02 June 2022

Abertay students partner with US college on a project for Heineken

The students worked together to develop marketing campaigns for the Heineken brand

Students at Abertay University have collaborated with an American partner college to create a digital marketing campaign for Heineken’s line of non-alcoholic beers and ciders.

The third-year Marketing and Business Management students worked with students from Kirkwood Community College, Iowa, on a campaign that aims to promote responsible drinking and position the Heineken brand as the number-one consumer choice for non-alcoholic beverages.

Throughout the semester students from both institutions have been working together on the project and presented their marketing campaigns at an online showcase event on Tuesday 31 May 2022. Heineken’s Digital Capability and Transformation Manager, Jim MacGregor, who has been working with Abertay for nine years on similar projects, selected a winner and two runner ups from the student presentations.

Jim said:

“The quality of the submissions we received was truly outstanding. There are clearly some talented minds at both Abertay and Kirkwood College and it was a pleasure to review such impressive pieces of work. The future is certainly bright for these students.”

Jacob Portchmouth was part of the team who won the competition for their #NeverMissAMoment campaign. Jacob said:

"Working on the Heineken project has been a fantastic opportunity to build upon and apply the skills that I have learned through my degree at Abertay. It has also enabled me to go into my forth year with additional skills that will massively aid my personal development."

The project took place within the Marketing Communications and Design module, led by Dr Andreea Oniga. Dr Andreea Oniga, who is also Programme Leader for undergraduate marketing programmes, said:

“Employability and industry partnerships are a key focus in our marketing programmes and this project is an excellent opportunity for our students to gain CV-building experience and get valuable feedback from a real-world client. We have been running the project for a few years now and the quality of the student work has been outstanding, showcasing the continued success of our international collaboration with Kirkwood and Heineken.”

Dr Kathy-Ann Fletcher, a lecturer in Abertay’s School of Business, Law and Sociology and producer of the event said:  

“Working with a brand as successful and renowned as Heineken is an enriching experience that teaches students skills that they can take into their future careers. After two years of showcasing the work online due to the pandemic, we hope that the Kirkwood students will be able to join us in person for next year’s event.”

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