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Brand loyalty

Picture of Claire DoughtyStudying at UniSA was so rewarding that when Claire Doughty wanted to get a postgraduate qualification, she was more than happy to come back again. So it is no surprise to Doughty that UniSA has been given the seal of approval in a recent audit by the Australian Universities Quality Agency.

Doughty is a marketing assistant for Hardy Wine Company and completed her undergraduate degree in Professional Writing and Communications seven years ago.

“I loved my studies the first time around because I always felt I was learning something and there was a real commitment from our tutors and lecturers to our success as students,“ Doughty said.

After graduation Doughty's career moved into a completely different field and she worked in retail in SA before moving interstate and then travelling overseas. She returned to SA to take up an administrative role with Hardy Wine Company but her not so secret passion was to move into marketing and communications.

“I asked my employers just what it would take to move into a marketing role and they were quite clear that a postgraduate qualification in wine marketing would give me the edge.“

Doughty is now completing her graduate diploma in wine marketing at UniSA, which she is undertaking both on campus and online.

“I have really enjoyed the flexibility of being able to study some of the program online – in fact without that option I don't think I would be able to tackle the degree and work full time,“ she said.

“But engaging with the course on campus is when I feel that the University really excels. There is a real commitment to being available for students. You can talk through ideas and concepts with lecturers and their level of support is terrific.

“From my understanding of brands and how important they are in an organisation I can say the UniSA brand and image is really consistent with my experience of studying there.

“Experience. The difference underlines that the study you are involved in is relevant.

“As a working student the University encourages me to use my work situation to focus my studies, so that I can directly apply my academic work to my job.

“And it has been great to have that external measure of the study I am undertaking – the course materials and study topics are really credible in the workplace.“

Doughty said UniSA at both undergraduate and post graduate level made important connections for students between the theoretical and the applied.

“The wine marketing program is just so well targeted to the industry I am really pleased I took on the extra study.

Hooked on the potential of the SA wine industry, Doughty is now keen to move on to a brand management role at Hardys. But her last word about UniSA is that it's an institution that keeps its brand promise.