ECU marketing students work directly with Indigenous businesses.
Edith Cowan University marketing students are gaining real-world experience and making a tangible impact through hands-on collaboration with Indigenous entrepreneurs.
As part of the School of Business and Law's Retail Marketing unit, students work directly with Indigenous businesses to develop marketing strategies, pitch campaign ideas, and build Shopify websites, applying classroom knowledge to real business challenges.
Guided by Indigenous colleagues, in particular Bek Dougan, External Relationships Coordinator at Kurongkurl Katitjin and Deputy Vice-Chancellor (Students, Equity and Indigenous) Professor Braden Hill, the program is grounded in reciprocity and community-based learning.
Marketing Lecturer and Unit Coordinator, Melissa Fong-Emmerson, says it is important for marketing education to shift to better reflect the diversity of the world we live and work in.
"Being job-ready today means being culturally competent. Employers aren't just looking for technical skills, they want graduates who can navigate diverse workplaces and engage with communities respectfully and effectively," she said.
"This includes meaningful engagement with First Nations knowledges, particularly in disciplines like business and marketing that have traditionally centred Western perspectives."
The unit begins with a cultural briefing delivered by an Aboriginal facilitator so that students understand that cultural competence is built through listening, reflection, and relationships.
Over several weeks, they combined this understanding with marketing discipline and technical skills.
The program has already opened doors for students, with several being offered paid employment because of their efforts.
Most recently, ECU student Kelly Pieterse was invited by Arron Yarran (Warrajirri-Yarra), a prominent Nyiyaparli-Nyoongar artist to revamp MaOchre's website, anIndigenous owned and operated art gallery.
"It has been such an amazing experience connecting with MaOchre through the Retail Marketing unit. Being able to work with MaOchre and gain some real-life work experience, as well as learning about Indigenous culture, has been an incredible opportunity," said Kelly.
It is not just the students who are benefiting from the experience – Indigenous entrepreneurs are gaining valuable input into the marketing of their businesses, with new ideas, marketing strategy and campaigns to drive growth.
One entrepreneur reflected on their experience collaborating with students.
"This experience has reinforced the immense value of collaboration and diverse perspectives," they said
"Engaging with the students taught me the importance of remaining open to fresh ideas, embracing innovation, and leveraging the power of collective creativity to drive business growth. The current teaching approach aims to create an authentic learning experience by acknowledging and integrating Indigenous perspectives, histories, and cultures. It's a positive step toward inclusivity and diversity in education."
Melissa, who has already co-authored a peer-reviewed study on the unit, says watching its ripple effects on both her students and the Indigenous entrepreneurs they partner with, has been "nothing short of energising."
"It is inspiring to see students think critically about whose stories they uplift and whose voices they amplify. Just as powerful is watching them truly listen, engaging with diverse perspectives that challenge dominant narratives, with humility, respect and a willingness to learn" she explains.
"By learning directly from Indigenous entrepreneurs through a strengths-based approach, they're not just adding to their marketing skills; they're deepening their cultural awareness and recognising their power to help build a more inclusive future."
