Digital Marketing Management MSc students have participated in an engaging Marketing Clinic session in collaboration with Eel-Rides, an innovative sustainable transport business specialising in sustainable transportation through electric vehicles and car-sharing schemes.
As part of the Digital Customer Experience module, students applied theoretical concepts to real-world challenges, gaining hands-on experience in customer journey mapping, digital touchpoints and engagement strategies.
The session began with Eel-Rides’ team outlining their business model, target audience and current digital engagement practices. With this information, students worked collaboratively to analyse various elements of the customer journey, focusing on optimising digital touchpoints such as websites, mobile apps and social media platforms. The students were tasked with evaluating the company’s existing digital customer experience and proposing strategies to boost satisfaction and loyalty.
Dr Richard Berry, Head of the School of Management and Marketing at Westminster Business School, said: “The Marketing Clinic represents the essence of our teaching —providing students with opportunities to engage directly with industry challenges. Such collaborations enable them to apply obtained knowledge in practical settings, equipping our students with the skills needed to lead in a changing digital marketing landscape.”
The Marketing Clinic Lead and Lecturer Maria Bortnovskaya said: “The idea behind this project was to create a platform where businesses gain valuable marketing insights while students receive practical, hands-on experience. The tasks assigned during the Marketing Clinic are directly linked to their module assessments, which gives additional opportunities for formative feedback to enhance their overall learning experience.”
As one of the outcomes of the Marketing Clinic session, the business also offered internship opportunities to two of the students involved.
Digital Marketing Management MSc student Sofia Williams, who participated in the Marketing Clinic sessions, said: “The Marketing Clinic was a great opportunity to hone our skills by gaining insights about the specific challenges of a business and being able to get creative in our approaches to solving them.”
Another Digital Marketing Management MSc student Katherine Vlamis said: “Marketing Clinic sessions have been an incredible opportunity to pitch real-world marketing strategies to businesses, build networks and apply knowledge beyond a hypothetical setting. They have definitely enhanced my collaboration, creative problem-solving, presentation and quick-thinking skills, which has already opened up new doors; the client has also offered me an internship opportunity, and I am already pursuing it, so I am extremely grateful for how practical, impactful and invaluable these clinics have been for my post-graduate career.”
Impressed by the students’ strategic creativity, the Founder and CEO of Eel Rides Wellington Chiwara said: “Participating in the Marketing Clinic was a rewarding experience. Collaborating with students from the University of Westminster allowed us at Eel Rides to benefit from their fresh ideas and innovative perspectives, while also demonstrating the value of bridging academic learning with real-world business challenges.”
Senior Lecturer in Digital Marketing, Digital Marketing Management MSc Course Leader and Module Leader Dr Brenda Patil said: “The Marketing Clinic fostered an effective collaboration between students and the business client by providing a hands-on learning environment that bridged theory and practice. The client’s insights into their business needs and industry trends enriched the learning process, while student recommendations offered fresh perspectives and innovative solutions. This synergy not only deepened students’ practical knowledge but also delivered valuable, actionable outcomes for the business client.”
This event directly contributed to the United Nations Sustainable Development Goal (SDG) 4: Quality Education. 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.
Learn more about Marketing courses at the University of Westminster.
Related articles
