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UEA business students test their marketing mettle

Thu, 14 Mar 2013

Business students from the University of East Anglia will get a taste of marketing in the real world when they pitch their branding proposals to Norfolk businesses on Monday March 18.

Teams of students on the MSc Brand Leadership course have been putting theory into practice by working with clients including Gnaw Chocolate, the Wherry Yacht Charter Trust and Norfolk Knowledge.

They have been charged with creating a new branding strategy for their clients - from designing logos and labels to creating websites and coming up with advertising campaigns.

The project involved background research on each company, meeting with the clients, and defining their business goals. The 17 students also researched market trends and what consumers want.

Gnaw Chocolate was established in 2008 by UEA graduate Matt Legon and recently won the EDP Best New Business 2012 award. Matt tasked the students with developing a brand strategy to take Gnaw Chocolate to America - a market ripe for the ambitious Norfolk brand.

Student Elizabeth Johnson said: "We have been researching the premium chocolate industry and have created a new niche for Gnaw that showcases their fun, unique playful side."

Norfolk Knowledge is an organisation born from Norwich Business School where retired business experts can use their wisdom to help small-medium enterprises tackle challenges they face.

Karl Brooks, one of the students working with Norfolk Knowledge said: "We were asked to help take Norfolk Knowledge from the project stage to a self-sustaining business and we used the branding skills we have learned in class. We're looking forward to presenting an exciting new brand on Monday."

The Wherry Yacht Charter Trust looks after four of only eight surviving wherries in the world. Ellen Fernau from the Trust said: "The question we'd really like answering is the value of the wherry to the Norfolk brand and how significant is it to the identity of the region and in particular its attractiveness as a tourist destination.

"We believe that the possibility of seeing a wherry sailing adds value to every tourist based business in the Broads area, we just don't know how much. By keeping the boats sailing and visible to all tourists, we are also adding value to the Norfolk brand."

The students will pitch their ideas on Monday, March 18 in the Thomas Paine Study Centre at UEA.