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DIT Students excel in Vodafone Digital Marketing Challenge

Posted: 16 February, 2016

The Vodafone Digital Marketing challenge, now in its third year, has given 160 students the opportunity to work with a Global brand to a company-designed brief and to present their strategy to the Vodafone marketing team.

Mary Lawlor, Lecturer in Marketing Management in the DIT School of Marketing, who delivers the module and has been involved in managing the project, says “160 second year undergraduate marketing students work in teams of 5 and are given a brief by industry partner, Vodafone. This brings a spirit of a healthy competition among the students and a very valuable engagement with industry where they quickly apply concepts to practice

The marketing brief entailed addressing a key marketing challenge that Vodafone is facing in its own marketing planning process - to increase sales in the Millenial target market.

Students worked in teams of four on an acquisition campaign. The project duration was 12 weeks in semester one. Students were required to quickly grasp and immediately apply digital marketing concepts to the marketing brief.

Having reviewed submissions from 40 teams, Vodafone management selected four finalists to present their digital marketing strategies to a marketing panel of 15 at Vodafone Head office. Vodafone management were impressed by the confidence the students displayed, especially when answering the panel’s tough questions.  They also commented on the high standard of presentations that included clear strategies, innovative and varied ideas and clear metrics to support the proposals.

A director from the Vodafone marketing team remarked “It is great seeing see the new talent coming up, I am  amazed they are only second years such was the quality of both their presentation and content”.

The students were taken on a tour of Vodafone to learn about different Business Units and the they were also introduced to Vodafone New Ways of Working and the Vodafone Graduate programme.