ESEI Students’ Real-World Marketing Project with Qoomet

The gap between academic theory and real-world practice is a challenge for many students and professionals alike. At ESEI International Business School, bridging this gap is not just a philosophy—it’s a core part of the curriculum. That is why at the end of every block, students across programmes and courses collaborate with real companies to test their ability to translate theoretical knowledge to practical application.

For instance, students from the Multichannel Marketing Strategy class under Professor Yolanda Palacios had the unique opportunity to work with Qoomet, a dynamic Madrid-based company, on a project that exemplifies the school’s commitment to project-based learning.

Real-World Learning with Qoomet: The Project Brief

As part of ESEI’s innovative approach to business education, Bachelor in Business Administration and Business Communication students were tasked with helping Qoomet address several pressing marketing challenges. Qoomet is an app-based platform offering P2P courier delivery services. The platform connects people who need to send packages with travelers who already have a planned route.

The collaboration was designed to give students hands-on experience while providing Qoomet with fresh perspectives and actionable solutions.

“The main reason Qoomet participated was to gain different perspectives that could help us improve our management and implement new ideas,” shares Qoomet chief executive officer Juan Garcia. “We also found it meaningful to support final-year students by offering them a light first contact with the professional world through a real, operating company like ours,” he adds.

Applying Marketing Theory in Practice

Throughout the project, students were encouraged to draw on the theoretical frameworks and tools they had studied in class. Under the expert guidance of Professor Palacios, they conducted in-depth market research, developed buyer personas, and crafted multichannel marketing strategies tailored to Qoomet’s unique needs.

“At ESEI, the project-based approach pushes students to apply knowledge actively, not just passively absorb it,” explains Professor Palacios. She emphasized the importance of working on real challenges, analysing real markets, and making decisions with imperfect data, just like in the real business world. ¨This method fosters adaptability and problem-solving, two things a lecture alone can’t provide,” she stresses.

Innovative Solutions and Tangible Impact

The results of the collaboration were impressive. Each student team brought a unique perspective, offering a range of ideas and strategies that addressed Qoomet’s business challenges from multiple angles.

“All groups provided valuable input, each focusing on different areas. Overall, the outcome was a very useful combination of ideas, strategies, and practical execution that benefited the company,” Garcia notes.

Some of the standout recommendations included:

Enhanced Buyer Persona Development

Qoomet was particularly impressed by the students’ approach to refining their buyer personas. “The development of our buyer persona is where we see the most potential for improvement, and we aim to enhance it based on the students’ presentations,” Garcia says.

Influencer Marketing and New Channels

Students suggested leveraging influencer marketing at the top of the sales funnel—a tactic Qoomet had not previously considered. They also recommended exploring platforms like Reddit and optimizing campaign routes and city-focused strategies.

Customer-Centric Strategies

Professor Palacios highlighted a group that excelled by putting customer needs at the centre of their strategy. “They worked hard to understand pain points, motivations, and behaviours, and then crafted marketing initiatives that directly responded to those insights. Their customer-focused approach was key to creating relevant and engaging recommendations.”

Skills for the Modern Business World

The project was not only a learning experience for the students but also a demonstration of the skills and qualities essential for success in today’s business environment.

Garcia praised the students for their in-depth understanding of the sales funnel and how to apply strategies that impact each stage to improve conversion rates. “In our view, mastering this gives them a strong foundation for a promising marketing career,” Garcia shares.

Professor Palacios echoed this sentiment, noting significant improvements in critical thinking, teamwork, and communication among students.

“Critical thinking definitely improves—students start asking ‘why’ and ‘how’ instead of just ‘what.’ Their teamwork also strengthens, as they learn to organise roles, meet deadlines, and collaborate under pressure, essential skills for the professional world.”

The ESEI Difference: Project-Based Learning and Career Success

What sets ESEI apart as a leading business school in Spain is its commitment to real-world learning and student employability. The school’s project-based methodology ensures that students don’t just learn theory—they learn how to apply it, preparing them for a successful transition from the classroom to the workplace.

“Throughout the course, I guide students in translating theory into action by using real examples, frameworks, and marketing tools,” explains Professor Palacios. This means providing guidance from the first step of setting clear business objectives to conducting market and audience research, defining positioning, designing marketing funnels, developing operational plans, to managing budgets, and analysing metrics.

“I believe the key is having students work through practical, real-world cases so they learn not only the theory but how to apply it effectively,” she asserts.

This hands-on approach is a cornerstone of ESEI’s Masters programmes and is supported by robust Career Services that connect students with job opportunities across Europe and beyond. For those seeking to study abroad and gain valuable international experience, ESEI offers a truly global environment in the heart of Spain.

Real Business, Real Impact

For Qoomet, collaborating with ESEI students was a refreshing change from working with professional consultants or internal teams. “They are very different concepts. Consultants usually provide highly detailed analysis and well-defined solutions, including execution plans, timelines, and expected outcomes. On the other hand, working with students, in pairs in this case, results in a broader range of ideas, though less detailed, which is more valuable to us at this stage,” Garcia explains.

The partnership demonstrates the mutual benefits of project-based learning: companies gain innovative ideas and fresh perspectives, while students gain practical experience and develop the skills that employers value most.

The Qoomet project is a shining example of how ESEI International Business School’s project-based learning methodology transforms business studies into a launchpad for career success. By working on real-world projects with real companies, students develop the confidence, creativity, and critical thinking needed to thrive in today’s global business environment.

Whether you’re considering a Masters programme in marketing, digital transformation, or international business, ESEI offers the perfect blend of academic excellence, practical experience, and global perspective. If you’re ready to take your career to the next level, discover what makes ESEI a top choice for ambitious students seeking a world-class business education in Spain.

ESEI Students’ Real-World Marketing Project with Qoomet | ESEI