What students learned at our Business Studies Student Convention & why you'll want to be there next year
8 Feb 2024, 13:36 by Sam Taylor
Last week, nearly 300 college students from across the UK joined us in France for a magical 4 days of fun & learning at our annual Business Studies student convention at Disneyland® Paris.
Catch up on what you missed and find out what you can expect when you join us 28–31 January 2025. Get ahead and start planning your trip now.
The key takeaways from the event
Influencer and partnership marketing works
The first speaker students heard from was the fantastic Nick Webb. As Partnerships Manager for Disney Parks & Resorts, Nick's role centres around developing effective marketing campaigns which are typically delivered by recognisable names on TV and radio and influencers on TikTok and Instagram. And if you've ever wondered how Disney merchandise ends up on the shop floor of Uniqlo or Primark, Nick revealed it all in this spellbinding talk.
Nick delved into a selection of case studies of recent campaigns he headed for Disney Cruise Line & Walt Disney World® Resort in Florida. It was apparent that students felt lucky to gain this exclusive behind-the-scenes look of the business as we collectively unpacked the conception, implementation and reporting of partnership campaigns with huge names such as M&S, This Morning & Britain's Got Talent.
Brands must evolve alongside their customers
Tracy Bayliss joined us for a second year to share the story behind LeShuttle's recent rebrand. Not just resigned to visual identity, in Tracy's presentation students learned the important factors a brand must consider when curating the entire customer experience—from the first touchpoint to post-trip customer care.
How does a brand stay relevant and change with the times? LeShuttle's overhaul comes at a time when travellers are becoming increasingly conscious of their environmental footprint and looking for alternative methods of travel that don't involve flying. Tracy invited students to take a critical look behind the brand's successful new marketing campaigns which play to these customer needs and desires. This provided a useful real-life case study into how brands evolve alongside social trends to best meet their customers' needs, which is something students could cite in their coursework.
Psychology informs the magic
A regular at the convention, Tom Nelson from The Walt Disney Company made a return this year to lift the lid on Disney's digital marketing practices. Students gained insights into the strategies employed to reach potential customers across different channels and discovered how Tom's team engages these customers to consider a Disney holiday.
During his presentation, Tom illustrated the psychological aspects which inform the mega brand's approach to design and user experience, and invited students to ponder how AI may change this in the future. It was a revealing look into the side of business typically hidden from consumers, and with this new expert insight students are certain to take a more critical look at the ways they are influenced to make purchases online—from booking a holiday to placing an order on ASOS.
Students benefitted from having Craig Busby, a seasoned lecturer in business studies, skilfully overseeing the proceedings from the welcome and speaker introductions to the final Q&A session. Craig's wealth of experience allowed him to succinctly summarise topics covered in each speaker's presentation and draw strong links to the curriculum. This provided an excellent chance for students to take relevant notes they could reference in their college coursework.
Start planning your educational adventure
Inspire your students with live talks from travel industry experts, complement the content you've covered in class and enjoy a magical couple of days in the Disney® Parks 28–31 January 2025.
Trust us to deliver an unforgettable educational adventure for your students.
More about the Business Studies Student Convention →
More about the Travel & Tourism Student Convention →
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