The project, part of the Honours year of the university’s Business Studies degree, was based on a real life challenge set by the bank and gave participants a chance to experience a hands-on assignment to find solutions to successfully market the bank to Scottish consumers.
The winning team of five has been awarded with a cash prize and the opportunity to discuss their findings and proposals with representatives from the bank.
As part of the project, students surveyed the general public to better understand perceptions of HSBC in Scotland, interviewing customers and non-customers of the bank. One of the key findings of the winning submission identified HSBC’s Scottish heritage as a useful marketing tool, something that is now being incorporated into the bank’s marketing strategy for Scotland.
Andy Fraser, HSBC’s head of strategy, planning & development – Scotland, said:
“HSBC is very proud to support the University of Edinburgh’s annual financial services marketing project and jumped at the chance to work with such a prestigious higher education institution in Scotland.
“We are currently expanding and investing heavily in our presence across Scotland so the marketing of the bank’s brand is something we need to get right and the students have played a great role in helping us achieve that. The quality of work produced by all involved was exemplary and provided us with vital marketing insight.”
Dr Tina Harrison, senior lecturer in marketing at the University of Edinburgh Business School, added:
“I’m delighted the winning team is getting the chance to meet with HSBC to discuss their proposals further. 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.
“This was further reflected in the increase in the number of students enrolling for the class once the project and sponsor details were announced.”
The project aims to further enhance participating students’ employability, providing them with valuable transferable skills.