DR Brent Coker

DR Brent Coker


  • Brand Management
  • Consumer Behaviour
  • Consumer Psychology
  • Digital marketing
  • Internet Retail
  • Internet marketing strategy
  • Measuring the online consumer experience
  • Social Media
  • Viral Marketing



  • Dr Brent Coker teaches digital marketing and social media to undergraduates, postgraduates, and executives. His research focuses on explaining and predicting consumer behaviour on the internet, and identifying critical success factors contributing to the success of internet business. Dr Coker also runs the annual internet start-up competition 'Unimelb Startup', and in 2012 was awarded the Best Entrepreneurial Educator of the Year award in 2012 by the Australian Business and Higher Education Round Table, presented by the Federal Minister of Innovation. Dr Coker has provided expert testimony and acted as an expert witness on the topic of Digital Marketing, E-commerce and internet business models, Online branding, including equity damage, Online Consumer behaviour, and Digital marketing practice, including black hat, spam, and hacking, in a variety of court cases, including high profile global brands. Dr Coker is also a digital marketing speaker and has presented keynotes and seminars across Australia and around the world.    


Member of

  • North American Association of Consumer Research. oo 2008 - 2016


Selected publications


Additional Grant Information

    • FBE Research Grant, (with Nicole Mead) $9,993, 2016
    • FBE Research Grant, (with Anish Nagpal) $9,993, 2015
    • FBE Research Grant, (with Ann L McGill) $ 9,810, 2015
    • Deans initiative grant, $10,000, 2013
    • Institute for a Broadband-Enabled Society: $49,931, 2012 (with Michael Arnold, Craig Bellamy, Martin Gibbs, and Bjorn Nansen)
    • Teaching Initiative Grant, $15,000, 2010
    • Faculty of Business and Economics Research Grant, $15,500, 2010
    • University of Melbourne Learning and Teaching Initiatives Grant, $30,000, 2010
    • Melbourne ECR Grant $22,000, 2009
    • Melbourne Early Career Researcher Grant (with Anish Nagpal) $12,793, 2008


Education and training

  • PhD, Victoria University of Wellington 2007
  • BCA (HONS) Ist Class, Victoria University of Wellington 2003
  • BCA, Victoria University of Wellington 2002

Awards and honors

  • Best conference paper award, 10th CONTECSI 2013, Sao Paulo, Brazil, 2013
  • Best Entrepreneurial Educator of the Year, Australian Business/Higher Education Round Table, 2012
  • Victoria University Wellington, 2006
  • ACIS Conference Best Paper Award, 2004



Available for supervision

  • Y

Supervision Statement

  • I am currently seeking prospective PhD students who have an interest in Consumer Psychology (quantitative, experimental methodology).