A study of final year undergraduates undertaking commercial consultancy projects with major retail companies in the U.K

Kilburn, David

English

Bournemouth University Research Online

Lessons learned from Innovation Practice (in Europe) - AbstractA study of final year undergraduates undertaking commercial consultancy projects withmajor retail companies in the U.K.David Kilburn, Associate Professor (Enterprise), Chartered Marketer, BournemouthUniversityRationaleComing from a strong commercial background in the retail industry when I entered academia Idecided that there was a need to stretch final year students and synthesise theory and practice,building on the placement year that finalists had completed with major retail companies prior totheir final year. I set the Consultancy Project up in 1992 with several blue chip retail companiesand it was an instant success with both retail clients and the finalists and has led to 100% graduateemployment on the course for the past 17 years.Practice examplesThe companies who have engaged in this project over the years are all Head Office based as theyhave been able to provide projects that are strategic and challenging, often cited as projects thecompanies would like to do themselves but fail to do so because of their complexity and the needfor an external perspective.A selection of the companies that the B.A. Retail Management finalists have performed 6 monthinterventions for are the Head Offices of Tesco, Sainsburys, Asda, Waitrose, Somerfield, JohnLewis, Debenhams, House of Fraser, Beales, HMV, Mattel, Barclays, West Quay, Dixons StoresGroup International, Best Buy, Comet,B & Q, Homebase, Marks & Spencer, C & A, Waterstones, Dillons, and TKMaxx.Key BenefitsWhat are the key benefits to the client companies, the finalists and the University?The client companies effectively receive ‘free’ consultancy, they pay for all the travel expenses ofthe finalists who have to undertake primary research around the U.K. and they also pay for theprinting costs of 8 large reports, 1 for the client, 2 for the academic markers and 1 each for 5finalists so they have a ‘selling document’ at job interviews. The client companies also get anopportunity to closely monitor 5 finalists for 6 months and observe their presentation skills andpowers of persuasion when it comes to the presentation in our University Board Room tocompany directors and senior management.The finalists have a very challenging experience for 6 months and learn a tremendous amountabout the company and sector they undertake the consultancy for. This experience makes themstand out from the crowd and leads to 100% employment upon graduation, often being targeted bythe company they do the Consultancy Project for.Bournemouth University also benefits in that the Consultancy Project is held in high regard bothinternally and externally as a model worthy of imitation. It has also led to income generation bycompanies sponsoring fellowships in international marketing and retail marketing over the years.Companies that have sponsored the Retail degree include Barclays International (3 years), DixonsStores Group International and Best Buy.How to set this up in your own UniversityIn order to set up and establish this interesting project for finalists in your own university youneed a strong network of contacts in the commercial world. This can often be established by usingalumni networks but it can also be started from scratch by targeting companies that you want towork with by cold calling clients, armed with all the necessary information to overcome anypotential objectives and selling them the benefits.Ongoing modus operandiIt is also recommended that you change companies regularly and select topical areas inconsultation with client companies which are both interesting and challenging.It is essential that the academic running the Consultancy Projects has commercial experience andis entrepreneurial in spirit.All the research into group work states that a group of five members is the optimum numberbecause groups of four often become two sub groups of two and five is more cohesive as memberscan split in to sub groups of two and three and rotate members.It is also essential to appoint a Team Leader who interfaces with the internal client (Academictutor) and the external client (senior manager in the company) and organises all the meetings andleads the team by example.Allocation of marksAll groups have to present to the clients in our University Boardroom for 40 minutes and eachmember has to present to gain valuable experience. There is a further 20 minutes of questioningfrom the clients. The presentation aspect represents 50% of the overall marks because in anycommercial career one has to be able to present ideas, concepts and strategies and be able todefend the proposition.Equally the 12,000 word report represents 50% of the available marks for the unit.SummaryThis Project can be set up in any University in Europe or South America by using academic tutorswho are entrepreneurial and who have, or can access, strong links with client companies.Companies, finalists and universities all benefit and often these interventions lead on to paidcommercial work with the companies who are delighted with the experience.

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