Swinburne University tackles digital transformation – inks major martech deal with Adobe

Pippa Chambers
By Pippa Chambers | 20 March 2017
Swinburne University

It’s not just brands being disrupted by the rapid industry advancements in digital and marketing, universities too want a slice of the action.

Swinburne University of Technology has inked a deal with the Adobe to transform its own digital offering.

Both the better collection of consumer data, in order to provide more personalised advertising; along with a fine-tuned digital analysis of the customer journey across mobile and desktop, have never been more desired.

The Adobe Marketing Cloud will underpin “Swinburne’s strategic vision to gain a deeper understanding of current and prospective students and alumni”. This means it can design, plan, execute, manage and optimise cross-channel marketing campaigns that “deliver personalised and engaging” customer experiences.

The institute follows in the footsteps of brands such as CommBank, Tourism Australia and HCF, which chose to do away with legacy IT systems and bring in more data-focused and personalised marketing tools.

See here for: Here's how HCF approached digital transformation

The new capabilities will no doubt prove a lucrative option for brands looking to target students at the Melbourne-based university - which was attended by the likes of recent AdNews Hall of Fame winner Warren Brown. 

Brands ready to pounce on martech students 

The digital transformation venture follows news of its “world-first digital studies course”, with Adobe, as part of its marketing and communications degree. Swinburne and Adobe piloted the course in September last year. It teaches students how to use the marketing cloud – which is intended to help them get ahead in marketing roles. Many marketers, even those with decades of experience, are only now starting to dabble in such tools.

National Australia Bank (NAB) is also now working closely with Swinburne, seeking to recruit graduates directly from the University’s digital advertising technology major.

Acting executive general manger NAB digital, Todd Copeland, says: “There is fierce competition in the industry for the best available talent.

“Given our integration of Adobe’s platforms, the design of this major offered by Swinburne aligns to our needs and strengthens the pathway of talent flowing through who are able to really hit the ground running.”

See here for: Tourism Australia pops data cherry with Virgin Australia

A total of 40 students at Swinburne, which is ranked within the top 3% of universities globally, as assessed by the Academic Ranking of World Universities, undertook the course as a major in 2016, with all trained in areas such as digital analytics, search marketing, social media marketing and video marketing.

Swinburne professor and executive dean of the Faculty of Health Arts and Design, Scott Thompson-Whiteside, says: “We are committed to providing our students with a cutting-edge education and preparing them to take leading roles in an ever-evolving workforce.”

Just last month The Marketing Academy revealed which marketers made the cut on its 2017 course. See here who earned a place.

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