Students at Westminster Business School have taken part in the University’s Consumer Insights module, where they undertook employability-led learning and engaged with industry professionals to give them work-based experiences to prepare them for their future careers.
The module, led by Marketing and Management lecturer Maria Bortnovskaya, offers students the chance to work alongside external businesses and gain practical knowledge. This year, under the supervision of the teaching team, six external businesses collaborated with over 150 students from three courses including Digital Marketing BA Honours, International Marketing BA Honours and Marketing Communications BA Honours.
During the module, students worked in small groups alongside business professionals on a live project. Each team was matched with a client from one of the six UK-based businesses. They were tasked to produce a report about changes in consumer behaviour due to the cost-of-living crisis, with a focus on the industry in which their client operates. As part of the research, students were expected to design recommendations for businesses on how to address these changes through marketing activities. Key milestones of engagement with clients included presenting their briefs, answering questions in class and pitching the results of their research to business representatives.
Dr Richard Berry, the Head of the School of Management and Marketing at Westminster Business School, shared his thoughts about the initiative: “Through engagement with the industry, we provide students with authentic structured opportunities for learning. They are designed, monitored and evaluated in partnership with employers, which allows students to address current workplace needs. By actively embedding a variety of initiatives into the undergraduate and postgraduate curriculum at our School, we support students in enhancing their employability skills as part of their studies, and in engaging with the latest practices in the industry.”
Maria Bortnovskaya added: “This opportunity allows students to explore the real-life challenges marketing practitioners face, develop critical and analytical thinking and apply insights to design efficient marketing activities. As well as that, our students benefit from enhancing their CVs, making industry contacts and expanding their network.”
The module is supported by Westminster Enterprise Network (WeNetwork), the University’s entrepreneurial network that brings together students and recent graduates with industry to develop their entrepreneurial skills, engage in self-employment work and create businesses. The team helps connect students with the world of work to solve real-world problems and widen participation in entrepreneurship, enterprise opportunities and education.
Professor Paul Dwyer, from the WeNetwork team, said: “The Consumer Insights module is a fantastic example of the way Westminster works to embed authentic, work-based learning in our courses. Students across our undergraduate marketing courses get the chance to work on projects for great companies and organisations, engaging with the real-world challenges they face, researching and analysing data and then presenting actionable recommendations.
“At WeNetwork we’re keen to support brilliant academics like Maria Bortnovskaya so that Westminster students graduate with the industry experience our employer advisors tell us is crucial in getting that first graduate job.”
Among the students that were involved was Rebekka Justus, a second-year Digital Marketing BA Honours student. About the module she said: “Working with a real client has been an invaluable experience. This practical exposure has not only deepened my understanding of marketing concepts but has also allowed me to apply theoretical knowledge in real-world scenarios. Engaging with a real client has provided a unique perspective, enhancing my problem-solving skills and fostering a sense of responsibility in delivering results. Overall, this opportunity has been instrumental in bridging the gap between academic learning and practical application, preparing me for the challenges of the professional marketing landscape. I would most definitely recommend this and do it myself again.”
Another student who was involved was Liana Ibrahimi, a second-year Digital Marketing BA Honours student, who said: “I found the client pitch project to be an exhilarating and enlightening experience. Engaging with real-life scenarios was particularly enjoyable and valuable, as this allowed me to present in front of a business client, pitching informative solutions and generating recommendations to help better their company. This experience not only provided me with insights into the business world but also equipped me with practical skills and knowledge that will be beneficial in my future endeavours."
To find out more about how Westminster can help your career or business, email the WeNetwork team or sign up for their newsletter.
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