Frank Alpert
Associate Professor 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 3346 8090
+61 7 3346 8166
Room 433, Colin Clark Building, St. Lucia Campus

    Frank received the Pearson ANZMAC Distinguished Educator Award in 2014. Frank also received the ANZMAC Distinguished Researcher Award in 1999. These awards from the Australian and New Zealand Marketing Academy are the highest recognition for teaching and research in marketing in our region. Frank is the only person to have won both awards. He is an advocate of being a “balanced academic,” pursuing excellence in both teaching and research. (See for details). Frank has published more than 36 refereed journal articles and 24 refereed conference presentations/proceedings, including articles 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.

    Frank is keen to engage with the media, industry, and government.

    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
    • 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