Associate Professor Frank Alpert
Frank Alpert
Associate Professor of Marketing
  • CPM (Australian Marketing Institute)
  • FAMI (Australian Marketing Institute)
  • PhD, Business (Marketing) (University of Southern California, Los Angeles)
  • MPubPolicy (University of California, Berkeley)
  • BA (University of California, Berkeley)
+61 7 334 68090
Room 433, Colin Clark Building, St. Lucia Campus

    Frank has received both the Pearson ANZMAC Distinguished Educator Award and the ANZMAC Distinguished Researcher Award. These awards from the Australian and New Zealand Marketing Academy are the highest recognition for teaching and research in marketing in our region. (See for details). He is a Fellow of the Australian Marketing Institute and a Certified Practicing Marketer. His interests are in marketing strategy, including brand strategy and brand positioning. He is an expert in Keller Customer-Based Brand Equity model for measuring and growing brand equity. He is happy to speak with industry and the media about branding topics.

    Frank has 30 years experience teaching and researching in Marketing. He has published in leading journals such as the Journal of Marketing (two articles, lead author on both), Journal of the Academy of Marketing Science, Journal of Consumer Psychology, and European Journal of Marketing. He was also founding Editor and then Co-Editor of the Australasian Marketing Journal, the official journal of the Australian and New Zealand Marketing Academy. He has a special interest in the entertainment software industry, and also in innovations in higher education. He provides a fast response for the media, and advanced yet clear and relevant presentations to industry.

    Research interests

    Broadly: marketing strategy, brand strategy, product strategy, product innovation, marketing education, entertainment software industry.
    Specifically: pioneer brand advantage, brand positioning (especially on market leader and the original), Kevin Keller’s Strategic Brand Management framework including his Customer-Based Brand Equity model, and the Theory of Planned Behaviour for modelling consumer decision making.


    View full publications list


    • Australian and New Zealand Marketing Academy, Executive Committee
    • Australian Marketing Institute


    ANZMAC Distinguished Educator Award, 2014
    Fellow of the Australian Marketing Institute (FAMI), 2014
    Certified Practicing Marketing (CPM), Australian Marketing Institute
    Learning Innovation Teaching Fellowship, University of Queensland, 2013. Studying innovative applications of new teaching technologies.
    Citation for Outstanding Contributions to Student Learning, University of Queensland, 2012. Citation title is "For continuing innovation, depth, and relevance through assessment and scholarship of teaching that improves student learning in marketing."
    Postgraduate Teaching award, UQ Business School, 2008.
    ANZMAC Distinguished Researcher Award, 1999.

    Major research grants

    Title Agency Year Amount
    'How does alcohol sponsorship of sport affect drinking behaviour and attitudes in at risk youth? Implications for public policy and the sport industry' (with Dr Sarah J. Kelly, and Professor John E. Mangan). ARC Linkage 2011-2013 $106,000