Curtin marketing students are learning how to apply their classroom learning to real industry through a course unit that gives them greater insight and ability to stay ahead when they enter today\u2019s fast-paced, marketing world.<\/p>\n
Aptly named Strategic Marketing, this advanced, third-year unit enables students to meet with Perth-based clients and devise tailored, strategic marketing plans for their businesses. Real clients change every semester, but students have previously worked with Hungry Mart, Climate Clever, Virtual Guest, Enkel and New Earth Living.<\/p>\n
In second semester 2017, some students worked with Airflite, a Western Australian based provider of aircraft, component maintenance, products and services.<\/p>\n
\u201cIt is crucial for students to have industry exposure, as there is only so much a textbook can teach,\u201d says unit coordinator Dr Michael Baird. \u201cThis is what sets Curtin\u2019s business degrees apart from many other universities: the fact that we have such good industry connections that allow students to meet clients from the industry and get out of the classroom and, in many cases, into the boardroom.<\/p>\n
\u201cSome students think they can go and work for Apple or Coca-Cola straight out of university; using clients such as Airflite opens their minds to other organisations and industries.\u201d<\/p>\n
The students set marketing objectives for Airflite and then developed strategies for the company to achieve these objectives across a three to five-year period.<\/p>\n
\u201cStrategic Marketing teaches students to think long term when dealing with marketing,\u201d says Dr Baird. \u201cIn today\u2019s fast-paced world, with a lot of marketing based around social media, strategies can often get lost, and a company trying to succeed without clear objectives and strategies will rarely survive long-term.\u201d<\/p>\n
Student Chi Nguyen says it was a challenge to research and develop a marketing plan for such a niche industry, but it meant the group could be more creative with their strategies.<\/p>\n
\u201cWe devised a marketing strategy that aimed to increase overall sales within the domestic spare parts industry, and also develop and maintain sustainable customer service solutions to retain and satisfy Airflite customers,\u201d explains Nguyen.<\/p>\n
Nguyen, along with two other students, presented their strategy to Kris Constantinides, the General Manager of Airflite, at the company\u2019s Perth Airport office.<\/p>\n
\u201cThe experience in itself was one to remember,\u201d says Jake Branley on presenting to Constantinides.<\/p>\n
\u201cIt isn\u2019t often you get to practice a marketing pitch in a real-world environment. Sure, it was nerve-racking at first, but once you looked out across Perth Airport from the comfort of the boardroom table, the nerves quickly turned into excitement to perform a good pitch.\u201d<\/p>\n
\u201cDealing with real clients teaches students to be prepared by doing their background research, being professional and knowing the importance of networking,\u201d says Dr Baird. \u201cReal clients often offer feedback to prepare students even further for their transition into industry.\u201d<\/p>\n
After the presentation, the students were taken on a private tour of Airflite\u2019s facilities including its offices, hangars, spare parts workshop, and a private aircraft.<\/p>\n","protected":false},"excerpt":{"rendered":"
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