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FOR IMMEDIATE RELEASEStudents Map Market Strategy for Being Australian
SYDNEY: 20 October 2005  Over 100 third-year students at Macquarie University this week submitted for academic credit detailed marketing plans focussed on Being Australian.
Students enrolled in BBA313 Marketing Management - Effectiveness and Efficiency (Spring 2005) analysed Being Australian from an enterprise and product perspective.
Combining marketing theory and their own consumer instincts, they assessed the company's strengths, weaknesses, opportunities and threats and offered detailed strategies for meeting financial targets, building brand awareness and stimulating public involvement in the project.
Eighteen teams of up to six students delivered over 300 pages of analyses and recommendations.
Being Australian founder, Doug Kirkpatrick, initially met with the students in August 2005 to explain the venture and supply data relating to company activities and market climate. During the semester he answered students' questions through Macquarie University's course website.
"The entire experience was fantastic for us. The students really helped us think through our core business and key messages. We're very impressed by their recommendations and feel lucky for having been invited to be their marketing challenge."
Reaction from students was also positive.
"As someone who plans to start his own business next year, I have certainly gained valuable and, more importantly, realistic ideas of what I can expect to encounter," says Macquarie University student David Hancock.
Rhani Neville, another student who enrolled in BBA313 says, "I thoroughly enjoyed the assignment and appreciated having a live business to test our ideas rather than a hypothetical business."
The marketing plans represent 20% of course credit for each student. A special page on BeingAustralian.com.au keeps students up to date on how their recommendations are being implemented -- even after they have graduated.
[For background to this story, see MEDIA RELEASE for 15-May 2005, 'Macquarie Uni. taps Being Australian for Marketing Course']
Contact information: Doug Kirkpatrick, Founding Member and Principal, Being Australian Pty Ltd
June Buchanan, Macquarie University E: june.buchanan@mq.edu.au
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