Transcript Everything you always wanted to know about developing an industry

‘Everything you always
wanted to know about
developing an
industry-relevant
academic module…but
were afraid to ask!’
Mike Pretious
First Steps
 Initial contact with Glasgow
marketing communications agency
DADA
 Explanation of ‘The Student
Project’ competition
 Discussion with academic subjectgroup colleagues
Next Steps
 Commitment to take part in ‘The
Student Project’ 2009
 Perceived need to embed participation
into a formal module
 Consideration of where to fit the
module into existing programmes
 Discussion at subject and School level
of module requirements
The Student Project Brief
 Achieving as many registrations as
possible on a ‘Scottish Sun’ student
website
 Developing two promotional
campaigns appropriate to the
‘Scottish Sun’
The ‘Marketing Consultancy
Project’ module
 Synthesizing the elements of ‘The
Student Project’ with Level 4 learning
outcomes
 Development of an appropriate
assessment regime
 Linking a ‘practical’ industry brief with
academic requirements
Module Assessment
 Group response to consultancy brief
following participation in the
competition (two sets of PowerPoint
slides)
 Individual report reflecting on team
working, the consultancy process and
the academic principles relevant to
the practical project
Student Engagement
 Two QMU groups competed in the
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competition: ‘SunStroke’ and ‘Off the Record’
Extraordinarily positive response to the brief
Both groups far exceeded expectations in
terms of the ‘sign-up’ element of the
competition
Both groups developed highly creative
promotional ideas
Both groups were invited to the final judging
event in Glasgow…
A team of Queen Margaret University
students is jetting off to New York City
after scooping a top marketing prize.
The winning team beat three other
finalists. Part of their prize will be to visit
a high profile news corporation in NYC, as
well as have a work placement
opportunity at News International’s
offices in Glasgow.
Joanne Steel, assistant brand manager at
News International, said: “‘Off the
Record’ presented a highly creative
campaign and hopefully this taste of the
marketing industry has inspired them and
we have helped to motivate tomorrow’s
marketing minds.”
Student Feedback
“I wanted to thank you for this opportunity.
Without this module I am sure that I would
still not be 100% sure if marketing was for
me. This is a fantastic module for all
marketing students as it provides great
insight into a real life situation…the
experience gained outweighs any benefit of
sitting another academic module in 4th
year. 4th year students need a taste of
reality, which this module definitely gives.”
Concluding Comments
 Huge amount of work both in terms of
preparation and teaching
 Achieved the aim of producing an
innovative industry-relevant module
 Significant positive outcomes for the
students, the university and personally