Dr Suzette Major
Campus Director
Contact
suzette.major@sae.ac.nz
027 669 3119
With over 25 years-experience in arts education, Suzette has always had a passion for the creative industries. In her academic career, Suzette revolutionised arts marketing. She set up New Zealand’s first University course on Marketing the Arts at the University of Waikato in 1998. She has held a range of academic positions with Waikato University, Victoria University and WINTEC in New Zealand, as well as Deakin University in Australia. Her research and teaching interests are centred in the creative industries, arts marketing and New Zealand Film. She has published widely and is often invited to speak at international conferences and events.
Prior to joining SAE in 2016, Suzette was the general manager of MAINZ and headed ideaschool at the Eastern Institute of Technology (EIT) in Hawkes Bay. She is also the founder of two successful arts management consulting companies, Arts.Biz Ltd and Artemiz Ltd.
As a manager, an educator and businesswomen, Suzette is forward-thinking, bold and passionate about the arts. She considers education and research as key for assisting students to further their creative pursuits.
Suzette holds a Phd in arts marketing, and is also a classically trained musician. She even sung in the punk band Eidolon back in the 1990s.
Qualifications:
Bachelor of Management Studies (Hons)
Masters of Management Studies
PhD
Publications:
Govers, E., Gull, J. & Major, S. (2016). What makes this place buzz? Understanding the Impact of Project-Based Learning. In H. Hamerton and C. Fraser (Eds.), Te tipuranga - Growing Capability: Proceedings of the 2015 National Tertiary Learning and Teaching Converence (pp. 35-41). Tauranga, New Zealand: Bay of Plenty Polytechnic.
Major, S. & Govers, E. (2014). Project Based learning in Visual Arts and Design: What Makes it Work? Ako Aotearoa, National Centre of Tertiary Teaching Excellence. https://akoaotearoa.ac.nz/research-register/ list/project-based-learning-visual-arts-and-design-what-makes-it-work
Major, S. (2014). The Art of Marketing Arts Marketing to Artists. In D. O’Reilly, R. Rentschler & T. Kirchner, (Eds). Routledge Companion to Arts Marketing. UK: Routledge.
Major, S, Chiappin, A, Gull, J & Moroney, D. (2014). Designing and Launching a new Brand for an Art and Design School within a Tertiary Environment: The ideaschool story. Presented at the Aotearoa New Zealand Association of Arts Educators Conference (ANZAAE), AUT, 15-17 July 2014, Auckland, New Zealand.
Major, S & Govers, E. (2014). From the Old to the New: Redeveloping a Traditional Arts and Design Degree into a 21st Century Project-Based Learning Programme. Presented at the Aotearoa New Zealand Association of Arts Educators Conference (ANZAAE), AUT, 15-17 July 2014, Auckland, New Zealand.
Major, S & Govers, E. & Roberts, N (2014). A New Way of Seeing: How to Teach an Arts and Design course using a Project-Based Learning Approach. Workshop presented at the Aotearoa New Zealand Association of Arts Educators Conference (ANZAAE), AUT, 15-17 July 2014, Auckland, New Zealand.
Major, S. (2013). The place of the Individual Artist in the Arts Management Discipline. 12th International Conference on Arts and Cultural Management (AIMAC 2013), 26-29 June, Bogota, Columbia.
Major, S. (2013). The (Ir)relevancy of the Arts [public presentation] 14 August, Pecha Kucha, Hamilton, New Zealand.
Major, S. (2013). Marketing New Zealand Film. In What Ceaznne Knew [art exhibition] 22 April-3 May, Vent Gallery, EIT Hawke’s Bay, New Zealand.
Major, S. (2013). Preparing Students of Today for our Rapidly Changing Tomorrow [public presentation] Woodford House Prizegiving Ceremony, 11 December, Hawkes Bay, New Zealand.
Major, S. (2012). Educating for Uncertainty. Bay Buzz, Issue 13, Hawke’s Bay, New Zealand.
Major, S. (2012). The (Ir)relevancy of the Arts [public presentation] 15 August, Pecha Kucha, Hawkes Bay, New Zealand.
Major, S & Gould-Lardelli, R. (2011). Becoming an Arts Manager: A Matter of Choice or Chance? 11th International Conference on Arts and Cultural Management (AIMAC 2011), 3-6 July 2011, Antwerp, Belgium.
Major, S. & Chiappin, A. (2011). Marketing an Art School: How to establish your own identity within an institutional brand. 2011 Aotearoa New Zealand Association of Arts Educators conference (ANZAAE), 20-22 July, Hamilton, New Zealand.
