Belfast Telegraph

Belfast Telegraph Business Awards: Marketing masterclass

The Ulster Business School is looking to the future as they sponsor our Excellence in Marketing award

This week we begin our series of sponsor profiles ahead of the most eagerly awaited event in the business calendar, the 2014 Belfast Telegraph Business Awards in association with British Airways. The award ceremony takes place on March 27 at the Culloden Hotel.

Here the UIster Business School reveals why it has chosen to sponsor the category of Excellence in Marketing.

1. Why have you chosen to sponsor the category of Excellence in Marketing?

As the main provider of specialist undergraduate and postgraduate marketing programmes in Northern Ireland it is very apt for the Ulster Business School to sponsor the category of Excellence in Marketing.

Many local companies sponsor the Ulster Business School Annual Excellence Awards, presented to students on the BSc Marketing course and others, and it gives us great pleasure to be involved with marketing excellence at industry level. This is a two-way process from which everyone benefits. We learn what industry needs from our students, the students get early insights into the real world of industry, and industry gets high calibre marketing talent to help their firms grow and prosper.

2. Can a company succeed today without marketing?

In essence, marketing is the most essential part of any organisation in that it establishes what customers actually need and want, providers need satisfiers, thereby attracting customers and creating profits.

Marketing is the core essence of what a company is all about and customer needs are central to the operation of all organisations.

3. What are the essential components of a successful marketing campaign?

In the current economic climate marketing plays a pivotal role in identifying opportunities that can determine organisational success.

The mission of marketing should be to build a powerful brand image in the customer's mind.

Marketing campaigns need to have strategic focus. An integrated marketing communication approach is essential to any marketing campaign. This needs to be customer orientated, personalised and technology enabled. Organisations need to be sending the right message to the right people at the right time. Increasingly, marketing campaigns are using digital media and the Ulster Business School has now incorporated this into both undergraduate and postgraduate programmes.

4. How does UBS help companies to market themselves appropriately?

We as a faculty help companies market themselves through consultancy projects, the Centre for SME Development, placement opportunities and by producing high calibre marketing graduates that have the unique skills, attributes and abilities that make them valuable assets to their employers.

Marketing graduates from UBS are vocationally prepared to build and develop a professional career in a specialist field. Our graduates are the future of marketing in Northern Ireland.

5. Has UBS seen any trends in student demands for marketing courses?

The BSc (Hons) Marketing degree at Jordanstown is a very popular course and year-on-year there is an increasing number of applications.

The degree attracts ambitious, creative individuals seeking quality careers in marketing. Students are attracted by our student centred approach to teaching and the quality of the programme.

We have achieved 95% student satisfaction in the National Student Survey and have been rated highly amongst the top such courses in the UK over the past four years.

Our students can join the Marketing Society which encourages affiliation and belonging within the BSc Marketing student cohort and allows the students to put their theoretical know-how into practice which in turn increases employability.

The MSc Marketing degree has been in existence for 30 years and it continues to grow and attract high calibre individuals from a wide range of academic and industry backgrounds. The school is committed to the development of the Northern Ireland economy through the applied nature of the courses we offer and our engagement with local business.

6. How does UBS tailor its teaching to equip graduates with skills to cope with the changing state of the economy?

Scholarship and research informed teaching enables us to equip our students with skills in innovation, creativity and entrepreneurship which are highly valued graduate employability skills in the marketing arena. Students are actively encouraged to network and engage with their peers, while lecturers and prospective employers are invited to address the student cohorts on the subject of employability within courses and through extracurricular events, fully supported by the careers and employability unit.

7. Are accolades like the Business Awards and an award for Excellence in Marketing important?

These awards are very important as they recognise innovative marketing practice within small firms and reward exemplars in their field.

The Business Awards can assist and promote in positioning businesses at the cutting edge of marketing innovation in Northern Ireland, in collaboration with the Ulster Business School.

Closing date for Tele awards

The closing date for submissions to the 2014 Belfast Telegraph Business Awards in association with British Airways is 12pm on Thursday, February 13.

For further details visit

A table of 10 is £900+Vat and individual places are £100+Vat. For further information or to book a table contact Sarah Weir (JPR) on 028 9076 0066 or email

 Twitter: @beltel_business and the #beltelawards

A table of 10 is £900+Vat and individual places are £100+Vat. For further information or to book a table contact Sarah Weir (JPR) on 028 9076 0066 or email

Belfast Telegraph