Created by Christopher Morrow
US Bakery Giant Cinnabon Helps Ulster University Students
Ulster University Business School’s BSc and MSc marketing students have been given privileged access to the marketing strategies and expertise of US bakery giant Cinnabon as part of a two-year academic-industry partnership.
Cinnabon, which had brand revenues exceeding $1b last year, is an exemplar for best practice in distribution through their franchising model and operates in 60 countries across the world. Kat Cole, Group President of Cinnabon parent company Focus Brands has worked alongside Ulster University Business Schools’ marketing professor Mark Durkin and Dr Lynsey Hollywood to produce a teaching case study for use on the Schools’ marketing programmes. The study has also just been published in Europe’s leading marketing textbook – ‘Foundations of Marketing’ by John Fahy and David Jobber.
Professor Durkin explained, “Cinnabon is a company of scale that enables students to better understand food markets and food marketing internationally. Ulster University Business School is renowned for its pioneering work in initiating academic-industry alliances and this partnership has not only brought practical learning benefits to our local students but has also enhanced the School’s reputation internationally through the publication of the case study. Students can learn much from Cinnabon’s marketing ethos, its entrepreneurial flair and its sense of global ambition.”
Ms Cole, Focus Brands Group President stated that, “After 30 years of building one of the world’s most indulgent and decadent brands, it’s an honour to share our experiences with others. Building businesses through a multichannel marketing approach is clearly the most innovative way to reach the broadest variety of customers. Building brands in this effective way is the future of all consumer business expansion. Educating students across the EU on Cinnabon’s marketing fits with the global expansion of the brand, fits with our agenda to reinvest in communities, and allows us the opportunity to give back to communities that have given us so much.”