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  • Dr Ashlee Morgan

    Dr Ashlee Morgan

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Dr Ashlee Morgan

Senior Lecturer

Staff Member Details
Telephone: +61 8 6304 2869
Email: a.morgan@ecu.edu.au
Campus: Joondalup  
Room: JO2.248  
ORCID iD: https://orcid.org/0000-0002-6351-1313

Ashlee Morgan is the Course Coordinator for Business Services (Marketing and Entrepreneurship) and a lecturer in the School of Business and Law.

Key Research Areas

  • Marketing
  • Sponsorship
  • Sport management
  • Women in sport

Biography

Ashlee is the Course Coordinator for Marketing and Entrepreneurship within the School of Business and Law. With a strong background in Marketing and Sport Business, she has previously held positions at the University of Technology Sydney and Curtin University.

Ashlee's expertise lies in the realm of sport marketing and management, where she utilises her extensive knowledge of sports governance, commercialisation, and corporate social responsibility to promote ethical decision-making and implement sound business practices across the sport industry.

Her research focuses on two key areas. Firstly, sport business, which includes marketing, sponsorship, commercial strategy, digital media marketing and corporate governance. Secondly, social impact and responsible management, encompassing ethical decision-making, responsible governance, and diversity, equity, and inclusion in sport and events.

Ashlee was involved in the development and growth of women’s AFL in Sydney and was the first female appointed representative on AFL Sydney’s Strategic Advisory Board. Ashlee is currently a Director on the Triathlon WA Board.

As an advocate for ethical business decision-making and social impact, she strives to foster transparency and integrity, ensuring sport organisations prioritise ethical practices to benefit of athletes, fans and society as a whole.

ECU Research Themes

Theme Two: Society and Culture; Marketing, Sponsorship, Sport management, Innovation and entrepreneurship

Awards and Recognition
  • 2020 - Business Services Discipline Award, School of Business and Law, ECU
  • 2014 - New Researcher Award. European Association for Sport Management International Conference, Coventry, UK.
  • 2014 - Student Research Award. Sport Management Association of Australia and New Zealand International Conference, Melbourne, Australia.
  • 2013 - Outstanding Paper Award. European Academy of Management International Conference, Istanbul, Turkey.

Qualifications

  • Doctor of Philosophy, University of Technology, Sydney, 2013.

Research Outputs

2023

Journal Articles

  • Merrick, N., Badenhorst, M., Morgan, A., Fortington, L. (2023). Community perspectives on spinal cord injury in rugby union: facts and fears. Science and Medicine in Football, 2023(Article in press), 10 pages. https://doi.org/10.1080/24733938.2023.2253191.

Reports

  • Morgan, A., Nimphius, S., Stewart, G., Rayner, J., Croucher, A., Bradshaw, S. (2023). Fossil Fuel Free Sponsorship Code. NSW. Climate Council of Australia Limited.

2022

Books

  • Schulenkorf, N., Schlenker, K., Rammal, H., Welty Peachey, J., Morgan, A. (2022). Managing and Leveraging Events: Business and Social Dimensions. Routledge. https://doi.org/10.4324/9781003002772.

Book Chapters

  • Sibson, R., Morgan, A. (2022). Digital literacy capabilities and curriculum design in sport management programmes. Sport Management Education: Global Perspectives and Implications for Practice (7-20). Routledge. https://doi.org/10.4324/9781003140078-1.

Journal Articles

  • Morgan, A., Wilk, V. (2022). Sport Organizations and Reconciliation in Australia. Sport in Society, 25(11), 2339-2364. https://doi.org/10.1080/17430437.2021.1934451.
  • Kerr, A., Morgan, A. (2022). “All in One Rhythm”: Measuring the National Team Identification of Host Residents and Event Sport Tourists at the 2014 FIFA World Cup. Event Management: an international journal, 26(3), 453-472. https://doi.org/10.3727/152599521X16106577965233.
  • Maccarthy, M., Morgan, A., Lambert, C. (2022). Congregating as a Social Phenomenon; the Social Glue that Binds. International Journal of Event and Festival Management, 13(2), 235-246. https://doi.org/10.1108/IJEFM-11-2021-0085.
  • Morgan, A., Sibson, R., Jackson, D. (2022). Digital Demand and Digital Deficit: Conceptualising digital literacy and gauging proficiency among higher education students. Journal of Higher Education Policy and Management, 44(3), 258-275. https://doi.org/10.1080/1360080X.2022.2030275.

