Public Value Hackathon ignites ideas and sparks innovation

Postgraduate students from Cardiff Business School recently participated in a Public Value Hackathon, using their knowledge and skills to address real-world challenges through innovative solutions for three purpose-driven organisations.

The annual Public Value Hackathon was held at Cardiff Business School on 15 November 2023.

160 students took part from across the Marketing (MSc), Strategic Marketing (MSc), and Business Strategy and Entrepreneurship (MSc) programmes.

The one-day event began with a welcome from Professor Ken Peattie, Head of the Marketing and Strategy section at Cardiff Business School and Dr Anthony Samuel, Reader in Marketing.

Next, Helen Taylor, a Public Value Entrepreneur in Residence at Cardiff Business School delivered a session to students on what makes a good pitch. Helen is a Founder of One Blue Marble, an organisation that helps businesses and charities accelerate their cause towards a sustainable future and make a genuine difference. She facilitated the day, introduced the three organisations which students were tasked with solving real-world issues for, and set the challenges. Imogen Ford, Social Media Manager of Ecotricity supported Helen in delivering the session.

In teams, students participated in a time-sensitive creative problem-solving activity, developing innovative ideas, which were then presented to a panel of judges in a 2-minute pitch. The winning teams and runners-up were presented with certificates and prizes.

The challenges and winning teams

Business Strategy and Entrepreneurship (MSc) students solved the Ecotricity challenge of producing a Theory of Change nudging people to behave more sustainably.

Marketing (MSc) students developed ideas on how Forest Green Rovers Football Club can include their unique ‘greenest football club in the World’ ethos of sustainability into the club’s social media marketing communications.

Strategic Marketing (MSc) students pitched ideas on how the Captain Paul Watson Foundation UK can engage more volunteers and regular supporters.

Helen Taylor, Founder of One Blue Marble said:

“It was an absolute pleasure (and fun) to host the day and to see the students’ positive reaction with their eyes wide open, keen to undertake their challenges. Equally, to enjoy the fruits of their labour – they approached the challenges with such thoroughness, great research and good understanding of their audience. Students let their characters and expert learning shine through when delivering their pitches. All were very impressive.

Thank you for the opportunity to work with you all. I hope it’s sparked some real food for thought towards engaging a purpose-driven approach to business and marketing. Good luck to everyone for the future.”

The 2023 Public Value Hackathon organising team included: Dr Carmela Bosangit, Dr Anthony Samuel, Professor Nicole Koenig-Lewis and Dr Laura Reynolds.