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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 marketing academic whose research and teaching are grounded in over 15 years of professional practice across corporate, government and not-for-profit sectors, leading integrated campaigns, stakeholder engagement and behaviour change initiatives at scale.

Her research advances social marketing and consumer decision-making theory, with a particular focus on higher education equity, diversity and inclusion, and strength-based approaches to social justice and behaviour change. She weaves Aboriginal and Torres Strait Islander methodologies into marketing and social research, drawing on community-grounded frameworks that centre equity and self-determination. Her work aligns with the United Nations Sustainable Development Goals (SDG 4, SDG 8, SDG 10) and Australia's Closing the Gap targets in education, employment and economic participation.

Dr Fong-Emmerson's teaching integrates sustainability, digital capability and inclusive practice through industry-embedded curricula, and she leads cross-school initiatives to embed Aboriginal and Torres Strait Islander perspectives into curriculum and assessment in close partnership with institutional and community stakeholders. Her service extends to the ANZMAC Diversity, Equity and Inclusion Subcommittee and the Marketing Management Journal Editorial Board. Her contributions to inclusive practice and learning innovation have been recognised through a National Award for University Teaching and multiple 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

2026

Journal Articles

  • Fong-Emmerson, M., Lambert, C., Hill, B., Ryan, M. (2026). Understanding the journey to higher education: decision-making insights from Aboriginal and Torres Strait Islander students. Higher Education Research and Development, 2026(Article in press), 18 pages. https://doi.org/https://doi.org/10.1080/07294360.2026.2660994.

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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