The winning team, called CAN Direct, comprised marketing students Chih Yuan Chen, Ayako Nakane and Alison Norden.
Their brief, set by sponsors T-Mobile and integrated agency Tullo Marshall Warren, was to devise a loyalty programme for the telecoms company and to develop a complete marketing strategy and communications plan.
The judges, including representatives from T-Mobile, TMW and the Institute of Direct Marketing, said: "The CAN Direct entry demonstrated a clear understanding and empathy with the T-Mobile brand.
"The team covered all the requirements of the original brief and their proposal was well presented, had a succinct and clear plan and the strategy flowed well throughout."
The silver award was handed to Big Bad Wolf, from the University of Greenwich.