SESSION OVERVIEW
This session explores how the Australian College of Physical Education (ACPE) has leveraged partnerships as a strategic tool to connect education, industry and employability. Drawing on the successful collaboration between ACPE and adidas Australia, Bernadette Mackinnon, Chief Marketing and Customer Officer, will share how institutions can move beyond traditional sponsorship models to develop partnerships that place students at the centre.
Attendees will gain insights into how industry partnerships can enhance student engagement, create authentic work-integrated learning opportunities, strengthen brand positioning and provide pathways to employment. The session will also explore the role of cross-functional collaboration in delivering partnership outcomes that benefit students, industry partners and educational institutions alike.
Session Outcomes:
- How to design partnerships that create tangible value for students, not just organisational visibility.
- Strategies for aligning brand, customer experience and industry engagement to strengthen student outcomes.
- Lessons learned from developing and activating the ACPE and adidas Australia partnership.
- Practical approaches to building industry connections that support employability, professional networks and real-world learning experiences.
- How partnership success can be measured through student engagement, experience and graduate opportunities.
PRESENTER
Bernadette Mackinnon is a seasoned marketing and customer experience leader with extensive experience in the higher education sector, specialising in student recruitment, brand strategy and organisational growth. As Chief Marketing and
Customer Officer at the Australian College of Physical Education (ACPE), she leads the institution’s marketing, customer experience, student recruitment and partnership strategies, with a strong focus on enhancing the student journey from first enquiry through to graduation and beyond.
Passionate about connecting brands, audiences and meaningful experiences, Bernadette is helping position ACPE as a leading specialist higher education provider through innovative partnerships and industry engagement initiatives. A key example is ACPE’s partnership with adidas Australia, which places students at the centre of the collaboration. Beyond apparel, the partnership creates opportunities for industry integration, work-integrated learning, professional networking and student engagement activations, helping bridge the gap between education and employment.
Established in 1917, ACPE is Australia’s leading specialist higher education provider in sport, health, dance and physical education. Based in Sydney Olympic Park, ACPE delivers industry-focused undergraduate and postgraduate degrees across disciplines including Sport Business, Sport Management, Sports Coaching, Health Science, Physical Education, Dance and Community Health. Through a strong emphasis on practical learning, industry placements and close partnerships with leading organisations, ACPE equips students with the skills, confidence and professional networks needed to thrive in their chosen careers.
As a presenter, Bernadette shares insights into the power of strategic partnerships, brand-led student engagement and the role industry collaboration plays in creating exceptional educational experiences and graduate outcomes.