The Technological University of the Shannon (TUS) Athlone Campus proudly announces the launch of this year’s Live Digital Marketing Capstone Projects, a hallmark of the university’s commitment to industry collaboration and hands-on learning. This unique initiative, now in its seventh year, connects final-year digital marketing students with 24 leading companies across diverse sectors, providing them with invaluable real-world experience while driving impactful digital marketing solutions for their partner organisations.
Under the mentorship of Senior Lecturer Louise Murray and Lecturer Tom O’Donoghue, students will work with companies ranging from local clubs like Westmeath GAA to international brands such as Blocworx and Rye River Brewing. The projects involve developing and implementing customised digital marketing strategies that align with each company’s goals. “This partnership with industry is at the heart of our programme,” says Murray. “It allows students to apply their digital classroom learning to real-world challenges, preparing them for the workforce, while delivering tangible benefits to our industry partners. It’s a win-win for everyone.”
The participating companies represent a wide range of industries, including technology, retail, hospitality, and the beauty and wellness sector. Notable partners include DPD Ireland, Midlands 103, and deDANÚ Ltd, Ireland’s first carbon-neutral health and wellness brand. Founded and directed by Leah Fletcher, deDANÚ is a female-led company that integrates circular biotechnology, clinical research, and local agricultural resources to create innovative, effective, and luxurious products.
Leah Fletcher, Founder and Director of deDANÚ expressed her excitement about the collaboration: “We are thrilled to collaborate with the talented students at TUS on this exciting project. As an Athlone-based brand, this partnership comes at the perfect time as we work behind the scenes on a major feature that will set us on the world stage—an incredible opportunity we feel fortunate to have secured. Our business relies heavily on digital engagement, and this project will play a vital role in enhancing our online presence across platforms. Our student will help us refine our social media strategy, ensuring we connect meaningfully with our audience and grow our brand visibility. It’s a fantastic way to empower future marketers while preparing deDANÚ for an extraordinary next chapter.”
For many companies, the partnership is a valuable opportunity to access fresh ideas and innovative solutions. Brenda Mannion, Chief Operations Officer of Mersus Technologies, highlighted the transformative impact of the project: “As a small company, we often struggle to allocate sufficient resources to marketing. The students bring fresh perspectives, innovative ideas, and a deep understanding of the latest digital marketing trends, which has greatly boosted our marketing efforts.”
Throughout the project, students will work closely with these companies, ensuring that their proposed digital strategies are implemented during a second semester. This hands-on experience prepares students for the digital marketing landscape, while also opening doors for future employment and internships. Patrick O’Loughlin, Marketing Manager at DPD Ireland, shared his enthusiasm: “The students bring a level of energy and fresh thinking that challenges and invigorates our team. It’s a great way to discover new talent, and we look forward to working with them again this year.”
TUS has consistently placed industry collaboration at the core of its curriculum, with many past live digital capstone projects leading to long-term partnerships and career opportunities for graduates. The success of the Live Digital Marketing Capstone model has inspired other programmes within the university to adopt similar practical, industry-focused approaches. As Louise Murray highlights, “Our live digital capstone projects not only reflect but drive our commitment to practical, hands-on learning, ensuring our graduates are ready to make an immediate impact in the workforce.”
The Live Digital Marketing Capstone Project at TUS continues to grow, playing a vital role in enhancing students’ employability while strengthening ties between the university and the regional business community.