Marketing students create a Digital Strategy for Venture North

Nineteen student teams participating in the postgraduate 'Customer-led eMarketing' course were given the opportunity to work together with Venture North, a destination management organisation for Caithness and Sutherland. The students were tasked with developing digital strategies for the organisation and, from the nineteen student teams taking part, one team was selected as the overall winner.

The student team judged to have put together the winning strategy comprised of: Karl Nieto, Archie Tzu Chieh Lo, Pallavi Dutta and Mansi Meshram.

Of the winning presentation, Venture North commented, "Overall, this presentation provided a lot of clear and actionable insights on how to improve in the future. It started off with a positive and confident introduction and demonstrated a good understanding of our brief. It provided excellent suggestions, nice analysis and a brilliant sample content calendar. The action plan was fantastic and the presentation finished off with a really strong conclusion." 

The postgraduate marketing students have won vouchers to Dunrobin Castle and Gardens, an opportunity to 'venture north' in person and visit the Caithness and Sutherland area.

Rachel Paterson, Tourism Development Co-ordinator at Venture North, said, "I'd like to thank all the students so much for their hard work and the time they spent on this project for us. I was hugely impressed with the final presentations and felt that they all grasped very clearly the aims and objectives of what we were looking for and where we needed support to help deliver this.

"I loved that each group had their own unique ideas and suggestions on how we could go about delivering a better digital performance for our region and these are all going to be incredibly helpful for us in the future. 

"Each presentation had so much information included that I know it will take me several viewings to fully appreciate all of the research and analysis but I look forward to sharing the results with the rest of my team and working to implement this into our digital strategy over the next 6 months.

Course coordinator Sissi Lehto commented, "I was delighted to see the hard work and dedication our students put into these presentations.  Additionally, it was a real pleasure to collaborate with Venture North for this project. Huge thanks to Rachel at Venture North for the opportunity and her fantastic input." 

Published: 4 October 2023

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