Heath McDonald is Professor of Marketing and Associate Dean (Research & Development) at Swinburne University. Heath has a background in consumer research and product management, working mainly with "high involvement" products including sport, charities and the arts. His most recent work focuses on fan development and season ticket holder management. This work has been published in journals including the European Journal of Marketing, Journal of Sport Management, International Journal of Hospitality Management and the Journal of Business Research. He recently co-authored the book "Sport Consumer Behaviour" published by Routledge.
Recent industry research partners include the Australian Football League (AFL), the Federal Department of the Environment, Water, Heritage and Arts, the Melbourne Victory, Melbourne Rebels, Cricket Australia and Movember. Having worked with the AFL for many years to improve member retention and satisfaction, Dr. McDonald is currently undertaking an ARC funded project to examine the impact of marketing tactics on the fan development process. this project has a particular emphasis on determining how best to build lasting support for the two new AFL teams in Gold Coast and Western Sydney. He was the consumer research co-ordinator for the committee organising the successful $550 million re-development of Adelaide Oval, assisted the Federal Government to improve public engagement with Australia's heritage, and works with a number of charity organisations to increase donor engagement.