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Students pitch creative business solutions at Abertay University

19 August 2013

Twenty students from DHBW Karlsruhe pitched proposals for a marketing campaign for the Strathpeffer Village Initiative last Friday (16th August) as part of a short Retail Marketing course at the University of Abertay Dundee.

Working in teams, the students were challenged to create a strategy which would improve the customer experience and online and offline dwell time of visitors to the area.

Strathpeffer Village Initiative set the brief for the students, who presented their ideas exactly as if they were a company pitching for a commercial contract.

Dr Jason Turner, the project leader from Abertay University’s , said: “Giving students the opportunity to work with peers from very different courses, all facing real commercial pressures, is an incredibly tough challenge – but one which is very exhilarating as they put all their studies to practical use.

“The students have already learned the tools to plan a marketing strategy, and putting them in front of the client helps them to understand the pressures of real-life commercial environments in a safe, enjoyable way.

“Some of the campaigns which have been created are of an excellent, professional standard. We’re all hoping some of the ideas can be put to use influencing the future direction of the initiative.”

Specific tasks the students faced included proposing justified and budgeted recommendations for online and offline activities, targeted towards a specified audience over a 12 month period.

Margaret Scott from Strathpeffer Village Initiative said: “This project has been a good opportunity to look at the village with fresh eyes. It has been a pleasure working with Dr Turner and his team of students and I hope we will be able to implement some of their innovative proposals and suggestions.”

The Strathpeffer Village Initiative near Inverness is a community-run project with the aim of improving the local area and encouraging visitors to the location.

The area has a number of attractions which cover nature, heritage and shopping and include the railway restoration project, Castle Leod, the Highland Museum of Childhood and woodland walks. It is also located near other areas of tourist importance such as Loch Ness.

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