MBA Learners Take the Win in Prestigious Data and Marketing Association Talent Marketing Challenge
A team of six MBA learners from Newcastle University Business School has taken the top prize in this year’s prestigious Data & Marketing Association (DMA) Talent Marketing Challenge, held in partnership with Costa Coffee.
29 July 2025
Alignment with Costa’s real-world marketing initiatives
Their pitch, which explored the connection between consumer moods and coffee and food consumption, impressed judges from both Costa and the Data & Marketing Association (DMA) with its strategic depth, creativity, and audience insight. Remarkably, Costa revealed that the learners’ central theme aligned with a campaign the brand had recently begun rolling out – a powerful testament to the team’s relevance and forward-thinking.
MBA learner Sawarot Thawinwongrak said: “The DMA Talent Marketing Challenge gave us a unique opportunity to blend creativity with strategic thinking in a real-world digital marketing campaign. What I enjoyed most was collaborating with my team and presenting our pitch to industry professionals. It was a meaningful journey from start to finish.”
The experience included a visit to Coca-Cola’s head office, also located in the Capital, where learners had a tour of the space followed by discussions with the Marketing team, offering them a deeper understanding of the marketing industry.
Amira Baraka added: “This experience has been a highlight of my MBA journey, from shaping the initial campaign concept to pitching it at Coca-Cola HQ, it was an incredible opportunity to apply what we’ve learned to a real-world challenge. Collaborating with such a talented team and receiving feedback from industry professionals made the win even more meaningful.”
A focused brief
The challenge brief asked learners to develop a campaign focused on a customer engagement campaign – a challenge that demanded applied digital marketing knowledge, data-driven insight, and practical creativity.
Each member of the winning team was able to enrol on a DMA Award of their choice, accredited by the Institute of Data and Marketing (IDM), providing an excellent opportunity to gain a professional qualification that is recognised across the marketing industry.
The winning team was invited back to Coca-Cola’s head office for an exclusive networking event on Tuesday 15 July, offering further exposure to industry leaders.
Kirk Dodds, Degree Programme Director for the Digital Marketing MSc, said: “This year’s case study was incredibly immersive. Working on a live brief from Costa and presenting directly to the client gave our learners valuable real-world experience. Their commitment, professionalism, and talent shone throughout.
“To see our learners represent the School and University in such a professional and inspiring way was a true highlight. Their insight, creativity, and ability to turn data into compelling storytelling stood out on a national stage.”
Lucy Hatt, Degree Programme Director for the Newcastle University MBA programme, added: “We’re incredibly proud of our learners for their outstanding performance in this marketing competition. The authentic, immersive nature of the challenge mirrored real-world business, and their success highlights the power of the relational pedagogy on the Newcastle University MBA to foster strong teamwork and deliver exceptional results.”