Business research

A business research project helps Daisy land the role of Dunelm

A consultancy project that tasks students with working on a real business problem has helped a De Montfort University Leicester (DMU) student land a coveted role at furniture giant Dunelm.

Daisy-May Peberdy has landed a job as a social media manager with the company, after completing a Business research project (PRB) who explored the ways TikTok can be used as a business-to-business tool.

The BRP replaces the traditional thesis and is open to students of postgraduate marketing courses, allowing them to work on a live business problem provided to the university by local and national companies.

Students undertaking the BRP will meet with the company of their choice, virtually or in person, to discuss their dissertation before being tasked with producing a 10,000-word report, which will then be submitted to the company for review.

Passionate about social media, Daisy had started working with Leicester-based merchandise specialists Everything Branded while studying for her masters degree. She based her BRP on the company as she considered launching on TikTok for the first time.

She thinks her BRP background has been very influential in helping her secure her social media role at Dunelm.

Daisy said: “I don’t think I would have gotten my job at Dunelm without the BRP. This is such a good opportunity to work with a business organization and feed into their strategy.

“My BRP was self-sourced, so I sat down with my manager at Everything Branded and asked what the company needed. They were very keen on creating a TikTok and using its shop functionality, I So I based my report on the ways businesses can use the platform to market themselves to other businesses.

“TikTok is primarily a consumer-based social platform, so I had a lot of research to do and meetings with my tutors at DMU and managers to discuss my findings.

“That knowledge really fueled my interview with Dunelm, who himself is looking to get started on TikTok in the future. I was tasked with setting up a TikTok social media strategy for an upcoming campaign during my interview and used the skills I learned from BRP and my Masters to create a professional document.

“And now that I got this role, I’m going to be implementing my strategy to launch Dunelm on TikTok, which is incredibly exciting for me.

“I also think Everything Branded has also launched a subsidiary, Everything Swag, which is largely based on the TikTok strategy laid out in my BRP, which makes me very proud.”

Each year, new companies offer dissertations to students. This September marked the end of the long-standing relationship between gaming juggernaut EA Sports and international football governing body FIFA, a split that will see the FIFA license removed from the next game in EA’s illustrious series. .

The split was the basis of EA Sports’ BRP briefing and tasked DMU students with researching potential competitors for their next game, EA Sports FC 24, as well as opportunities to help the renowned publisher grow its already social network. impressive.

Among the students who worked on the case was Jawahra AlAwadh, who studied for a master’s degree in Strategic and digital marketingand relished working on the EA Sports project.

She said: “Working with a big company has come with a few different challenges though. Their presence is already very large and they have established so many strategies that it can be difficult to think of suggestions.

“I focused my research primarily on the company’s social media platforms and how it can build its presence, especially on TikTok. The brand has already created celebrity collaborations, which have received a lot of feedback. engagement but stopped posting soon after. As this is a fast growing platform, I came up with ways to better use the account to boost engagement.

“The BRP has been of great value to me as it has enhanced my marketing research skills and helped me identify that there is still an opportunity for improved marketing strategies that can be applied to expand your audience and obtain other competitive advantages.”

Combined with her master’s certificate, the BRP is already opening up new job prospects for the 26-year-old back in her native Kuwait.

After impressing in initial interviews with Zain Group and Alshaya – two of the most influential companies in the Middle East – Kawaha hopes to build her career in marketing and has been invited back for further company interviews.

Associate Professor David GordonMSc Advertising and Public Relations Management program manager, said: “The BRP is designed to give students an authentic consulting project, providing them with material for their CV, LinkedIn and to discuss during interviews. These are employability-relevant courses that demonstrate how their research skills and talents can provide a remedy for real-life business situations.

“From 25 years in the industry and 20 years in recruiting graduates, this is exactly the type of assessment that gives graduates the tools to succeed in their application.”

Posted on Friday, October 21, 2022