Denisa Hebblethwaite

Lecturer, Academic Leader
Business Practice
Location: Building 54, Room 2005


MPhil (1st Class Hons) AUT, BBus Sci (Hons) (Marketing) UCT., CertHE Unitec

Professional memberships

Marketing Association (NZ)
Small Enterprise Association of Australia and New Zealand


Denisa has substantial marketing management experience in the FMCG and pharmaceutical industries. She has held managerial positions for companies such as Unilever South Africa, Danone Int. and Healtheries New Zealand as well as run her own beverage business. Before joining Unitec Denisa taught at Varsity College in South Africa. Her research interests are in the areas of Consumer Behaviour within the Retail Environment, and Work Integrated Learning ( WIL).

Denisa is passionate about providing students with the tools they need to perform well in business. Her personal interests include reading, womens' triathlons, travel and bungy jumping.

Areas of interest

Consumer Behaviour within FMCG, Integrated Marketing Communications and Work Integrated Learning.

Graduate supervision of completed theses/dissertations

Masters theses or dissertations

Masters theses or dissertations supervised by Denisa Hebblethwaite as Associate Supervisor

Zhang, Shaosong (2017). Factors that impact on the success of E-commerce for B2C SMEs in China (Master of Business)


Nel, P., & Hebblethwaite, D. (2017). Social Media Usage by Academics: Some Comparisons from a Developing Country and Developed Countries' Perspectives. World Journal of Management (Vol. 8(1)).

Hebblethwaite, D., Parsons, A.G., & Spence, M.T. (2017). How brand loyal shoppers respond to three different brand discontinuation scenarios. European Journal of Marketing (Vol. 51(11/12)).

Cant, M.C., Nel, P., Wiid, J.A., & Hebblethwaite, D. (2017). Empirical Results of the Awareness of Social Media and its Application by Academics in Teaching in New Zealand. Journal of Business & Retail Management Research (Vol. 12(1)).

Hebblethwaite, D. E. (2016). Are Students Acquiring the Skills, Competencies and Work Experience that Align with Industry Needs and Work-Integrated Learning Course Design? K. E. Zegwaard & K. Hoskyn, "Advocacy, Collaboration, Engagement". The 19th New Zealand Association for Cooperative Education (NZACE), Takapuna, New Zealand.

de Jager, J.W., Jan, M. T., & Hebblethwaite, D.E. (2015). Are Higher Education Institutions Delivering Customer Satisfaction? 29th Annual Conference of the Australian and New Zealand Academy of Management, Managing for Peak Performance.

Hebblethwaite, D., Parsons, A. G., and Wilkinson, H. (2014). Discontinuations. Where is my milk? They DID WHAT to my cereal? I have to buy this brand of chips now? Invited Presentation, AUT: Auckland.

Hebblethwaite, D., and Parsons, A.G. (2014). Where's my milk? Shopper response to Manufacturer discontinuation. Hawaii Internal Conference in Business.

Hebblethwaite, D.E., Parsons, A.G., and Wilkinson, H. (2014). They did What to My Cereal? Discontinuation through Re-branding. Australian and New Zealand Marketing Academy Conference. Brisbane, Australia. 1-3 December, Brisbane Australia.

Hebblethwaite, D. E. (2013). Understanding the short-term impact of product discontinuations on consumer response behaviour. AUT, Auckland, New Zealand.

Emerson, A.W., Gunaratne, K.A., Hebblethwaite, D., and Paulose, A. (2011). Exploring the Drivers of Entrepreneurship in Indian Migrants to New Zealand. An enquiry into the personal, labour market and economic factors prompting entrepreneurial behaviours. ANZMAC conference proceedings, ISBN: 978-0-646-56330-5.

Ayling, D., and Hebblethwaite, D. (2011). Facebook: From offline to online communities of practice in practice-based leaning. K.E. Zegwaard (Ed.), Proceedings of the New Zealand Association for Co-operative Education 2011 Conference, Napier.

Parsons, A., Stevenson, N., Kennedy, A.-M., and Hebblethwaite, D. (2011). Effects of Price and Alcohol Content on Purchase Behaviour: An Analysis of Australian and New Zealand Youth Drinking. ANZMAC conference proceedings, ISBN: 978 - 0-646-56330-5.

Hebblethwaite, D. (2010). Effective Teaching Strategies in the Culturally Diverse Classroom. Interdisciplinary journal of contemporary research in business (Vol. 2 (8)).

Bhat, R., Joshi, R., and Hebblethwaite, D. (2007). Entrepreneurial approach as a change agent to the process of marketing planning. New Zealand Applied Business Education Conference.

Bhat, R., and Hebblethwaite, D. (2007). Cultural diversity as a change agent for teaching strategies in the classroom. New Zealand Applied Business Education Conference.

Hebblethwaite, D. (2007). Back to the future. by P Moore. nzmarketing magazine, (Vol. February).

Maritz, P., and Hebblethwaite, D. (2006). Relationship marketing as a service quality tool in small to medium enterprises. Proceedings of the International Council for Small Business World ConferenceICSB/SEAANZ World Conference (Vol. CD Rom).

Bhat, R., and Hebblethwaite, D. (2006). Effective teaching strategies directed at the culturally diverse NZDipBus students, for business success. New Zealand Applied Business Education Conference 2006.