Dr Carl Driesener is a lecturer at the University of South Australia Business School’s School of Marketing and a Senior Research Associate at the Ehrenberg-Bass Institute for Marketing Science, where he leads research into buyer behaviour and is responsible for winning and managing significant research projects. Dr Driesener holds a Bachelor of Business (B.Bus), a Master of Business (M.Bus) by Research, and a PhD in Marketing.
He is a member of the Australian Market and Social Research Society and has led extensive research on brand image measures, brand performance measures and buyer behaviour, and has presented his research at conferences throughout Australasia and Europe.
Dr Driesener has managed and worked on a range of market... Read more
About me
Dr Carl Driesener is a lecturer at the University of South Australia Business School’s School of Marketing and a Senior Research Associate at the Ehrenberg-Bass Institute for Marketing Science, where he leads research into buyer behaviour and is responsible for winning and managing significant research projects. Dr Driesener holds a Bachelor of Business (B.Bus), a Master of Business (M.Bus) by Research, and a PhD in Marketing.
He is a member of the Australian Market and Social Research Society and has led extensive research on brand image measures, brand performance measures and buyer behaviour, and has presented his research at conferences throughout Australasia and Europe.
Dr Driesener has managed and worked on a range of market research projects with the Institute for clients such as Telstra, AATP, St George and Holden. He was actively involved in Project Apollo - a Procter and Gamble backed venture designed to measure both media and product usage - exploring opportunities to maximise the benefits of the project through modelling behaviour, advertising and loyalty.
Dr Driesener has previously been the Program Director for three onshore marketing programs at UniSA, where he instigated wide-ranging program reviews and renewal processes, resulting in the redesign of programs and the implementation of three new courses. He currently lectures on marketing for the MBA and masters programs at the UniSA Business School, and continues his modelling work in the online space, looking at the choice between competing websites and the drivers of click through rates in search engine advertising.
About me
Doctorate Business and Management University of South Australia
Master of Business University of South Australia
Bachelor of Management University of South Australia
UniSA Senior Lecturer 2016 - ongoing
UniSA Lecturer 2015-2016
Deakin University Lecturer 2014
UniSA Lecturer 2006-2014
Research
Excludes commercial-in-confidence projects.
PVM - LoG - Investigating consumer behaviour in the Candy catgory, India, Perfetti van Melle, 21/08/2024 - 30/12/2024
PVM - DA - Measuring brand identity cues in Candy, India, Perfetti van Melle, 21/08/2024 - 30/12/2024
Henkel - MEDIA - Bringing Evidence-based Media to Budget allocations at Henkel Europe, Henkel AG and Co KGaA, 07/12/2023 - 31/03/2024
Creating opportunity for Australian 'fine' wine in China, Australian Grape and Wine Authority - R&D Call, 26/09/2016 - 31/03/2019
Research
Research outputs for the last seven years are shown below. Some long-standing staff members may have older outputs included. To see earlier years visit ORCID, ResearcherID or Scopus
Open access indicates that an output is open access.
