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Denisa Hebblethwaite

Senior Lecturer
School of Applied Business
Location: Building 54, Room 2005


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

Professional memberships

Marketing Association (NZ)

New Zealand Association of Co-opertaive Education - Board Memeber

Small Enterprise Association of Australia and New Zealand


Denisa joined Unitec in 2006 as a marketing lecturer. She has substantial marketing management experience and has held managerial positions for companies such as Unilever, Danone Int. and Healtheries New Zealand as well as run her own beverage business. For the last 10 years in addition to being a marketing lecturer Denisa has run the Industry Based Learning (IBL) internship course for the Bachelor of Business, GDBus and GDPA programmes. She is a board member of the New Zealand Association of Co-operative Education and has forged strong relationships with many industry partners for Unitec.

Denisa is also an active researcher in two discipline areas : Consumer Behaviour within the Retail Environment and Work Integrated Learning ( WIL) and has published her  thesis work in the European Journal of Marketing.

Denisa believes in experiential learning and always ensures that students work on real industry projects in her classes. 


Ayling, D., Hebblethwaite, D., & Kearns, N. (2021). Work-Integrated Learning: Shaping employability skills for the future. Work-Integrated Learning New Zealand, Waikato University,on-line.

Ayling, D., Hebblethwaite, D., & Kearns, N. (2020). One Degree to Rule them All: Responding to the Opportunity of NZIST. Unitec Research Symposium 2020, Te Puna, Unitec Institute of Technology, Auckland.

Ayling, D., Hebblethwaite, D. E., & Kirkland, K. (2019). Back to the Future: Business workplace competencies revisited. K. E. Zegwaard and K. Hoskyn, Our place in the Future of Work: New Zealand Association of Co-operative Education 2019 Refereed Conference Proceedings.

Hebblethwaite, D.E., & Ayling, D. (2018). The seven wonders of employability. K.E. Zegwaard and K. Hoskyn, New Zealand Association of Cooperative Education 2018 Conference Proceedings.

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., 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)).

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

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.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.

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.

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.

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.

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

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

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

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

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).