CQU students are turning written theories into really effective marketing projects for Rockhampton businesses. 

Bachelor of Business students specialising in Marketing are fired up and eager to enter the workforce after finishing an assignment that offered the chance to apply the theory they've gleaned from their studies to a couple of local companies seeking a marketing plan.
Marketing trio (from left) Tara Evans, Angelo Conway and Brittany GowdyThe marketing assignment highlights Central Queensland's University's direction in providing a contextual learning approach.

It produces job-ready graduates by giving them the advantage of having gained experience applying their skills before entering the workforce.

Dr Angela Dobele, a senior lecturer with the Faculty of Business and Informatics, organised the assignment and business tie-in for her subject Promotions Management and was pleased with the students' enthusiasm for the project.

Rather than working with a hypothetical scenario, the students embraced the chance of catching a glimpse of where their studies were leading them.

"I wanted the students to have access to a real-life business scenario and they embraced that chance beyond my expectations," Dr Dobele said.

They treated the assignment as they would a genuine job; interviewing, researching the market and its competitors, considering name changes, logos, the target market and a promotional plan, while taking into account the practical aspect of keeping within a budget and staying in tune with the proprietor's expectations. 

Tracey Sorensen

Students Brittany Gowdy, Angelo Conway and Tara Evans looked into the potential opportunities of a local balustrading business, liaising with Luke Pickering of Keppel Bay Fasteners, with the view that their prognosis may be implemented within the year.

Tara felt great satisfaction doing something that will be applied in the workplace, and expects to be taking on similar jobs when she takes up a consulting or marketing position locally or in Brisbane.

Interested in working in music marketing in Brisbane in the long term and taking up further studies in graphic design, Angelo found the project gave him the chance to develop skills rather than just understanding the theory and "it should prove to be an advantage when job hunting", he says.

Brittany, who's hoping to gain a graduate position with Queensland Government Department of State Development, Trade and Innovation, was enthusiastic about the project saying, "It makes me feel more confident going into the workforce now that I've put the theory into practice, besides also doing something that will benefit a business."

Fellow student Tracey Sorensen, a partner in promising local business specialising in TV commercials, video productions, corporate events, press advertising and jingles, ‘Mad Adz Productions', turned her attention to her own business, now celebrating its first year of business and preparing to expand its market base.

Tracey discovered it was a real ‘eye opener' scrutinising the business opportunities for this assignment.  "It highlighted some things we had done wrong and others that we haven't even thought about," Tracey admits.

Already implementing Tracey's advice, they headed off to QREX (Queensland Resources Expo) in late May which proved to be an excellent networking experience, and they're working on developing a website now, wading through copyright and privacy issues. 

"There are some very creative, qualified and dedicated young people in CQ just waiting for a chance to break into an industry that doesn't usually offer a great deal of opportunity locally.  All our staff has either graduated from CQU or are currently studying locally. That's great for the region," says Bryce Millar, a partner in Mad Adz Productions.

With such a satisfying outcome for the students and the businesses involved, this project highlights the advantages of establishing industry links with the regional community and creating familiarity with university services and graduate skills.