RMIT Online launches new course in partnership with top brands to lift lid on brand experience
In a bid to revitalise the marketing industry, RMIT Online has partnered with some of Australia’s most iconic brands and disruptors, including advertising agency Thinkerbell, online fashion and sports retailer, THE ICONIC, Vegemite and furniture and lifestyle brand Koala, to launch a new short course in Brand Experience.
The new offering aims to break down brand homogenisation and encourage brand differentiation, and addresses a surging industry demand for brand managers, which is expected to grow at a rate of 22 percent over the next five years.
Helen Souness, CEO at RMIT Online, said that the new offering will help all levels of an organisation pitch strategies impacting their brand experience, as well as create a brand promise that resonates with their customers: “Brand strategy is at the heart of the most successful leading businesses, and we are proud to be working with such iconic partners to introduce our newest offering Brand Experience.
“There is often a divide between customer experience and brand, and this course tells you that you don’t have to be one or the other, you can be both.
“The marketing landscape is changing rapidly and our portfolio reflects this, now covering a breadth of marketing areas, including emerging technologies, MarTech, analytics, channel marketing and brand experience. As consumer marketing continually evolves, brand ambassadors will need to continually refresh their skills and keep up with emerging trends.”
Adam Ferrier, consumer psychologist and founder of Thinkerbell said that the partnership signifies the growing importance of Brand Experience in the consumer marketing space: “Understanding the entire brand experience is at the centre of good marketing. There are many distractions in today’s complex world for people to focus on, but understanding and delivering a unified brand experience to the customer is the best way to build value into any business.
“Brand experience is understanding the brand in its entirety, and ensuring all parts of the business are delivering on the same organising idea. Branding as a concept is largely misunderstood and relegated into the world of design and communications – but at its core it should drive everything the business does. This course shows people how to do that.”
Students enrolled in the Brand Experience program will gain an understanding of how to create a unique brand promise and then actually deliver that promise through every customer experience driven by every team member throughout their organisation.
The short course costs $990 and will run for six weeks. Graduates will be fully credentialed by RMIT University. The first intake begins in October, 2020. Find out more about RMIT Online at online.rmit.edu.au.
Adam Ferrier is Thinkerbell’s true genius.
Get on this course kids. You’ll see why Thinkerbell is such an outstanding agency and you’ll learn a lot .
Love this initiative.
Question: Ferrier is the sole owner of Independent agency Thinkerbell, yes?
Far from it:
Anything that helps education in our industry is a step forward, especially when Brand Experience was very popular in marketing theory and practice in the early 2000’s and has underpinned the rise and rise of brands over the last 20 years like Apple, Deus, NIKE and others. Making this just another lost fundamental of the basics.
This is a genuine question. What actually is brand experience? I get brand strategy. I get customer experience. I’ve seen the Venn diagram type thing to explain BX, and yet I left more confused than I entered. Can someone please define BX for me and link a case study?
People in Ad world making up shitty acronyms to justify their beyond obvious approach to making bog standard ADS. Please pull your heads out of your asses.
Hi – sincere question a) how old are you? Im guessing over 50? and b) have you ever worked on the client side, or in a marketing agency or brand consultancy? Anywhere that’s not an ad agency that shows you all the other bits of marketing? I’m guessing not.
There was a time when this type of rubbish was all part of ‘on the job’ training and mentorship. Now students will be paying for ‘ad theory’, likely minus the real work experience – which is where it matters. BX is hardly a thing. All well-crafted comms should innately contain elements of this silly new buzz title. The comms world would be a far better place, for employees (and, go help us all, consumers), if you focused industry education on strategy and ideation. Period. Just another road block in creating awesome shit.
This is a good initiative, but…………….
The best way for anyone to learn about marketing/advertising is by working in a marketing/advertising business.
Rather than promote the value of 3 year marketing/advertising degrees, Fed/State Govts., would be better to provide financial and professional support of industry ‘working apprenticeships’.
Our industry is 90% experience, 10% formal education at best.
So, whilst this is initiative is to be lauded, it’s also fair to suggest, that like so much that’s taught in marketing/advertising tertiary courses, it’s something that young, hopefuls could just as easily be taught in a few sessions after work.