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Curtin business students work on “BIG” project for AirAsia X

Media release

Curtin Business School is collaborating with AirAsia X to develop a real-world marketing campaign for its Australian market. 

The project provides second-year marketing students with the opportunity to create and present a campaign proposal that would potentially provide the platform for AirAsia X to launch its loyalty program, “BIG,” in Australia.

Students enrolled in the Brand Management unit will submit their campaign proposals to a panel of judges, which will include representatives from AirAsia X. 

Professor Ian Phau of Curtin’s School of Marketing said the students involved would gain work experience as marketing consultants through the project and also the opportunity to gain valuable industry exposure.

“The purpose of this joint program with AirAsia X is to allow students the opportunity to work closely with an industry-based client and learn how to tailor a campaign proposal specific to the client’s requirements,” Professor Phau said.

“The team that submits the winning campaign, as judged by the selection panel, will be flown to Kuala Lumpur where they will be able to meet senior executives from AirAsia X.”

Mr Azran Osman-Rani, CEO of AirAsia X, said his team was looking forward to working with Curtin students and seeing the different thoughts and ideas being put forward to promote the BIG loyalty program.

“This collaboration is important for us as it strengthens the links we have with the markets we serve across Asia Pacific and beyond,” Mr Osman-Rani said.

“We’ve seen previously how creative Curtin’s business students are in presenting solutions and operational decisions and are very keen to see their proposals for one of our most important customer programs.

“Personally, I get inspired by this practical interaction with the next generation of global business leaders.”

AirAsia X briefed students about the initiative on 11 March 2013.  Over the next few months, students will work in teams to develop their campaign proposals for the BIG loyalty program. 

The top four teams will present their campaign proposals to the competition’s panel of judges. The winning team, as well as the first and second runners-up, will be announced in June 2013.