Marketing education, studied like it matters.
Innovations in Marketing Education (InnovME) is an ANZMAC-affiliated and funded scholarly community for academics rethinking how marketing is taught — through generative AI, curriculum reform, and the changing shape of student capability.
Why now?
Higher education is being reshaped fast — by generative AI in the classroom, by students who expect something different from a degree, and by growing pressure for teaching to prove its impact on employability and society. Marketing education sits right in the middle of all three.
InnovME brings together researchers who study that shift directly: how it changes what we teach, how we assess it, and who it’s for.
“Marketing education deserves its own intellectual home — one that treats pedagogy as a serious research domain, not a service function.”
— Michael Mehmet, Chair, on why InnovME was founded
Five research streams:
IME-101 AI & Digital Pedagogy Generative AI, learning analytics, cognitive engagement, assessment redesign, and academic integrity in marketing curricula.
IME-102 Curriculum & Accreditation Alignment Curriculum transformation, industry integration, assurance of learning, and global accreditation frameworks.
IME-103 Student Experience, Employability & Wellbeing Capability development, work-integrated learning, identity formation, and the emerging issue of “cognitive debt” in AI-supported learning environments.
IME-104 Marketing Education for Societal Impact Embedding sustainability, ethics, Indigenous perspectives, inclusion, and social justice into marketing teaching and curriculum design.
IME-105 Scholarship of Teaching & Learning (SoTL) in Marketing Methodological advancement in marketing education research — experimental designs, qualitative pedagogical inquiry, multimodal analysis, and interdisciplinary approaches.
What InnoME does
InnovME isn’t just a mailing list — it’s infrastructure for getting marketing education research published, mentored, and connected across institutions.
- Research development and cross-institutional collaboration
- Early career mentoring
- A publication pipeline for education-focused scholarship
- A dedicated special session at the annual ANZMAC conference
What’s on – inaugural program
- Webinar — generative AI and the redesign of marketing assessment (near term)
- Paper development workshop with dedicated early-career researcher mentoring (near term)
- Cross-institutional research incubator, workshopping collaborative grant ideas and special-issue proposals (later in 2026)
- Dialogue session with AACSB-aligned leaders on assurance of learning and curriculum transformation (later in 2026)
- Special session and networking at ANZMAC 2026 in Auckland
Who is involved?
Chair: Michael Mehmet, University of Wollongong
Associate Professor at UOW Business School and lead academic behind the first Australian university subject in generative AI for marketing. His work with industry partners including Google and OpenAI, and research published in the Journal of Marketing, Journal of Consumer Behavior and Journal of Marketing Management, sits behind InnovME’s focus on treating AI-driven pedagogy as a serious research problem.
Other members:
- Michael Baird – Curtin University
- Nina Brosius – University of Auckland
- Xiaoshan He – University of Wollongong
- Ryan Payne – University of Canberra
- Shahper Richter – University of Auckland
- Violetta Wilk – Edith Cowan University
- Helene Wilkinson – Auckland University of Technology
Want in?
You don’t need to be a full-time education researcher. If how marketing gets taught is a question you take seriously, reach out to Michael directly (mmehmet@uow.edu.au).