Paul has over 25 years experience as a science and marketing practitioner in a range of industries including steel making, light & heavy manufacturing, packaging and food processing.
Subsequently entering academia, drawing upon his extensive experience as a practitioner, Paul's teaching is characterised by inclusion of numerous real-life examples and innovative assessment activities to complement the text book theory to assist students become workplace-ready.
Paul's research typically involves the practical application of marketing. Various research includes the marketing of wine, sustainability, the circular economy, consumer behaviour of shoppers of second-hand goods, corporate rebranding, and the use of marketing by non-profit organisations.