Associate Professorr - Marketing
Adelaide Business School
Faculty of the Professions
Eligible to supervise Masters and PhD - email supervisor to discuss availability.
Dr Steve Goodman is an Associate Professor in Marketing at the University of Adelaide Business School. He is an active researcher in the area of wine marketing - specifically consumer choice and business decision making in the wine supply chain context.
He has published wine marketing research in academic journals, presented papers at leading academic conferences and published extensively in editor reviewed industry journals.
In 2006 Steve was awarded a nationally competitive grant from the Grape and Wine Research Development Corporation (GWRDC) to map the influences of consumer choice for wine selection, a research project in conjunction with the Wine Marketing Group at UniSA and collaborators in 11 other countries. In 2009 he was awarded a grant from the GWRDC to study the decision influencers along the wine supply chain in Australia, China and the USA and in 2012 awarded funding from AWGA (formerly GWRDC) to investigate the role of social media in wine brand growth.
Before the establishment of the University of Adelaide Business School, Dr Goodman was Discipline Leader for Marketing at the Adelaide Graduate School of Business, The University of Adelaide. Previously he lectured in Business and Marketing Planning and Marketing Communications at the University of South Australia, Marketing Management at Flinders University and Wine Marketing and Marketing Communications at the University of Adelaide (Waite). In 2005 Steve was nominated by UniSA for an Australian University Teaching Award.
A PhD Graduate of the University of Adelaide, Steve's PhD examined the use and impact of the internet for marketing activities within the value chain of the South Australian Wine Industry and identified a marketing planning framework for the firm and its interactions with other firms in its value system.
Dr Goodman has given keynote presentations on Wine Marketing at conferences in Europe and Australia and Wine Tourism in Chile and has extensive consulting experience as a Partner with Souter & Goodman Wine Marketing where he worked with SME Wineries in South Australia, Victoria and Western Australia to design and implement strategies for direct marketing, b2b marketing and cellar door activity. In 2000, he co-founded WINEPAGES (now Daily Wine News)a Daily email newsletter and online Suppliers Directory that reached over 70% of Australian Wineries. Steve has experience in leadership, sales and marketing roles across a range of industries including real estate and advertising and his consulting experience includes work in the horticulture, wine, travel, food, entertainment and technology sectors.
- My Research
- Grants and Funding
- Professional Activities
My specialisation is in the field of wine marketing and wine business. Driven from my Honours and PhD research as well asexperience running a wine marketing consultancy I am driven to develop learning and insight from empirical research to assist the wine industry practitioner to make better business decisions, design and develop marketing activity for the brand and along the supply chain.
Whilst the wine industry is often seen as a context for research, my interest is in the wine marketing & business as a specialisation.
I am currently involved in wine marketing and business research broadly along the Marketing Communications and Servicescape fields - specifically looking at
- Wine brands and social media
- Events and effects on the wine brand and purchase intent
- Cellar door service and design - impacts on quality perceptions and purchase intent
- Wine advertising messages and impact on brand engagement and purchase intent
I have also examined the use of information and decision making in the wine business, consumer choice for wine in the on and off-premise situations and business decision making along the wine supply chain.
Date Position Institution name 2017 Associate Professor in Marketing University of Adelaide 2006 Senior Lecturer - Marketing The University of Adelaide 2003 - 2006 Senior Lecturer - Marketing University of South Australia 2002 - 2002 Sessional Lecturer - Marketing University of South Australia 2000 - 2002 Sessional Lecturer - Marketing Flinders University 2000 - 2001 Sessional Lecturer - Marketing The University of Adelaide 1999 - 2006 Partner Souter & Goodman Wine Marketing Consultants 1996 - 1998 Market Manager Yellow Pages Australia 1995 - 1996 Major Accounts Consultant Yellow Pages Australia 1993 - 1995 Advertising Consultant Yellow Pages Australia 1993 - 1993 Manager- Investment Sales Elders Real Estate - Payneham 1992 - 1993 Land Sales Marketing Coordinator Weeks and Macklin 1989 - 1990 Officer Cadet Royal Military College - Duntroon 1987 - 1989 Clerical Officer Court Services Department
Date Institution name Country Title 2009 - 2011 The University of Adelaide Australia Graduate Certificate Higher Education 2000 - 2003 The University of Adelaide Australia PhD 1999 - 1999 Flinders University Australia Honours Degree (First Class) in International Business 1995 - 1998 Flinders University Australia Bachelor of International Business
