Dr. Sandy Fitzgerald
Details
-
Department: Economics Finance & Marketing
-
Campus: City Campus Australia
-
sandy.fitzgerald@rmit.edu.au
-
ORCID:
0000-0002-5184-6722
Open to
- Masters Research or PhD student supervision
- Media enquiries
- Industry Projects
About
Dr Sandy H. M. Fitzgerald is a Senior Lecturer in Marketing at RMIT University and the coordinator of the undergraduate capstone Strategic Marketing course across Melbourne and Singapore. Her teaching is explicitly industry-partnered: students work on live briefs with corporate and community clients through WIL/IPL projects and deliver Shark-Tank-style pitches that connect rigorous analysis with actionable strategy. Sandy’s research sits at the intersection of transformative consumer and service research, with a focus on wellbeing, vulnerability, and contemplative/spiritual service experiences. She has published in field-relevant journals and contributed chapters with leading academic presses, alongside applied evaluation work in digital health (mHealth). She is an AMI Fellow and Certified Practising Marketer. She serves on the VIC/TAS WIL Australia committee and BChean research ethics committee. She mentors emerging professionals and collaborates with industry partners on curriculum, research and impact.
Research fields
- 3506 Marketing
UN sustainable development goals
- 3 Good Health and Well Being
- 4 Quality Education
- 12 Responsible Consumption and Production
Supervisor projects
- The Influence of Protracted Service Failure on Consumer Wellbeing
- 29 Feb 2016
- The Effect of Employee Participation in Co-Creation Projects on Psychological Contract and Employee Retention
- 3 Mar 2014
Teaching interests
I teach Strategic Marketing through industry-partnered learning that bridges theory and practice. As capstone coordinator across Melbourne and Singapore, I design WIL/IPL assessments where students tackle live briefs and pitch Shark-Tank-style solutions to corporate and community clients.
Research interests
My research sits at the intersection of transformative consumer and service research, with a focus on how services can enhance wellbeing—especially for vulnerable consumers. I study contemplative practices, the consumption of religion and spiritual services, and consumer wellbeing empowerment to support better mental health and flourishing outcomes. Methodologically, I employ mixed methods, service design, and program evaluation in collaboration with industry and community partners, translating evidence into practice, policy, and pedagogy.
