Staff news

Students impress HSBC bosses

A group of students from the University of Edinburgh Business School has been rewarded by one of the world’s biggest financial services organisations.

Business Students and HSBC's Andy Fraser
Business students Dani Sawalhi, Scott Donnelly, Lauren Williamson, Daniel Cairns, Danielle Cullen with Andy Fraser, HSBC's Head of Strategy, Planning & Development (centred)

As part of their final-year studies, the students were given a real-life challenge by banking firm HSBC to develop solutions to market the bank to Scottish consumers.

Marketing strategy

The winning team of five has been awarded a cash prize and the opportunity to discuss their findings and proposals with representatives from the bank.

As part of the project, the team surveyed customers and non-customers to better understand perceptions of HSBC in Scotland.

Their project proposal identified HSBC’s Scottish heritage as a useful marketing tool, something that is now being incorporated into the bank’s marketing strategy.

Increased student interest

The project is part of the Business School’s Financial Services Marketing course, available on the MA (Hons) Business Studies degree.

Taught by Dr Tina Harrison, Financial Services Marketing was named Best Course in the 2010 EUSA Teaching Awards.

The announcement of HSBC’s involvement as a sponsor for the course’s group project prompted class enrolment to increase significantly.

The group project’s previous business sponsors have included AEGON, Deutsche Bank and Innovate Financial Services.

It’s invaluable for students to have the opportunity to respond to tangible, real-life challenges and so the chance to work with HSBC was extremely beneficial for all involved.

Dr Tina HarrisonSenior Lecturer, the University of Edinburgh Business School