By Graham Hayday, 25 March 2002 14:20
NEWS SAP has teamed up with London theatre the Donmar Warehouse to give undergraduates the chance to gain some real world marketing experience. According to SAP, the initiative is designed to give undergraduates an insight into marketing in both the arts and business worlds and will help them use these skills to develop new audiences for the theatre. Each year, 30 London-based students will be recruited as 'arts ambassadors' to publicise shows and events at the Donmar to their peers. Together, the ambassadors will be responsible for selling tickets to 150 of their fellow students for six designated performances at the Donmar. The Donmar and SAP will give the students briefings and presentations on marketing techniques to support their efforts. Peter Robertshaw, marketing director at SAP UK, said in a statement: "The partnership between SAP and the Donmar Warehouse brings together two areas of business - IT and the arts - that are not traditionally seen as bedfellows. "The students involved will not only benefit from being exposed to the marketing world, but may also be offered work experience placements and opportunities to make invaluable contacts for the future. In addition to this, SAP's technology will be used to allow the Donmar to attract a new student audience through e-marketing via mobile phones." Sarah Hunt, marketing director at the Donmar Warehouse, added: "The ideal way to develop an audience is from within. This student arts marketers initiative enables us to reach a young, and in most cases first-time, audience for the Donmar. It also allows us to invest in possible future arts administrators by giving them an introduction to the behind-the-scenes workings of a West End theatre."
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