Heath McDonald is the Dean of EFM and Professor of Marketing. His research work focuses on the field of customer acquisition and retention, particularly in subscription markets (e.g., season tickets, memberships). Informed by a marketing science perspective, this work often involves repeated modeling employing large datasets. Major sporting leagues and teams have used this research to drive growth in fan and member numbers, to inform pricing decisions and evaluate stadium design and development. He recently worked with the AFL on its club membership strategy during and post COVID19 and Zoos Victoria on its membership structure and pricing. His work has attracted over $2 million in external research funding, including three ARC Linkage grants. He is currently working on the second edition of "Sports Consumer Behavior: Marketing Strategies" (Routledge). Heath is an Associate Editor of the Journal of Sport Management, a Research Fellow of NASSM and a Graduate of the Australian Institute of Company Directors.
- Ph.D. (Monash)
- M.Bus Research (Uni. S.A.)
- B. Bubs (Uni. S.A.)
Professor McDonald works with a wide range of industry partners on complex research projects. Some recent projects include:
- Guiding the AFL: on membership structures and pricing during and post COVID19.
- Undertaking a long-term project to build support for the two new AFL teams in Gold Coast and Western Sydney
- Advising the committee considering the successful $450 million re-development of Adelaide Oval on market demand and consumer needs
- Assisting the Federal Government to improve public engagement with Australia's heritage and develop a National Heritage Strategy
- Working with a number of charity organisations to increase donor engagement including Movember during its formative years.
- Advising the organising committee of the 2015 ICC World Cup on ticket pricing and demand forecasting.
- Working with Zoos Victoria to understand how membership might be used as a way of increasing consumer environmental activism.
- Rayne, D.,Leckie, C.,McDonald, H. (2020). Productive partnerships? Driving consumer awareness to action in CSR partnerships In: Journal of Business Research, 118, 49 - 57
- Lee, M.,Kunkel, T.,Funk, D.,Karg, A.,McDonald, H. (2020). Built to last: relationship quality management for season ticket holders In: European Sport Management Quarterly, 20, 364 - 384
- Leckie, C.,McDonald, H. (2020). (In Press) The interplay between entrepreneurial orientation and control mechanisms on decision-making and new product performance In: Journal of Business & Industrial Marketing, , 1 - 1
- Rayne, D.,McDonald, H.,Leckie, C. (2019). Assessing strategic social partnerships between professional sports teams and NPOs in Australian football In: International Journal of Sports Marketing and Sponsorship, 20, 446 - 461
- Karg, A.,McDonald, H.,Leckie, C. (2019). Channel Preferences Amongst Sport Consumers; Profiling Media Dominant Consumers In: Journal of Sport Management, 33, 303 - 316
- Foroughi, B.,Gholipour, H.,McDonald, H.,Jafarzadeh, B. (2018). Does national culture influence the turnover frequency of national football coaches? A macro-level analysis In: International Journal of Sports Science & Coaching, 13, 902 - 911
- Fujak, H.,Frawley, S.,McDonald, H.,Bush, S. (2018). Are Sport Consumers Unique? Consumer Behavior Within Crowded Sport Markets In: Journal of Sport Management, 32, 362 - 375
- McDonald, H.,Leckie, C.,Karg, A.,Zubcevic-Basic, N. (2018). Female season ticket holders: how their satisfaction is derived differently from males In: European Sport Management Quarterly, 18, 156 - 174
- Inoue, Y.,Funk, D.,McDonald, H. (2017). Predicting behavioral loyalty through corporate social responsibility: Mediations of involvement and commitment In: Journal of Business Research, 75, 46 - 56
- Doyle, J.,Lock, D.,Funk, D.,Filo, K.,McDonald, H. (2017). ‘I was there from the start’: The identity-maintenance strategies used by fans to combat the threat of losing In: Sport Management Review, 20, 184 - 197
1 PhD Current Supervisions
- Exploring Wellbeing Outcomes in the Aquatic and Recreation Industry (administered by University of South Australia). Funded by: ARC Linkage Project Grants 2019 from (2020 to 2023)