This academic year, the Customer Behaviour in a Digital Environment (BMAN75311) and Customer Behaviour and Insights (BMAN74921) module in the MSc Digital Marketing and MSc Marketing programme are collaborating with the Manchester Museum, providing students with a unique opportunity to apply academic learning to real-world practice. Acting as marketing consultants, students are working on a live project aimed at enhancing audience engagement and community outreach for the museum, with a particular focus on strengthening connections with the South Asian, Chinese, and African galleries.

The Journey: From Insights to Actionable Recommendations

The project was designed in two phases to simulate professional consultancy work:

1. Group Analysis and Presentations
   In the initial phase, student groups analysed the museum’s target audience, identified segment gaps, and evaluated existing engagement strategies. These findings were presented to the museum’s marketing team in the iconic Kanaris Theatre, emulating a professional consultancy pitch.

1. Individual Reports
   Following this, students submitted individual reports that provided well-justified, actionable recommendations to improve audience engagement and outreach strategies.

Students were equipped with resources such as visitor survey results and web analytics and encouraged to enhance their research through secondary data from social media and industry sources.

The Grand Finale: Client Presentations

The culmination of the project took place on 11th December, 2024, when the shortlisted groups had the incredible opportunity to deliver their final presentations to the Manchester Museum marketing team. The panel included Connor Murphy, Head of Marketing Communication, and Ciaron Wilkinson, Head of External Relations.

The presentations were a testament to the students’ hard work and dedication. They impressed the museum team with their creativity, professionalism, and well-thought-out recommendations, addressing real-world marketing challenges with actionable insights. It was fantastic to witness their academic efforts come to life in such a practical and impactful way. To recognise their achievements, an awards ceremony followed the presentations, celebrating excellence in the following categories: Best Overall Presentation; Best Audience Insights; and Most Creative Ideas.

These accolades highlighted the students’ ability to merge theory with practice, develop innovative solutions, and present their findings in a professional setting.

Bridging Academic Excellence with Real-World Practice 

The Manchester Museum project integrates key employability skills by exposing students to real-world business challenges. Through group collaboration, data analysis, and the delivery of professional-grade solutions, students develop critical skills such as teamwork, problem-solving, and effective communication. To further support the project, Connor Murphy, the museum’s Head of Marketing Communication, delivered a guest lecture to outline the project background and address students’ questions, enhancing their understanding of industry expectations. This collaboration not only builds students’ confidence but also facilitates networking opportunities and provides tangible achievements to include on their CVs. Working with a prestigious institution like the Manchester Museum equips students with practical, transferable skills that strengthen their readiness for future careers.

Voices of Impact 

Students have responded very positively to this project, highlighting its unique ability to bridge academic theory with practical experience. Many valued the opportunity to tackle a real-world challenge with a prestigious institution like the Manchester Museum, describing it as both “rewarding and eye-opening.” The chance to present their findings to the museum’s marketing team next week is expected to be particularly impactful, with students anticipating that it will boost their confidence, provide invaluable insights into industry expectations, and help them further develop practical, transferable skills such as teamwork, data analysis, and professional communication. Some have already shared that this experience is enhancing their CVs and providing tangible achievements to showcase on professional platforms like LinkedIn.

The Manchester Museum team also shared their thoughts on the project. Connor Murphy, Head of Marketing Communication, expressed, ‘We were incredibly impressed by the students’ professionalism and the depth of their recommendations. It’s inspiring to see such creativity and practical insights addressing real-world challenges.’ Connor also featured this collaboration on his own LinkedIn.

Ciaron Wilkinson, Head of External Relations, added, ‘The students showcased not only their academic strengths but also their ability to think critically and deliver solutions that could truly make a difference for the museum. Their work has set a high benchmark for future collaborations.’

Challenges in Managing the Project

While the project offers immense value, it also presents challenges in management. Students often have ongoing questions for the museum team, but due to the large number of participants, it is not feasible to facilitate direct communication between students and the clients. To address this, a streamlined process was established where students’ queries were collected, reviewed, and shared with the museum in batches, ensuring efficient communication without overwhelming the client.

Another challenge faced during the project was students’ demand for additional data from the museum, such as foot traffic statistics, visitor demographics, and engagement metrics beyond what was provided. While these requests demonstrated students’ enthusiasm and their desire to produce more detailed analyses, it was not always feasible for the museum to accommodate such data needs within the project timeline. To address this, students were encouraged to utilize publicly available data sources and apply creative problem-solving to work within the constraints, fostering adaptability and resourcefulness.

Although there are challenges, and it takes time and effort to manage and maintain the project, the impact on student learning and employability is highly rewarding. This collaboration is an example of how academia and industry can unite to create transformative learning experiences. If you’d like to learn more or share feedback, feel free to contact me at: zhiteng.feng@manchester.ac.uk.

Dr Zhiteng Feng, Lecturer in Marketing, Alliance Manchester Business School  

Connect with Zhiteng on LinkedIn

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