6 November 2006

Students trip to Dewar’s World of Whisky

On Monday 6th November, 34 students from the MSc in International Professional Communication (IPC), accompanied by 2 members of staff, travelled to Dewar’s World of Whisky in Aberfeldy. The aim of the visit was to add context to the theory studied in the Strategic Enterprise module which forms part of the IPC course.

Suzanne Scott, module tutor, explains the relevance of the trip in more detail:

"There is nowhere else which could explain the theories we are trying to cover in Strategic Enterprise more succinctly than Dewar’s. The tour starts by looking at an enterprising individual who has developed their business through hard work and determination based on a very simple idea. It then helps us to explore the different elements which are necessary in any successful business; production, distribution, skilled personnel and marketing. It also provides an opportunity to learn more about the power of successful marketing and advertising and gives us an insight into the external and internal forces which have impacted on Dewar's over the years. The exhibition also gives an understanding of the problems faced in developing a business, including issues relating to family businesses, and how to overcome these difficulties. These are all theories covered in the module which the students must apply when creating a business plan as part of their final assessment."

All the students seemed to enjoy their visit despite the bad weather, particularly the opportunity to sample some of Dewar’s finest malts at the end of the tour.

The IPC course which is now in it’s 4th year covers a variety of subjects such as enterprise management, developing and managing a brand, and the theory and practice of professional and intercultural communication. Graduates of the course are equipped with skills which enable them to take up positions within multi-national and multi-cultural companies and organisations. Students learn how to facilitate and promote effective communication in professional organisational contexts as well as raise awareness of best practice in strategic and brand management. As part of the programme, students also acquire the analytical skills to conduct research to inform and support organisational policy.

For further details on the course please contact Barbara McDevitt (b.a.mcdevitt@dundee.ac.uk or Tel: +44 (0)1382 388189)

For media enquiries contact:

Anna Day
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University of Dundee
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