Mr Murray MacRae staff profile picture

Contact details +64 (06) 356 9099  ext. 83984

Murray MacRae BBS, MBS (1st Class Hons)

Executive in Residence

School of Communication, Journalism and Marketing

Murray MacRae, while primarily a practitioner in marketing, has worked at Massey in various roles on and off since 1992, undertaking such diverse things as running the university’s intellectual property management and licensing office, teaching from first year principles up to post graduate level in advanced research methods. While his academic activities sit very much in analytics and mathematical based approaches, his practice has been very hands on; working on launching new products and entering new markets as well as in business recovery.

Murray currently teaches in International Marketing and new product marketing.

He has worked as an engineer for New Zealand Rail, in product line management for both Telecom New Zealand and Alcatel Lucent.  In recent times Murray has specialised in the high growth start up sector guiding many companies in their endeavours to raise capital and grow globally.

Murray is well known for his practical and entertaining communication style and ability to make the difficult understandable. He is frequently asked to speak on a range of issues regarding high growth start ups, and technology trends.

I have 25 years experience in hi tech industry, having worked for large multinationals and large local companies,operating both in the local and international markets, in the disciplines of marketing, investment raising, finance and business unit management.

With extensive experience in new product development, product management and market research, I have over the last ten years have been advising START UPS and teching innovation, with a personal  focus on hi tech hi growth globally ambitious firms.  

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Professional

Contact details

  • Location: SST 2.20, Social Science Tower
    Campus: Turitea
  • Location: 5E14a, Building Five
    Campus: Wellington

Qualifications

  • Bachelor Business Studies - Massey University (1990)
  • Masters in Business Studies - Massey University (2004)

Research Expertise

Research Interests

My research interests include:

  • how best to measure consumer intentions to purchase (purchase intention measurement)
  • How to define the best price for a product in the market (pricing testing) 
  • Why and how people switching services like energy and banking (subscription market switching) behaviour 
  • How to most effectively execute social media for small companies
  • How to finance and grow high growth entrepreneurial export orientated start ups
  • Forecasting growth and decline of technology and innovation (the subject of my current PhD work)

and more recently have been pursuing the practical needs of validating markets for start up companies.

Thematics

21st Century Citizenship

Area of Expertise

Field of research codes
Banking, Finance and Investment (150200): Business and Management (150300): Commerce, Management, Tourism And Services (150000): Consumer-Oriented Product or Service Development (150501): Entrepreneurship (150304): Financial Institutions (incl. Banking) (150203): Marketing (150500): Marketing Management (incl. Strategy and Customer Relations) (150503): Marketing Measurement (150504): Marketing Research Methodology (150505): Pricing (incl. Consumer Value Estimation) (150507): Small Business Management (150314)

Keywords

  • Hi Growth export orientated Start - up business
  • startups
  • Finance and funding of Start - up businesses in New Zealand
  • Business Incubation
  • What drives switching of consumers in subscription markets 
  • Pitching your business idea for investment
  • Marketing
  • Forecasting
  • Innovation
  • angel investing
  • telecommunications technology
  • pitching business ideas
  • expert

Research Outputs

Journal

Wright, M., & Macrae, M. (2007). Bias and variability in purchase intention scales. Journal of the Academy of Marketing Science. 35(4), 617-624
[Journal article]Authored by: MacRae, M., Wright, M.

Conference

MacRae, MS., & Matthews, Clair MacRae Murray, .(2006). The demographics of switching. . Melbourne
[Conference Paper]Authored by: MacRae, M., Matthews, C.

Consultancy and Languages

Consultancy

  • July 2012 - Start-up Week end 2012
    Assisted in the pitch preparation for start up companies
  • November 1997 to present. - Business Mentor in the Community
    Mentors many businesses over 15 years in different industries from fashion to furniture on matters as diverse as marketing and finance.

Supervision and Teaching

Teaching

Teaching Experience:

 Full course responsibility for:

 Advanced Research Methods ii                at Massey University.             2004[1]

 Responsibilities:          Planning and organisation of lecture and laboratory/tutorial content and timetabling, giving lectures and lab tutorials to groups of up to 20 post graduates, liaising with lecturing staff, marking assignments

 Advertising and Promotion                        at Massey University.             2008[2]

 Responsibilities:          Planning and organisation of lecture content and timetabling, giving lectures and to groups of up to 75 undergraduates, liaising with lecturing staff, marking assignments

 Principles of Marketing                               at Massey University.                          2008[3]

 Responsibilities:          Development of new lecture content and study guides and timetabling. Giving lectures to groups of up to 200 undergraduates, managing a parallel extramural student stream of up to 500 undergraduates, managed a support team, managed online material, prepared, tests and final exams, liaising with lecturing staff, marking assignments.

 Marketing Management                             at Massey University.                          2012

 Responsibilities:          Preparation of lecture material, giving lectures to a group of up to 70 undergraduates, managed online material, liaising with lecturing staff, marking assignments.

 Principles of Marketing                               at Massey University.                          2012[4]

 Development of new lecture content and study guides and timetabling. Giving lectures to groups of up to 30 undergraduates, managed online material, prepared, tests and final exams, liaising with lecturing staff, marking assignments

 Marketing Research                                   at Massey University               2012

 Responsibilities:          Development of new lecture content and study guides and timetabling. Giving lectures to groups of up to 40 undergraduates, managing a parallel extramural student stream of up to 40 undergraduates, managed online material, prepared, tests and final exams, liaising with lecturing staff, marking assignments.

 International Marketing                               at Massey University.              2013[5]

 Responsibilities:       Development of new lecture content and study guides and timetabling. Giving lectures to groups of up to 30 undergraduates, managed online material, prepared, tests and final exams, liaising with lecturing staff, marking assignments

 [1] Undertaken while completing my Master’s Thesis.

[2] A Colleague was course controller of record and set the exam, although took no material part in the programme.

[3] I took this over after a Colleague died suddenly and redeveloped the course which had been in the hands of one lecturer for about 20 years.

[4] A Colleague was course controller of record, although all activity including exam setting was undertaken.

[5] Currently teaching this course

Media and Links

Other Links

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