Student Stories: Lucy Heywood


Marketing Student Turns Lecturer to Share Experiences in Industry

A second-year undergraduate student has taken on the role of guest lecturer to share her experiences in industry with her fellow students.

Lucy Heywood, who is studying BA (Hons) Marketing Management at the University of Lincoln, delivered the Lincoln International Business School’s Corporate Guest Lecture alongside Darren Bevan, Commercial Director of JDM Food Group. Lucy has recently completed a 10 month long work placement with the company.

JDM Food Group is a diverse food manufacturing business that supplies customers throughout Europe and the US in retail, food service and food manufacturing. It operates from its production facility in Bicker, Lincolnshire, supplying core ingredients through to roasted vegetables, sauces, dressings, drizzles and marinades.

Last year, LIBS students partnered with JDM as part of an essay competition in which they were asked to explore the changing attitudes of consumers within the industry. Three winning students were selected by a panel which included Darren and given prizes.

As a result of Lucy’s first place entry, which gave insights into the use of descriptive stimuli, visual imagery and the decision-making process, she was later offered a placement at the company.

Lucy said: “I’m honoured to have been asked to deliver this lecture and share my experiences with my fellow marketing students. The placement has been a fantastic opportunity to understand how the food industry works and what it takes for a product concept to reach the shelf. I have learnt so many life skills and professional skills which will highly benefit my third year studies as it has helped define my personal interests and what business areas I am more suited to.”

Darren said: “The event was a great opportunity for Lucy to demonstrate to peers her learnings whilst on placement at JDM Food Group Ltd. Lucy has made an excellent contribution to JDM in her time with the business and has been a first-rate ambassador for the University too. We look forward to a continuation of our relationship with Lincoln in the years ahead.”

Peter Mount, Module Leader in Buyer Behaviour at LIBS, said:”This year’s Corporate Guest Lecture for our Buyer Behaviour students had added impact for me as students were able to hear from someone their own age and in their exact situation just a year ago, which really brought to life the consumer behaviour theory they studied this term.”

Martin Hingley, Professor of Strategic Marketing at LIBS said: “What was fantastic about the business involvement in our Buyer Behaviour module this year was seeing Lucy come full circle from student to business intern with JDM, and then back again as presenter in the classroom to the next cohort, all the time growing in experience and confidence”.