Postgraduate Marketing students immersed in industry at Residential Study Week

As part of their Postgraduate Marketing studies, our students had the opportunity to take part in a transformative experiential learning experience during an exciting Residential Week, which ran from 27 February to 3 March 2023 at our campus in Dubai.

The rigorous academic programme was designed to add real-world value to the students’ Master’s Postgraduate education by immersing them in a four-day applied learning experience. During the week, they explored the intersection of theoretical concepts and practical application by engaging with practitioners from diverse and fast-paced industries.

We had the honour of hosting an exceptional line-up of speakers from leading brands across various industries, each with a rich background and invaluable business experience from around the globe. Their presence was a true inspiration and a testament to the endless possibilities that await those who strive for greatness. Prestigious speakers included:

• Anja Petrovski, Director Marketing & PR at global vehicle manufacturer Volkswagen Middle East
• Ben Lees, Senior Creative Director at UAE property development giant DAMAC Properties
• Katerina Papatryfon, Co-Founder and Chief Marketing Officer of children’s nutrition-focused tech and food company Sprout
• Sara Gentile, Global Digital and E-Commerce Director at international luxury fragrance brand Amouage

Our goal was to help the students develop a deeper understanding of the role of marketing within an organisation, while also enhancing their presentation techniques and negotiation, problem solving, and group work skills. 

They had the opportunity to apply practitioner-based thinking to contemporary marketing themes and gain insights into how marketing and non-marketing functions interact in a range of situations.

During the practical element of the programme, students worked in groups of 3-5 and analysed a real organisation. This exciting project challenged them to apply their newly acquired knowledge and think critically and creatively to develop a brand overview of the organisation; identify key priorities, challenges, and opportunities; map out its competition; and explore its target audience and channel distribution.

We encouraged the students to make the most of this opportunity by asking questions, exploring new ideas, and collaborating with their peers. Our aim was to inspire them to achieve their full potential and equip them with the skills and knowledge they need to succeed in their future career.

Thank you to everyone who supported the Residential Week and made it a memorable experience for our students!