Home Strategy Adobe partners with Swinburne Uni on digital transformation

Adobe partners with Swinburne Uni on digital transformation

Victoria’s Swinburne University of Technology is partnering with Adobe to roll out Adobe’s marketing cloud solutions to spearhead the university’s digital transformation programme.

Swinburne says it will also broaden the breadth of its digital advertising technology major and minor curriculum to incorporate the Adobe marketing cloud platform.

Adobe says its marketing cloud solution will underpin Swinburne’s strategic vision to gain a deeper understanding of current and prospective students, and alumni.

The company says that by harnessing the power of Adobe marketing cloud, including platform integrations with Adobe creative cloud, Swinburne can effectively design, plan, execute, manage and optimise cross-channel marketing campaigns that deliver personalised and engaging customer experiences.

Adobe also says that in Australia, digital skills shortages are increasingly affecting the workforce, and an estimated 100,000 ICT workers will be in demand over the next five years, yet the number of graduates with ICT qualifications has declined significantly since the early 2000s.

As part of a “world-first” educational partnership with Adobe, Swinburne’s digital advertising technology major and minor, which can be undertaken as part of a Bachelor of Business, Arts or Media and Communications, will incorporate the Adobe marketing cloud platform. This includes training materials and accredited teaching practices, allowing students to immerse themselves in digital technology while directly addressing the digital skills gap.

Employing workers with digital skills is needed across a diverse range of sectors and professions and National Australia Bank, which implements a number of key Adobe programs, is also working closely with Swinburne, seeking to recruit graduates directly from the University’s digital advertising technology major.

Acting executive general manager NAB Digital, Todd Copeland, said: “There is fierce competition in the industry for the best available talent. Given our integration of Adobe’s platforms, the design of this major offered by Swinburne aligns to our needs and strengthens the pathway of talent flowing through who are able to really hit the ground running.”

Adobe says the programme, which was first piloted in Semester 1 2016 has fast become a popular track for Swinburne, with 40 students undertaking the major in 2016.

Students enrolled in the major are trained to undertake study in areas including digital analytics, search marketing, social media marketing and video marketing.

“Swinburne is excited to pave the way in the teaching of digital technologies through our partnership with Adobe,” Swinburne’s Professor Scott Thompson-Whiteside, executive dean of the Faculty of Health Arts and Design says.

“We are committed to providing our students with a cutting-edge education and preparing them to take leading roles in an ever evolving workforce. Working with Adobe will help us achieve these goals and give our students the digital skills and confidence to succeed.”

Tony Katsabaris, Adobe APAC senior director of Public Sector and Education, says the partnership represents a significant step for Adobe in digital education, and the company actively works with universities, governments and other stakeholders to adequately address the skills needs of today’s students.

 “At Adobe, we understand the importance that digital technologies can play in enhancing long-term employability or equipping students for participation in digital economy,” Katsabaris said.

“A major of this calibre that promotes digital skills development is truly paramount.”


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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).