Westminster students collaborate with Albert Di Guida Hair London for social media marketing project

As part of a Social Media Marketing module, 106 students from the University of Westminster's Digital Marketing BA Honours course gained first-hand experience of working with a real-world client, Albert Di Guida Hair London. Taking on the role of social media managers, they developed content and strategy for the independent London-based luxury hair brand and beauty salon in Shoreditch.

In this live client project, students conducted a comprehensive situation analysis through social media listening to inform data-driven marketing recommendations. Working from the company's live client brief, students evaluated Albert Di Guida's existing digital presence, analysed audience engagement trends and proposed strategies for enhancing visibility and customer interaction across platforms such as Instagram, TikTok and Facebook.

Haftu Habtemichael, a third-year student, said: "Working with a real business is something I always looked for to solve real-world challenges and to beef up my understanding of client needs, the significance of social media marketing in brand awareness, building customer loyalty and more. During my engagement with the client in the seminars and lectures, I have gained hands-on experience and impactful insight which is relevant for my future career. I would like to thank the module leader Dr Maria Bortnovskaya and Alberto Di Guida for providing and organising such an eye-opener and a valuable opportunity to work with real businesses."

The live engagement was led and guided by Module Leader and Deputy Course Leader for Digital Marketing BA Honours Dr Maria Bortnovskaya and supported by seminar leaders Allen Dawn Jorda, Dr Unvan Atas and Zory Dirwai, with the module team working closely with students throughout the project.

Dr Bortnovskaya said: "Working with a real client transforms how students experience learning. It strengthens their marketing knowledge while also developing confidence, professionalism and a can-do mindset. Students consistently say that collaborating with a live business makes them feel better prepared for placements and graduate roles. It also enhances their portfolios and CVs with meaningful, real-world projects - one of many ways our School supports employability. We are very proud of our students' achievements and the creativity they demonstrate in responding to real business challenges."

Alberto Di Guida, the Founder of Alberto Di Guida Hair Salon, added: "Collaborating with the students was a rewarding experience. Their creativity, curiosity and professionalism made the project both insightful and impactful. I greatly benefited from seeing fresh perspectives on real-world social media challenges."

The project enables students to apply marketing theory to real business challenges, strengthening their analytical, creative and client communication skills and supports both the University's Being Westminster Strategy and the Education Strategy 2023-2029 by promoting inclusive, authentic learning, enhancing employability skills and preparing students for meaningful professional impact.

The project fits under the University's Zone29 offering - Westminster's new home of careers and enterprise connecting diverse student talent with the world of business and its local community.

The collaboration directly contributes to the United Nations Sustainable Development Goals (SDGs) 4: Quality Education, 8: Decent Work and Economic Growth and 17: Partnerships for the Goals. Since 2019, the University of Westminster has used the SDGs holistically to frame strategic decisions to help students and colleagues fulfil their potential and contribute to a more sustainable, equitable and healthier society.

Learn more about Marketing courses at the University of Westminster.

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