Dr Rod McCulloch
Head of School
Associate Professor
DComm (Charles Sturt University); MMkt (Charles Sturt University)
Dr Rod McCulloch
Bio
Rod McCulloch holds a Masters degree in Marketing and has recently completed a Research Doctorate in Communication. Rod has over 30 years experience in the advertising and marketing communication industry, having worked extensively in both the United Kingdom and Australia for a number of these country’s major advertising agencies.
Rod is a former Creative Group Head of Brunnings Advertising London, Creative Director of Clemenger BBDO and Senior Account Director of SSB Weston in Australia , and for 15 years owned and managed his own Sydney-based agency Barnes McCulloch (BMA). Today he is a principal consultant for the integrated marketing communications consultancy Campaign Central and a Director and member of the Board of the International Advertising Association.
A multi award winner, Rod has been a guest judge at many industry award ceremonies including the Caxton Newspaper Awards, the Australian Catalogue Awards, the Brisbane Art Director’s Awards and the Australian Entertainment ‘MO’ Awards.
Within the education sector Rod’s achievements include leading his Kajulu Communications student advertising team to victory as World Champions in the 2002 and 2005 International Advertising Association’s global advertising competition ‘InterAd’, as well as to National Championships in 2003, 2004, 2006 and 2007 in the Australian IAA ‘Big Idea’ competition. In 2007, Rod was awarded a national Carrick Citation for outstanding contribution to student learning as well as a Faculty of Arts award for teaching excellence.
Rod has authored and co-authored papers on marketing communications and advertising in the field of account planning. More recently Rod’s research focus is in the academic sector, specifically authentic assessment and teaching and learning in an industry-professional context.
Rod is a Director and member of the Board of the International Advertising Association Australia Chapter and a member of the IAA International Professional Development Committee. Within CSU, he is a member of the Board of the Faculty of Arts, Presiding Officer of the Board of the School of Communication, and immediate past Chair of the School of Communication Teaching Development Committee. Rod is also actively involved in the development of trans-national CSU professional courses and University partner programs.
Teaching
At Charles Sturt University Rod is Course Coordinator for the BA (Communication-Advertising) and BA (Communication-Advertising) / B Business (Marketing) within the School of Communication.
Teaching Awards:
- Carrick Citation 2007
Carrick Citations are awarded in Australia for outstanding contributions to student learning. Rod’s Citation was titled: "For the development of marketing communication teaching and learning strategies, internationally recognised as a benchmark in the preparation of students for participation in professional practice."
- Charles Sturt University Faculty of Arts 2007 award for teaching and learning
Industry/Academic Awards
International:
- 2005 World Championship: International Advertising Association InterAd International Marketing Communications Competition
- 2002 World Championship: International Advertising Association InterAd International Marketing Communications Competition
National:
- 2007 Australian Championship: International Advertising Association Big Idea National Marketing Communications Competition
- 2006 Australian Championship: International Advertising Association Big Idea National Marketing Communications Competition
- 2004 Australian Championship: International Advertising Association Big Idea National Marketing Communications Competition
- 2003 Australian Championship: International Advertising Association Big Idea National Marketing Communications Competition
Academic Recognition:
- The BA (Communication-Advertising) course was awarded Nationally Outstanding status in 2006 by Charles Sturt University
Research
Rod has authored and co-authored papers on marketing communications and advertising, specifically in the field of account planning. Currently Rod’s research focus is in the academic sector, specifically authentic assessment and teaching and learning in an industry-professional context.
Future Projects
- Account Planning and the creative process
- Authentic Assessment within the marketing communication industry context
- Graduate attributes and competencies in marketing communication
Recent publications and Conference papers
McCulloch, R., (2008). Undergratuate attributes and competencies in marketing communication: lessons learned from an advertising course review.11th International Advertising Association World Education Conference, Washington DC, 6-7 April. Proceedings.
McCulloch, R. (2007). Preparing students for professional practice: strategies for student teaching and learning in a marketing communications context. Journal of Art, Design and Communication in Higher Education. (Paper submitted September 2007).
McCulloch, R., (2007). Preparing students for professional practice: benchmark strategies for international student teaching and learning. QS 3 Asia Pacific Professional Leaders in Education Conference, Hong Kong 11-13 July (Keynote Address).
McCulloch, R., (2007). Undergraduate attributes and competencies in marketing communications: lessons from an advertising course review . Australian New Zealand Communication Association (ANZCA) Conference, La Trobe University Melbourne, 5-6 July (Refereed paper submitted).
McCulloch, R., (2006). Account Planning – What role does it play in advertising effectiveness? Australian New Zealand Marketing Academy (ANZMAC) Conference Brisbane , 4-6 December. Conference Proceedings.
McCulloch, R., (2006). From the classroom to Kajulu and beyond. Strategies for teaching and learning marketing communication in the digital age . 10 th Annual International Advertising Association World Education Conference, Dubai 19-20 March. Conference Proceedings.
McCulloch, R., (2005). From the classroom to Kajulu. Authentic Assessment in an industry-professional context. First International Conference on Teaching and Learning through Assessment Conference, Hong Kong , 13-15 June, www.poly.edu.hk/assessment/arc
McCulloch, R., (2005). ROI . Return on Insight. Account planning called to account. Account Planning Group Conference, 19 April.
McCulloch, R., (2005). From the classroom to Kajulu. Charles Sturt University Teaching and Learning Conference, Bathurst , 28-29 September. Conference Proceedings.
McCulloch, R., (2004). ROI. Return on Insight: A working paper . Australian New Zealand Communication Association (ANZCA) Conference, Sydney , 7-9 July. Conference Proceedings.
Butcher, K. & McCulloch, R., (2003). A lack of true believers in the account planning discipline in Australia. International Journal of Marketing Intelligence and Planning, 21 (7), 473-479.
McCulloch, R. & Butcher, K., (2003). Account planning. The evolution of the discipline in Australia . Australian New Zealand Communication Association (ANZCA) Conference, Brisbane , 9-11 July. Conference Proceedings.
