News from Cass Business School

Cass students among top 10 percent for Google competition

Monday, 17 August, 2009

Four teams from Cass Business School recently participated in the Google Online Marketing challenge, with one team achieving such high results they made the semi finals.

The Cass teams, supervised by Senior Lecturer in Marketing, Dr Caroline Wiertz, were competing against 2,187 teams from 57 countries, with two teams consisting of MSc students and two of MBA students.

The Google Online Marketing Challenge is a global online marketing competition developed by professors in collaboration with Google. The aim of the competition is to provide students with a chance to gain real-life experience in the online marketing world. Teams of students from all over the world are required to prepare online marketing campaigns for existing small-medium enterprises and are given a free advertising budget from Google, allowing them to advertise in Google AdWords.

Dr Wiertz said, Here at Cass we put great emphasis on providing students with practical experience in order to prepare for their professional lives. These results are therefore particularly pleasing; with one of our MSc teams making it in to the semi finals, another among the Top 50 in their region and the two other teams finishing in the top 10 percent of companies which did not make it to the semi finals.

The teams have been mentored by Cass MBA alumnus Peter Richards and Ajay Mathur who are currently running a very successful social networking site for gardeners, Peter and Ajay ran classes focusing on digital marketing and GoogleAdwords and also provided support to the teams throughout the challenge; reviewing their strategies and the performance of their campaigns, giving guidance and answering their questions.

Peter says the competition really prepares students for the real business world. One of the reasons I think the challenge is valuable to the students is because it is just like a real business environment. They get to take the theory from their classes and apply it to a real world situation. So much more is learnt by actually doing something than by just reading about it.

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