Final-year Digital Marketing BA Honours students have participated in a Marketing Clinic session in collaboration with the innovative start-up Closwap, as part of the course’s Digital Marketing Strategy and Planning module. The session was designed to tackle a critical real-world challenge looking at understanding and improving the return on investment (ROI) of marketing activities for a growing business.
For the Marketing Clinic, Closwap, a marketplace platform revolutionising how people trade clothes both online and offline, first presented their current marketing strategies and key activities before the students were tasked with analysing these efforts and proposing actionable solutions to maximise ROI.
The Marketing Clinic Lead and Lecturer Maria Bortnovskaya, said: “The Marketing Clinic initiative is informed by the University’s Being Westminster Strategy and is designed to connect London-based organisations with students. By initiating these connections, we aim to support both the development of our students’ skills and the growth of local businesses, ensuring that students are better prepared for their careers while contributing to the success of the organisations they work with.”
The Marketing Clinic engagement included a detailed briefing from Closwap’s team, outlining their goals, audience insights and marketing challenges. Armed with this information, the students worked in teams to apply their knowledge of marketing analytics, creative strategy development and associated costs.
Among the participating students was Liana Ibrahimi, a final-year Digital Marketing BA Honours student, who shared: “I was thrilled to meet the Chief Marketing Officer of Closwap, Maria Remy, and hear their inspiring story of building the brand from the ground up. Closwap has truly distinguished itself in the pre-loved clothing market with its innovative approach. Through her experiences I gained valuable insights and learned a great deal about the challenges and opportunities in this field. I also had the chance to propose a marketing campaign strategy for the brand, which she was pleased to hear about. Overall, I’m incredibly grateful for the creative inspiration and valuable advice I received from such an experienced marketer!”
The Closwap team was impressed by the students’ ability to deliver practical recommendations. Co-Founder and Chief Marketing Officer of Closwap, Maria Remy, said: “At Closwap, we value engaging with students through circularity events on campuses, including the University of Westminster. Collaborating directly with students on our marketing campaign has been an inspiring experience, showcasing the immense talent and potential of the next generation.”
Principal Lecturer Evgeniya Macleod, Director of Teaching, Learning and Quality at Westminster’s School of Management and Marketing, said: “As Director of Teaching, Learning and Quality, I see the Marketing Clinic initiative as a valuable step towards fostering authentic learning experiences for our students. By working directly with real businesses, students gain an inspiring, hands-on experience that allows them to see the immediate impact of their work. This immersive approach not only bridges the gap between academic study and professional practice but also gives students a tangible sense of what it’s like to be a marketing professional before they even graduate. Experience helps students to build their confidence and prepare them for the realities of the industry.”
Dr Dunni Omebere-Iyari, Senior Lecturer in Marketing, Course Leader of Digital Marketing BA Honours and the module leader, added: “Collaborating on a real company's marketing campaign allowed our final-year Digital Marketing students to analyse genuine data, solve real-world challenges and craft original strategies, providing an impactful glimpse into the dynamic marketing industry.”
This Marketing Clinic directly contributes to the United Nations Sustainable Development Goals (SDG) 4: Quality Education and 8: Decent Work and Economic Growth. Since 2019, the University of Westminster has used the SDGs holistically to frame strategic decisions to help students and colleagues fulfil their potential and contribute to a more sustainable, equitable and healthier society.
Explore Marketing courses available at the University of Westminster.
Related articles
