online learning experience.
Evidence from evaluation studies indicated that ensuring a smooth start to the semester would enh... more Evidence from evaluation studies indicated that ensuring a smooth start to the semester would enhance the experience of online learning for both students and staff. The development and evaluation of an 'Orientation Module', that combined technical and social purposes, is reflected on here. The module was found to significantly increase the ease with which students accessed their online learning environment.
Operating in an increasingly competitive service environment, universities are resorting to marke... more Operating in an increasingly competitive service environment, universities are resorting to marketing practices in an effort to enhance their reputation, in the hopes of attracting government and industry funding, and to attract and retain students. This paper focuses on the quality improvements that can be made with regards to student intake which, we argue, directly affects the quality of the
Academic textbook publishers have long supplied supplementary teaching and learning resources as ... more Academic textbook publishers have long supplied supplementary teaching and learning resources as value added benefits to their core offering (the textbook). These teaching and learning supplements range from test banks, lecture presentation slides and instructor's resource manuals that are presented in either hard copy or computerised (CD ROM or web- based) format. The purpose of supplying these value added resources
All too often the realm of marketing theory seems to sit somewhere apart from that of marketing p... more All too often the realm of marketing theory seems to sit somewhere apart from that of marketing practice. The following paper presents the experiences of a team of academics who applied Services Marketing principles to the delivery of postgraduate online marketing education in an Australian university. This involved focussing on risk reduction and trust building, prior to and during the service encounter. Emphasis was placed on the need for security, justice and self-esteem (Bowen and Schneider 1999). Research in the form of student surveys and interviews with e-moderators and support staff was undertaken. The results indicated that this focus led to students feeling more comfortable in the online environment, which in turn, enhanced their learning experience. Research outcomes included adopting this 'service focus' for future semesters, replicating the research, which will enable longitudinal analysis, and a proposal to develop a 'virtual service centre' for onl...
Journal of Marketing Education, 2009
The process of transition from university undergraduate to business professional is a crucial sta... more The process of transition from university undergraduate to business professional is a crucial stage in the development of a business career. This study examines both graduate and employer perspectives on the essential skills and knowledge needed by marketing professionals to successfully perform their roles. From in-depth interviews with 14 graduates and 14 employers, it is apparent that the transition trajectory
... WMS Peter E. Wagstaff and Rowan Bedggood, Monash University Abstract ... equity. This transpi... more ... WMS Peter E. Wagstaff and Rowan Bedggood, Monash University Abstract ... equity. This transpires into universities providing equitable access to education, while also being accountable to the community at large (Kent, 1997). ...
As universities need to be more accountable to both students and employers, it is timely to consi... more As universities need to be more accountable to both students and employers, it is timely to consider what aspects of tertiary education and work experience contribute to the development of the marketing professional. This paper presents a framework and method for examining the elements of a competent marketing manager and outlines some findings from a pilot study. The findings suggest the there are some areas of difference between graduates' and employers' perceptions of the knowledge and skills necessary to undertake a marketing role in an organization. Graduates are more concerned with specific marketing skills, whilst employers appear more concerned with general business skills, how quickly the graduate can adapt to the organizational culture and a good understanding of business environment. This research will have implications for potential students, graduates, employers and universities.