Senior Lecturers

Dr Felicity Small

PhD, B, Bus, Hons, Dip Ed (Secondary) BA

Senior Lecturer in Marketing
Building 1411 Room 434


Felicity has been working at Charles Sturt University since 2004.  Prior to becoming an academic, Felicity worked for a Global Trading company, selling Australian Products (i.e. Meat/Pasta/Cotton) into Russia and Asia. She has also held a variety of teaching roles including positions in Japan and United Kingdom. Currently, Felicity teaches in the areas of Marketing Fundamentals, Digital and Social Media Marketing and Societal and Environmental Marketing.

Felicity's research areas are in consumer behaviour, marketing communications, brands and marketing research. Her PhD topic was Imagination, Social Interactions and Consumer Decision-making.  Her most current research projects are all industry based and include:

  • An investigation into the implementation of the National Disability Insurance Scheme in regional NSW;
  • Energy efficiency adoption practices in Co-ops and NFPs;
  • The role of sport in regional communities;
  • Online death notification systems and the role of social networks;
  • Activating consumers’ responses to soil stewardship through communication; strategies; and
  • Global sustainable tourism schemes in Developing Nations.

Felicity is also a member of the Board of Directors for Glenray Industries (Not-for-Profit).

Teaching Responsibilities

  • MKT110 Marketing and Society
  • MKT303 Social and Environmental Marketing
  • MKT501 Marketing Management
  • MKT525 Digital and Social Media Marketing

Research Focus

Felicity's research areas are in consumer behaviour, marketing communication and social marketing issues; such as social equity, environmental concerns.

Grants and Awards

Received the Dean's Award for Teaching Excellence in 2010.

Internal Grants
  • CSU Green: Gauging stakeholder expectations of the development and management of eco-tourism in a developing country - the case of Cambodia $9, 265

External Grants
  • Soil CRC grant- “Activating consumer markets”. Initial scoping grant $47, 000+ 18months $400,000+
  • CenWest: Business development Grant $15,000
  • NDIS Project: Transformation Consumer Research Grant $8,000

Selected Publications

View Publications on CRO

  • 46 Citations
  • 4 h-Index
  • 14 Conference paper
  • 9 Article
  • 3 Abstract
  • 1 Research report not released to public
Book Chapters
  • Small, F., Dowell, D., & Simmons, P. (2013). Teacher Communication Preferred Over Peer Interaction: Student Satisfaction with Different Tools in a Virtual Learning Environment. Frontiers of Distance Learning in Business Education (pp159-177). UK: Cambridge Scholar Publishing.
Refereed Journal Articles
  • Small, F., Mehmet, M., & Miles, M. P. (2019). Applying a causal ambush marketing framework to social media: The ‘Pleasure is Diverse ‘campaign and the Australian marriage amendment. Australasian Marketing Journal (AMJ)27(3), 149-157.
  • Small, F., Attree, K. (2015).Undergraduate student responses to feedback: expectations and experiences. Studies in Higher Education, Online release, DOI10.1080/03075079.2015.1007944.
  • Simmons, P. Dowell, D. Small, F. (2013). The influence of fairness on university student satisfaction. International Journal of assessment and Evaluation, Vol., 19 (2) pp 1-16.
  • Simmons, P., & Small, F. (2012). Promotion, monitoring and strategic advice: Professional communication in Australian Local Government.  PRism Online Public Relations Journal, 9(1).
  • Small, F., Dowell, D., & Simmons, P. (2012). Teacher communication preferred over peer interaction: Student satisfaction with different tools in a virtual learning environment. Journal of International Education in Business, 5(2), 114-128.
  • Dr David Dowell and Dr Felicity Small. (2011). What is the impact of online resource materials on student self-learning strategies? Journal of Marketing Educating, 33(2), 140-148.
  • Small, F. (2008). The consumer's imagination, Journal of International Management Studies, 3(2), August, 188-194.
  • Small, F. (2007). Processing information using imaginative interpretation. Reviews of Business Research, VII(3), 199-205.
Most Recent Refereed Conference Papers
  • Lewis, C., Small, F., & Mehmet, M. (2019). Together we will go our way: The development of a stakeholder framework for rural gay pride events. Travel and Tourism Research Association Conference: Advancing Tourism Research Globally. 11 p.
  • Small, F., Krivokapic-Skoko, B. & Khan, J., (2019) Adoption of energy efficiency options by co-operatives in regional Australia: An early stage explorative study Cooperatives in a rapidly changing world: innovation in enterprise and community: ICA2018 Research Conference. p. 207-210 4 p.
  • Kleinschafer, J., Small, F. & Nikidehaghani, M.(2018) Social marketing and the implementation of the National Disability Insurance Scheme,  International Social Marketing Conference 2018 : Broadening Cultural Horizons in Social Marketing. Hay, R. (ed.). James Cook University, p. 211-214 4 p

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