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Associate Professor Maxwell Winchester

Academic, First Year College, Victoria University

Maxwell has consulting experience as a marketing researcher in Australia, Asia, North America and Europe. His clients have included Astra Motor Company, Cartier Asia, BHP, Pernod Riccard and a number of government agencies. Most recently he has acted as an Academic Mentor to the APEX World Class Project with Yates & Partners. He has also held a senior management position in one of Australia’s largest companies and held political seats in the UK. 

In addition to his industry experience, Maxwell has many years of academic teaching experience globally, having held faculty positions in Australia, Canada, Austria, Denmark and the UK. In addition to these he has been a guest lecturer in Vietnam, China, Singapore, Malaysia, Kuwait, France, Mexico, and Germany.

His research interests include reflective learning and reflective practice; qualitative and quantitative research methods; empirical generalisationalist research methods and behaviourist consumer behaviour theories. He was lead author for “Integrated Marketing Communication: A Balanced Approach”, which was awarded best tertiary education textbook of any discipline in the Australian Education Publisher Awards. He is also a co-author for “Marketing: Theory, Evidence, Practice”, rated as one of the best B2B marketing books of all time by Book Authority.

In Maxwell's most recent role, as the Head of Scholarship and Professional Learning in Victoria University's First Year College, he has taken a leading role in the successful implementation of the block model, what has been cited as the biggest disruptive innovation in Australia's tertiary education history. He was a recipient of a Universites Australia Award for Innovation in Learning and Teaching for his role in the successful implementation of the Block Model.


  • 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)