Marketing students from the University of Westminster’s Business School have developed and pitched strategic B2B marketing campaigns for KERB Events, following a semester‑long live brief that immersed them in real‑world client work and agency‑style campaign development.
Over the semester, students worked with KERB and KERB Events, a street food incubator and accelerator who operate worldwide. To launch the project, more than 90 students were invited to Seven Dials Market for a private, behind-the-scenes tour of the market, led by KERB's Marketing Director Laura Reed. The visit introduced students to the complexity of KERB as a B2B organisation, how it works with brands and partners and how marketing decisions are made in practice. Students developed strategic B2B pitches for KERB, which they formally presented in April.
Building on this insight, students spent the semester acting as a small B2B marketing agency as part of their module. Working with KERB Events, they identified and justified a specific organisational buyer using market evidence and buyer research, before designing a targeted campaign aimed at increasing inbound event‑catering enquiries. Each team produced a professional pitch deck featuring campaign mock‑ups and creative assets, culminating in a live pitch presentation delivered 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.
Miguel Noite, Lecturer in Marketing and Management and Deputy Course Leader of the University’s Business Management (Marketing) BA Honours, said: “This activity is designed to replicate what B2B marketers are expected to do in industry: understand how organisational decisions are made, translate insight into a coherent campaign and pitch it clearly and convincingly to a client. Working with KERB Events gave students a real brief with real constraints and the quality of the pitches showed how creative B2B marketing can be when it's grounded in evidence and executed professionally. It’s great to see some of these students are ready for industry, producing creative, evidence-based pitches that would not look out of place in a professional agency setting.”
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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