Marketing Works is a central part of the programme for all MSc degrees in the Department of Marketing. In this compulsory module, supervised by Marketing academics, students work in groups on real-life project put forward by various types of business. Direct collaboration between students and external partners provides students with a useful learning experience and offers the partners a great opportunity to acquire, process, and implement the customised knowledge they require in their strategic business development.
CASE STUDY: Developing a marketing communications strategy for a UK SME
A small company in the business of fitting and servicing boilers for domestic, industrial and institutional clients was the subject of one of the Marketing Works鈥� projects. Within their marketplace, they have a strong reputation. However, the client felt that they were not especially visible and they were too reliant on word of mouth. They wanted a refreshed and proactive marketing communications strategy.
Students, supervised by marketing academic Andrew Paddison, worked closely with the client and engaged in a period of research including data collection and analysis. They then developed a comprehensive marketing communication strategy for the client.
The business was delighted with the insights they had gained from the students鈥� work which came up with strong findings focused on search engine optimisation and rivals鈥� websites. The students鈥� recommendations were all traceable back to the findings, making them transparent for the client.
Impressed by the project, the client recruited a marketing assistant to implement the recommendations.
