STAFF PROFILE
Dr. Tony Cooper
Dr Tony Cooper is a lecturer the School of Fashion and Textiles (Bachelor of Fashion Enterprise) at RMIT University and an active researcher in the 'Martech' field
Dr Tony Cooper is a lecturer in fashion enterprise in the School of Fashion and Textiles at RMIT University and a digital marketing researcher. He holds a PhD and master’s degrees in marketing and bachelor’s degrees in business and sociology. Prior to joining the fashion enterprise team at RMIT Melbourne, Tony spent several years at the London College of Fashion (University of the Arts London) as course leader in the BA (Hons) Fashion Marketing degree and earlier as course leader MA Strategic Fashion Marketing. With a depth of experience in senior leadership roles in consumer goods marketing in the Asia-Pacific region prior to his academic career, Tony has managed marketing, design, product development and production teams in leading global fashion brands.
Tony’s doctoral thesis investigated social media engagement in fashion brand communities, documenting the strategic management of online governance. He has published in many leading journals. Tony is active in several research fields including the evolution of digital and social media marketing.
- MKTG1440 Digital Fashion Marketing Strategy
- BUSM4798 Business Enterprise Launch Project
- MKTG1041 Marketing Communication
- PhD (RMIT University)
- Master of Marketing (RMIT University)
- BA Sociology & Economics (Monash University)
- BBus Marketing (Monash University)
- Diploma in Training Design & Development
- Diploma in Vocational Education & Training
- RMIT University – Lecturer
- University of the Arts London – Course Leader & Senior Lecturer
- Brand Champions Pty Ltd – Managing Director
- Fila Sport Oceania / SM Brands – Product Director
- Cooper, T.,Stavros, C.,Dobele, A. (2023). The impact of social media evolution on practitioner-stakeholder relationships in brand management In: Journal of Product and Brand Management, , 1 - 18
- Cooper, T.,Stavros, C.,Dobele, A. (2019). The levers of engagement: an exploration of governance in an online brand community In: Journal of Brand Management, 26, 240 - 254
- Cooper, T.,Stavros, C.,Dobele, A. (2019). Domains of influence: exploring negative sentiment in social media In: Journal of Product and Brand Management, 28, 684 - 699
- Cooper, T.,Stavros, C.,Dobele, A. (2017). Brand response to consumer backlash in social media: A typology In: Proceedings of the 2017 Australia and New Zealand Marketing Academy Conference (ANZMAC 2017), Melbourne, Australia, 4-6 December 2017
- Cooper, T.,Stavros, C.,Dobele, A. (2016). Managing the paradox of growth in brand communities through social media In: Proceedings of the 2016 Australian and New Zealand Marketing Academy Conference (ANZMAC 2016), Christchurch, New Zealand, 5-7 December 2016
- Dobele, A.,Steel, M.,Cooper, T. (2015). Sailing the Seven C's of Blog Marketing: Understanding social media and business impact In: Marketing Intelligence and Planning, 33, 1087 - 1102
- Cooper, T.,Stavros, C.,Dobele, A. (2015). ''Shut up and take my money!'' Engaging Facebook communities to build the brand narrative In: Proceedings of the 2015 Australia and New Zealand Marketing Academy Conference, University of New South Wales, Sydney, Sydney, Australia, 30 November - 2 December, 2015
- Cooper, T. (2014). Digital technologies and the future of the Australian fashion industry In: International Specialised Skills Institute, Higher Education and Skills Group, Department of Innovation, Industry and Regional Development (Victorian Government) Melbourne, Australia
- Kmart Australia Ltd Research Services Agreement - Design and conduct a survey of Australian consumers' clothing use and disposal behaviours. Funded by: KMART - Contract from (2024 to 2024)