AIB “Revolutionises” Its Marketing Program Amid Claims Unis Are Teaching “50-Year-Old Curriculums”

AIB “Revolutionises” Its Marketing Program Amid Claims Unis Are Teaching “50-Year-Old Curriculums”
B&T Magazine
By B&T Magazine
SHARE
THIS



Traditional university marketing degrees are too often failing to teach students practical concepts that reflect the marketing world of the 21st Century, argues MBA provider, Australian Institute of Business (AIB).

The organisation argues that traditional degrees still focuss on outdated theories such as the marketing P’s developed in the 1960s: Product, Price, Place, and Promotion.

The AIB plans to revolutionise its marketing program by throwing away traditional marketing textbooks and, with them, the concepts which are no longer relevant to contemporary marketing and business practice. AIB students will learn the latest in customer experience and digital marketing while developing vital skills to manage marketing initiatives in the current business landscape.

Some of the theories still being taught by universities are almost 60 years old. It begs the question: if students of medicine and science aren’t taught such aged material, why are universities still teaching our future marketing experts these decade-old theories, especially when there is new research constantly being undertaken?

With social media, content streaming, and the creation and consumption of digital content at its peak, AIB recognises that with the online purchase behaviours of consumers, the digital age has revolutionised marketing, and students need to be taught as such.

AIB associate professor Karen Miller said, “Businesses’ need for marketing is still essential, but where that marketing is most effective has changed a lot. Everything in marketing textbooks, even 2019 editions, focuses on the lead up to a purchase and stops there, focusing purely on the notion of marketing being an exchange. But with the digital age, it has grown and evolved to be much more complex than that.”

AIB’s new MBA marketing curriculum takes into consideration the impact the digital world has on how marketing is delivered by including new subjects such as customer experience management, new product design, digital marketing and digital business start-up.

Dr Miller believed changing educator’s mindsets will allow the expansive and modern marketing curriculum, and students, to thrive.

“Teachers are often doing what has always been done, not adapting or changing curriculum to reflect industry practice, the digital age, and the whole marketing package. It’s not as simple as it sounds though, and that’s because marketing textbooks date so quickly. It certainly presents the opportunity for us to develop our own digital textbooks to teach with, in addition to the leading industry journals which AIB currently takes cues from,” continued Dr Miller.

Moving from Queensland to Adelaide to work at AIB, Dr Miller praised the private business school’s commitment as a higher education provider to deliver practical outcomes. “We want to be relevant, practical, and lead the way in preparing our students for the industry,” Dr Miller concluded.

Please login with linkedin to comment

Associate Professor Karen Miller Australian Institute of Business

Latest News

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]

How To Align A Marketing Strategy With Customers’ Shifting Perspectives
  • Opinion

How To Align A Marketing Strategy With Customers’ Shifting Perspectives

In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]

Opinion

by B&T Magazine

B&T Magazine
Woolies’ Retail Media Business Cartology Announces New Appointments
  • Advertising

Woolies’ Retail Media Business Cartology Announces New Appointments

Cartology, the retail media business of Woolworths Group, has further expanded its team with Martin Wood (pictured below) been promoted to head of strategic partnerships and Matt Gower (main photo) has joined the business as senior manager of research and insights. Wood will lead a new team dedicated to servicing the retail media business’s largest […]

Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union
  • Media

Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union

CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]

GoDaddy Wins Gold As Official Partner For Australian Olympic Team
  • Technology

GoDaddy Wins Gold As Official Partner For Australian Olympic Team

GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games.  GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]

Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program
  • Marketing

Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program

MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.

Woman hand using mobile phone and laptop, Worldwide connection technology interface.
  • Technology

DoubleVerify’s Custom Contextual Targeting Launches On The Trade Desk

DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]

Seven Reveals Revenues Up 45% In Q4
  • Media

Seven Reveals Revenues Up 45% In Q4

Seven West Media releases Q4 update. Yet, no mention of Ben Roberts-Smith or James Warburton's gold-plated toilet seat.

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
  • Marketing

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills

Swinburne University of Technology has launched a series of  Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]

PayPal Partners With Welcome To Country
  • Marketing
  • Media

PayPal Partners With Welcome To Country

PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]