Ad agency breaks marketing students out of the bubble
“I clearly remember a student project that we presented to executives of a Lebanese brand, suggesting a complete marketing strategy for one of their products,” recalls Youmna Asmar, senior strategic planner at advertising agency Leo Burnett. “It was one of the best learning experiences at university, so I hope we’re giving them that,” she adds, referring to the LAU students who benefitted from a commercial assignment set by the agency as part of a course on consumer behavior.
Course instructor Abeer Rawas — who has been teaching marketing courses at LAU since 2004 — believes students benefit greatly from working on commercial projects. “You mustn’t only start thinking on a practical level after you graduate. There’s only so much theory can teach you,” he says. “Interacting with real clients and breaking out of the bubble is essential for students.”
Eighty students who were enrolled last semester in courses in consumer behavior at both campuses were asked by Leo Burnett to identify and understand the behavior of youth in relation to drinking tea and coffee. “Our client produces and sells teas in a coffee drinking country,” explains Asmar. “The students were given the challenge of understanding and analyzing the behavior and strategizing communication activities to change it in favor of the client’s needs.”
Eighteen groups of students presented their pitch to Asmar and her colleagues, including a HR executive. “We use this opportunity to spot talent. If I see a prospective employee present a pitch, I learn a lot more about them that at an interview,” shares Asmar.
Marketing student Sabine Abdallah enjoyed the opportunity to show off her talent. “Working for a real client on a real project adds to the pressure,” she says. “I wasn’t working only for a good grade, I was working to impress a prospective employer.”
Abdallah hopes that her group will be among the three selected by Leo Burnett to present their strategy to the tea-making client at their offices: “I definitely want to get noticed and be the best in their eyes.”
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