Swinburne and Adobe partnership transforms digital technology curriculum

Swinburne University of Technology has announced a world-first strategic partnership with Adobe, a leader in creative and marketing solutions.

As part of the partnership, Swinburne will roll out Adobe Marketing Cloud, the most comprehensive set of digital marketing solutions, to spearhead Swinburne’s digital transformation. Swinburne will also broaden the breadth of its digital advertising technology major and minor curriculum to incorporate the Adobe Marketing Cloud platform.

Adobe Marketing Cloud, will underpin Swinburne’s strategic vision to gain a deeper understanding of current and prospective students, and alumni. 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.

Reacting to a digital skills shortage

In Australia, digital skills shortages are increasingly impacting the workforce. 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 whilst directly addressing the digital skills gap.

Employing workers with digital skills is needed across a diverse range of sectors and professions. National Australia Bank (NAB), 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 EGM 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.”

Digital advertising expands

The program, 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.”

A significant step forward

The partnership represents a significant step for Adobe in digital education. Adobe 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,” said Tony Katsabaris, Adobe APAC Senior Director of Public Sector and Education.

“A major of this calibre that promotes digital skills development is truly paramount. We look forward to working with Swinburne to redefine the digital curriculum that will benefit both students and employers. In parallel, we are delighted to partner with Swinburne to help create exceptional experiences for its customers and students across all touchpoints.”

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