51Âþ»­

An innovative way of completing a 51Âþ»­ Leicester (51Âþ»­) master’s degree - by working as a consultant with local businesses instead of writing a dissertation - is helping students find the best way into the jobs market.

Dr David Gordon, an Associate Professor at 51Âþ»­’s Leicester Castle Business School, sets his MSc marketing students the tasks.

MERKETING degree - main

Master's grad Em (left) with Highcross events partner Daisy Stapley-Bunten 

The students then write a marketing report, based on their experiences of the placement, explaining how they have helped a business move forward.

Dr Gordon, who formed the module after bringing a number of decades in industry into an academic setting, says he chooses local businesses as a way for the city centre-based university to give back to the community.

He says local firms love the process as it means they get different views from different students as to how to add value and find out who their future customers are.

MERKETING degree - David Gordon

Dr David Gordon has an innovative way of teaching his master's degree 

And it works for the students too.

Emily Codd, who earned a distinction in her MSc Strategic and Digital Marketing master’s degree in 2022, is now working in the marketing department for Leicester’s Highcross shopping centre.

Emily’s degree project saw her working with Mecca Bingo to see how to encourage younger people into the firm.

She said: “I’ve always had a passion for retail and hospitality and this project seemed the perfect opportunity to align my passions with a live client project.

“I was able to delve deep into the struggles of entertainment and hospitality venues and find unique ways to appeal to a younger and broader demographic, looking at event opportunities and how to leverage technology such as Meta.

 “This research project - as well as my 51Âþ»­ Champions 3-month internship - provided me with real-life skills that I was able to talk about in interviews with potential employers.

“It provided me with the opportunity to use what I had learnt in lectures and seminars and apply it to real business cases.

“I was able to demonstrate what I had learnt in a way that wasn’t based on classroom learning but in fact from dealing with a business local to Leicester.

“I gained real-life experience and knowledge. I was able to use the theories from the classroom and actually apply them, providing me with the opportunity to speak to businesses and offer a fresh perspective.”

Emily placed non-confidential details of her consultancy work in her CV and on Linked In so companies could see exactly how she had applied her knowledge in a commercial way.

Dr Gordon said: “A practical project gives students the chance to do something in a consultancy role with local businesses.

“Importantly, it also shows prospective employers how the students have applied their knowledge in a commercial setting, rather than just remembering theory.

“I choose local businesses as a bit of give-back from 51Âþ»­ to the business community.

“So, we have had students working as consultants with the likes of JCB, software company Electronic Arts, Leicestershire County Cricket Club, The FA and Mecca Bingo, in addition to a whole spectrum of creative and marketing agencies.

“It is enriching the student learning experience by giving them a real time role which is aligned with them getting the vital knowledge they need to get into industry.

“The businesses love it because, in some cases, they are taking on a number of students, all with different views and perspectives about finding a way forward.”

Emily added: “If you are looking for a course that gives you real life skills and provides you an opportunity to meet with clients and businesses, then this is the course for you.

“It’s great getting a degree and a master’s but what really sets you apart from other candidates is that real life experience which a live client research project gives you.”

In addition to the project’s research, analysis and recommendations, students go through a series of preparatory classes, including extensive employability coaching on how to utilize their project in annual contract value (ACV) and on LinkedIn, and how to articulate this in interviews.

Dr Gordon welcomes proposals and submissions from businesses that need this type of ‘reverse engineering’ consultancy, at zero cost. He cannot guarantee every proposal is executed but if organizations want to discuss their needs further, they should contact dgordon@dmu.ac.uk