2021

Journal Articles

  • Willson, G., Wilk, V., Sibson, R., Morgan, A. (2021). Twitter content analysis of the Australian bushfires disaster 2019-2020: futures implication. Journal of Tourism Futures, 7(3), 350-355. https://doi.org/10.1108/JTF-10-2020-0183.
  • Morgan, A., Wilk, V., Sibson, R., Willson, G. (2021). Sport event and destination co-branding: Analysis of social media sentiment in an international, professional sport event crisis. Tourism Management Perspectives, 39(July 2021), Article number 100848. https://doi.org/10.1016/j.tmp.2021.100848.
  • Morgan, A., Wilk, V. (2021). Social media users’ crisis response: A lexical exploration of social media content in an international sport crisis. Public Relations Review, 47(4), Article number 102057. https://doi.org/10.1016/j.pubrev.2021.102057.
  • Kim, S., Morgan, A., Assaker, G. (2021). Examining the relationship between sport spectator motivation, involvement, and loyalty: a structural model in the context of Australian Rules football. Sport in Society, 24(6), 1006-1032. https://doi.org/10.1080/17430437.2020.1720658.
  • Best, A., Sibson, R., Morgan, A. (2021). Technology adoption and use in not-for-profit sport: a case study of an Australian state sporting association. Managing Sport and Leisure, 2021(Article in Press), 1-19. https://doi.org/10.1080/23750472.2021.2020678.

2020

Journal Articles

2019

Journal Articles

2018

Journal Articles

  • Willson, G., McIntosh, A., Morgan, A., Sanders, D. (2018). Terminal illness and tourism: a review of current literature and directions for future research. Tourism Recreation Research, 43(2), 268-272. https://doi.org/10.1080/02508281.2018.1443053.

2017

Book Chapters

  • Morgan, A., Frawley, S., Fujak, H., Cobourn, S. (2017). Sponsorship and sport mega-events. Managing Sport Mega-Events (105-120). Routledge.
  • Fujak, H., Frawley, S., Morgan, A. (2017). Broadcasting and sport mega-events. Managing Sport Mega-Events (89-104). Routledge.

2016

Book Chapters

  • Morgan, A., Adair, D., Taylor, T., Hermens, A. (2016). Tensions within inter-organizational alliances: A sponsorship case study. Governance Issues in Strategic Alliances (201-223). Information Age Publishing.
  • Tremayne, P., Morgan, A. (2016). Attention, Centering, and Being Mindful: Medical Specialties to the Performing Arts. Mindfulness and Performance (389-411). Cambridge University Press.

2014

Journal Articles

  • Morgan, A., Adair, D., Taylor, T., Hermens, A. (2014). Sport Sponsorship Alliances: Relationship Management for Shared Value. Sport, Business and Management: An International Journal, 4(4), 270-283. https://doi.org/10.1108/SBM-12-2013-0044.

Research Projects

  • More sport, Their way! Promoting women's informal sport participation in WA, Healthway (WA Health Promotion Foundation), Health Promotion Research - Exploratory Research Grants, 2024 ‑ 2025, $88,154.
  • Research to support the development of an Aboriginal arts and culture training framework., Aboriginal Art Centre Hub of Western Australia Aboriginal Corporation, Grant, 2023 ‑ 2024, $31,500.
  • Australian Centre for Research into Injury in Sport and its Prevention (ACRISP), International Olympic Committee, Research Centres for Prevention of Injury and Protection of Athlete Health, 2019 ‑ 2024, $409,674.
  • Exploring diversity and inclusion in the marketing industry, Western Australian Marketing Association, Grant, 2023 ‑ 2024, $9,000.
  • Climate Responsible Sponsorship Code, Climate Council, Grant, 2022 ‑ 2023, $29,000.

Research Student Supervision

Current Supervisions

Principal Supervisor

  • Doctor of Philosophy, Millennials' and generation Z's sustainable fashion purchasing: The role of brand marketing communications, perceived brand authenticity, and customer brand engagement

Co-principal Supervisor

  • Doctor of Philosophy, Technology adoption and sport business: An investigation of state sporting associations and clubs in Western Australia

Associate Supervisor

  • Master of Business by Research, An Exploratory Study of the Digital Literacy of Academics in Western Australian Business Schools

Completed Supervisions

Associate Supervisor

  • Doctor of Philosophy, Fallen warriors: Spinal cord injury and rugby union in Australia
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