Partnering with industry through Industry Fellowships
The School of Business Industry Fellowship initiative provides academic staff with a short period of leave to allow them the opportunity to work closely with industry partners in support of curriculum innovation and student employability so that business education is aligned with business practice.
Research shows that academics spending time in industry settings can have powerful benefits for curriculum and teaching. An example of this is showcased below.
Industry Fellowship: Omnichannel Marketing
Project Lead: Dr Neeru Sharma
This industry fellowship aimed to develop an authentic curriculum for a new subject MKTG 3020 Omnichannel marketing, launched in July 2022. Omnichannel is a new concept, and there was a scarcity of learning resources to fit the purpose of the subject. The fellowship involved collaborating with Australian organisations pioneering in implementing omnichannel— Commonwealth Bank, DHL Express, Tquila ANZ Salesforce. The collaboration developed insights into what has driven omnichannel development, and how this is managed by these organisations. The collaboration addressed the following questions:
How do they meet customer experience expectations, and to what extent does the omnichannel contribute to customer engagement and customer relationship development?
How does the company align the organisation's strategy with the omnichannel approach?
How does technology and organisational structure help to deliver value to customers?
Learning resources developed from this collaboration have contributed to an up-to-date knowledge of omnichannel marketing by highlighting how omnichannel marketing concepts are reflected in industry practice. Students use the knowledge in completing learning activities, e.g., problem scenarios requiring analysis and recommendation of appropriate strategies/solutions, enabling them to acquire knowledge of omnichannel marketing strategies helpful in real-life business settings.
Our School of Business appreciates the support from our industry partners and look forward to developing our fruitful collaborations to support our students’ career preparedness.
