Margaret Faulkner

Teaching Strengths

Industry focused assessments
Incorporates Institute knowledge
Student centric philosophy
Interactive oral assessments introduced at scale

Dr Margaret Faulkner

Senior Lecturer

School of Marketing

College of Business and Law

Eligible to supervise Masters and PhD - email supervisor to discuss availability.

Available For Media Comment.

Dr Margaret Faulkner is a Senior Lecturer at the Adelaide University and course coordinator of Branding (MARK 3018) and Brand Management (MARK 6001). She is an experienced facilitator in learning online and face-to-face environments who is passionate about disseminating and contributing knowledge of How Brands Grow. She is a Senior Marketing Scientist in the Ehrenberg-Bass Institute of Marketing Science, so brings her experience of working with Corporate Sponsors and the latest research on marketing into her teaching practice. She is also a Certified Practising Marketer of the Australian Institute of Marketing.
 
Her specific research focus is non-profit marketing, investigating consumer behaviour and how brands grow in the non-profit and charity sector.  This allows non-profit marketers to set strategies with greater confidence and to evaluate their marketing efforts against established benchmarks. Margaret also works with the Institute’s commercial and government clients and has completed the AICD's Governance Foundations for Not-for-Profit Directors course.
 
Her research experience focuses on strategic brand management. Projects include the evaluation of distinctive brand assets, brand metrics and the effectiveness of advertising across multiple countries. Government agency research projects have provided guidelines on measuring perception as a behaviour change evaluation measure and mapping marketing effort. 2020 research includes informing the Wildlife Welfare Response Working Group's development of the SA Wildlife Recovery Plan.
 
In the non-profit sector, Margaret has worked on pro-bono and paid research projects. This includes working with AnglicareSA and RSCPA locally, as well as the Australian Red Cross Blood Service. In recent years, Margaret has continued working locally with The Hospital Research Foundation and for nonprofits in Sweden and the UK.
 
She is an active reviewer for multiple journals in her research areas.  Margaret is a member of the editorial review board for the Journal of Advertising Research and a member of college reviewers for Higher Education Research & Development.  She has successfully supervised PhD and Masters by Research students and performed the role of Research Education Portfolio Leader for the School of Marketing from 2013-2014 and in 2020 has returned as a REPL for in the Business Unit of UniSA until 2023.
 
Margaret has disseminated research findings in a variety of outlets: including Nonprofit & Voluntary Sector Quarterly, Journal of Nonprofit and Public sector Marketing, Marketing Letters, Journal of Advertising Research, Higher Education Research & Development, Technological Forecasting & Social Change, Australasian Marketing Journal and the International Journal of Market Research. 

Non-profit marketing, particularly building on her PhD thesis that was in the fundraising context and researching branding of non-profit organisations. Brand management and consumer behaviour in emerging markets.  

Higher Education - supporting students to gain professionally relevant skills and knowledge in the marketing profession.

