Masters students present brand analysis to Australian marketing authorities

15 Jun 2016

This month UQ Business School postgraduate marketing students were joined by Australian Marketing Institute (AMI) Chief Executive Officer, Lee Tonitto in their Strategic Branding classes.

Lee Tonitto head of AMI, Australia’s peak marketing membership body expressed to Associate Professor Frank Alpert a desire to see firsthand the initiatives marketing students were undertaking throughout their courses.

As a result Ms Tonitto, and AMI Queensland Committee President Demetri Hughes, had the opportunity to witness student team project presentations and participate in an interactive Q&A sessions with students after each presentation. 

“The students demonstrated real world expertise in using Keller’s Customer Based Brand Equity model. The presentations used data driven customer insights and produced creative solutions to address iconic brand challenges,” Ms Tonitto said.

The presentations were for a brand audit project, in which teams of Master of Business students in Strategic Marketing (MKTG7502) analyse a real brand of their choice, and present recommendations for the brand.

“It shows that student work in our program can be both academically rigorous and industry relevant when the same student presentations receive praise from both practitioners and academics,” Associate Professor Frank Alpert said.