Marketing students from the University of Westminster recently visited Seven Dials Market in Covent Garden for an exclusive behind‑the‑scenes tour led by KERB’s Marketing Director, marking the launch of a live teaching project at the Westminster Business School.
As part of this semester‑long project for their Marketing Business-to-Business (B2B) module, students are working on a real B2B brief in partnership with KERB and KERB Events, a leading street‑food incubator and accelerator that operates food halls and trading spaces internationally. As part of the initiative more than 90 students were invited to Seven Dials Market for a private tour that offered insight into the operational and strategic complexity of KERB as a B2B organisation.
During the visit, students learned how KERB collaborates with brands, traders and commercial partners, and how they make impactful marketing decisions. The session provided a practical foundation for the module’s live brief, in which students will develop strategic B2B pitches for KERB and formally present their proposals in April.
The project highlights Westminster’s hands‑on, industry‑embedded teaching approach, giving students direct access to real clients, live briefs and senior industry professionals as part of their assessment. The initiative reflects the University’s latest investment in its students’ futures, Zone29, Westminster’s new home for careers and enterprise, which will connect students and graduates with industry and will provide them with access to work-related programmes, opportunities and experiences.
Students were supported in their projects by lecturers Simon Cheung, Dr Yang Liu, Kevin Heffernan and Tanushree Ravikumar. The Assistant Head of School Dr Donna Mai also accompanied the team.
Miguel Noite, Lecturer in Marketing and Management and Deputy Course Leader of the University’s Business Management (Marketing) BA Honours, said: “Projects like this bridge the gap between the classroom and the industry. By working on a live brief from KERB and visiting the venue with the Marketing Director, students gain insight into the complexity of real B2B environments. This goes beyond assessment - it becomes a rehearsal for professional life, where students develop strategic recommendations and present them to industry leaders, mirroring the realities of the industry.”
Maliha Dosanjh, a Business Management (Marketing) BA Honours student, said: “I particularly enjoyed the trip to Seven Dials Market because it gave me a real insight into how KERB events use their skills to operate in the catering sector and the impact the company has in the industry. The trip helped me to expand my practical knowledge of B2B marketing and understand what makes an experiential catering business different from traditional catering companies. A key takeaway from the trip was learning about KERB’s mission to support independent food businesses and start-up entrepreneurs, using their programmes and being inclusive of different cultures.”
The trip directly contributes to the United Nations Sustainable Development Goals (SDGs) 4: Quality Education and 8: Decent Work and Economic Growth. Since 2019, the University of Westminster has used the SDGs holistically to frame strategic decisions to help students and colleagues fulfil their potential and contribute to a more sustainable, equitable and healthier society.
Learn more about Marketing courses at the University of Westminster.
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