Swinburne University of Technology: Marketing students gain valuable industry insights with CPM

CPM has partnered with Swinburne University of Technology to offer rich industry-based learning opportunities to Masters students studying Services Marketing and Customer Management.

Part of the CPM International Group, CPM Australia is a leading sales and marketing provider of outsourced sales services, training solutions, and retail marketing services.

Group Managing Director at CPM, Andrew Potter is proud of the role the company will now take in shaping marketing’s future workforce.

“I’m delighted to partner with Swinburne because I believe tertiary education must involve building connections with industry to create graduates who are ready for the world of work.”

“We’re excited by what this partnership will bring, both for CPM and for Swinburne, laying an excellent foundation for the new cohort of retail and services marketers who will lead the way forward,” said Mr Potter.

Enhancing students’ degrees
Partnering with CPM will enrich the unit’s industry-informed curriculum design and learning experiences offered to students, by implementing innovative industry thinking and practices.

Convenor and Lecturer of the unit, Associate Professor Carla Ferraro facilitated the partnership through a long-standing association between CPM and the Customer Experience & Insight (CXI) Research Group. She says being exposed to CPM’s service and relationship-led business model that emphasises the important role of customer management is a valuable insight for students as they embark on their careers.

“During the subject, students will be exposed to experiences that will prepare them to thrive in the ever-changing and transforming services marketing field, and gain access to industry leaders and projects,” said Associate Professor Ferraro.

Students will have the opportunity to undertake practical challenges and assessments where they solve real-world business problems, such as service blueprinting and customer experience design, and present their insights in-house.

“Marketing and customer management are highly applied and dynamic disciplines, making alignment with industry practice critical,” Associate Professor Ferraro said.

CPM will also contribute to the teaching and learning program with industry-leading guest speakers and case studies, as well as provide students with the opportunity to attend industry events.

Giving back to industry
Mr Potter said that while it is important for students to be learning these crucial industry skills, CPM in turn will receive enormous value from engaging with students’ fresh ideas.

“It is great to work with the students and have the opportunity to enrich their university experience through providing real-world knowledge and practical learning opportunities. It’s also beneficial for us to draw upon their unique skills and fresh thinking to help us address future challenges and opportunities within the industry.”

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