Year Citation
2025 Brus, R., Hartnett, N., Faulkner, M., & Driesener, C. (2025). Assessing branding strength: comparing marketer judgement and consumer data for brand identity elements. Journal of Brand Management, online(1), 1-17.
DOI
2024 Michelon, A., Bellman, S., Faulkner, M., Cohen, J., & Bruwer, J. (2024). Why shorter advertisement breaks reduce radio advertisement avoidance: when it comes to radio advertising, less is more. Journal of Advertising Research, 64(1), 1-17.
DOI Scopus6 WoS3
2024 Jeffery, T., Hirche, M., Faulkner, M., Page, B., Trinh, G., Bruwer, J., & Lockshin, L. (2024). Branding consistency across product portfolios in the wine industry. International Journal of Wine Business Research, 36(4), 473-488.
DOI Scopus1
2023 Faulkner, M., Romaniuk, J., & Stern, P. (2023). How sharing of supporters reveals competition amongst non-profit brands. Journal Of Marketing Management, 39(3-4), 193-212.
DOI Scopus7 WoS7
2022 Nguyen, C., Faulkner, M., Yang, S., Williams, J., & Tong, L. (2022). Mind the gap: understanding the gap between intentions and behaviour in the charity context. Journal of Business Research, 148, 216-224.
DOI Scopus26 WoS27
2021 Lee, R., Hoe Looi, K., Faulkner, M., & Neale, L. (2021). The moderating influence of environment factors in an extended community of inquiry model of e-learning. Asia Pacific Journal of Education, 41(1), 1-15.
DOI Scopus35 WoS28
2021 Iraj, H., Fudge, A., Khan, H., Faulkner, M., & Pardo, A. (2021). Narrowing the Feedback Gap: Examining Student Engagement with Personalized and Actionable Feedback Messages. Journal of Learning Analytics, 8(3), 101-116.
DOI Scopus33 WoS22
2020 Nguyen, C., Romaniuk, J., Cohen, J., & Faulkner, M. (2020). When retailers and manufacturers advertise together; examining the effect of co-operative advertising on ad reach and memorability. Journal of Retailing and Consumer Services, 55(article no. 102080), 1-7.
DOI Scopus26 WoS22
2020 Michelon, A., Bellman, S., Faulkner, M., Cohen, J., & Bruwer, J. (2020). A new benchmark for mechanical avoidance of radio advertising: why radio advertising is a sound investment. Journal of Advertising Research, 60(4), 407-416.
DOI Scopus7 WoS6
2020 Nguyen, C., & Faulkner, M. (2020). In pursuit of effective charity advertising: Investigating the branding and messaging execution tactics used by charity marketers. Third Sector Review, 26(1), 66-87.
2019 Nguyen, C., Romaniuk, J., Faulkner, M., & Cohen, J. (2019). Correction to: Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory (Marketing Letters, (2018), 29, 1, (37-48), 10.1007/s11002-017-9444-3). Marketing Letters, 30(2), 219-220.
DOI Scopus2 WoS2
2019 Faulkner, M., & Romaniuk, J. (2019). Supporters' perceptions of benefits delivered by different charity activities. Journal of nonprofit and public sector marketing, 31(1), 20-41.
DOI Scopus3 WoS2
2018 Nguyen, C., Romaniuk, J., Faulkner, M., & Cohen, J. (2018). Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory. Marketing letters, 29(1), 37-48.
DOI Scopus39 WoS31
2018 Sitta, D., Faulkner, M., & Stern, P. (2018). What can the brand manager expect from Facebook?. Australasian marketing journal, 26(1), 17-22.
DOI Scopus22 WoS19
2018 Nguyen, C., Romaniuk, J., Faulkner, M., & Cohen, J. (2018). Does an expanded brand user base of co-branded advertising help ad-memorability?. International journal of market research, 60(4), 366-379.
DOI Scopus11 WoS12
2017 Romaniuk, J., Wight, S., & Faulkner, M. (2017). Brand awareness: revisiting an old metric for a new world. Journal of product and brand management, 26(5), 469-476.
DOI Scopus52 WoS35
2016 Hogan, S., Romaniuk, J., & Faulkner, M. (2016). Comparing approaches to elicit brand attributes both face-to-face and online. International Journal of Market Research, 58(1), 57-78.
DOI Scopus7 WoS5
2016 Hogan, S., Romaniuk, J., & Faulkner, M. (2016). Comparing approaches to elicit brand attributes both face-to-face and online. International journal of market research, 58(1), 57-78.
DOI
2016 Faulkner, M., Romaniuk, J., & Stern, P. (2016). New versus frequent donors: exploring the behaviour of the most desirable donors. Australasian marketing journal, 24(3), 198-204.
DOI Scopus21 WoS19
2014 Faulkner, M. E., Truong, O. H., & Romaniuk, J. T. (2014). Uncovering generalized patterns of brand competition in China. Journal of product and brand management, 23(7), 554-571.
DOI Scopus5 WoS4
2014 Faulkner, M., Truong, O., & Romaniuk, J. (2014). Barriers to increasing donor support: evidence on the incidence and nature of brand rejection. Nonprofit and voluntary sector quarterly, 44(5), 1007-1025.
DOI Scopus5 WoS5
2013 Faulkner, M., Aziz, M., Waye, V., & Smith, E. (2013). Exploring ways that ePortfolios can support the progressive development of graduate qualities and professional competencies. Higher Education Research and Development, 32(6), 871-887.
DOI Scopus27 WoS20
2012 Waye, V., & Faulkner, M. E. (2012). Embedding e-portfolios in a law program: lessons from an Australian Law School. Journal of legal education, 61(4), 560-584.
DOI Scopus5 WoS7
2011 Lee, R., & Faulkner, M. (2011). The roles of extrinsic factors in a community of inquiry model of e-learning. E-Learning and Digital Media, 8(1), 58-67.
DOI Scopus5
2011 Faulkner, M. E., & Aziz, S. M. (2011). Stimulating self-assessment and reflection in first year engineering using ePortfolios. Ergo : the journal of the education research group of Adelaide, 2(2), 5-17.
2009 Faulkner, M. E., & Corkindale, D. R. (2009). Are experts better than potential users in predicting the uptake of an innovation? : extending the use of the Juster Scale. Technological forecasting and social change, 76(7), 910-916.
DOI Scopus7 WoS7
2009 Faulkner, M. E., & Allan, G. (2009). Building communities of practice for e-portfolio implementation : an initial approach by two Australian institutions. Learning communities : international journal of learning in social contexts, 2009(2), 31-54.
2008 Faulkner, M. E., & Kennedy, R. (2008). A new tool for pre-testing direct mail. International journal of market research, 50(4), 469-490.
DOI Scopus2 WoS3

