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’ 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’ work which came up with strong findings focused on search engine optimisation and rivals’ websites. The students’ 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.
