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Students pitch creative business solutions at Abertay University

15 August 2014

Students from DHBW Karlsruhe in Germany pitched proposals for a marketing campaign at Abertay University today (Friday 15 August) as part of a short Retail Marketing course.

Working in teams, the 32 students were challenged to create a strategy which would improve the retail experience of customers and enhance profitability.

Pharos Parcel 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 in groups, 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 – which include market research, visual merchandising and branding – to plan a marketing strategy, and putting them in front of the client helps them to understand the pressures of real-life commercial environments.

“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 which would be commercially viable for the offline activities, targeted towards a specified audience over a 12-month period and able to be rolled out to other cities across Scotland.

Fiona McLellan, Director of Pharos Parcel, said: “This project has been a great opportunity to look at our proposal to open up one-stop parcel shops as a viable alternative to queuing in the Post Office.

“It has been a pleasure working with Dr Turner and his team of students and we are hoping to be able to implement some of their innovative proposals and suggestions.”

Pharos Parcel is an online courier company, established in June 2008, which offers small businesses, online retailers, eBay traders and individuals the opportunity to ship parcels at a discounted price using the world’s largest carriers within the UK and all over the world.

To date all business activity has been online, achieving double digit growth year-on-year, and the company is currently looking to expand its offline, retail store business.


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