The secret tools from the Marketing Garage

The Bachelor of Business Marketing Polytechnic Program at Bahrain Polytechnic is probably the most versatile Applied Research-Informed Marketing Solution course in any higher institution of learning in the Middle East.? In its brief history, the program has produced the most sought-after graduates in the Kingdom and continues to redefine the essence of why marketing cannot be ignored in any organisation that seeks commercial growth.

It’s not just that the program is great, but it is also exciting and innovative.? It really is shaping the World of Marketing in the region because of it's problem-based learning approach with a "bolt-on" that is about being responsible, taking measured risks, owning the attitude to make things happen, being a leader, and pushing boundaries.

And that's where the program tutors { Dr. Darren M. , Amir Zaidan , Tijjay Mitchell , Philippe Vande Wiele and Mariam Al-Shaikh } really step into the frame.? They are deeply connected to the national business community and pro-actively strive to equip those lucky and smart enough to get on the program, with the skills required to thrive in this dynamic landscape. Let's face it, the business world moves at lightning speed, and the students are equally paced and prepped as they spend 18 months learning in live business environments where they work on real problems or issues affecting revenue or growth for the client.?

The real scoop is they have not stopped there! A recent article by Ali Alqallaf , an ICT Student at Bahrain Polytechnic {the same institution}, highlights the thrills of an internship on a marketing led project and the excitement, sense of fulfilment and purpose he felt in meeting expectations.

In the absence of a dedicated marketing laboratory, its apparent the marketing program already has successes from its Marketing Garage. A garage that is essentially about harnessing trainee interests, coupling these into the problems or gaps identified, and then exploring their viability as a sustainable business.

Ali’s post infers that collaboration between Marketing and ICT students can lead to some truly innovative startups. And rightly so! ?The combination of skills and knowledge that each brings to the table can create a powerful synergy to propel an idea into a real commercial business venture in ways that neither group could achieve alone.

On one hand, trainees and students of marketing possess a keen understanding of consumer behaviour, data analysis, market trends, and branding strategies. ?They know how to create and implement effective acquisition strategies and marketing campaigns that can capture attention of the target audiences and drives revenue/ sales. On the other hand, ICT students are budding experts in technology and programming. ?They learn how to design and develop software systems, websites, and apps that can provide unique solutions to complex problems.

Thrift-it is a live case of when marketing trainees engage ICT students to work for them and use their complementary skills to create a product or service that fulfils a need, can be scaled-up and distinctly stands out from the competition. They can work together to develop a strong brand identity, a user-friendly app or website, wrapped around an engaging marketing campaign purposely designed to attract and retain customers.

The concept in-itself is not new; it’s new to the mindset of the young trainees where the Marketing Garage is creating SME's and Startup ventures that are viably operational and confidently managed by young undergraduates.? For example, there is the successful collaboration between marketing and ICT students in the startup company HelloFresh . The company was founded by two German students, one with a background in marketing and the other in software engineering. Together, they created a meal kit delivery service that delivers fresh, pre-measured ingredients and recipes directly to customers' doors. They used their combined skills to create a seamless user experience that has attracted millions of customers around the world.

?Another example is the Australian startup company Canva . Founded by a marketing student and an ICT student, Canva provides a user-friendly graphic design platform that allows users to create professional-looking designs without any design experience. They used their combined skills to develop an intuitive platform that has attracted over 40 million users worldwide.

?The benefits of collaborations between marketing and ICT students extend beyond just the startup world. Established companies are typically slow to recognise the value of these partnerships and actively seek out students with diverse skill sets in an age of niche and specialisations. They no longer come in a "one-pack-fits all" talent package.

The same marketing collaboration requirements with a "can-do mindset" is what SME’s and startups require to develop innovative products and services that enables them to stay ahead of the competition, disrupt the dominant market players or/and capture the attention of new consumers.

The market data and on-ward destination on our graduates indicates they are increasingly taking up senior P&L leadership roles.? Equally noteworthy, is the Marketing Garage is proving to be more than simply fostering or encouraging meaningful collaborations; its about building or implementing solutions with purpose that the market will value. Perhaps a correlation there!

The marketing entrepreneurs and ventures from the Marketing Garage is an interesting broad portfolio that includes: Shaikha Showaiter of Thrift-it, Sara Albanna of Upcycled , Yahya Alawadhi of All I Have, Muneeraa Al Mutawa , Raghad Altahow and Mohamed Abdulaziz of DAT~ P2 and Ghadeer Ayyad of Spring Express.

With collaborative innovation, the possibilities are endless for Marketing Students at Bahrain Polytechnic.

.....It truly is, a new dawn!.....