UGBS Partners with Twellium Industrial Company for Digital Branding Challenge
The Department of Marketing and Entrepreneurship at the University of Ghana Business School (UGBS) has successfully concluded the Digital Branding Challenge, a semester-long project organised for Level 400 students enrolled in MKTG 403: Electronic Marketing Essentials. The initiative, led by Prof. Sheena Lovia Boateng, was implemented in partnership with Twellium Industrial Company Limited to provide students with practical experience in digital marketing. The challenge culminated in a final awards presentation ceremony held on 16th March 2026, at the R. S. Amegashie Auditorium at UGBS. The session was moderated by Prof. Boateng. The project engaged more than 300 students who worked in groups as mock digital marketing agencies to develop creative social media campaigns for Twellium’s flagship brands: Verna Mineral Water and Bigoo Soft Drinks. As part of the exercise, students conducted market research, developed buyer personas and produced digital content targeted at the 18 to 30-year-old demographic.
Speaking at the event, the Head of the Department of Marketing and Entrepreneurship, Prof. Mahmoud Abdulai Mahmoud, expressed appreciation for the initiative and emphasised the importance of collaboration between academia and industry. He noted that such partnerships represent innovative ways of impacting knowledge and shaping students through practical learning experiences. Prof. Mahmoud commended Prof. Boateng for leading the initiative and encouraged students to take such opportunities seriously, noting that the experience and certificates obtained from the programme would be valuable to their professional development. He further advised students to update their curriculum vitaes with the achievements gained from the project and assured them of the department’s continuous support for initiatives that enhance experiential learning. He also informed students about another upcoming developmental session scheduled to further support their growth.
Head of Department, Prof. Mahmoud Abdulai Mahmoud addressing the students
Representing Twellium Industrial Company, Mr. Gladstone Nditsi Kofi Kwawukume from the company’s marketing department applauded the students for their creativity and commitment throughout the challenge. He encouraged them to continue developing their skills and announced that Twellium plans to organise a field trip for the students to visit the company’s production facility. According to him, the visit will provide students with the opportunity to interact with management and explore how some of their advertisements could be refined and potentially used officially by the company.
At the end of the competition, outstanding teams were recognised for their creativity and performance. The two top-winning teams: The Rescuers and Alpha Digital Marketing, received a cash prize of GHS 2,000 each. Two runner-up teams, Jomane Creatives and Elites, were awarded GHS 1,000 each for their impressive submissions. The Best Verna Ad Award went to the Brand Wave group, who received Twellium products worth GHS 1,000. The Honourable Mention Award was presented to Team 2K, who also received Twellium products valued at GHS 1,000.
Some students receiving their awards
All participating students received certificates recognising their involvement in the Digital Branding Semester Project for MKTG 403: Electronic Marketing Essentials in partnership with Twellium Industrial Company. The certificate acknowledged their application of advanced digital marketing principles to enhance brand awareness and engagement for the Verna and Bigoo brands. The awards were presented by Mr. Gladstone Kwawukume and Prof. Mahmoud Abdulai Mahmoud, marking the successful conclusion of the project.