Dr Michael Goldman

Michael Goldman
Dr Michael Goldman

Michael Goldman is a member of the Adjunct Faculty at GIBS, teaching in a number of marketing-related themes, including marketing strategy & management, branding, and sponsorship. Since joining the business school in 2000 to launch the GIBS Forum, Michael has been an active teacher, researcher and consultant in South Africa, Kenya and Nigeria. He is currently an Assistant Professor in the Sport Management Programme at the University of San Francisco.


Michael has designed, delivered and assessed postgraduate marketing courses on a number of academic and executive programmes. In open public academic programmes, Michael has taught junior and middle-level managers on everything from short one-day programmes to longer multi-year MBA programmes. In closed customised executive programmes, Michael has worked with junior, middle and senior level managers from a wide range of companies, including PepsiCo, SABMiller Africa & Asia, Murray & Roberts, British American Tobacco SA, Standard Bank Group, Sasol and Barclays.

In addition to being a regular commentator on marketing and sport-related issues in the popular press and media, Michael has previously hosted a series of GIBS and Moneyweb Business of Sport podcasts. Working with Business and Arts South Africa, Michael developed a set of UNESCO and National Lottery Art Sponsorship toolkits for both business and arts organisation managers.

Published Research

Academic articles in peer-reviewed or refereed journals

​Kruger, T. S., Goldman, M. M., Ward, M. (forthcoming). The impact of new, renewal and termination sponsorship announcements on share price returns. International Journal of Sport Marketing Sponsorship.

Kleyn, N., Abratt, R., Chipp. K., Goldman, M. M. (2012). Building a strong corporate ethical identity: Key findings from suppliers. California Management Review, 54(3), 61-76.

Goldman, M. M. (2011). Post-crisis sports marketing business model shifts. Managing Global Transitions, 9(2), 171-184.

Goldman, M. (2009). Africa Rising by Vijay Mahajan. Book Review. Journal of Marketing, 73(4), Online.

Sportainment: Changing the pace of limited-overs cricket in South Africa. Management Decision,47(1), 124-136.

What they really think: Resolving methodological issues in supply chain ethics research. Acta Commercii, 7, 112-122.​

Books or chapters in books

Goldman, M., and McCoy, S. (forthcoming). Branding and Positioning. In m. Jansen van Rensburg, and P. Venter, Strategic Marketing(2nd Edition). Cape Town: Oxford University Press. Goldman, M. M. (2011). Corporate Sponsorship Philosophy. In Swayne, L. E. and Dodds, M. Encyclopedia of Sports Management and Marketing. Los Angeles: Sage

Goldman, M., and McCoy, S. (2009). Branding and Positioning. Chapter 7 in Jansen van Rensburg, M. and Venter, P. Strategic Marketing. Cape Town: Oxford University Press

Kleyn, N., and Goldman, M. (2008). The Art of Sponsorship Chapter in Sponsorship South Africa - An Investors Guide, Ed. Richard Steyn. Wag the Dog Publishers: Johannesburg

Goldman, M. (2005). “Adapt or Die”, Chapter in Affinity Advertising and Publishing cc, Encyclopaedia of Brands Branding in South Africa 2005. Cape Town: ABC Press.

Teaching case studies and notes

Goldman, M. M., Lindsey-Renton, J. (2014). Business Systems Group and the triathlon sponsorship question(Case reference 9B13A052). London, Ontario: Ivey Publishing. Goldman, M. M., Lindsey- Renton, J. (2014).Business Systems Group and the triathlon sponsorship question(Teaching Note reference 8B13A052). London, Ontario: Ivey Publishing. Fisher, G., Goldman, M. M. (2013). Beyond Epic: Building the business beyond a single event (Case reference 9B13M051). London, Ontario: Ivey Publishing.

Fisher, G., Goldman, M. M. (2013). Beyond Epic: Building the business beyond a single event (Teaching Note reference 8B13M051). London, Ontario: Ivey Publishing.

Goldman, M. M., Lindsey-Renton, J. (2012). Growing the Mamas Papas brand GIBS and Ivey Case 9B11A044.

Goldman, M. M. (2012) Growing the Mamas Papas brand GIBS Ivey Teaching Note 8B11A044.

Goldman, M. (2010). Tedcor: Profitably Creating Sustainable Enterprises While Enhancing Government Service Delivery. GIM Case Study No. B092. New York: United Nations Development Programme.

