At Middlesex University, first-year students in the BA Marketing, Tourism, and Business Management programmes recently transformed academic theory into tangible, professional-grade work. Through a project culminating in an event titled “Celebrating Marketing Talent: Industry Insights & Poster Awards,” students presented their analysis of major brands using the PESTEL framework. This initiative, judged by industry experts from Business Vibes and Guardian News & Media, highlights a core component of the university’s approach to education: bridging classroom learning with real-world application.
The project required students to dissect the external factors influencing large companies, providing a practical exercise in strategic marketing analysis. For aspiring marketers and business professionals, understanding how to apply such frameworks is a critical skill. This article explores the methodology behind the student work, the insights gained from analysing brands like Primark and Ben & Jerry’s, and the broader value of this type of applied learning.
Applying the PESTEL Framework to Real-World Brands
The core of the student project was the PESTEL analysis, a strategic tool used to identify and evaluate the external macro-environmental factors that can impact an organization. The acronym stands for:
- Political: Government policies, political stability, trade regulations, and tax policies.
- Economic: Economic growth, interest rates, inflation, and consumer disposable income.
- Socio-cultural: Demographic trends, cultural norms, lifestyle changes, and consumer attitudes.
- Technological: Innovations, automation, R&D activity, and the rate of technological change.
- Environmental: Ecological factors, climate change, sustainability, and environmental regulations.
- Legal: Laws on competition, employment, health and safety, and product standards.
By applying this framework, students moved beyond simple brand descriptions to conduct a deep-dive analysis. They identified potential marketing challenges and opportunities, then formulated data-driven recommendations. This process mirrors the work of professional marketing strategists, providing students with a valuable portfolio piece that demonstrates their analytical capabilities.
Case Studies in Student Research: Primark and Ben & Jerry’s
The event showcased a diverse range of brand analyses, with two student projects standing out for their depth and insight.
Jeliza Valner’s Analysis of Primark
Business Management student Jeliza Valner, who won the Teaching Team Excellence award, focused her research on Primark, a major fashion retailer with a significant presence in the UK and Ireland. Her project explored how external factors influence the fast-fashion giant’s operations and marketing strategy. For instance, she might have examined how economic pressures (like inflation) affect consumer spending on apparel, or how environmental regulations are pushing the industry toward more sustainable practices. Jeliza’s interest in fashion businesses provided a strong foundation for her research, allowing her to connect theoretical frameworks with a sector she is passionate about.
Elina Fernandez’s Analysis of Ben & Jerry’s
Marketing student Elina Fernandez won the Best Poster (overall impact) award for her analysis of the US ice cream company Ben & Jerry’s. Known for its distinctive brand personality and strong social mission, Ben & Jerry’s presents a unique case study. Elina, a visual learner, was drawn to the brand’s iconic marketing. Her research likely explored how socio-cultural trends, such as growing consumer demand for corporate social responsibility, align with Ben & Jerry’s brand identity. She also noted the challenge of gathering comprehensive information, a common hurdle in market research that teaches students resilience and resourcefulness.
The Value of Applied Learning in Marketing Education
Dr. Shing Wan-Chang, a Senior Lecturer in Marketing at Middlesex University, emphasized the project’s role in developing essential professional skills. “The competition gave students an exciting opportunity to turn their academic learning into real-world marketing practice,” he stated. “By creating professional-quality posters, they developed valuable skills in research, critical thinking, and creativity, competencies highly sought after by employers.”
This approach to education is particularly relevant for students aiming to enter competitive fields like marketing and business management. Employers consistently look for candidates who can not only understand theory but also apply it creatively and practically. Projects that result in tangible outputs—like the posters displayed in the Quad on the Hendon campus—allow students to demonstrate these skills effectively. The ability to translate complex concepts into visually engaging and persuasive presentations is a direct reflection of the communication skills required in the modern workplace.
How to Develop Your Own Brand Analysis Skills
For students and professionals looking to build similar analytical muscles, here are actionable steps inspired by the Middlesex University project:
- Choose a Brand You Know: Start with a company you are familiar with as a consumer. This makes the initial research phase more intuitive.
- Systematically Apply PESTEL: Create a matrix or list for each PESTEL category. Brainstorm at least three external factors for each that could impact the brand.
- Identify Marketing Challenges and Opportunities: For each factor, ask: How does this affect the brand’s marketing? Is it a threat or an opportunity? What should the brand do about it?
- Develop Actionable Recommendations: Move from analysis to strategy. Propose specific marketing actions the brand could take in response to your findings.
- Communicate Your Findings Visually: Practice presenting your analysis in a clear, concise, and visually appealing format. This could be a poster, a slide deck, or an infographic.
By following this process, you can build a portfolio of case studies that showcase your strategic thinking and problem-solving abilities.
Connecting Academic Theory to Career Success
The “Celebrating Marketing Talent” event at Middlesex University is more than just a student showcase; it is a model for how academic institutions can foster employability. By integrating industry judges and focusing on practical outputs, the programme ensures that students are not just learning in a vacuum but are preparing for the demands of the professional world.
For prospective students interested in marketing, tourism, or business management, this project exemplifies the hands-on learning environment offered. It demonstrates a curriculum that values creativity, critical analysis, and the ability to communicate complex ideas effectively.
If you are considering a career in marketing or business and want to develop these in-demand skills, exploring the relevant undergraduate programmes is a logical next step. You can learn more about the specific courses and how they incorporate practical projects like this one.
Explore the BA Marketing and Digital Communications programme
Discover the BA Business Management programme
Understanding the external factors that shape business success is a cornerstone of strategic marketing. The work of these Middlesex University students proves that with the right framework and guidance, even first-year students can produce insightful, professional-level analysis. Whether you are a current student or a prospective applicant, engaging in applied projects like this is a powerful way to build a foundation for a successful career.
Have questions about studying at Middlesex? Contact our admissions team.
