Westminster students gain hands-on marketing experience on Tower of London trip

First-year Marketing students from the School of Management and Marketing participated in an away day at the Tower of London. The trip encouraged collaborative learning and professional development and offered students the opportunity to engage with London's cultural and business heritage outside the traditional classroom setting.

The away day began with a short historical overview of the Tower of London which provided students with insights into the landmark's legacy as a symbol of British history and culture.

Throughout the day, students engaged in a series of marketing tasks designed to stimulate creative thinking and strategic planning. Working in groups, students were challenged to develop innovative approaches to build awareness of the Tower of London and attract more visitors from different target audiences. Each group selected a specific task that required them to apply their marketing knowledge and propose strategies to raise the Tower's profile.

The day's tasks included developing outline marketing plans, creating promotional campaigns and designing viral social media strategies. Students identified target markets, crafted messages and selected appropriate channels to attract both UK residents and international visitors. The varied tasks encouraged students to think critically about audience engagement, brand positioning and the unique appeal of the Tower as both a historical and contemporary attraction.

About the away day, Dr Donna Mai, Assistant Head of the School of Management and Marketing, said: "This event exemplifies our commitment to active and authentic learning by immersing students in the London is Our Campus experience. It was fantastic to see course leaders, year leaders and students facilitating a variety of inclusive and engaging activities, fostering community-building, teamwork and networking opportunities among peers and faculty alike. I was impressed by how students worked together, confidently communicated their ideas and delivered interesting presentations. As one of the course leaders noted, they truly are the future marketing leaders."

Students also expressed their enthusiasm for the experience and noted the benefits of engaging with both academics and fellow students. Undergraduate students María, Defne and Dominik commented: "The Tower of London activity was a very insightful and well organised event which not only taught us a lot about British history but also provided us with valuable team building activities. We shared the experience with more students from other courses and compared our different ideas. Working in teams was really pleasant, we made new friends and had a very supportive teacher who helped us brainstorm and piece together our ideas into a high quality polished conceptual presentation."

The away day event and the work of the School of Management and Marketing contributes to the United Nations Sustainable Development Goals (SDGs) 4: Quality Education, 8: Decent Work and Economic Growth and 17: Partnerships for the Goals. 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.

Find out more about studying Marketing at the University of Westminster.

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