Joel Goodhall

Why Teesside?

I saw that the University referenced ‘real-world’ experience in their literature – I’m not very academic so being able to study in a place that focuses on practical problem-solving was really important – I wanted to be able to apply my learning from day one.

I also got a really good feeling on the applicant visit day. The lecturers felt friendly, approachable and helpful. The Business School environment felt like one where I could make friends, have fun and also push myself with the support of the staff.

Favourite modules?

I really enjoyed the marketing modules. I felt like the lecturers helped me to understand the world around me, and the role of marketing as a function of a business.

What skills did you develop?

Critical thinking was one of the main ones. I use it every day, whether it’s through analysing data or setting the strategic direction for a brand.

Tell us about your placement

In my third year I completed a year in industry as a product marketing executive at Microsoft in London. It gave me experience of the different types roles involved in producing marketing campaigns.

What have you done since graduating?

I decided to pursue a career in advertising – mainly due to my love for Nike ads – at LIDA Limited, which is part of the M&C Saatchi Group. In my four years at LIDA I went from a graduate trainee to account manager, and then a strategist. In 2019 I moved to R/GA in London – they were behind some of the Nike work I loved and wrote about in my marketing assignments. It’s pretty cool to now be working behind the scenes.

What does your role involve?

My role as a strategist is to help solve business challenges by understanding culture, people and brands in order to find a creative opportunity for the business to succeed. This creative opportunity could be an advert, a live experience, a technology platform – the possibilities can be endless.

What is the most valuable experience you learnt?

One of my marketing lecturers explained the quote ‘Business is war without bullets’. It shaped how I approach the subject. It helped me channel my naturally competitive spirit into my career. And, most importantly, it’s a constant reminder of how to win.