It's quicker by tram
BSc Marketing students helped the Scarborough tramway rethink pricing strategy.
As part of the module Marketing in Context, three groups visited the facilities at the beginning of term. Working outside the classroom, the students analysed consumer data and mined social media feedback, to prepare a presentation for the company.
Neil Purshouse, owner of Central Tramway Company Scarborough, responded to the presentation, stating: "We were very impressed with the clear understanding of our business, the grasp of the pricing issue and the recommendations made.
"The recommendations were practical, the thinking behind them understandable and most importantly, able to be implemented.
"This was exactly what we wanted. Their work will not sit on a shelf."
Marketing in Context is a final year optional module involving group work on live case studies. The student groups work as consultancies with the help of the two module leaders. It provides a chance for students to reflect on their theoretical knowledge of marketing and to apply it to real-life problems.