Associate Professor Michael Mehmet
School of Business, University of Wollongong

Associate Professor Michael Mehmet is a leading voice in marketing education and research at the University of Wollongong. With a focus on integrating emerging technologies into business curricula, Michael has pioneered innovative approaches to preparing students for the future of marketing. His seminal Journal of Marketing paper has further cemented his reputation as a thought leader, offering groundbreaking insights into First Nations birthing on country from a marketing perspective.

Michael is the architect and lead academic behind the first university subject in Generative AI for marketing, a milestone that has elevated UOW’s reputation as a forward-thinking institution. His leadership in embedding AI into education has not only upskilled students but also empowered academic staff to adapt assessments and curricula to the challenges of an AI-driven world. Collaborations with industry giants such as Google and OpenAI have brought real-world expertise into his classrooms, bridging the gap between theory and practice.

A prolific researcher, Michael’s expertise lies in digital marketing and the development of multimodal frameworks to evaluate marketing communications. His methodologies, underpinned by academic rigour, have influenced government policy, corporate strategy, and public discourse. Beyond academia, Michael has consulted for government agencies and private enterprises, leveraging his deep understanding of data-driven marketing to deliver impactful solutions.

Michael is passionate about sustainable and socially conscious marketing. He is a mentor to emerging researchers and a regular contributor to global conferences, embodying UOW’s mission of shaping ethical, industry-ready graduates. His work continues to inspire innovation and collaboration across academia and industry.