Professor
Professor Tania Bucic
- PhD in Marketing (Innovation), University of Technology, Sydney
- Certificate in Foundations of University Learning and Teaching, UNSW
- Graduate Certificate in University Learning and Teaching, UNSW
Business School
School of Marketing
Professor Tania Bucic is a Fellow of the UNSW Scientia Education Academy. She has a proven track record of evidence based, innovative and pedagogically driven, learner focused design with positive and extensive impact within the Business School, across UNSW, and education more broadly. She has created a diverse range of adaptive, high quality, industry and research inclusive educational offerings that meet the needs of contemporary students who represent future leaders. Her sustained impact has made her an internationally recognised, multi-award winning educator. She has received international, national, and university level awards including: Marketing Management Association, Master Teacher Award (USA), national Office of Learning and Teaching, Citation for Outstanding Contribution to Student Learning (Australia), ANZMAC–Pearson Marketing Educator of the Year Award (Aus & NZ), UNSW Vice Chancellor's Medal for Teaching Excellence, UNSW Business School Bill Birkett Award for Teaching Excellence.
An expert in education, Tania’s innovations in education are widely disseminated through journal publications, introductory textbooks published by McGraw Hill Education, and multiple business case studies published with market leaders, Ivey (Canada), Harvard (USA) and the Case Centre (United Kingdom). Her textbook is the market leading title across Australia and New Zealand, and her business case studies have received the highly coveted Global Best Seller Award (2019-2020, 2021-2022) and are listed as “Essential Reading” for innovation students by Harvard Business School. Her scholarly outputs across a range of learning and teaching projects have helped hundreds of educators worldwide in developing teaching strategies in varied formats (face-to-face, online, hybrid, synchronous and asynchronous), and have been used in classrooms by over 50,000 students in leading business schools across the world. Tania is co-Director of the Australia Business Case Network.
As a researcher, Tania focuses on structural and behavioural innovation. Her work appears in FT50, A* and A journals including the Journal of the Academy of Marketing Science, Journal of Business Ethics, Industrial Marketing Management, Journal of Business Research, Journal of Strategic Marketing, Journal of Services Marketing, Australian Journal of Management, and Marketing Intelligence and Planning, among others. Tania’s research is applied and attracts close industry collaboration. Having worked with Australian, American and European companies, Tania’s work has received media attention in outlets including Business Think, Marketing Magazine, Australian Financial Review, BOSS Magazine, Sydney Morning Herald, and National Australia Bank Director Magazine.
Tania has served as Director of Academic Strategy, creator and Director of the PhD Teaching Fellows program, Deputy Head at the School of Marketing. Externally, she has held the roles of President, and Executive Committee member of the Australian & New Zealand Marketing Academy, the foremost marketing academy in the Australia/New Zealand region.
- Publications
- Media
- Grants
- Awards
- Research Activities
- Engagement
- Teaching and Supervision
- 2020 UNSW Health@Business Grant
- 2020 UNSW BSchool Case Writing Grant
- 2017 Scientia Education Investment Fund (SEIF) Silver Star Award
- 2017 UNSW Office of the PVC(E)+UNSW BSchool (Large Foundation Course Innovation and Digitisation Project)
- 2016 BusinessThink UNSW (Innovation Development Grant)
- 2015 UNSW Business School (Enhancing the student experience in marketing courses)
- 2010 ASBRG, UNSW
2022 ANZMAC Overall Best Conference Paper (Perth, WA)
2022 ANZMAC Best Paper in Consumer Behaviour (Sustainable Consumption) Track (Perth, WA)
2022 Emerald Literatu Outstanding Reviewer Award
2021-2022 Ivey Publishing Global Best Seller Award (for business case study, Apple Watch: Managing Innovation Resistance [Global Top 20, Rank #2])
2020 McGraw Hill Education (Aus & NZ) Best seller, market share leader for introductory marketing text book
2019-2020 Ivey Publishing Global Best Seller Award (for business case study, Apple Watch: Managing Innovation Resistance [Global Top 20, Rank #19])
2018 Marketing Management Association, Master Teacher Award (USA)
2017 UNSW Scientia Education Fellowship
2017 Business School, Bill Birkett Award for Teaching Excellence
2016 Honorable Mention, Turnitin Student Engagement Award (Australia)
2015 ANZMAC Best Paper in Marketing Strategy Track: ANZMAC Conference
2013 Citation for Contribution to Student Learning, Office of Learning and Teaching (national)
2012 ANZMAC Pearson Emerging Marketing Educator of the Year Award (Aus & NZ)
2011 Vice Chancellor’s Award for Teaching Excellence, UNSW
2011 Bill Birkett Award for Teaching Excellence, Australian School of Business, UNSW
PUBLIC SPEAKING & CONFERENCE PROCEEDINGS (selected only)
Nguyen, C. O., Ngo, L.V., Bucic, T. and Oppewal, H. (2023) Disposal-based scarcity: How stock reduction methods influence consumer brand perceptions. EMAC Annual Conference. Odense, Denmark (May 23-26).
