Michael Abdel in tertiary marketing education
Michael Abdel was selected as a featured Australian industry practitioner for Cengage Learning's fifth Asia-Pacific edition of Integrated Marketing Communications. The edition carries a dedicated IMC Profile on Michael and The Sphere Agency, and he recorded accompanying educational interviews and practitioner case studies for students and instructors.
Integrated Marketing Communications is a core Australian tertiary marketing text. Being profiled in it places an independent Melbourne agency's practice alongside the theory that marketing students are taught — not as a case study written about the agency from the outside, but as a practitioner account recorded for teaching.
Bibliographic record
5th Asia-Pacific edition
- Title
- Integrated Marketing Communications
- Edition
- 5th Asia-Pacific edition
- Authors
- William (Bill) Chitty, Edwina Luck, Nigel Barker, Nadine Sassenberg, Terence A. Shimp, J. Craig Andrews
- Publisher
- Cengage
- Place of publication
- Southbank, Victoria, Australia
- Year
- 2018 (released 2017)
- Extent
- xxvii, 532 pages; colour illustrations, maps and colour portraits; 28 cm
- Print ISBN
- 9780170386517
- Additional ISBN
- 9780170401364
- National Library of Australia
- Bib ID 7332335
- Michael's contribution
- IMC Profile — Michael Abdel, The Sphere Agency; plus educational interviews and practitioner case studies.
6th Asia-Pacific edition
- Title
- Integrated Marketing Communications
- Edition
- 6th Asia-Pacific edition
- Publisher
- Cengage
- Year
- 2021
- ISBN
- 9780170443005
- National Library of Australia
- Bib ID 8557423
- Michael's contribution
- Sphere Agency material across all four parts; carried forward by Cengage from the Asia-Pacific series record.
The IMC Profile
The edition contains a section headed “IMC Profile: Michael Abdel, The Sphere Agency”. It identifies Michael by name and photograph, names The Sphere Agency, gives his title as Founder and Executive Creative Director, and records his Deakin University degrees and marketing major, his background in music and entertainment, and the establishment of Sphere.
Educational interviews and case studies
Michael recorded a series of interviews and practitioner case studies for the edition's student and instructor resources, including material on The Sphere Agency's work with Nando's and the Chatime rollout.
University use
The edition was developed for tertiary teaching, and Michael's profile and recorded case studies were produced for use in Australian university marketing courses.
Sources and evidence
- National Library of Australia — 5th Asia-Pacific edition, Bib ID 7332335
- National Library of Australia — 6th Asia-Pacific edition, Bib ID 8557423
- Cengage Asia — 6th Asia-Pacific edition, ISBN 9780170443005
- Cengage Australia — publisher record for the Integrated Marketing Communications series.
Last updated: 17 August 2026