Associate Professor Dawn Birch

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Associate Professor Dawn Birch


Teaching areas

  • Food Marketing
  • Managerial Project

Research areas

  • food waste
  • food related lifestyle
  • local and sustainable food consumption
  • food tourism
  • seafood consumption
  • educational technology: e-learning environments and use of social media for learning


Associate Professor Dawn Birch joined the USC Business School at USC in May 2017 in the role of Associate Professor of Postgraduate Business.

Professional membership

  • Chartered Institute of Management, Affiliate Professional Member, UK


  • Best Paper in Conference Award - Sit, J. and Birch, D. 2014. Understanding the dramaturgical quality of shopping centre entertainment events, CER2014, Colloquium on European Research in Retailing, Bremen, Germany, September 25–27 2014.
  • Best Paper in Track Award – Academy of Marketing (UK) – Birch, D. and Lawley, M. 2014. The role of food involvement in seafood consumption, AM2014, Bournemouth, UK, July 7–10.
  • You’re Brilliant Certificates (Teaching) – Bournemouth (2013/2015/2017)
  • USC New Researcher Award (2011)
  • Nominee for (2010) UniJobs Lecturer of the Year Award
  • Pearson Education ANZMAC (2003) Marketing Educator of the Year Award
  • Emerald Literati Outstanding Paper Award (2004) - International Journal of Retail and Distribution Management vol. 31, no 2/3 – ‘Entertainment-seeking shopping centre patrons: the missing segments’
  • Dean’s commendation for the Faculty of Business Design and Delivery of Teaching Materials (2007)

Selected research publications

  • Birch, D., & Burnett, B. (2009). Advancing E-Learning Policy and Practice: Influences on Academics' Adoption, Integration and Development of Multimodal E-Learning Courses. In M. Stansfield, & T. Connolly (Eds.), Institutional Transformation through Best Practices in Virtual Campus Development: Advancing E-Learning Policies (pp. 65-80). Hershey PA USA: Information Science Reference. Retrieved from
  • Lawley, M., Birch, D. and Johnson, L. (2016). Changing purchasing habits through non-monetary point of sale strategies: the case of Australian oysters. Journal of Retailing and Consumer Services, 33, 194–201.
  • Lawley, M., Birch, D., & Hamblin, D. (2012). An exploratory study into the role and interplay of intrinsic and extrinsic cues in Australian consumers' evaluations of fish. Australasian Marketing Journal, 20(4), 260–267. doi:10.1016/j.ausmj.2012.05.014
  • Birch, D., Lawley, M., & Hamblin, D. (2012). Drivers and barriers to seafood consumption in Australia. Journal of Consumer Marketing, 29(1), 64–73. doi:10.1108/07363761211193055Sankey, M., Birch, D., & Gardiner, M. (2011). The Impact of Multiple Representations of Content using Multimedia on Learning Outcomes across Learning Styles and Modal Preferences. International Journal of Educational Development using ICT, 7(3).
  • Birch, D., & Lawley, M. (2012). Buying seafood: Understanding barriers to purchase across consumption segments. Food Quality and Preference, 26(1), 12–21. doi:10.1016/j.foodqual.2012.03.004
  • Birch, D., & Burnett, B. (2009). Bringing academics on board: Encouraging institution-wide diffusion of e-learning environments. Australasian Journal of Educational Technology, 25(1), 117–134.

Research grants

Grant / Project  Investigators   Funding body / $ value  Year(s)
Consumer food waste Co-investigator (A$5,800)  
Modified food related lifestyle Principal investigator USC Faculty Management (A$15,000) 2017
ERASMUS fund to undertake teaching and research collaboration at Szent Istvan University, Budapest, Hungary   (£743.55) 25–29 April 2016
Encouraging UK teens to eat more seafood With Professor Juliet Memery and Dr Nick Johns BU Faculty of Management Fund (£1,142.60) Jan–June 2016
Optimising nutritional health and wellbeing through local sustainable food systems 'Nu-FEAST'  Nutrition – Food for everyone's health, available, sustainable and trusted. Call: H2020-MSCA-IF-2014 Co-supervisor Marie Skłodowska-Curie Actions (Individual Fellowships - IF) (£157,000) 2015
 Improving crime analyses for policing by applying principles from psychology and geography Co-investigator BU Fusion Funding (£6,830.61) 2015
 Investigation of opportunities for EU funding around food security Co-investigator with Professor Juliet Memery (£380 plus expenses and accommodation for flights to Tromso University Norway - the BU Cyber Security Unit  
 Stakeholders' perceptions of fish farming in the UK - the Crown Estate Co-investigator  £8,283 2014
 Regional food and beverage project / Fish value chain analysis Principal investigator Queensland Department Employment, Economic Development and Innovation (A$17,900) 2012
Education module: Stimulating consumption of Australian seafood Principal investigator Australian Seafood CRC (A$105,638.00) 2010–2011
Finalisation report for UniSA Omnibus study Report writer Australian Seafood CRC (A$5,500) 2012
Oyster retailing project Co-investigator Australian Seafood CRC (A$139,000) 2012–2013
Repositioning Australian farmed barramundi project Co-investigator Australian Seafood CRC (A$213,000) 2010–2012
eLeap online education research project Principal investigator USC Fellowship funding (A$12,000) 2012
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