In January 2024, just before the start of the spring semester, two academics accompanied a group of ten final-year Marketing students on a cultural trip to Dublin. While there, they visited the Guinness Storehouse to learn about how a global brand has been built on Irish roots, the Friends Experience to find out how experiential marketing can support and extend an international media brand, and the National Museum of Ireland in the former Collins Barracks to learn about the importance of arts, culture and heritage marketing. Along the way, they tried a range of restaurants and experienced Temple Bar, still aglow with Christmas lights.
Annabelle Carter
Our trip to Dublin was a great opportunity both academically but also personally. Getting to know my cohort on a more personal level was a great stepping stone into the final term of my degree and developing those long-standing relationships. The trip to Dublin was also a chance to challenge theory and apply it to real life marketing across different experiences. The trip to the Guinness factory was a great opportunity to apply my learning of brand heritage to the well-known, longstanding brand. Although we had some great group activities throughout the trip there were also opportunities to explore what else the city had to offer. A small group and I went to the Friends experience, as a huge fan of the show I was excited to see how they turned such a successful fictional show into a real-life experience. Stepping into the experience you were immediately transported into the world of the show and the interactive photo opportunities really brought it to life. It was a great example of experiential marketing and unlike the Guinness storehouse that was more informative, the interactivity of the experience made it more captivating and gave a sense of escapism.
Reese Worton
The ability to travel to Dublin with the marketing course was an incredible opportunity. The trip, beyond a cultural experience, was a chance to get to know others on the course even better and have a shared experience as a group. Sharing meals and exploring the city in different groups was so rewarding from a social and cultural perspective. I was able to take away a sense of curiosity about expanding my cultural awareness and being able to travel as a marketer. Opportunities such as this provide insightful perspectives and acquaint one with people they may not have known otherwise. I particularly enjoyed socialising with others in the group in different restaurants and pubs in the city, often with live music playing in the background. It was a truly special bonding experience and a great chance to feel immersed in the day-to-day experiences of those in a different city.
Zalia da Costa Domingos
Having the opportunity to go on a trip to Dublin with the university was an amazing experience. I loved having the opportunity to get to know my colleagues and professors in a different setting. It helped me solidify my relationships with my peers. Visiting the Guinness Storehouse was an incredible experience. We had the opportunity to immerse ourselves in the brand’s history, and the whole process of their beer production, and got to understand its marketing over the years. Besides the visit to the storehouse, we also explored the city of Dublin and its famous landmarks, which was also a highlight of this trip. I am glad I went on this trip, it set the tone to begin my last semester with a lot more drive and positivity.
Lauren Mackey
Having the opportunity to go to Dublin with my marketing cohort was an amazing experience. As a marketing student, experiencing the Guinness tour was a highlight of the trip as was able to see how an iconic brand has become so successful taking on different advertising approaches. Furthermore, seeing how Guinness upholds its heritage with the creation of the product, it was fascinating to see how much thought and passion goes into creating Guinness. A key moment from the trip was from the 360 bar where I was able to take in the breathtaking views of Dublin while trying my first-ever Guinness! I enjoyed experiencing Dublin as a tourist since I visit often to see my family, it was lovely to experience the culture of Ireland by visiting a variety of bars and being able to listen to traditional Irish music and enjoyed developing relationships with others on trip whom I have not spoken to before. Overall, the trip to Dublin was an amazing trip to see the culture of Ireland, experience first-hand how an Iconic brand like Guinness has become so successful and gain new friendships on the trip which I hope to develop further once the new semester starts!
Shamas Mehrban
Heading to Dublin with the Marketing Programme was a great experience! The main goal was to check out the Guinness Storehouse, and it didn’t disappoint – it was amazing. But what really caught my attention was the deep history vibe in the city. I was surprised to learn about Ireland’s journey to independence from the UK – it added a whole new perspective. Plus, exploring the museums and trying out different restaurants made the trip even more enjoyable. Hopefully, I’ll get the chance to visit Ireland again in the future for more awesome adventures!
Lauren Hunt-Newham
I had an incredible experience in Dublin with the University of Derby Marketing programme. It was amazing to delve into the world of the Guinness Storehouse, learn about their history and look into it from a marketing experimental point of view. We had the opportunity to explore the city in our own time. It was great to go to the Friends Experience and to explore the museums. It was a great way to start the year!
Becki Lilley
It was great to spend time with my coursemates and lecturers outside of university and away from studying to explore Dublin. We delved into real examples of cultural, experiential and heritage marketing, particularly at the Guinness Storehouse, which has a whole floor dedicated to its rich heritage and archive of advertising. Visiting iconic landmarks including Dublin Castle, Trinity College and The National Museum of Ireland, we soaked in the Irish culture – stopping off at a few pubs along the way. Beyond the enriching experiences, it was the perfect opportunity to get to get to know each other better and unwind before we start the final term of our final year.
Dr Charles Hancock
Taking marketing students on a trip to Dublin was such a good experience. From an educator’s viewpoint it was good to see how students worked together and worked with the lecturers. We shared breakfast, lunch, and dinner together, getting to know each other at a much deeper level. The Guinness tour was brilliant for showcasing history of a brand, the various marketing angles that they had used and importantly how the product has been made for a couple hundred years. The students had a chance to sample the drink and take in the view of Dublin from a 360’ glass sky bar. Seeing another city together from a marketing perspective enriched the theory that has been taught over the last few years. The national museum of Ireland was interesting to see from a tourist perspective – sited in a fabulous building, the old Collin’s barracks – years of history, but there was something missing from the museum, interaction was quite limited, thus the tour ended relatively quickly. I find these cultural marketing trips so valuable and a great collaborative learning experience, hopefully building a long-lasting relationships year past graduation.
Dr Alison Lawson
This kind of cultural experience is fabulous for students – they get a taste of a different country and its heritage while also learning about marketing from different perspectives. The visit to the Guinness Storehouse allowed them to explore branding and advertising while also demonstrating experiential marketing. The National Museum of Ireland gave fascinating insights into history while also provoking thought and discussion about arts, heritage and cultural marketing. The restaurants and bars were great – very welcoming people, live music, good food and lots of fun. The students were great ambassadors for the Marketing programme and for the university. Learning through experience, especially when it is fun, is the best way!
