Melissa Barden

PhD Student

School of Marketing - MA (International Relations), UNSW | BCom (Marketing), UWS

About Melissa

Melissa is a PhD student in the School of Marketing and holds a staff position as a PhD Teaching Fellow. Prior to starting her academic career Melissa spent 25 years in industry, gaining experience in marketing roles with FMCG multi-nationals Unilever and Colgate-Palmolive as well as brand strategy and communications strategy agencies. These roles were based in Sydney, London and New York and she has lead consumer insight and marketing strategy projects across multiple markets in Europe, North America, Asia and Australasia. Melissa has also completed a Master of Arts in International Relations at UNSW with a focus on international development, and a Bachelor of Commerce in Marketing.

Melissa’s PhD thesis focuses on how marketers integrate environmental and social sustainability considerations into marketing strategies and decision making. This focus reflects her interest in academic research that is both relevant and impactful for marketing managers and has the potential to contribute to positive societal outcomes.  

Melissa has been the recipient of a number of awards, competitive scholarships and internships across her Master’s and PhD studies. These include the UNSW Rob Steven Prize for best overall performance in the Master of Arts in International Relations program, the UNSW Centre for Refugee Research Internship Program, the Australian Postgraduate Award (APA), the UNSW Research Excellence Award, and the Sasakawa Young Leaders Fellowship Fund (SYLFF). Most recently, Melissa was awarded the Social Impact Award for her paper ‘Integrating Sustainability into Customer Value Propositions’ at the 2018 Australia and New Zealand Marketing Academy Conference (ANZMAC) Doctoral Colloquium.

Thesis title

  • Integrating sustainability into Customer Value Propositions

Supervisor

Co-Supervisor

  • Professor Adrian Payne

Research interests

  • Branding & Brand Management
  • Marketing Strategy
  • Corporate Sustainability
  • Corporate/Brand Social Responsibility

Research grants

  • 2015-2019: Australian Postgraduate Award (APA)
  • 2015-2019: UNSW Research Excellence Award
  • 2015-2019: Sasakawa Young Leaders Fellowship Fund (SYLFF)
Melissa-Barden