Irwin's

Ulster University students use their loaf

Ulster University Marketing Students Use Their Loaf for Digital Success.

Colette Wilson, Marketing Manager, Irwin’s Bakery and Professor Mark Durkin, Ulster University, along with final year students Lyndsey Niblock of Belfast, Emma Kernohan of Ballymena, Catherine Isted of Armagh, Selina Lewis of Moneyreagh, and Gintare Lenkeviciute of Armagh.

Colette Wilson, Marketing Manager, Irwin’s Bakery and Professor Mark Durkin, Ulster University, along with final year students Lyndsey Niblock of Belfast, Emma Kernohan of Ballymena, Catherine Isted of Armagh, Selina Lewis of Moneyreagh, and Gintare Lenkeviciute of Armagh.

Ulster University’s Business School BSc Marketing final year students have teamed up with Northern Ireland’s leading bakery, Irwin’s, in a new ‘academia meets industry’ partnership, focused on digital marketing.

Irwin’s Marketing Manager, Colette Wilson, alumni from the Business School’s post–graduate marketing programme, explained the student challenge,

“Irwin’s was delighted to work with UUBS marketing students on this project. The top graded team will have the chance to present their ideas to our senior management team. For over 100 years our family owned business has prided itself on staying close to our consumers –responding to shopper trends and changing lifestyles with innovation. As consumers become increasingly digitally savvy, we want to explore how best to add value and engage with shoppers in the digital age.”

Professor Mark Durkin who developed the digital marketing module at Ulster University in 2010 added,

“Irwin’s Bakery joins a list of prestigious Northern Ireland brands who have worked with the digital marketing students over the years in capitalizing on emerging digital opportunities. Last year it was Derry–based BubbleBum and the year before that James Street South – both companies that are exemplars of innovation, effective digital engagement and commercial success.”

One of the students on the module, Fiona Anderson, who spent last year as a marketing executive with pharmaceutical and consumer packaged goods manufacturer Johnson and Johnson spoke about the new challenge,

“The opportunity which Irwin’s Bakery has presented is a really exciting one. This challenge will give students the opportunity to work in a role that a lot of us will aspire to as graduates. To be allowed to act as a marketing consultant, rather than a student doing an assignment, gives so much weight to the task. It is very encouraging that Irwin’s recognises what we can bring to the project as marketing educated digital natives.”

Professor Durkin added, “Businesses out there in Northern Ireland and beyond must stay alert if they wish to quickly secure one of these outstanding students once they graduate.”