ByteForge Victory for NBS Postgraduates Showcases Future of Digital Marketing
Nottingham Business School postgraduate students have been recognised for their innovative contributions to digital marketing through a collaborative white paper challenge with industry leaders.
Published on 17 June 2025
Categories: Business; Nottingham Business School;
The winning entry, titled “Place Marketing in a Digital World,” was developed by a team of students from the MSc Digital Marketing and MSc Marketing and Data Analytics programmes. Their paper explored how digital strategies can transform the way places, such as cities, regions, and destinations are marketed in an increasingly connected world.
The team was mentored by Tom Snee, Director at Cartwright, a leading marketing communications agency known for its innovative digital marketing practice. Tom was supported by academic partner Kai Zhu, ensuring the project was grounded in both industry relevance and academic rigour.
A second team also impressed judges with their white paper on “The Role of AI in Marketing Wellbeing and Mental Health Services within the UK Third Sector”. Their work focused on a case study of Nottinghamshire Mind, highlighting how artificial intelligence can support mental health initiatives through more effective marketing strategies.
The ByteForge White Paper Challenge is a pilot knowledge exchange initiative funded by the Institute for Knowledge Exchange Practice’s Innovation Fund. It aims to foster collaboration between students, academics, and industry professionals to produce thought leadership with real-world impact.
Both white papers will be published by the project’s partners in the coming weeks. In addition, all participating students have been invited to a one-day workshop at Cartwright’s Nottingham offices, where they will gain hands-on experience with the latest tools and techniques in digital marketing and data analytics.
For further information, please contact:
Dr Rotimi Olaniyan - rotimi.olaniyan02@ntu.ac.uk
Course Leader, MSc Digital Marketing; MSc Marketing & Data Analytics