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Business students given insight into award-winning digital marketing

UNIVERSITY NEWS LAST UPDATED : 19 FEBRUARY 2013

Students from Birmingham City Business School (BCBS) will be given the opportunity to quiz digital marketers from two national companies, who will be sharing their professional experience from their own real-life campaigns.

The lecture will include talks from award winning Warwickshire PR agency Prova and one of the UK’s leading used vehicle networks Motors.co.uk. The talk, for students undertaking the Digital Marketing module, will take place on Wednesday 20 February 2013.

Sarah Lingard, marketing and research executive at Motors.co.uk, will be talking about how the brand uses its social media channels to engage with the thousands of UK residents looking to buy a used car, as well as the importance of integrating the PR and marketing mix. She will be presenting a case study around their successful ‘Most Deserving’ campaign, the brand’s initiative to reward deserving members of the community.

Sarah said: “During 2012 we grew our Facebook fans by 316 per cent and our Twitter followers by 186 per cent. In addition, we generated more than 2.4 million views on YouTube and more than 15,000 people entered the various competitions we ran through social media.

“One of the most significant parts of our strategy is the conscious move over the past 12 months to entertain our followers with humorous and engaging content, in an effort to generate loyalty on one hand and sharing of content on the other.”

Aimee Postle, Account Director at Prova, will be talking the students through the agency’s award-winning campaign for Triumph Motorcycles. This successful campaign featured comedian and bike fan Ross Noble undertaking a motorbike tour of Britain, guided by his followers on Twitter.

Charlotte Carey, Senior Lecturer in Creative Industries Marketing at Birmingham City University, said: “We’re always delighted to welcome industry visitors to talk to our students about how the theory we teach translates into the real world. It’s a real privilege to hear from Motors.co.uk about how they manage their online marketing strategy and social media channels.

“Likewise, we really value the added depth which our guest speakers are able to bring to the digital marketing module and we’re grateful to local agency Prova for continuing to support the university’s various media, marketing and communications courses.”

Birmingham City Business School is a leading practice-based business school with a strong focus on leadership. The school regularly attracts high profile speakers, such as explorer Sir Ranulph Fiennes, former-Tesco boss Sir Terry Leahy and BSkyB head Jeremy Darroch. For more information on how to get involved please email business.school@bcu.ac.uk

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