Major, S. (2010). Are Creative Industries a Male Domain? Creative Industries Conference, 6-8 December, Auckland University of Technology, Auckland.
Major, S. (2009). Creative Entrepreneurs and Artists: Is there a difference? Asia Pacific Journal of Arts and Cultural Management. University of South Australia. http://www.ojs.unisa.edu.au/index.php/ ARTMJ/index
Major, S. (2008). The role of Marketing in New Zealand Film. In I. Cronich and S. Murray (Eds.) Contemporary New Zealand Filmmaking. I.B. Tauris Publishers.
Major, S. (2008). Cultivating a Classic: Marketing Strategies of Lord of the Rings. In. S. Cubitt; T. Jutel; & B. King, (Eds.) Studying the event film: The Lord of the Rings. Manchester University Press.
Major, S. (2008). Auckland Theatre Company: Segmenting the theatre Audience. In L. Schi man; D. Bednall A. O’Cass; A. Paladino; S. Ward & L. Kanuk (Eds.) Consumer Behaviour [4th edition] Pearson Education, Australia.
Major, S. (2008). Creative Entrepreneurs and Artists: Is there a difference? Presented at ‘Intersecting Art and Business in the Creative Economy’ Symposium, Deakin University, Melbourne, 23-25 November.
Major, S. (2008). Colluding with creativity: The experience of Auckland Theatre Company. In L. Schi man; D. Bednall, A. O’Cass; A. Paladino; S. Ward & L. Kanuk (Eds.) Consumer Behaviour [4th edition] Pearson Education, Australia.
Major, S. (2007). Arts Marketing. The Arts Conference, Rotorua Arts Village Experience (RAVE), Rotorua, New Zealand, 30-31 August.
Major, S. (2007). Developing an Artistic Career in the Era of the Creative Industries. International Conference on Arts & Cultural Management (AIMAC 2007) Valencia, Spain.
Major, S. & Sutherland, T. (2007). Strategic Partnerships between Museums and Corporate Organizations – The Marriage of the Museum of New Zealand Te Papa Tongarewa and TOWER. In R. Rentschler and A. Hede (Eds.) Museum Marketing Butterworth-Heinemann, Oxford, UK.
Major, S. (2007). Acceleration of the Creative Industries, the Authentication of the Artist? MEDIANZ conference, Victoria University, Wellington.
Major, S. (2006). Marketing the Value of What You Do [keynote address] Into the Future: Assessment, Planning, Coordination, Human Studies Conference. 18-19 October, Hamilton, New Zealand.
Major, S. & Connell, A. (2005). From Arts Management to Creative Industries. International Conference on Arts & Cultural Management (AIMAC 2005) Montreal, Canada.
Major, S. (2004). Shortland Street: The 10-year Anniversary [Radio interview], 23 June, New Zealand: National Radio.
Major, S. Barbour, K. Mearns, S. Rosser, W. and Sygrove, L. (2005). Outside the Box – Tips on Exhibiting in the Waikato Region. [2nd edition]. Hamilton Community Arts Council publication, Hamilton.
Major, S. (2005). Ritual of Watching Shortland Street. In L. Shi man; D. Bednall; E. Cowley; A. O’Cass; J. Watson & L. Kanuk (Eds.) Consumer Behaviour [3rd edition] Pearson Education, Australia.
Major, S. (2005). Colluding with Creativity: The Experience of Auckland Theatre Company. In L. Shi man; D. Bednall; E. Cowley; A. O’Cass; J. Watson & L. Kanuk (Eds.) Consumer Behaviour [3rd edition] Pearson Education, Australia.
Major, S. (2001).The Experience of Auckland Theatre Company – A Case Study. In L. Shi man; D. Bednall; E. Cowley; A. O’Cass; J. Watson & L. Kanuk (Eds.) Consumer Behaviour [2nd edition] Pearson Education, Australia.
Major, S. (1998). Marketing of Ideas. Australian New Zealand Marketing Academics Conference (ANZMAC). Otago University, Dunedin.
Major, S. (1997). Ideas and Marketing Exchange. Australian New Zealand Marketing Academics Conference (ANZMAC). Monash University, Melbourne.
Major, S. (1997). Application of a Marketing Orientation to the Process of Artistic Creation. Australian New Zealand Marketing Academics Conference (ANZMAC). Monash University, Melbourne.
Major, S., Edwards, S. & Godwin, B. (1995). Directing the Viewer. New Zealand Film: Marketing or Selling? Australian New Zealand Marketing Educators Conference (ANZMAC). Victoria University, Wellington.
