Belfast Telegraph

In the market for recognising our cutting-edge talent

Dr Mary Boyd, the course director B.Sc (Hons) Marketing at Ulster Business School (UBS), talks about the Belfast Telegraph Business Awards and marketing conditions

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 UBS to sponsor the category of Excellence in Marketing.

Many local companies sponsor the UBS Annual Marketing Excellence Awards, presented to students on the course, and it gives us great pleasure to be involved with marketing excellence at industry level. This is a two-way process from which all benefit - 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 attracts and retains customers and creates profit.

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

The ability of marketing to influence consumer behaviour in an environment of price warfare and recession has never been so important.

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

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.

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

We as a faculty help companies market themselves through consultancy projects, the SME Centre for 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 93% 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. UBS 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. 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 your firm at the cutting edge of marketing innovation in Northern Ireland.

Belfast Telegraph Business Awards

Closing date for entries: Thursday February 28 2013

Link: Click here to print your entry form for the Belfast Telegraph Business Awards 2013

Event: Wednesday April 17 – Culloden Hotel

Tickets: £100+vat or Table of 10 £900 + Vat

Email: or Tel JPR 02890760066