Goldman, M. (2010). Kuyasa CDM Project: Renewable Energy Efficient Technology for the Poor. GIM Case Study No. B070. New York: United Nations Development Programme.

Goldman, M. (2008). General De La Rey and the Blue Bulls GIBS and Ivey Case 9B08A010.

Goldman, M. (2008). “General De La Rey and the Blue Bulls” GIBS and Ivey Teaching Note 8B08A10.

Goldman, M. (2006). “Nandi Khoza’s Life (A)”. GIBS Teaching Case G-MCS-30-06.

Goldman, M. (2006). “Nandi Khoza’s Life (B)”. GIBS Teaching Case G-MCS-31-06.

Goldman, M. (2006). “Nandi Khoza’s Life (C)”. GIBS Teaching Case G-MCS-32-06.

Goldman, M. (2006). “Nandi Khoza’s Life (D)”. GIBS Teaching Case G-MCS-33-06.

Published c​onference papers

Goldman, M. M., Chadwick, S., Funk, D.C., Wocke, A. (2014). I am different when I belong: The function of team identity in seeking optimal psychological distinctiveness. North American Society for Sport Management, Pittsburgh, PA, 27-31 May 2014.

Martin, L., Goldman, M. M. (2014). When sport fans disengage: A structured Abstract. Academy of Marketing Science, Indianapolis, IN, 21-23 May 2014.

Agha, N., Dixon, J. C., Goldghen, L., Goldman, M. M. (2014). Teaching Sport Strategy Case Studies in Strategic Management Courses [panel discussion], Western Academy of Management, Napa, CA, 19-22 March 2014.

Goldman, M. M., Chadwick, S., Funk, D. C., Wocke, A. (2012). Profiling sport fan characteristics. 10th Annual Conference of the Sport Marketing Association, Orlando, FL, 24-27 October 2012.

Goldman, M. M., Chadwick, S., Funk, D. C., Wocke, A. (2011). A review of the function of sport fan identity in seeking optimal psychological distinctiveness. 19th Conference of the European Association of Sport Management, Madrid, 7-10 September 2011.

Goldman, M. (2010). Recession-triggered sports marketing business model shifts. 8th Annual Conference of the Sport Marketing Association, New Orleans, LA, 26-29 October 2010.

Goldman, M. (2008). Sports brand repositioning in a transitional political economy. 6th Annual Conference of the Sport Marketing Association, University of Southern Queensland, 16-20 July 2008.

Seyama, W., and Goldman, M. (2007). Success factors for brand extensions in fast-moving consumer goods. 19th Annual Conference of the Southern Africa Institute of Management Scientists, University of Johannesburg, 19-21 September 2007.

Non-refereed publications or popular articles

Goldman, M., Night, O. D. (2014, June 24). Soccer tweets from the outfield, end zone, court and hockey rink. The Scorecard. Retrieved from http://thescorecard.org/post/392 Goldman, M. (2013). Mega events for mega returns? Acumen, 3.

Goldman, M. (2012). Being super-flexible in dynamic markets. Prestige, 61, 48.

Goldman, M. (2012). Playing the field. Africa Investor, 10(3), 62-64.

Goldman, M. (2012). Board Report. Sports Marketing Frontiers, 10, 5.

Goldman, M. (2012). Dealing with public disputes. Prestige, 60, 48-49.

Goldman, M. (2012). Creating an authentic green brand. Prestige, 59, 50-51.

Goldman, M. (2012). Managing with no managers. Prestige, 58, 46-47.

Goldman, M. (2012). Innovation + stability = success. Prestige, 57, 10-11.

Goldman, M. (2012). Built to last: Are you creating a company or institution? Prestige, 56, 10-11.

Goldman, M. (2011). Best business practice: Finding the right CEO. Prestige, 55, 16-17.

Goldman, M. (2011). Branding in business: Need your project to fly? Brand it. Prestige, 54, 10-11.

Goldman, M. (2011). Reaching the customer: When tough times dictate. Prestige, 53, 10-11.

Goldman, M. (2011). Change is good: Competitive advantage through adaptation. Prestige, 52, 10-11.

Goldman, M. (2011). Yes or No: Improving strategic decision making is no easy task. Prestige, 51, 10-11.

Goldman, M. (2011). Global and local luxury branding. Prestige, 50, 10-11.

