MSc Digital Marketing students visit IBM Client Innovation Centre

Students from the MSc Digital Marketing course in the Marketing, Tourism and Analytics Department recently visited the IBM Client Innovation Centre in Leicester for an inspiring and insightful session.

The visit gave students first-hand experience into how IBM consultants collaborate with clients to develop custom-made AI and cloud solutions that address critical business challenges. The session highlighted IBM’s focus on delivering value, addressing urgent business needs.

Key highlights included an overview of IBM's diverse products, services, and consultants, alongside a guided tour of the facility. Students also had the opportunity to experience IBM’s immersive Igloo technology, the Wow Factor, used for business partnerships, content creation, presentations, service design, and customer journey mapping.

Students gained valuable insights into IBM's agile practices, particularly in user experience and persona mapping, seeing how these approaches are applied in a real-world consultancy environment.

Dr Amir Homayounfard, Director of the MSc Digital Marketing Programme, thanked the IBM team for their warm welcome and generosity, as the visit concluded with a thoughtful gesture of a small gift for each student as a token of appreciation.

Student reflections

Shanshan Xie said:

 “This trip opened my eyes to how IBM is working across various fields to provide innovative solutions, especially by using generative AI to automate tasks and improve customer experiences.”

 Another student, Yuxuan Cai, added:

“In the age of data-driven personalisation, the boundary between data and marketing strategy is no longer a wall, it’s a bridge. Data is no longer a byproduct of marketing, it’s the blueprint. Multidisciplinary teams thrive not because of shared skills, but because of shared purposes.”

Find out more

Explore our MSc Digital Marketing and other Master’s courses at Nottingham University Business School.