Year Citation
2020 Iraj, H., Fudge, A., Faulkner, M., Pardo, A., & Kovanović, V. (2020). Understanding Students' engagement with personalised feedback messages. In LAK20 Conference Proceedings Celebrating 10 years of LAK: Shaping the future of the field (pp. 438-447). US: ASSOC COMPUTING MACHINERY.
DOI Scopus35 WoS28
2016 Stern, P., Wright, M., Faulkner, M., & Konopka, R. (2016). Predictable patterns of prescribing innovation. In L. Petruzzellis, & R. S. Winer (Eds.), Rediscovering the Essentiality of Marketing: Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress (pp. 445-450). Switzerland: Springer.
DOI
2011 Faulkner, M., Romaniuk, J., & Miller, R. (2011). The underlying structure of the charity donation market in Australia. In Australian and New Zealand Marketing Academy Conference proceedings: Marketing in the age of consumerism: Jekyll or Hyde? (pp. 1-7). Australia: ANZMAC.
2005 Faulkner, M. E., & Kennedy, R. (2005). A predictive test of pre-testing fundraising DM materials. In ANZMAC 2005 Conference Broadening the Boundaries: Conference Proceedings. Australia: ANZMAC, The University of Western Australia.
2004 Faulkner, M. E., Kennedy, R., & Romaniuk, J. T. (2004). An investigation of the structure of charity markets. In ANZMAC (Australian and New Zealand Marketing Academy) 2004 Proceedings: Marketing Accountabilities and Responsibilities. New Zealand: Victoria University of Wellington.
2004 Faulkner, M. E., & Corkindale, D. R. (2004). Exploring the ability of the Juster scale to predict the uptake of a new charity lottery. In ANZMAC (Australian and New Zealand Marketing Academy) 2004 Proceedings: Marketing Accountabilities and Responsibilities. New Zealand: Victoria University of Wellington.
2003 Faulkner, M. E. (2003). Developing a predictive pre-test model and procedure for fundraising direct mail materials. In ANZMAC Doctoral Colliquium 2003.
2003 Faulkner, M. E., & Kennedy, R. (2003). A test of COMMAP for pre-testing direct mail (DM) pieces in fundraising. In ANZMAC 2003 Conference Proceedings: Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution. Adelaide: ANZMAC.
2002 Faulkner, M. E., & Kennedy, R. (2002). Identifying effective direct mail appeals in fundraising. In ANZMAC 2002 Conference Proceedings. Geelong: ANZMAC.
2002 Faulkner, M. E., & Kennedy, R. (2002). Improving response rates in direct mail for fundraisers. In ANZMAC 2002 Conference Proceedings. Geelong: ANZMAC.
1998 Cierpicki, S. A., Faulkner, M. E., & Rungie, C. M. (1998). Segmentation: Linking Management Practice to Marketing Theory. In Marketing Connections: Proceedings of the ANZMAC Conference. Dunedin, NZ: Dept Marketing University of Otago.
1997 Sharp, B. M., Dawes, J. G., & Faulkner, M. E. (1997). Developing business orientation scales. In ANZMEC 97. Melbourne: Department of Marketing, Monash University.

Courses I teach

  • MARK 6001 Strategic Brand Management
  • MARK 3018 Branding

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