Students gain 'useful learning' from brand management project
C&C Group has sponsored the Department of Marketing’s Brand Management class for the past few years allowing students to apply knowledge learned from the Brand Management class to real life – by working on one of their brands. In previous years, students have worked on Tennents, Heverlee, Orchard Pig, and this year it was Drygate.
C&C Group provide the brand for students to work on with an assignment brief supplied by the Department of Marketing. Students then apply knowledge gained from the lectures and sessions delivered to present and propose a brand plan to help the brand move forward. All submissions are then reviewed and graded by the academic team and the top 10 are sent to C&C Group to review and identify the top five submissions. The five selected students then present to the business at their Wellpark Brewery main office.
The top five students were: Christopher Clark, Marcin Mamczura, Jordan Robertson, Corrie Richardson and Leon Hannah, with Christopher’s presentation and plan being awarded overall best brand plan winner.
Thomas McAlinden, of the Department of Marketing and who teaches the Brand Management class, said, “I am delighted that C&C Group have allowed students from the Brand Management class the opportunity to work on a real-life brand and apply knowledge gained. The Department of Marketing places great emphasis on being a place of ‘useful learning’ and the engagement with C&C Group has allowed for this to happen which has helped students develop various skills that will benefit them post-graduation.”
Christopher said, “This was an excellent opportunity to apply what we’ve learned in a practical, useful way. Presentations are something that I’ve struggled with in terms of confidence. Making the presentation something that is not grade-dependent, but a chance to develop experience really helped alleviate some of this stress. This opportunity gave me a chance to prove to myself that I can excel in this area, which I can now take with me into my career. I know how to stay calm under the pressure and get my points across now and that’s invaluable to me.”
Hazel Alexander, senior brand manager at C&C Group said, “The programme has once again been a fantastic opportunity for C&C to work in collaboration with a local university.
“Bringing the real-world Drygate Brewing Co. case study to the Strathclyde module has given the students a hands-on chance to sharpen their marketing nous, by considering and presenting an approach to realise current business opportunities, underpinned by desk analysis and research within the retail and hospitality industry itself, in Glasgow and further afield.
“The overall quality of responses to our case study was exceptional, and I look forward to seeing the emerging marketing talent flourish in their post-graduation journeys in the coming years.”
Published: 28 March 2023
