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The organisation argues that traditional degrees still focuss on outdated theories such as the marketing P’s developed in the 1960s: Product, Price, Place, and Promotion.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.
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]