Southern Cross University has joined forces with the Southern Gold Coast Chamber of Commerce to present the 2026 Masterclass Series, offering practical, expert-led insights, to help local businesses navigate today's challenges.
Associate Professor John Haw, Head of the Business Discipline, highlighted the vital role of university-community integration: "This partnership is another excellent example of how Southern Cross University integrates directly with our region – bringing accessible, research-backed strategy straight to the frontlines of local businesses."
Southern Gold Coast Chamber of Commerce President Leanne Cohens said, "Most business owners start out because they have a passion or studied a trade, not an MBA. The reality is that human resources, finance, marketing and strategy are skills you have to build on the job, often when you are already under pressure.
"This series gave our members access to the kind of expert, practical knowledge that would normally cost them thousands, delivered in their own backyard by academics and teaching associates who understand that theory only matters if it can be implemented Monday morning. For our Chamber serving businesses in the Southern Gold Coast, this partnership with SCU has been one of the highlights of 2026."
(L-R) Associate Professor John Haw, Professor Yvonne Brunetto and Southern Gold Coast Chamber of Commerce President Leanne Cohens.
Featuring Southern Cross University academics presenting on topical matters such as retaining talent, financial wellbeing, resilience and brand strategy, the four sessions run on the University's Gold Coast campus from February to July.
Session one
The first session, entitled 'People Power: Building Resilience in the Modern Workplace', was delivered by Professor Yvonne Brunetto, who unpacked practical strategies for attracting and retaining talent, responding to skills shortages and strengthening workforce capability.
"If a business wants to engage and retain engaged employees, it all begins with leadership behaviours. Effective leaders communicate job role expectations, lead by example, train employees to enhance their capabilities and empower them to perform," said Professor Brunetto.
Session two
Senior Lecturer Dr Jennifer Harrison delivered the second session, which explored financial wellbeing, performance metrics, budgeting, and confident decision-making.
"This session was timely, given rising fuel prices, but any time is a good time to start looking for cost savings and implementing cash budgeting."
"In volatile times, financial strain can escalate quickly. Strength comes from visibility and readiness. Identifying problems early and building financial buffers are important resilience skills. If I had to narrow it down to just one action, I'd say create and maintain a 13-week rolling cash flow forecast," said Dr Harrison.
Session three
Session three of the Masterclass Series was led by Dr Shahzad Alvi, Adjunct Senior Lecturer and Teaching Associate. In his presentation, Smart Moves in Tough Times: Strategies for Stability Amid Economic Change, Dr Alvi explored practical strategies that businesses can use to remain resilient during periods of economic uncertainty.
Key themes included gaining greater cost clarity to identify hidden profit leaks, protecting margins through smarter pricing and value-based offerings, maintaining strong cashflow management, and using scenario planning to prepare for multiple possible futures.
Dr Alvi also highlighted the importance of staying close to customers, embracing digitalisation and automation, leveraging AI to improve efficiency and decision-making, and focusing on solving essential customer problems.
"Economic uncertainty creates challenges, but it also creates opportunities for businesses that are prepared to adapt. The organisations that succeed are not always those with the best forecasts, but those with the flexibility to respond quickly and stay focused on delivering real value to their customers. It was a pleasure to share these insights with the Southern Gold Coast Chamber community and engage with such a proactive group of business leaders," said Dr Alvi.
Session four
The last session of the Masterclass Series was led by Teaching Associate Katie O'Rourke. Her presentation, Competing with confidence: tools to protect and grow market share, delivered a blueprint for businesses, focusing on marketing and brand strategy to drive customer trust and differentiation in competitive markets.
A key takeaway was how to navigate the new "messy" sales funnel and changing consumer behaviour through integrated marketing and consistent brand messaging to nurture existing customers while reaching new markets.
"Today, protecting and growing your market share requires both heart and science, and it's an ever-evolving landscape with no one-size-fits-all approach. While that can seem daunting, it offers us more opportunities to connect with our audiences and have a deeper understanding of them. And while the communication channels and tools may change, it is still our marketing strategy, consistent brand messaging, and data that remain central to our relationship with customers," said Katie.
