PMNN network meetingI have an active group of research students. Check out this video with MA student Tom James.

We meet regularly both professionally and socially, including watching live leader debates at TVNZ and going to campaign launches in the 2014 election. In 2015 we formed the Political Marketing and Management Network. Former research students have gone on to work in government in ministers offices, government departments, councils and market research companies.




  • Lead supervisor to Edward Elder, A New Model of Communication for Market-Oriented Governing Leaders, December 2010 – 2014
  • Host to visiting PhD student Chong-Ki An from Korea University, January-October 2015
  • Host to visiting PhD student Mehmet Can Demirtas from Dokuz Eylul University, Turkey, February-July 2013


  • Advisor to Ziad Elsahn, Nation branding and international business, at Auckland University Business school, March 2013 –

Chatting with Minister Steven Joyce Oct 2014 CROPPEDMasters

  • Rachael Crosby ‘Be friends with me! Online political relationship marketing: an analysis of Jacinda Ardern and Nikki Kaye’s use of Facebook accounts’ funded by the Jersey Bursary from the State of Jersey (GBP 10,000), July 2014-15
  • Renisa Maki, ‘The Portraits of the First Ladies – an art history and political marketing perspective’ with first-class honours, second supervisor with Erin Griffey from Art History, Feb 2014-15
  • Sophia Blair ‘Exploring whether online political marketing increase political participation in New Zealand (part-time)’ February 2011- December 2012
  • Phillip Wakefield ‘With or Without You: The Evolution of Marketing Orientated Leadership – The Case Study of John Key’ February 2011-February 2012
  • Laura Young E-Consultation, Local Government and the OECD Scale of Participation: Achieving Active Participation?’ July 2010-11
  • Michelle Craig, ‘Reconciling electioneering and democracy: Synthesising political marketing and deliberative democracy to reconcile a framework for citizen consultation’, 2009
  • Andrea Garnham, Applying corporate reputation theory to political parties, co-supervised with Dr Liliana Erakovich, The Department of Management, part-time, The University of Auckland 2007-2009
  • Edward Elder ‘Rejuvenating a Flailing Market Oriented Government: A Comparative Perspective’ supervision taken over February 2010, thesis submitted June 2010
  • MBA dissertations on marketing at Aberdeen and Keele University 2001-5



Honours Dissertations

  • Gabe Rodrigues, The Electoral Commission, turnout and political marketing communications, 2014
  • Lisa Kemp, Branding within government departments
  • Tom Seeman, Women Prime Ministers’ reputations and gendered political marketing strategy
  • Evan Szetco, Party internal marketing and welfare
  • Matthew Jackson, Branding Minor Parties
  • Ashlee Ruff, Political trust and public consultation
  • Melanie Tuala, Overcoming the Political marketing efficiency paradox: targeting and opposition safe seats
  • Phillip Wakefield, Someone like me? Political marketing as an aid for minority representation
  • Bailey Duggan, Sinn Fein’s use of political marketing: a model for minority parties seeking political representation?
  • Shawn Moodie, Report concerning the adaption of political marketing to aid long-term incumbency
  • Fraser Nicholas, Maintaining the Political brand: the case of New Labour
  • Michelle Craig,The Democratic Implications of the Use of Political Marketing Techniques in Policy Formation

Directed research papers

  • Rachael Crosby, National’s application of crisis management techniques in dealing with the 2011 Christchurch Earthquake
  • Thomas Seeman, Everything Old is New Again: Japanese Political Marketing and the 2012 Election
  • Lisa Kemp, Delivery Communication in Government
  • Renisa Maki, Marketing Mayors: A Comparative Political Marketing Report on Graham Quirk and Len Brown
  • Matthew Jackson, Evaluating the Green Party of Aotearoa New Zealand’s strategy for expanding their market share in the 2011 General Election and beyond
  • Bailey Duggan, The strategic effectiveness of Howard and Rudd’s policy on the stolen generations
  • Phillip Wakefield, The effectiveness of marketing in helping non-profit organisations attract, manage and retain volunteers
  • Shawn Moodie, Managing leaders’ reputation in government
  • Victoria Murray, The factors contributing to the success of the Tea Party movement in the United States
  • Glenn Lamont, Improbable Populist: Don Brash, National, and the 2005 Election
  • Randall Potter, Politics and the Rise of Political Marketing: Empowering the People or the Elite?