Nguyen, C. O., Ngo, L.V., Bucic, T. and Oppewal, H. (2022) Feelings of Personal Relative Deprivation Inhibit Sustainable Consumption. Reconnect and Reimagine: 2022 ANZMAC Conference. Perth, Western Australia. (*Overall Best Paper; *Best Paper in Track)
Bucic, T., Vigentini, L., & King, M. (2018). Disruptive innovation in marketing education: A personalized learning design. In L. Lindgren, L. Samii, & U. Sullivan (Eds.), The Future of Marketing Education is Now: 2018 Annual Fall Conference Proceedings (pp. 20-24). Kansas City, MO, USA: Marketing Management Association.
Kim, D., Bucic, T., Ngo, L. V., & Sinha, A. (2018). Horizontal brand and vertical line extensions: the role of fit and directionality in creating long-term shareholder value. In 2018 Theory and Practice in Marketing Conference. UCLA, Los Angeles, CA.
Gill, O., Bucic, T., and Ngo, L. (2018) Deciphering successful new product launch: Finding balance between design form and function, and consumer innovativeness. In Proceedings of 2018 Global Marketing Conference, Tokyo, Japan.
Kim, D., Bucic, T., Ngo, L. V., & Sinha, A. (2016). Horizontal and vertical brand extensions impact on the case of automobile industry. In 38th ISMS Marketing Science Conference. Shanghai, China.
Nguyen, P., Ngo, L.V., Bucic, T., and Nguyen, P. (2015). Performance Implication of Cross-Functional Coopetition and Knowledge Sharing. In Proceedings of ANZMAC 2015, ANZMAC, Sydney, NSW. (*Best Paper in Track)
*Northey, G., Bucic, T., Chylinski, M., and Govind, R. (2014). The effect of collaborative learning on perceived engagement and academic outcomes. In Proceedings of ANZMAC 2014, ANZMAC, Brisbane, QLD. (*finalist for Best Paper in Track)
*Gill, O.P., Bucic, T., and Ngo, L. (2014). Innovators and New Product Adoption: Understanding, Capture and Prediction. In Proceedings of ANZMAC 2014, ANZMAC, Brisbane, QLD. (*finalist for Best Paper)
*Lasky, N., Bucic, T., and Ngo, L. (2013). Effectuation and Skunk Works. In Proceedings of Product Development Management Association (PDMA) 2013. Presented 18 October. Phoenix, Arizona, U.S.A. *Winner of PDMA Dissertation Award
*Robinson, L. And Bucic, T. (2008) A Conceptual Model of Team Efficacy, AMA Conference, USA. Fisher IMS & AMA ServSig Dissertation Award
BOOKS
Grewal, Dhruv, Levy, Michael, Mathews, Shane, Harrigan, Paul, Bucic, Tania, & Kopanidis, Foula (2020). Marketing. North Ryde, N.S.W. McGraw-Hill Education Australia.
Grewal, Dhruv, Levy, Michael, Mathews, Shane, Harrigan, Paul, Bucic, Tania, & Kopanidis, Foula (2017). Marketing. North Ryde, N.S.W. McGraw-Hill Education Australia.
Grewal, Dhruv, Levy, Michael, Mathews, Shane, Harrigan, Paul, & Bucic, Tania (2015). Marketing. North Ryde, N.S.W. McGraw-Hill Education Australia.
Ashish Sinha, Jack Cadeaux and Tania Bucic (Eds) (2015) Innovation and Growth Strategies in Marketing. ANZMAC Conference Proceedings. ISSN: 1441-3582. 30th Nov-2nd Dec, Sydney, NSW, Australia.
CASE STUDIES (published by Ivey Publishing & Harvard Business School)
Bucic, T. and Garcia Mendez, A (2018) The Aldi Brand: Private Label Success in Australia. Ivey ID: 9B18A024. London, Canada: Ivey Publishing.
Garcia Mendez, A. and Bucic, T. (2018) Teaching Notes - The Aldi Brand: Private Label Success in Australia. Ivey ID: 8B18A024. London, Canada: Ivey Publishing.