Date Title Institution name Country 1992 Auctioneer's Certificate Real Estate Institute of South Australia — 1992 Real Estate Sales Certificate TAFE-SA —
Year Citation 2016 Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Facebook for Wine Brands: An Analysis of Post Strategies and User Engagement Actions. Poster session presented at the meeting of Academy of WIne Business Research Conference. 2015 Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2015). Big Social Data and Social Media Analytics: Tools for exploring Social Media Engagement Behaviour. Poster session presented at the meeting of Australia and New Zealand Marketing Academy Conference. 2014 Dolan, R., Fahy, J., Conduit, J., & Goodman, S. (2014). Customer Brand Engagement Behaviour in Online Social Networks: A Conceptual Framework. Poster session presented at the meeting of Australian and New Zealand Marketing Academy Conference. Brisbane, Australia. 2014 Altschwager, T., Conduit, J., & Goodman, S. (2014). Dinner or Music: Which Events Enhance Customer Brand Engagement?. Poster session presented at the meeting of Australian and New Zealand Marketing Academy Conference. Brisbane, Australia. 2014 Altschwager, T., Conduit, J., Bouzdine-Chameeva, T., & Goodman, S. (2014). Customer Engagement: A comparison between Australian and French Wine Events. Poster session presented at the meeting of Academy of Wine Business Research Conference proceedings. Geisenheim, Germany. 2013 Altschwager, T., Conduit, J., & Goodman, S. (2013). Branded Marketing Events: Facilitating Customer Brand Engagement. Poster session presented at the meeting of Academy of Wine Business Research Conference proceedings. St Catharines, Canada. 2013 Altschwager, T., Conduit, J., & Goodman, S. (2013). Facilitating Engagement by Aligning Branded Marketing Events with Consumer Experiential Needs. Poster session presented at the meeting of Australia and New Zealand Marketing Academy Conference. Auckland, New Zealand.
- Goodman, S, Habel, C and Dolan, R (2012) ‘Interactive Media: A Pathway for Wine Brand Growth’, Grape and Wine Research and Development Corporation (GWRDC) Ref: UA12/04
- Goodman, S (2009) ‘Mapping the Decision Influencers along the Wine Industry Supply Chain’ – Grape and Wine Research and Development Corporation (GWRDC) Ref: UA09/03
- Goodman, S (2006) ‘Mapping the Influencers of Consumer Choice for Wine Selection (On and Off-Premise) in Key export markets’ – Grape and Wine Research and Development Corporation (GWRDC) Ref:USA05/01
Marketing Communications (Undergraduate)
Integrated Marketing Communication (Postgraduate)
Marketing Management (Postgraduate)
Marketing Management (Online)
Service Design & Marketing (MBA)
Current Higher Degree by Research Supervision (University of Adelaide)
Date Role Research Topic Program Degree Type Student Load Student Name 2020 Principal Supervisor Transmedia storytelling as a tool for social marketing. Pathways to story hearing and stimuli for action. Master of Philosophy Master Full Time Ms Karolina Kaczorowska 2019 Principal Supervisor Attention Divided: The Value of Less Focused Advertising Processing Doctor of Philosophy Doctorate Full Time Mr Kellen Ewens
Past Higher Degree by Research Supervision (University of Adelaide)
Date Role Research Topic Program Degree Type Student Load Student Name 2015 - 2019 Co-Supervisor The gastronomic experience of fine Australian wines of provenance and food pairings Doctor of Philosophy Doctorate Full Time Mr Marcell Kustos 2013 - 2015 Principal Supervisor The Impact of Cellar Door Experience on Visitors' Loyalty Intentions Doctor of Philosophy Doctorate Full Time Mr Xiaoyu Chen 2012 - 2015 Co-Supervisor Social Media Engagement Behaviour: A Uses and Gratifications Perspective Doctor of Philosophy Doctorate Full Time Rebecca Marie Dolan 2012 - 2016 Principal Supervisor The Value of Online Advertising: Exploring the Effects of Advertisements on Consumer Perceptions of Media Vehicle Value Doctor of Philosophy Doctorate Full Time Mr Ervin Sim 2011 - 2015 Principal Supervisor Branded Marketing Events: The Influence of Event Experience on Customer Engagement Doctor of Philosophy Doctorate Full Time Miss Teagan Lynette Altschwager 2011 - 2015 Co-Supervisor Exploring the Role of Employer Brand Equity in the Labour Market:
Differences between Existing Employee and Job Seeker Perceptions
Doctor of Philosophy Doctorate Full Time Mr Sultan Alshathry 2010 - 2018 Principal Supervisor The Role of the User in Accounting for SME Wine Businesses Doctor of Philosophy Doctorate Part Time Ms Melanie Jayne Reddaway
Date Role Board name Institution name Country 2012 - ongoing Member Academic Board Le Cordon Bleu - Australia Australia
Date Role Committee Institution Country 2006 - ongoing Member Editorial Advisory Board - Grapegrower and Winemaker — Australia
Date Role Editorial Board Name Institution Country 2008 - ongoing Member European Business Review (Bingley) — —
Date Office Name Institution Country 2012 - ongoing TEQSA Panel of Experts Australia
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