Balaji Makam
Details
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Department: Economics Finance & Marketing
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Campus: City Campus Australia
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balaji.makam@rmit.edu.au
Open to
- Masters Research or PhD student supervision
- Collaborative projects
- Industry Projects
- Membership of an advisory committee
- Mentoring (short-term)
About
Dr. M. S. Balaji is an Associate Professor of Marketing at RMIT University, researching services marketing, sustainability marketing, consumer behavior, and AI/Technology in marketing. His work explores how people make decisions, how businesses can communicate sustainability effectively, and how service experiences shape customer perceptions.
With over 90 publications in leading journals, he enjoys digging into the complexities of marketing and consumer psychology. He also serves on editorial boards, reviews for top journals, and occasionally wonders why he agreed to so many deadlines. Having recently joined RMIT, he looks forward to contributing to the university’s research and teaching community while continuing to explore the evolving role of technology and sustainability in marketing.
Research fields
- 350611 Service marketing
- 350702 Corporate social responsibility
- 350601 Consumer behaviour
- 350605 Marketing management (incl. strategy and customer relations)
- 350607 Marketing technology
UN sustainable development goals
- 12 Responsible Consumption and Production
- 13 Climate Action
- 3 Good Health and Well Being
- 7 Affordable and Clean Energy
Teaching interests
He has extensive teaching experience in consumer behavior, marketing analytics, services marketing, brand management, and critical marketing. He has designed and delivered courses across undergraduate, postgraduate, and executive levels. His approach emphasizes analytical thinking and real-world problem-solving. He is committed to engaging and impactful learning experiences.
Research interests
His research focuses on the intersection of marketing, technology, and consumer behavior, with key interests in:
- Services Marketing – Understanding customer-provider interactions and service experience.
- Sustainability Marketing – Examining consumer responses to sustainability initiatives and effective communication strategies.
- AI & Digital Technologies in Marketing – Investigating the impact of AI, recommendation systems, and service robots on consumer decision-making.
- Customer Experience & Psychology – Exploring factors influencing customer engagement, trust, and perceptions in digital and physical environments.
