Vicki Little

a headshot of a woman smiling
School: The Business School
Department: Dean's office
College: Business & Law
Position: Senior Lecturer, Program Manager Engagement
Location: RMIT Saigon South
ORCID: 0000-0002-6146-5413 

Dr Little is an industry-experienced, entrepreneurial macromarketer with over 25 years’ teaching and research experience in New Zealand, Malaysia, and now RMIT Vietnam. Her industry experience includes senior roles in advertising and corporate marketing; and also consulting and startups.

She focuses on the intersection of marketing and society, in support of the UN Sustainable Development Goals. In view of the existential challenge posed by climate change and marketing’s role in driving overconsumption, she is working towards transformative change both in the classroom, and in her research. She is therefore concerned with wider systems change; with a methodological bias towards naturalistic enquiry and emergent methods (case study, ethnography and participatory action research).

Drawing on her research and her industry background, she teaches all levels (PhD, MBA, undergraduate); including advanced qualitative research methods, marketing strategy, sustainability and innovation, business to business marketing and entrepreneurship.

  • Certificate of graduate supervision, Monash University Malaysia (2013)
  • PhD in Marketing, University of Auckland, New Zealand (2005)
  • MBA, University of Otago, New Zealand (1989)
  • BCom, University of Otago, New Zealand (1988) 
  • Digital Marketing
  • Master of Business Administration
  • Macromarketing systems/ macrosocial marketing
  • Marketing syllabus and climate change
  • Sustainability-oriented innovation, ecopreneurship
  • Gender equity, sustainable livelihoods & microentrepreneurship
  • Food waste, nature-based solutions, sustainable food provisioning systems
  • Post-qualitative research methods
  • Member of the Sustainable Development research cluster.

Being a critical qualitative researcher Vicki is not a great admirer of the recent turn to counting things. She is more interested in value and quality. She is most proud of:

  • 2023. LITTLE, V.J., HO, H.P.H, & ETI-TOFINGA B. (2023), "Not Weird at All! Towards More Pluralistic Economies and Sustainable Livelihoods." Journal of Macromarketing, in press.
  • 2022. KUNCHAMBOO V.K., LITTLE V.J. & CHEAH S.K.A. Common cause, coopetition or competition? Resource contestation in food waste management networks. Journal of Macromarketing Special Issue on Sustainability Insights from non-WEIRD countries, 1-19.
  • 2022. HELM. S.A & LITTLE, V. J. Macromarketing our way towards a zero-carbon future. Journal of Macromarketing, editorial, SI on macromarketing and climate change. 42:2, 262-266.
  • 2022. KUNCHAMBOO & LITTLE.  Four ecotourism archetypes: Expressing symbolic consumer desires. Journal of Ecotourism. 1-12,
  • 2020. CHONG, C. L., KUNCHAMBOO, V., & LITTLE, V. J.  Understanding Identity Transformation through Cultural Product Consumption. Journal of the Association for Consumer Research, 1-7.
  • 2019. LITTLE V. J., LEE C.K.C. & NAIR, S.R. Macro-demarketing: Unlocking unsustainable production and consumption systems. Journal of Macromarketing, 39(2), 166-187.

She is a regular contributor to the Macromarketing Society conference, and co-chair of the climate change track.

  • 2023: CLEVELAND, D., NAYAK, R., JOSEPH, F., LITTLE V.J. Material Futures: Exploring biobased materials, local production opportunities and applications to support the innovation ecosystem in Vietnam. Tier II-RMIT-CSIRO Co-funded project.
  • 2022: TRAN D. T., LITTLE V.J., THANH, V.Q., NGUYEN, T.B., BAULCH, R. Towards Sustainable Resource Management: A Qualitative and Quantitative Analysis of Factors Determining Land Use Dynamics in Tien Giang province in Mekong Delta Vietnam. RUVN internal research grant, $US7900. IRG 2022-4.
  • 2019: TOFINGA, B., & LITTLE, V.J. - Towards a stronger society in Malaysia: Issues and challenges for female micro-entrepreneurs in the informal economy, Monash SoB seed grant, $US2200
  • Two completions, one current.
  • Mid-stage, part-time – Janie Chin Hsien Yeen – Social licence to operate and contested technology diffusion
  • Chong Chooi Ling (2021) From lurker to community cultivator: Understanding identity transformation processes through cultural product consumption
  • Chan Lay Tyng (2020). Cleaning up the system: A tale of paranoia and practices
  • Member of the Macromarketing society
  • 2018 Head of School’s award for Education Engagement (Monash University)
  • 2011 Dean’s Commendation for Outstanding Teaching (Monash University)
  • 2011 Pro-Vice Chancellor’s Award for Teaching (Monash University)
  • 2011 Pro-Vice Chancellor’s Award for Administration (Monash University)
  • 2005 Emerald/ EFMD Outstanding Doctoral Research Award – Business to Business category
  • 2000  Distinguished Teaching Award (University of Auckland)
  • 1988  JW Hayward Award in Commerce (University of Otago)

2021- Executive education - De Heus Vietnam, Ho Chi Minh Political Academy

  • 2021- RMIT University Vietnam - Office of the Dean - Program Manager Engagement; Senior Lecturer
  • 2018-2021 Monash University Malaysia - Department of Marketing – Senior Lecturer
  • 2015-2017 University of Auckland, New Zealand - Depts of Marketing/ Management & International Business – Professional Teaching Fellow
  • 2011- 2014 Monash University Malaysia - University Directorate - Project Director, School of Business – Interim MBA Director International, Deputy Head of School – Education Innovation, Department of Marketing – Interim Head, School of Business - Asian Business Strategy Education Strength – Leader, Department of Marketing – Senior Lecturer
  • 1993-2011- Universityh of Auckland - Department of Marketing - Senior Lecturer (over the bar), Senior Lecturer, Departmental Coordinator, Graduate School of Business, Lecturer
  • 1993-2010 - Consulting projects including Fonterra Ingredients, Wrightson Seeds, NRM, Tegel Foods, Family Planning Association, Osteoporosis NZ, Fisher & Paykel Appliances.
  • 1992-1999 Executive director Buchanan Tackle (NZ) Limited (start-up)
  • 1992-1993 Executive director Marketing Concepts (NZ) (start-up consultancy), Executive leasing, Marketing Services, James Hardie Pty
  • 1990-1991 Marketing Manager, Sky Network Television (start-up)
  • 1989-1990 Product Manager, Philips NZ
  • 1985-1989 Marketing and advertising consultant, research analyst
  • 1983-1985 National Media Manager, Leo Burnett Advertising
  • 1979-1982 Media Manager, Leo Burnett Advertising
  • 1977-1978 Media Assistant, Malcolm & Hansard Advertising