Few businesses could say they were prepared for the technological revolution. Many were ill-equipped in dealing with the meteoric growth of e-commerce giants like Amazon and AliBaba this past decade, or the massive shift to cashless payments and the replacement of traditional advertising channels by social media.
Technology, and its rapid production of something newer, faster and better, is forcing businesses to change. To thrive is to be flexible and quick to adapt. This applies to all business sectors, but more acutely so when it comes to marketing.
So how do you become a marketing executive, fearless of taking on the next new, unknown challenge? A good place to start is with a postgraduate course from Australia’s La Trobe University.
There are many reasons why students all over the world come to this young university; teaching is excellent. It is ranked as one of the top 1.2 percent of universities worldwide, and employers speak highly of its graduates.
The same accolades and more apply to the La Trobe Business School and its postgraduate courses in marketing. As the only digital-first, AACSB-accredited business school, its Master of Marketing and Master of Digital Marketing and Communications are designed to give you the complete toolkit to lead the digital change and make you irreplaceable in tomorrow’s business environment.
To do so, the Business School employs a comprehensive strategy that includes a forward-looking syllabus, an emphasis on developing the whole individual, and a wide range of programs to make students career ready.
On the Master of Digital Marketing and Communications, Professor of Marketing, Simon Pervan, said: “‘The Master of Digital Marketing and Communications will equip our postgraduates as leaders in digital. From reaching customers online and leveraging digital channels, to data visualisation, crisis management, and corporate communication, they will cover all aspects of digital marketing communication.
“Applied projects ensure they leave with the future-ready skills sought after by employers – and for their own business success.”
The curriculum for the Master of Marketing covers a broad range of skills and knowledge. Perfect for recent graduates or experienced professionals, it teaches about behaviour and decision making, brand strategy, advertising, contemporary analytical platforms and product management. Technical know-how isn’t the only thing being taught here – equally emphasised are skills in communication, data analysis, problem solving, critical thinking, social media marketing, ethical decision making and negotiation.
The Master of Digital Marketing and Communication shares a common first year with the Master of Marketing. After that, it dives deeper into cultivating that expertise in digital marketing with electives such as strategic political communication, communication strategy, customer relationship management and social media practice and journalism.
Imparting these expertise are teachers with industry experience who use a diverse range of teaching methods, including real-world case studies, expert guest speakers and the rich experiences and views of a diverse student cohort.
But all this wouldn’t amount to much if students don’t get to apply them to real-world settings. This forms the basis for La Trobe’s commitment to providing a career-ready advantage for students. That means each La Trobe learner is encouraged to take part in a wide variety of practical experiences, from industry placements, to internships, to mentoring and masterclasses in career management skills.
Giving students such a head start pays off when it comes to producing graduates ready to take on the next big challenge in marketing. In the latest Employer Satisfaction Survey (ESS), Australian employers rated La Trobe graduates second among Victorian universities and eighth nationally for overall satisfaction. The ESS is the largest survey of its kind, reporting the views of over 4,000 direct supervisors regarding their perception of recent graduates from Australian higher education institutions.
More than 90 percent of participating employers felt La Trobe students displayed the ability to adapt, apply skills and work independently – 2.9 percent above the university national average. It also ranked above the national average in collaborative skills (0.8 per cent above) and technical skills (1.6 per cent above).
Acting Vice-Chancellor, Professor Kerri-Lee Krause, said the latest ESS results reflect La Trobe’s priority focus of preparing its students for the world of work:
“These results can be directly linked to our focused efforts to empower our students to develop the skills and capabilities that employers are looking for. Now more than ever it’s crucial our students are able to adapt and thrive in an increasingly complex and shifting work environment.
“Thanks to our unique initiatives, including our Career Ready program launched last year, our students are standing out in the workplace for their adaptability, and other critical skills.”