Steven Goodman

Associate Professor Steven Goodman

Associate Prof/Reader

Adelaide Business School

Faculty of Arts, Business, Law and Economics

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 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.

  • Appointments
    Date Position Institution name
    2017 - ongoing Associate Professor in Marketing University of Adelaide
    2006 - ongoing 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

  • Education
    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

  • Certifications
    Date Title Institution name Country
    1992 Auctioneer's Certificate Real Estate Institute of South Australia
    1992 Real Estate Sales Certificate TAFE-SA

  • Research Interests
    Marketing Marketing Communications Marketing Management Marketing Measurement
  • 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
    2022 Co-Supervisor Customer Engagement Management in Australian Sporting Contexts Doctor of Philosophy Doctorate Full Time Mr Harrison James De Picot
    2022 Co-Supervisor Exploring the Barriers and Triggers for the Purchasing and Consumption of low and no-alcohol (NOLO) wines using Theory of Consumption Values Doctor of Philosophy Doctorate Full Time Miss Cassidy Lia Shaw
    2021 Co-Supervisor Sustaining the Australian wine industry using advanced knowledge of alternative, emerging wine grape varieties Doctor of Philosophy Doctorate Full Time Mrs Laura Veronica Mezei
    2021 Principal Supervisor Storytelling for social impact. Pathways to storyhearing and stimuli for action. Doctor of Philosophy Doctorate 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

  • Board Memberships
    Date Role Board name Institution name Country
    2012 - ongoing Member Academic Board Le Cordon Bleu - Australia Australia

  • Committee Memberships
    Date Role Committee Institution Country
    2006 - ongoing Member Editorial Advisory Board - Grapegrower and Winemaker Australia

  • Editorial Boards
    Date Role Editorial Board Name Institution Country
    2008 - ongoing Member European Business Review (Bingley)

  • Offices Held
    Date Office Name Institution Country
    2012 - ongoing TEQSA Panel of Experts Australia
  • Position: Associate Prof/Reader
  • Phone: 83137044
  • Email: steve.goodman@adelaide.edu.au
  • Fax: 82234782
  • Campus: North Terrace
  • Building: Nexus 10, floor 10
  • Org Unit: Marketing
Connect With Me
External Profiles