03 April, 2018

Motorsport Ireland is responsible for the motorsport industry in Ireland. It consists of ten disciplines, including Kart Racing. Kart Racing is exciting and exhilarating and is one of the more popular types of motorsport. According to Motorsport Ireland, “Kart Racing is one of the fastest growing forms of motorsport in the world”.

Motorsport Ireland Kart Racing joined forces with CIT’s Masters in Marketing Practice students to develop a marketing strategy for their organisation. Working in a team-based environment, the students identified a clear definition of each of the organisation’s target markets. They explored innovative ways to develop a positive brand image. They also investigated ways to increase participation in the sport. The students were required to produce a communications plan to deliver clear, and positive messaging as well as to create a sponsorship plan to attract sponsors to the sport.

The Masters in Marketing Practice students in their teams, presented their overall marketing strategies to Kieran Coleman, (Vice chairman Motorsport Ireland Kart Race Committee) and other members of the Motorsport Ireland Karting team. Dr Rose Leahy, lecturer in School of Business, CIT and Gerard O’ Donovan, Head of Faculty of Business and Humanities, CIT were also in attendance for the presentations.

This live case enabled the students to exhibit their commitment and hard work by creating a marketing strategy for Motor Sport Ireland Kart Racing. This experience also gave the students a valuable experiential learning opportunity.

According to Dr Rose Leahy: “Live cases are at the centre of what we do here in the Marketing and International Business Department in CIT. Working with Kieran and his team at Kart Racing Ireland was a pleasure, and the students received top class, real life experience working on a complex brand and marketing environment”.

“I wish to thank Dr Rose Leahy for her decision to work with us, and personally say how proud I will be in Italy presenting the findings and results of the CIT groups to the Iame directors (Iame are considered to be the biggest kart engine supplier in the world). I do hope we can continue our relationship with CIT in the future” – Kieran Coleman, Vice chairman Motor Sport Ireland Kart Racing Committee.

To explore how CIT can collaborate with you and your company, email us today extendedcampus@cit.ie or call us on 021433 5302.