The lights dimmed, the screen flickered to life, and for a group of UniMAC Service Marketing Students, learning took on an entirely new meaning. This was not a typical lecture hall or a slide presentation, it was a cinema, alive with real customers, real interactions, and real insights. On that Friday evening, theory met practice in the most engaging way possible.
Students from the Department of Marketing and Entrepreneurship at the Faculty of Business and Strategic Communication (FoBSC) of the University of Media, Arts and Communication’s (UniMAC) Institute of Journalism (IJ) stepped beyond the classroom on April 25, 2026, for an experiential learning visit to Silverbird Cinemas at Accra Mall. The exercise was designed to bridge the gap between academic concepts and the realities of the service industry, giving students a front-row seat to marketing in action.
As part of the experience, students observed the dynamics of customer service delivery, audience engagement, and the overall consumer journey within a cinema setting. From ticket purchase to movie screening, every touchpoint became a live case study in service marketing; one of the key courses they studied in the just ended semester.
Speaking during the visit, Dr. Nii Nookwei Tackie, FoBSC Programmes Coordinator and Lecturer on Service Marketing for the Semester, highlighted the purpose behind the initiative. “We’re here not only to take it slow, but also to see the things we learnt in class concerning service marketing actually happening in the cinema,” he explained. His remarks captured the essence of the day: learning by seeing, doing, and experiencing.
Dr. Bright Senanu, Ag. Head, Marketing and Entrepreneurship Department, reinforced this vision. He emphasised that UniMAC prioritises experiential learning, ensuring that students are not limited only to the lecture halls alone.
By engaging directly with real-world environments, students gain a deeper understanding of customer experience. This time around, it was within the creative and entertainment industry.
The highlight of the visit was the screening of Michael Jackson, which served as both entertainment and a learning process. The atmosphere blended excitement with curiosity, as students analysed the very environment they were enjoying. It was a day where fun and education came together.
The students expressed sincere appreciation to their lecturers for organising the trip, noting that such experiences give them a competitive edge as future Marketing and Public Relations professionals. For many, it was a powerful reminder that the most impactful lessons often happen beyond the classroom.
The visit underscored UniMAC’s commitment to innovative practice-oriented education. By creating opportunities like this, the university continues to prepare its students to meet the evolving demands of the marketing and communication industry confidently, capable, and ready to stand out.
Drafted by:
Kelvin Boakye Owusu
Level 300 Journalism Student