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Associate Professor Maxwell Winchester

Head of Scholarship & Professional Learning, First Year College, Victoria University

Associate Professor Maxwell Winchester is The Head of Scholarship and Professional Learning in the First Year College at Victoria University . Prior to starting at VU he spent six years as a Senior Lecturer in Strategic Management and Marketing at Harper Adams University, Newport, Shropshire (UK). He was also Professor in Marketing at the University of the Fraser Valley, near Vancouver Canada for five years previous to this. His ealier academic work experience also includes Victoria, Deakin and Monash universities.

As a consultant, Maxwell has managed research and evaluation projects in Australia, North America, Asia and Europe. Clients came from a range of industries that include airports, airlines, alcoholic beverage producers, governments, agriculture, automotive companies and boutique retail companies.

His research industry experience is not just limited to the supplier side. Maxwell managed the Market Research function at what was one of Australia's largest companies, Ansett Australia, designing and managing all projects in the areas of branding, service standards, product development, corporate strategy development and segmentation. His position also included representing Ansett Australia's research interests to the Star Alliance group of airlines, which involved managing worldwide research projects for a number of major international airlines. In addition to these duties, he was the research advisor to Bain & Co consulting teams that restructured both Ansett Australia and Traveland.

Maxwell has also held two political seats in Shropshire, United Kingdom between 2007 and 2011.

Maxwell's academic research interests have led to the publication of over thirty refereed papers in the areas of wine marketing, brand management and research methodology.


  • 2011–present
    Discipline Leader, Marketing, Victoria University, Australia
  • 2005–2010
    Senior Lecturer, Marketing, Harper Adams University College,UK.
  • 2000–2004
    Professor, Marketing, University of the Fraser Valley, Canada.


  • 2010 
    University of Keele, Master of Arts (Teaching & Learning in HE)
  • 2005 
    University of South Australia, Doctor of Philosophy
  • 1999 
    Victoria University, Master of Business (Marketing)
  • 1996 
    University of Melbourne, Grad Dip Evaluation
  • 1994 
    Victoria University, Bachelor of Science (Psych/Research Methods)

Research Areas

  • Marketing (1505)