Forty of North Hertfordshire College’s Business students recently headed to Disneyland Paris for an unforgettable educational trip! As part of the experience, our students had the chance to attend a specialist seminar and gain exclusive insight into the business strategies behind the world-famous brand.
Our students were introduced to Disney’s concept of ‘Guestology’, a term coined by the company to describe its unique approach to customer service. It refers to the study of guests’ expectations, behaviours, and emotions, allowing Disney to create immersive and personalised experiences to remember.
The seminar also explored how Disney trains its ‘cast’ members to exceed customer expectations and ensure that every visitor feels valued and engaged from the moment they arrive. This includes delivering exceptional customer service and paying meticulous attention to cleanliness. The seminar also explained some of the psychology behind park layouts and how they contribute to the guest experience – fascinating stuff!
A particular highlight of the experience was an introduction into Disney’s marketing techniques, with a deep-dive into the new Snow White movie’s promotions. Our students had a chance to learn about the ‘button method’, which involves carefully selecting and emphasising key emotional triggers (or ‘buttons’) in promotional material to evoke specific audience reactions. By creating trailers that strategically highlight moments of nostalgia, excitement, humour, of tension, Disney ensures audiences are excited about upcoming films. Our students analysed how this approach shapes how the public feels about films and how it contributes to box office success.
Excitingly, our students then had the opportunity to apply their learning to the real-world by exploring Disneyland Paris. They examined where adverts were placed, sponsorships in the park, and in-park promotion opportunities, identifying how Disney subtly reinforces its brand messaging.
Using an interactive map, our students completed marketing and business strategy tasks that challenged them to think critically about how Disney engages visitors and maintains its status as an industry leader.
Diandre Magrin, one of NHC’s Business tutors, told us: “This trip was an incredible opportunity for our students to see world-class business strategies in action. Learning about Disney’s approach to customer service and marketing in a hands-on way really brought the subject to life. It was inspiring to watch our students engage with these concepts and apply them within the park – an experience they’ll never forget!”
Could you be the entrepreneur behind the next Disney? Start your journey to success with NHC’s Business pathways! With North Hertfordshire College, you can stay close to home and access amazing experiences to help you go far in your future career.