A group of final year business students at Northumbria University have
teamed up with Morpeth & District Chamber of Trade to help retailers in the
town boost sales and create a vibrant destination for local companies and the community
to thrive.
Ken Brown, chair of Morpeth & District Chamber of Trade, explains:
“Morpeth, like towns across the country, is increasingly competing with the
internet to thrive. While the Chamber has made commendable efforts to develop
Morpeth and its local trade, we feel there is room for change and improvement.
“We approached the Business Clinic at Northumbria University to tap
into bright, emerging talent to see if the business leaders of tomorrow could
devise a marketing and events strategy to better support trade and tourism in the
town and they did not disappoint.”
The Business Clinic model at Northumbria University’s Newcastle
Business School involves groups of business students forming a ‘consultancy
firm’ to provide free advice to clients. Students are asked to analyse the
problem they are presented, consider possible solutions and provide a detailed
report and full presentation of their recommendations. The service is available
to all types of businesses from SMEs and multinationals to charities and third
sector organisations.
“The students have been extremely thorough in their research, meeting
with local businesses and hosting focus groups with retailers, people in the
local community and wider stakeholders.
“The strategy they’ve produced is excellent and deliverable. It encompasses
digital marketing to drive engagement between the local community, visitors and
retailers. They have also devised an exciting annual events plan which plays to
the town’s strengths around heritage and culture and will appeal across the age
groups.
“I feel we have greatly benefited from the experience. The team has really
run with the brief and come up with a very professional, comprehensive strategy
designed to position Morpeth as a destination for individuals and families to come
and enjoy their leisure time,” says Ken.
In 2017, the Business Clinic was ‘Highly Commended’ by the British
Academy of Management Education Practice Awards Panel for its role in bringing
students and businesses together to identify and deliver genuine solutions for
real businesses.
Nigel Coates, director of the Business Clinic, said: “We have been
delighted to work with Morpeth & District Chamber of Trade. They are an
organisation proactively tackling a very real issue for high street retailers
and local communities. We are proud of our students and the professional
approach they’ve taken. This type of experiential education is crucial in their
development and helps to give them a competitive edge as they take their next
career steps in the business world after graduation.”
Morpeth & District Chamber of Trade is a non-government
organisation currently comprising 48 local businesses paying membership fees. Their
goal is to further the interests of the local business community. Members gain
access to a wide range of benefits including, but not limited to, discounts on
participation in events, business development and networking opportunities.
