The Apprentice used by Brighton students
Scientists at the University of Brighton are using TV style contests, such as The Apprentice, as a new way of teaching students.
They are set challenges which are then filmed and posted on the university website for other students to see.
Lecturers said the intention was to expose students to real-life situations.
Dr Bhavik Patel said: "All are winners as far as learning is concerned and no-one gets fired."
The pharmaceutical and chemical science students are filmed from the start of their tasks in the laboratory right through to the marketing presentations.
Dr Patel said: "Students are putting theory into practical applications and then thinking of ways to market their results and finally making presentations, all in a competitive environment."
The students then enter a boardroom, based on Lord Sugar's, where they are judged on their ideas and the winners are announced.
"It seems to be going down well with the students. The feedback has been very positive," Dr Patel added.