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From Classroom to Boardroom

Richard Powell  1 min read
Illustration: greatreporter

Oxxygen, a strategic marketing agency based in West London, developed and launched a unique “marketing consultancy” course for students at Gabelli School of Business, Fordham University, Kensington this (autumn) semester 2011 as part of their Corporate Social Responsibility program.

The main focus of the course aims to bridge the gap between marketing theory and putting into practice all aspects of a marketing plan by working on a live client based case study.

Following numerous reports and daily headlines on almost one million youth unemployment in the UK and the struggle graduates face in securing their first job, Oxxygen identified an opportunity to support them. Fordham students are developing strategic marketing plans based on real life marketing problems, by applying the widely-used management tool “Balanced Score Card” introduced as part of their course.

Working in groups as company departments: accounts, operations, HR and marketing etc. each team must analyse, interpret and strategise to develop an all encompassing marketing plan offering sound business solutions. Students discover the importance of interdepartmental relationships agreeing, brand development, internal and external communications; not to mention problem solving, decision making and tactical deliverables. The significant difference is that this case study is live, on one of the agencies current clients; so the students see their vision through to implementation.

Max Jenvey, Managing Director said, “It’s fascinating to see how thirsty the students are to understand the ‘real world’ and gain practical knowledge and experience. The questions and comments are akin to a boardroom level debate with the excitement and vitality that only youth brings. We are passionately dedicated to supporting young talent and feel this is one small way to help future professionals.”

Is the program on-track? Given the feedback from Fordham students and Professor Graham Bolton we are set for success. Together with Oxxygen’s award winning international internship program as voted for by the students from Internship In London 2010 we are committed to support young talent and future careers.

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