Bucic, T. and Singh, G. (2018) Apple Watch: Innovation Resistance. Ivey ID: 9B18A005w. London, Canada: Ivey Publishing. [*Global Best Seller Award Received 2019-2020, 2021-2022]
Singh, G. and Bucic, T. (2018) Teaching Notes - Apple Watch: Innovation Resistance. Ivey ID: 8B18A005w. London, Canada: Ivey Publishing. [*Global Best Seller Award Received 2019-2020, 2021-2022]
2016-2020 Deputy Head, School of Marketing, UNSW Business School, UNSW Sydney
2020-2021 Board Member (ex-officio) ANZMAC: Australian & New Zealand Marketing Academy
2017-2020 President, ANZMAC: Australian & New Zealand Marketing Academy
2020 Co-Chair, Global Marketing Conference, Seoul, South Korea.
2018 Member, UNSW Academic Board
2017- UNSW Scientia Education Fellow (5 year appointment)
2017- Member, UNSW Scientia Education Academy
2017-2018 PhD Teaching Fellow Leader & Coordinator (program creator and lead)
2016- UNSW Business School Board
2016- Co-Director, Australian Business Case Network
2015 Co-Chair, ANZMAC Conference, UNSW Sydney
2015-2016 Vice President, ANZMAC: Australia & NZ Marketing Academy
2015-2016 Chair, ANZMAC Conference Committee
2013–2015 Secretary, ANZMAC: Australia & NZ Marketing Academy
2013–2015 Chair, ANZMAC Awards Committee
2013-2015 Chair, School of Marketing Education Committee
INVITED PRESENTATIONS/PUBLIC ADDRESS (on request)
MEDIA
- Ivey Publishing – (2019) Ivey Publishing Annual Best Sellers 2018-19. Each academic year, Ivey Publishing recognizes the important work of authors and celebrate the contributions they have made to case teaching and writing. Ranked based on unit sales, the list highlights the top 20 cases that have continuously engaged students and provided opportunities for instructors to deliver key concepts at leading business schools around the world. https://www.iveycases.com/News/ivey-publishings-annual-best-seller-awards-2018-2019
- UNSW Business Beats – (2019) Do buy-now pay-later services impact spending habits? (13 Dec 2019) https://newsroom.unsw.edu.au/business-beats-do-buy-now-pay-later-services-impact-spending-habits.
- Singapore Management University, Centre for Management Practice (2019) How some new products succeed while others flop. Interview by Christopher Niesche. Re-published in (28 Feb 2019) https://cmp.smu.edu.sg/article/how-some-new-products-succeed-while-others-flop
- Business Think – (2018) How some new products succeed while others flop. Interview by Christopher Niesche. Published in UNSW BusinessThink (21 Nov 2018) https://www.businessthink.unsw.edu.au/articles/How-some-new-products-succeed-while-others-flop.
- MARKETING Magazine – (2010) Keeping it Real. (Story about my research on efficacy and goal orientation, with Linda Robinson, RMIT).
- WBC – Westpac Banking Corporation Small Business Magazine (2008). Commentary on small business and marketing applications.
- BRW – Business Review Weekly magazine (2007). Sex Bomb. (feature story about marketing and women in marketing).
- AFR BOSS – Australian Financial Review, Boss Magazine (2007). Top Teams. (Feature story on my research incl. teams, leadership and learning).
- ASB – Australian School of Business Magazine (launch, 2007). Eyes on the A-Team. (Feature story on my research on teams, leadership, learning and efficacy, with Linda Robinson, PhD student).
- NAB – National Australia Bank Directors Magazine (2007). (Feature story on my research on teams, leadership and learning).
My Research Supervision
2020- PhD, Rita Yuli Li: Fake Followers and Social Media Marketing Impact (TBC)
2017- PhD, Oanh Crystal Nguyen
2015-current PhD, Darren Sung Uk Kim: Growth strategies that work: Using brand extensions to create long terms firm value
2013-current PhD, Obaid Pervaiz Gill: Balancing product design innovativeness and consumer innovativeness for new product launch success
2011-2016, PhD, Nicole Lasky: Individual innovators, skunk works and radical innovation: An empirical investigation of the nature of individual innovators and the success drivers of skunkworks for radical innovation
2006-2010 PhD, Linda Robinson: Team efficacy and service team performance
2006 Masters, Tobias Erhardt, study abroad (Darmstadt University, Germany): Competition or coopetition for cottage industries?
2005 Honours, Linda Robinson: Examining the effects of leadership on team learning
My Teaching
MARK5813 Creativity and Innovation in Marketing (2020-) postgraduate [Experience score 100%]
*MARK1012 – Marketing Fundamentals (2017- current) – undergraduate n>1,000 [*Teaching Excellence Award Received]
*MARK2052 – Marketing Research (2004-2015) –undergraduate n >400 [*Teaching Excellence Award Received]
*MARK2085 – Consumer Centric Innovation (2015-2017) – undergraduate n >250 [*Teaching Excellence Award Received]
COMM5010 – Marketing, Management & Strategy (2014-2016) – postgraduate capstone n >80
GENC6001 – Marketing and the Consumer 2015 – undergraduate elective n >120