With marketing degrees becoming one of the most sought-after at the University of the West Indies, the student-led University Marketing Association (UMA) has taken the charge to address the lack of financial aid for students pursuing the discipline with a fundraising party, dubbed College Cooler Fête.

This event will be the first in a series that will go towards generating funds to provide scholarships and grants to students in need of financial assistance.

Hasani Semaj, the president of the UMA, said: "As a University Marketing Association, our main focus is to apply the skills we develop in school and from our various trainings and internships to addressing real-life issues that exist. So far, one of the major issues we've identified is a lack of financial assistance specifically for marketing students, so we thought it only fitting that we use our skills and our platform to address that."

Hosted in association with Dream Entertainment and sponsors Digicel Jamaica, JN WAY, Pepsi Jamaica and SLEEK, the College Cooler Fete will be held today at the UWI Mona Sandpit, starting at 2 p.m. Music will be provided DJ Nicco and DJ SoSick from Darkcide International, Shantonio from Chromatic and DJ Laing D.