| Year | Output |
|---|---|
| 2022 |
Open access
|
| Year | Output |
|---|---|
| 2024 |
Open access
5
6
1
|
| 2024 |
Open access
|
| 2024 |
Open access
2
1
|
| 2023 |
Open access
3
3
3
|
| 2022 |
Open access
3
3
4
|
| 2022 |
Open access
5
3
51
|
| 2022 |
Open access
11
12
7
|
| 2022 |
4
5
|
| 2022 |
Open access
8
8
|
| 2020 |
1
1
|
| 2020 |
|
| 2020 |
|
| 2020 |
|
| 2019 |
|
| 2018 |
|
| 2018 |
|
| 2018 |
Open access
77
57
|
| 2017 |
17
11
|
| 2017 |
19
10
2
|
| 2016 |
25
21
|
| 2016 |
Open access
85
69
4
|
| 2015 |
67
63
1
|
| 2015 |
Open access
27
25
3
|
| 2014 |
|
| 2014 |
19
14
|
| 2014 |
Open access
22
18
|
| 2012 |
65
59
|
| Year | Output |
|---|---|
| 2019 |
|
| 2011 |
Open access
|
| 2009 |
|
| 2008 |
|
| 2008 |
|
| 2008 |
Open access
|
| 2008 |
|
| Year | Output |
|---|---|
| 2021 |
|
| 2020 |
|
| 2020 |
|
| 2020 |
|
| 2020 |
|
| 2020 |
|
| 2020 |
|
Research
UniSA Business School Research Excellence Award: Industry Engagement (2020) (Carl Driesner w. Justin Cohen, Steve Dunn, Zac Anesbury, Ella Ward, Kirsten Victory, Arry Tanusondjaja, Alicia Grasby, Victoria Portman, Nick Danenberg, Mandy Corrie and Elke Seretis)
External engagement & recognition
| Organisation | Country |
|---|---|
| Deakin University | AUSTRALIA |
| Flinders University | AUSTRALIA |
| Loughborough University | UNITED KINGDOM |
| Massey University | NEW ZEALAND |
| Michigan State University | UNITED STATES |
| Toluna | FRANCE |
| Toulouse 1 Capitole University | FRANCE |
| University of Adelaide | AUSTRALIA |
| University of South Australia | AUSTRALIA |
| University of Strasbourg | FRANCE |
External engagement & recognition
| Engagement/recognition | Year |
|---|---|
Acadmic Board Member, Deputy ChairAustralian Institute of Advanced Technologies |
2024 |
Acadmic Board Member, Deputy ChairAustralian Institute of Advanced Technologies |
2023 |
Academic Board MemberInternational College of Hotel Management |
2022 |
Academic Board Member, Deputy ChairAustralian Institute of Advanced Technologies |
2022 |
Acadmic Board Member, Deputy ChairAustralian Institute of Advanced Technologies |
2022 |
Academic Board MemberInternational College of Hotel Management |
2021 |
Academic Board Member, Deputy ChairAustralian Institute of Advanced Technologies |
2021 |
Acadmic Board Member, Deputy ChairAustralian Institute of Advanced Technologies |
2021 |
Pro bono member Marketing CommitteeQuickSteps Dance Club Studio |
2021 |
Academic Board MemberInternational College of Hotel Management |
2020 |
Academic Board MemberInternational College of Hotel Management |
2019 |
Academic Board MemberInternational College of Hotel Management |
2018 |
Industry JudgeInstitute of Practitioners in Advertising (IPA) |
2018 |
Academic Board MemberInternational College of Hotel Management |
2017 |
MemberAustralian Market and Social Research Society |
2017 |
Academic Board MemberInternational College of Hotel Management |
2016 |
MemberAustralian Market and Social Research Society |
2016 |
Academic Board MemberInternational College of Hotel Management |
2015 |
Academic Board MemberInternational College of Hotel Management |
2014 |
Academic Board MemberInternational College of Hotel Management |
2013 |
Best Academic in a Marketing RoleIDP Singapore |
2013 |
Academic Board MemberInternational College of Hotel Management |
2012 |
Academic Board MemberInternational College of Hotel Management |
2011 |
Teaching & student supervision
Supervisions from 2010 shown
| Thesis title | Student status |
|---|---|
| Are limited time offers a contributor to brand growth? | Current |
| How Accurate is Recognition for Measuring Media Reach? | Current |
| A replication and extension of unbearable lightness of buying | Completed |
| An examination of buyer behaviour and market structures in a seafood auction context | Completed |
| Assessing marketers¿ intuitions about the strength of their Distinctive Assets | Completed |
| Best-practice media scheduling: a real-world application | Completed |
| Better together? An examination of price promotion and advertising interaction effects | Completed |
| Complex convergence: the interplay of distribution and advertising for brand growth | Completed |
| Do brands that grow advertise differently to those that do not? | Completed |
| Do younger category buyers buy brands and consume media differently from other category buyers? | Completed |
| Exploring the link between consumer behaviour and brand associations | Completed |
| How bands grow: an examination of patterns of competition in listening behaviour | Completed |
| Investigating the cross-category purchasing between brand extensions | Completed |
| Is once really enough? measuring the advertising response function | Completed |
| Modelling changes in buyer purchasing behaviour | Completed |
| More than meets the eye. Audio branding tactics and advertising memory | Completed |
| Understanding the effects of branded paid search advertising: the case of Direct-to-Consumer (DTC) brands | Completed |
