Research in marketing and international business

From the impact of cutting-edge technologies on consumer behaviour to sustainable practices and market dynamics, our interdisciplinary marketing and international business research explores the topics that shape how businesses interact with consumers and society at large.

Research across AUT’s Marketing and International Business department strives to tackle pressing societal challenges, expand the boundaries of knowledge and uncover insights to drive positive change in the business world.

AUT research expertise in marketing and international business

  • The intersection of consumer wellbeing and emerging technologies
  • The impacts of new technologies on consumer experiences and behaviours
  • Digital wellbeing
  • Digital health technologies
  • Digital marketing
  • Meaningful consumer experiences in the context of evolving technological landscape
  • Consumer privacy, data ethics and digital privacy
  • Nascent entrepreneurship
  • Intergenerational knowledge sharing
  • Innovation
  • Commercialisation
  • Appreciative inquiry
  • Social entrepreneurship
  • Entrepreneurial failure, identity, wellbeing, legitimacy, ethics, gender
  • Enterprise work addressing social issues
  • Various aspects of Māori entrepreneurship, leadership and decision-making
  • Housing
  • Networks
  • Māori and Indigenous media
  • Māori and Indigenous social impact and social innovation
  • Kaupapa Māori research methods, Indigenous research methodology
  • Physical and online retail spaces, retail atmospherics, sensory marketing and shopper behaviour
  • Consumer behaviour within retail settings
  • Exploring how retailers can create immersive and engaging shopping experiences
  • Advertising effectiveness and the rise of social influencers
  • Organisational communication
  • Human models and artificial intelligence models in advertising communication
  • Healthcare service
    • Preventive health behaviour and mindful consumerism in healthcare contexts
    • Enhancing understanding of how digital innovations can contribute to improving health outcomes and patient experiences
  • Service delivery and customer experiences
  • Service recovery
  • Value co-creation
  • Technology and service encounters
  • Enhancing organisational effectiveness by fostering positive service climate and employee job satisfaction
  • Social identity, diversity, equity, inclusion, corruption, populism, globalisation and the role of multinational enterprises
  • Sustainability in international business
  • Organisational ambidexterity
  • Responsible and sustainable business and marketing strategies
  • Business ethics
  • Corporate social responsibility
  • Globalisation's impact on manufacturing
  • SMEs
  • Large emerging markets
  • Issues around firm governance and competitiveness during offshore sourcing
  • Various facets of consumer decision-making, drawing on nudging theory, behavioural economics and other theories
  • Moral and ethical consumption
  • Travellers’ behaviour
  • Food choice
  • Marketing promotions and brand management
  • Consumer behaviour in online services and tourism
  • Interactions between markets, marketing and society
  • Sustainable consumption patterns and pro-social consumer behaviour through effective marketing strategies
  • Sustainable business
  • Social marketing
  • Consumer culture, consumer vulnerability
  • Contemporary branding issues
  • Sustainable luxury, service and relationship marketing
  • The role of strategic sport marketing and sponsorship in fostering sustainable and socially responsible consumer behaviours
  • Innovations in curriculum delivery and assessment
  • Work integrated learning
  • Visual and arts-based approaches to business education
  • Incorporating industry in education
  • Teaching sustainability in response to the climate crisis
  • Andragogy
    • Engagement
    • Developing decision competencies
    • Creative and critical thinking competencies in teaching adults
    • Creative and design thinking

Postgraduate research student support

Interested in postgraduate study? As a postgraduate research student at AUT you have access to a range of support and resources, including postgraduate study spaces, events and researcher development activities.


WU building

Find a researcher

Looking for a supervisor or interested in partnering with us on research? Browse our researcher database to find an AUT researcher with expertise in your chosen field.


About our department

From digital marketing to changes in international markets and consumer behaviour, AUT’s Marketing and International Business department focuses on how organisations can equip themselves for today’s dynamic world of business.