The enriching experience of attending an industry fair

Written on January 19, 2009 by uwe.spangler@ie.edu in General, Visits


Marketing Professor Manuel Alonso Coto and students from the Master in Digital Marketing attended AdTech (http://www.ad-tech.com/) in London, the most important digital advertising fair in the world.

The Fair lasted two days and the schedule was tight: two different keynote sessions at a time and several other side workshops overcrowded the event program; meaning many good conferences to attend in the little time available.

As Manuel A. Alonso Coto, Professor of Marketing and Associate Academic Director of Master in Digital Marketing mentions: “We had to do something to foster participation and to maximize the learning experience. We divided the class into two different teams: the agency and the advertiser ones. We read the Adtech program thoroughly and produced a series of questions for each team that required attendance to most of the conferences for them to be properly answered. We then left the students in each group to coordinate themselves, in order to be able to attend all the AdTech sessions they thought were necessary for preparing their report.”

Answers to the proposed questions had to be posted through a Wiki created ad-hoc: http://adtechlondon.wikispaces.com. The students could also feel free to add any info they judged to be of general interest for the rest of the class regarding the sessions they had attended.

The day after AdTech, a class session was held in our headquarters at the Milleniun Hotel in Chelsea to discuss each of the questions and the students’ answers to them. The success of the learning initiative was clear, as one student mentions: “AdTech was a refreshing experience. On the one hand it confirmed that our knowledge, as a result of our studies, was right up there with current industry practices and on the other hand we learned how some of the biggest companies in the world where using digital practices to reach and engage consumers”.

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