Associate Professor Sandy Bulmer staff profile picture

Contact details +6492136315

Associate Professor Sandy Bulmer MCom, PhD, BTech(Hons)

Associate Professor

Doctoral Supervisor
School of Management and Marketing

Programme Director Master of Management

Massey Business School - Deputy PVCs Office

Having both an academic and practitioner background, I consider myself a consumer researcher with a strong interest in teaching and supervision. The overarching theme of my research projects in marketing communication and branding can be summarised as investigating consumer experience using qualitative techniques. Consumers' experiences of marketing initiatives that I have studied include brand advertising on television, Instagram posts by fashion brands and retailers, self-service technology in supermarket checkouts, complementary and alternative medicine (CAM) health care services, and healthy eating, exercise and sun-safe social marketing messaging.

 

Professional

Contact details

  • Ph: 09 2136315
    Location: QB3.40A, Quad Block B
    Campus: Albany

Qualifications

  • Master of Commerce (First Class Honours) - University of Auckland (2002)
  • Doctor of Philosophy - University of Auckland (2011)
  • Bachelor of Technology (Second Class Honours) - Massey University (1983)

Certifications and Registrations

  • Licence, Supervisor, Massey University

Research Expertise

Research Interests

Brands

Advertising

Marketing Communications

What consumers do with marketing communications

Digital and social media used for marketing purposes

Thematics

21st Century Citizenship

Area of Expertise

Field of research codes
Commerce, Management, Tourism And Services (150000): Marketing (150500): Marketing Communications (150502)

Teaching and Supervision

Teaching Statement

Before coming to Massey in 1997 I worked in the marketing industry, commissioning TV and magazine ads, point-of-sale materials, competitions and other sales promotions, briefing sales teams in New Zealand and working with new product development teams in Sydney and Auckland to design new products and packaging.Using this practitioner expertise, I try to help students think more deeply about marketing practice and theory - and ultimately - to stimulate thinking so that graduates are well prepared for a career in the real world of marketing.

Contact Supervisor

Graduate Supervision Statement

My style of graduate supervision has been strongly influenced by my own very positive doctorate and masterate thesis experience in which my supervisor stimulated critical thinking and expertly utilised the Socratic Method. As well as fostering intellectual and scholarly growth, I take a keen interest the process of successfully completing a thesis. I believe that having a good overview of progress and helping a student stay on track is an important part of my role in graduate supervision.

Key features of my style include:

  • Generous allocation of time to students with an open, informal and friendly style
  • Providing encouragement and developing a good student/supervisor relationship
  • Promoting the habit of consistently writing as a means of thinking
  • Scheduling frequent supervision meetings (and adjusting according to changing requirements)
  • Enabling the student to express their changing supervisory needs and take control of meeting agendas; signalling what type and how much support is needed
  • Exchanging news about training opportunities, grants, call for papers, research resources and interesting new publications
  • Encouraging the documentation of feedback, decisions and useful ideas/resources after every supervision meeting
  • Fostering a strategic view of publication opportunities and career development
  • Supporting the early adoption of tools to help manage the end production of a high-quality thesis, including style templates, software tools for publishing and managing citations/references, and qualitative data management/analysis software.

Associate Professor Sandy Bulmer is available for Masters and Doctorial supervision.

Current Doctoral Supervision

Main Supervisor of:

  • Chao Chen - Doctor of Philosophy
    Exploring live streaming as a marketing tool in the context of cross-border-e-commerce

Completed Doctoral Supervision

Main Supervisor of:

  • 2023 - Simon Moore - Doctor of Philosophy
    Foreseeing the unforeseen social dimensions and implications of AI digital humans in retail
  • 2016 - Sarah Dodds - Doctor of Philosophy
    Consumer Value and Value Co-creation in Complementary and Alternative Medicine (CAM) Health Services

Co-supervisor of:

  • 2011 - Suzanne Flannagan - Doctor of Business and Administration
    Enabling Promise Delivery: The influence of internal marketing communication
  • 2009 - Jacinta Hawkins - Doctor of Philosophy
    Applying marketing theory in educational settings: A study of communication processes within school-based health promotions