Roland Goldberg

Senior Lecturer
Roland Goldberg

I consider myself to be an expert in the field of Consumer Behaviour. I have obtained my B.Com Degree in Chartered Marketing; B.Com (Hons) in Marketing Management and Entrepreneurship; M.Com in Marketing Management (Focussed on Consumer Behaviour); and my Ph.D in Marketing Management. In addition to my academic qualifications, I have extensive experience in the corporate sector at the management level. I was the National Marketing and Sales Manager for a prestigious fashion house in South Africa prior to commencing my Doctoral studies.

I have lectured students at both second-year and third-year levels in Consumer Behaviour for approximately seven years. I supervised four Master’s studies; co-supervised one Master’s study; I am the co-promotor of a Ph.D study in marketing. I am in the process of supervising another three Master’s studies.

I have numerous publications in national and international journals focussed on Consumer Behaviour and have presented several conference papers at the national and international levels concerning new trends in the field of Consumer Behaviour. I have authored a chapter on Consumer Misbehaviour as well as Green Consumer Behaviour.

I have made several media appearances where I was interviewed on topics concerning consumer behaviour, for example, how consumer behaviour has changed due to the COVID-19 pandemic, scent marketing, as well as how changes in consumer behaviour has led to the demise of physical retail spaces and shopping centres around the world.

Physical Address

Building E3 – Room 254

Potchefstroom Campus

11 Hoffman Street


North-West University


Telephone Number
018 285 2207