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TRO helps launch UK first experiential degree

Agency to continue collaboration by guest lecturing throughout course

Pictured: Nicky Morgan, TRO group talent director

The UK's first experiential marketing degree will be launched at Sheffield Hallam University next week, following months of collaborative work with TRO.

The agency has had input into the development of the course material and will be guest lecturing to students throughout the degree. In particular, it has helped develop the International Events Management with Experiential Marketing course, which focuses on real world industry advice and relevance.

Nicky Morgan, TRO’s group talent director, said: "We are truly excited to be working with Sheffield Hallam University to create the UK’s first experiential marketing degree. This initiative echoes our ambition to support academia and discover and nurture future talent. As well as supporting the roll out of the course we are also looking to provide real work experience to students in a bid to get them industry-ready on completion of their degree."

A team from TRO will meet the first cohort of 17 students on Monday 26 September.

Dr Phil Crowther, principal lecturer at Sheffield Business School, said: "As a university we are committed to co-creating curriculums with industry partners to ensure our students are highly employable on completion of their course. We have enjoyed a great relationship with TRO over the past 18 months and are very much looking forward to educating the next generation of experiential marketers alongside the industry insights that TRO will provide."

TRO is also currently into its second year of running an IP (industrial placement) programme for event management students at Sheffield Hallam University.

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