Goldman, M. (2011). Excite and engage. Strategic Marketing, 1, 42-43.

Goldman, M. (2010). Now's the time to capitalise on Cup. Business Times, Sunday Times, 11 July

Goldman, M. (2010). A bundle of value? Strategic Marketing, 3, May/June, 42-43.

Goldman, M. (2010). How to find your niche in Marketing. Leader.co.za, 29 April

Goldman, M. (2010). A tale of two World Cups? Moneyweb.co.za, 11 March

Goldman. M. (2010). World Cup 2010: Liquor licenses: What FIFA says and how the DTI causes confusion. Moneyweb.co.za, 22 February

Goldman, M. (2010). Position Matters. Strategic Marketing, 1, January/February, 44-45.

Goldman, M. (2009). Lights, camera… branding. Strategic Marketing, 5, September/October, 18-19.

Goldman, M. (2009). Waning influence. Strategic Marketing, 3, May/June, 32-33.

Goldman, M. (2009). Breaking through the clutter. Entrepreneur, February, 39-41.

Goldman, M. (2009). A time for relationships? Strategic Marketing, 1, January/February, 22-23.

Goldman, M. (2008). Understanding the value of customer referrals. Business Report, 25 January, 2

Goldman, M. (2008). Sponsors are feeling political heat from Olympic Flame. Business report, 25 April, 34

Goldman, M. (2008). Relationships Innovation financing the future. Entrepreneur, 27, 1 June, 95-97.

Goldman, M. (2008). Game of Pool anyone?. Entrepreneur, 27, 1 June, 59-60.

Goldman, M. (2008). Incubators. Entrepreneur, July.

Goldman, M. (2008). Add bite to your brand. Succeed, July, 2-3.

Goldman, M. (2008). Harnessing the competitive spirit. Sunday Times Top Brands Survey, 17 August, 24

Goldman, M. (2008). Reconsidering Customer Satisfaction. Strategic Marketing, September/October, 31-32.

Goldman, M. (2008). Getting the word out. Entrepreneur, November.

Goldman, M. (2008). To rebrand or reposition the Springbok brand? Sportingweb.co.za, 7 December.

Goldman, M. (2007). Who do you worship? Journal of Marketing, February/March 2007, 49.

Goldman, M. (2006). Is Davos in India? Marketingweb.

Goldman, M. (2006). Market development at the ‘bottom of the pyramid’. The South African Magazine, 1 May 2006, 38.

Goldman, M. (2005). The Lure of Bangalore. Finance Week, 26 October 2005.

Goldman, M. (2005). India’s Tata Group shifting gears. The GIBS Review, volume 9, September 2005.

Goldman, M. (2004). Product and promotion adaptation of selected South African consumer goods export products. MBA Research Report. Gordon Institute of Business Science, University of Pretoria.

Consulting Involvement

In his consulting role, Michael has assisted a wide range of companies with strategy, marketing, sponsorship and research work, including Sasol, Entyce Beverages, SAB Ltd, First National Bank, MTN, Vodacom, TS Zakuza & Beseti Inc. and the Innovation Fund. He has also served as a member of the AIESEC in South Africa Board of Advisors

Significant Achievements

Michael was the top student in his PMD and achieved distinctions in Organisational Behaviour and SA & the World 1994 - 2004 in his MBA. He is currently completing a doctorate in the area of sports branding after achieving distinctions in Macroenvironment of Business and Strategic Marketing during the coursework phase of the programme. His co-authored case study, "Growing the Mamas & Papas brand" received an AABS/Emerald Case Writing Competition award in 2012.

Contact Details
  • B.PrimEd (UPE)
Fields of Interest
  • Marketing & customer strategy
  • Sports & Arts marketing and sponsorship
  • Branding strategy
Professional Memberships
  • Marketing Association of South Africa
  • The American Marketing Association
  • The US-based Sport Marketing Association Founding member of the South African Sport Management Knowledge Forum
  • Represented the Marketing Association of South Africa on the Advertising Standards Authority's Advertising Standards Committee

As a member of the academic community Michael has served as an external examiner for the School of Economic and Business Sciences at the University of Witwatersrand, as well as a peer reviewer for the Journal of Marketing Education, the International Journal of Sport Marketing and Sponsorship, the Academy of Management Africa Conference, and the South African Journal of Economic & Management Sciences.

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