29 January, 2025

Background

The Marina Market, located in the heart of Cork City is celebrated for its vibrant atmosphere and diverse culinary and craft offerings, with over 35 food and drink vendors and a host of pop-up craft stalls and events. The market attracts locals and tourists alike as a dynamic community hub, continually seeking opportunities to innovate and engage with the local community.

Need

In order to maintain its position as a key destination in Cork, Marina Market continues to refine its marketing strategies in line with their culture to be unique, exceed customer expectations in exploring creative event ideas and to explore new ways in which the market can grow its impact and attractiveness. Getting new and fresh ideas is essential in maintaining this goal.

Solution

The collaboration between MTU and the Marina Market, centred on a live case project involving final-year Marketing and Home Economics and Business students. The students conducted a comprehensive strategic analysis of the Marina Market and developed innovative event concepts tailored to the Marina Market’s brand and audience. Event ideas ranged from a trading card convention to a sensory-friendly day designed to create an inclusive experience for individuals with diverse sensory needs. The students showcased their work at the HIVE in MTU, pitching their event ideas directly to the Marina Market team, followed by a Q&A session where they received constructive feedback and valuable industry insights.

Sharon Lehane, a lecturer involved in the project, reflected on the experience: “This real-world learning experience reflects the value of authentic assessment in bridging the gap between academia and industry. This link is essential in equipping students with the practical skills and insights that will support their future career success. I am extremely proud of all the students involved, I was really impressed by the effort they showed throughout. I would also like to thank the Marina Market team for working with us for the second year running and providing invaluable support and real-world insights for our students.”

Benefits of the Engagement

The collaboration proved to be highly impactful for both the Marina Market and the students involved. For the Marina Market, the partnership provided valuable insights and innovative event ideas that aligned with their objectives and commitment to community engagement. The students were able to showcase their creativity and professionalism and gain practical experience, applying their academic knowledge to real-world challenges while honing their critical thinking and creativity. The continued support from the Marina Market team emphasised the value of local partnerships in driving innovation and enhancing community development.

Both MTU and Marina Market are excited to continue working together and explore further opportunities for innovation and growth.

"The Marina Market is very privileged to be working with MTU, its students and staff. We have been blown away by the level of skill, creativity, hard work and enthusiasm shown by both the students and lecturers alike. Their input and contributions so far have been an incredible asset to us here at the Marina Market. MTU has shown time and time again their commitment to their students and pushing the boundaries of how education should be. We hope to keep this relationship going as long as possible and continue to work together and learn from each other.” - Eoin Derham, Marketing Director at Urban Green Private.

Contact us to connect your Enterprise with MTU. Email us at extended.campusCork@mtu.ie to discuss a collaboration that suits your needs!