Dr Murray MacRae staff profile picture

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

Dr Murray MacRae PhD, BBS(Hons), MBS(Hons)

Lecturer

School of Communication, Journalism and Marketing

Dr Murray MacRae, has a PhD investigating technology forecasting, He teaches in the marketing and analytics programmes at Massey.  Over the years he has taught: Strategic Marketing, New Product Marketing, Advertising, Market Planning and Advanced Research Methods courses. 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.

In the past, Dr MacRae ran the university’s intellectual property management and licensing office.

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.

Murray has a PhD in Technology forecasting, and is interested in what constitutes sustainable technology.  

He has 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.

Murray has extensive experience in new product development, product management and market research, He has over the last ten years have been advising START UPS and teaching 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
  • Ph: 021836589
    Location: 5F46, Building Five
    Campus: Wellington

Qualifications

  • Doctorate - Massey University (2018)
  • Bachelor of Business Studies (Honours) - Massey University (1991)
  • Master of Business Studies (first Class Hons) - 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): Marketing (150500): Marketing Management (incl. Strategy and Customer Relations) (150503): Marketing Measurement (150504): Marketing Research Methodology (150505):
Other Technology (109900):
Pricing (incl. Consumer Value Estimation) (150507):
Technology (100000)

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, M., Phung, TMT., Nguyen, HT., & Nguyen, VH.Moods and Aversions: Regret, loss, risk, and ambiguity in investment choices. . Lincoln University: New Zealand
[Conference Paper]Authored by: MacRae, M.
MacRae, M., Wright, MJ., & Green, KC.The reality of forecasting fast diffusing technologies.. Paper presented at the meeting of ANZMAC 2017 Marketing for Impact. Melbourne, Australia
[Conference Paper]Authored by: MacRae, M., Wright, M.
MacRae, M., Wright, MJ., Green, KC., & Hodis, GM.The downside of diffusion: Predicting the attrition of products based on superseded technologies. . Sydney, Australia
[Conference Paper]Authored by: Hodis, G., MacRae, M., Wright, M.
MacRae, MS., & Matthews, Clair MacRae Murray, .(2006). The demographics of switching. . Melbourne
[Conference Paper]Authored by: MacRae, M., Matthews, C.
MacRae, MS.A meta-analysis of Juster Scale prediction errors. . Sydney
[Conference Paper]Authored by: MacRae, M.

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.
  • June 2005- June 2006 - SASBA
    Mentored over 100 individuals who prepared business cases to start their own business with government funding under the Be Your Own Boss programme

Languages

  • English
    Last used: Always
    Spoken ability: Excellent
    Written ability: Excellent

Teaching and Supervision

Teaching Statement

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

Massey Contact Centre Mon - Fri 8:30am to 4:30pm 0800 MASSEY (+64 6 350 5701) TXT 5222 contact@massey.ac.nz Web chat Staff Alumni News Māori @ Massey