Marian Makkar

Dr. Marian Makkar

Senior Lecturer, Marketing

Details

  • College: Economics Finance & Marketing
  • Department: Economics Finance & Marketing
  • Campus: City Campus Australia
  • marian.makkar@rmit.edu.au

Open to

  • Masters Research or PhD student supervision

About

Dr Marian Makkar's research falls under consumer behaviour, specifically consumer culture theory (CCT). Methodologically, she is a qualitative researcher and utilises qualitative interviews, ethnography, netnography, observations, and projective techniques in her research. She has published her research in international journals such as International Journal of Research in Marketing, Journal of Business Research, European Journal of Marketing, Current Issues in Tourism, Journal of Fashion Marketing & Management, Journal of Retailing and Consumer Services, and Marketing Intelligence & Planning, and presented her research at international academic conferences including the Association of Consumer Research, Consumer Culture Theory Consortium and Australian and New Zealand Marketing Academy Conferences. She has received several academic awards and won university and nation-wide competitions for her research. 

Prior to pursuing an academic career, Marian worked in luxury retail as Marketing Manager of Alfred Dunhill Limited in Dubai. Her career also saw her working in public relations handling FMCG brands, beauty products and luxury automotive brands that spanned the Middle East and Africa and across New Zealand.

Research fields

  • 3506 Marketing
  • 350608 Marketing theory

UN sustainable development goals

  • 10 Reduced Inequalities
  • 12 Responsible Consumption and Production

Academic positions

  • Lecturer in Marketing, Academic Supervisor, Researcher
  • Auckland University of Technology
  • , New Zealand
  • 2014 – 2019

Supervisor projects

  • A Multi-dimensional Understanding of the Phenomenon of Transformative Branding within the Polarised Indian Marketplace
  • 12 Jan 2023
  • Managing Divergence-Convergence Tension in Design Process
  • 9 Aug 2022
  • “I Feel Complete When I’m Wearing My Vegan Boots” The Impacts of Veganism on Fashion Use and Consumption Through New Social Movement Theory: A Consumer Culture Investigation
  • 6 Dec 2021
  • Meaning Making in Transitionary Times: A Historic-Cultural Analysis of Sustainability's Inclusion in The Luxury Electric Car Market
  • 21 Nov 2019

Teaching interests

Marketing Management

Design Thinking

Service Quality and value co-creation

Research interests

Marian Makkar’s research program focuses on understanding and promoting consumer diversity and market inclusion at the interplay of identity, technology, branding, and institutions.

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Acknowledgement of Country

RMIT University acknowledges the people of the Woi wurrung and Boon wurrung language groups of the eastern Kulin Nation on whose unceded lands we conduct the business of the University. RMIT University respectfully acknowledges their Ancestors and Elders, past and present. RMIT also acknowledges the Traditional Custodians and their Ancestors of the lands and waters across Australia where we conduct our business - Artwork 'Sentient' by Hollie Johnson, Gunaikurnai and Monero Ngarigo.