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  • Dr Melissa Fong-Emmerson

    Dr Melissa Fong-Emmerson

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Dr Melissa Fong-Emmerson

Lecturer

Staff Member Details
Email: m.fongemmerson@ecu.edu.au
ORCID iD: https://orcid.org/0000-0003-0775-9768

Dr Melissa Fong-Emmerson is a Lecturer and Researcher in the School of Business and Law.

Key Research Areas and Interests

  • Social marketing
  • Consumer behaviour
  • Equity, Diversity and Inclusion
  • Transformative Teaching and learning
  • Higher Education

Biography

Dr Melissa Fong-Emmerson is a pracademic, integrating marketing research with industry practice to deliver social impact, social justice and behaviour change. Her work focuses on social marketing, consumer behaviour and diversity, equity and inclusion, with a strong commitment to translating research into practical frameworks, policy influence and community outcomes. She is particularly interested in consumer decision making and developing work-ready graduates through applied higher education.

As a Unit Coordinator and Lecturer in Marketing and Innovation, she leads industry embedded curricula that integrate sustainability, digital capability, and inclusive practice. She also leads cross-school initiatives to infuse Aboriginal and Torres Strait Islander perspectives into curriculum and assessment, working collaboratively with institutional and community partners.

Her research advances consumer decision making and social marketing theories, bridging Indigenous methodologies, marketing and social research, grounded in strength-based approaches, with a particular focus on higher education equity.

Her work aligns with the United Nations Sustainable Development Goals, particularly SDG 4 (Quality Education), SDG 8 (Decent Work and Economic Growth), and SDG 10 (Reduced Inequalities), as well as Australia’s Closing the Gap targets related to education, employment and economic participation.

Melissa serves on the ANZMAC DEI Subcommittee and the Marketing Management Journal Editorial Board. Prior to academia, she spent over 15 years in marketing and communications across corporate, government and not for profit sectors, leading integrated campaigns, stakeholder engagement and behaviour change initiatives. This experience continues to inform her applied and impact focused approach to research and teaching.

Melissa’s exceptional contributions to inclusive practice, innovative teaching, and student learning have been recognised through numerous accolades, including a National Award for University Teaching and several Vice Chancellor’s Staff Excellence Awards.

Media Topics
  • Social marketing
  • Consumer behaviour
  • Equity, Diversity and Inclusion
  • Marketing Education
  • Indigenising the Curriculum
  • Higher Education Equity

SBL Research Centres or Cluster/s
  • MISE (Marketing, Innovation, Sport, Entrepreneurship) cluster

Awards and Recognition

2026 - Citation of Outstanding Contribution to Student Learning, Australian Awards for University Teaching [AAUT]

2025 - Vice Chancellor’s Staff Excellence Awards: Citation for sustained Commitment to Enhancing Diversity, Equity and Inclusion. Guided by Voices. In collaboration with Kurongkurl Katitjin

2023 - Vice Chancellor Excellence in Learning and Teaching Award - Citation for Outstanding Contributions to Student Learning (International Entrepreneurial Partnerships Program Team), Edith Cowan University

2021 - Vice-Chancellor Staff Excellence Award, Edith Cowan University

2021 - School of Business and Law Dean Award – Innovative Teaching and Learning Practice Award

2020 - School of Business and Law Dean Award - Sessional Staff Award

Current Teaching
  • Marketing (Undergraduate and Postgraduate)
  • Executive Education Digital Marketing

Languages Spoken
  • Malay
  • Hokkien

Qualifications

  • Doctor of Philosophy, Edith Cowan University, 2026.
  • Graduate Dip of Education(Secondary) in Media Studies, Edith Cowan University, 2004.
  • Bachelor Of Communications Major in Media Studies, Edith Cowan University, 2003.

Research Outputs

2025

Journal Articles

  • Morgan, A., Fong-Emmerson, M., D'alessandro, S., Ryan, M. (2025). DEI and Discrimination in the Marketing Industry: Exploring the Lived Experiences in the Workplace. Evidence From Western Australia. Australasian Marketing Journal, 2025(article in press), 12 pages. https://doi.org/10.1177/14413582251358509.
  • Fong-Emmerson, M., Hill, B., Lambert, C., Ryan, M., Dougan, B. (2025). Leveraging Consumer Socialisation Agents to Increase Indigenous Student Participation in Higher Education. Journal of Social Marketing, 2025(Article in press), 20 pages. https://doi.org/10.1108/JSOCM-04-2025-0116.

2024

Journal Articles

  • Widhiasthini, NW., Subawa, NS., Fong-Emmerson, M., Yanti, NK., Utami, MS., Kusuma, PS., Dewi, PP., Sudharma, KJ. (2024). Public regulation urgency in cryptocurrency based on administrative reform for Bali sustainable tourism. Cogent Social Sciences, 10(1), article number 2312657. https://doi.org/10.1080/23311886.2024.2312657.
  • Lambert, C., Fong-Emmerson, M., Coetzee, S., D'alessandro, S. (2024). Enhancing Marketing Students’ Indigenous Cultural Competencies Through a Decolonisation and Authentic Assessment Approach. Australasian Marketing Journal, 32(3), 203-211. https://doi.org/10.1177/14413582241244568.

Reports

  • Morgan, A., Fong-Emmerson, M., D'alessandro, S., Ryan, M., Palmyre, T., Lemerle, R. (2024). A way to go: Diversity, equity and inclusion in WA's marketing industry. WA. The Western Australia Marketing Association.

2023

Conference Publications

  • Mejtoft, T., Cripps, H., Fong-Emmerson, M., Blöcker, C. (2023). Enhancing Professional Skills Among Engineering Students by Interdisciplinary International Collaboration. SEFI 2023 - 51st Annual Conference of the European Society for Engineering Education: Engineering Education for Sustainability, Proceedings (2486-2495). European Society for Engineering Education (SEFI). https://doi.org/10.21427/NFBV-3930.

2022

Journal Articles

Research Projects

  • Exploring diversity and inclusion in the marketing industry, Western Australian Marketing Association, Grant, 2023 ‑ 2024, $9,000.
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