Final-year Marketing and Management students at Durham University Business School are stepping beyond the boundaries of traditional academic study through the innovative Behavioural Science Marketing Project – a practical, industry-facing alternative to the standard dissertation.
Designed to bridge the gap between academic theory and commercial practice, the Project equips students with cutting-edge marketing skills and direct exposure to the tools and techniques used by today’s leading brands and agencies.
Rather than writing a conventional dissertation, students immerse themselves in consumer research, applying behavioural science to develop creative marketing strategies. With support from a dedicated academic supervisor and a series of practical tutorials, they explore advanced marketing methods including eye-tracking technology, EEG brainwave monitoring, and AI-driven content creation.
The experience culminates in a live assessment conference, where students present their work to a panel of marketing professionals. These industry experts not only provide feedback on the commercial potential of each project but also offer personalised career advice and valuable networking opportunities.
One such guest, Rich Atkinson-Toal, Vice-President of Global Brand & Marketing at American Express Global Business Travel, praised the initiative: "It’s critical that graduates are ready for the transition from university to the workplace. This project develops essential employability skills – from conducting consumer research to pitching creative ideas – in a way that mirrors real-life business environments."
The Project’s growing reputation has encouraged alumni to return as mentors. Hannah Jones, now an Associate Consultant at IBM, was part of the first cohort to complete the module. She recently joined the assessment panel, sharing insights from both sides of the experience. "Combining academic knowledge with practical skills gave me a real advantage," she said. "Presenting to professionals as a student helped prepare me for the demands of consulting. It’s incredibly rewarding to now support the next generation of graduates on that same journey."
Students, too, are recognising the long-term value of the experience. Final-year student Carolina Andrade, who presented her marketing proposal at this year’s conference, reflected on how the Project has shaped her future: "At first, I thought it was just another way to do a dissertation, but it’s so much more. I’ve gained practical skills, built my confidence, and made industry connections that could open doors in my career. I now have something tangible to show future employers – and that makes a real difference."
By embedding real-world learning into the curriculum, the School is preparing students not just to graduate, but to thrive in the fast-paced world of marketing.
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