Lisburn students see how ‘Coke is it’

As part of their Principles of Marketing module, the Year one students had the opportunity to visit the state of the art facility to see first-hand marketing and production in action.

It was organised by lecturers Michael Beattie and Roxana Magee and gave the students the opportunity to see for themselves how the theory they learn in the classroom is applied in practice.

The students started with a tour of the of the main production facility to experience an aerial view of how the products are manufactured, packaged and distributed.

Next, they were given a detailed talk about Coca Cola’s daily operations by Assistant Marketing Manager Kylie Dunlop. Kylie explained Coca Cola’s marketing strategy in Ireland/Northern Ireland, the importance of tailored business to business marketing campaigns to suit the various markets segments, as well as the critical role of relationship marketing in this most highly competitive business environment.

The talk also covered aspects relating to the company’s commitment to the environment and how they incorporate this into their daily operations.

Following the tour the students went the interactive zone where they were able to learn more about marketing and promotion and the various local advertising campaigns used by Coca Cola in Northern Ireland over the years.

After the tour, Kylie explained the key issues of branding strategy within Coca Cola Hellenic in Northern Ireland, as well as the company’s approach to relationship marketing.

The visit was rounded off by a question and answer session with, of course, a few Coca Cola refreshments.

As a result of this successful visit, Kylie, a past student of SERC, has accepted an invitation to go to SERC’s Bangor campus and deliver a guest lecture to the BA Business Management year one students to bring the world of business into the classroom.

Lecturer Roxana Magee said: “These visits are hugely beneficial to the students and complement their studies by giving students the opportunity to explore the workings of businesses in the real world.”