Mark Dinnage, Business Management and Marketing

Keele University combines many different factors that I wanted from a university; a lovely campus, a very good reputation and a lot of flexibility in regards to what I wanted to study. A lot of the flexibility was down to the dual honours combination as this allowed a variety of modules to become available from different subject areas. Also there was the opportunity to study modules from different schools, in my first year I undertook modules in Psychology and even Japanese. There was a lot of opportunity to try new things and have a degree moulded to your own interests.

I undertook dual honours Business Management and Marketing. Both subject areas were within in the business school and during the first couple of years were very similar. As the degree progressed lots of new options arose, by this time I was thoroughly enjoying the marketing side of my degree which meant I was choosing more marketing based modules. I thoroughly enjoyed the consumer culture elements of the marketing degree, and also modules regarding consumer behaviour and marketing ethics were highlights.

After graduating in July 2014 I began working as a Management Consultant intern for a year. This was found through Graduate Advantage, a scheme that helps small businesses in the West Midlands employ graduates from West Midlands universities. The company I worked for was a very small consultancy that worked with SME’s to improve their growth. This was valuable work experience, allowing me to see how many different types of business worked and helping them with a range of projects from creating marketing plans to recruiting new positions. Some of my modules really helped me with this role, I used models I learned about in the Business Strategy module and applied them to our clients. Also the Accountancy module from first year helped me understand company financials.

Due to a desire to continue my studies I am currently undertaking an MSc (Research) in Marketing. My enjoyment of my marketing modules at Keele inspired this move, I really missed the research element of my degree whilst I was working. My research looks at the use of negative emotions by organisations on social media and how this affects consumer perceptions of them. After my MSc I hope to go on to do a PhD and eventually have a career within academia. This is a far cry from what I thought I wanted to do before I started my degree at Keele. The modules and teaching at Keele helped me shape a career path I hadn’t even considered when I was 18, opening my eyes to an area I greatly enjoy. Hopefully a career in academia would bring me back to Keele one day, a place that holds so many great memories.