Scientists are using TV-style contests inspired by programmes such as The Apprentice as a new way to teach university students.
Science students at the University of Brighton are set challenges and then filmed from the start of their tasks in the laboratory through to marketing-style presentations.
They then enter a boardroom, similar to contestants in the BBC's The Apprentice featuring Lord Sugar, where they are judged on their ideas and winners are announced.
Footage is posted on YouTube and on university websites for the Pharmaceutical and Chemical Sciences and Pharmacy MPharm students to see.
Lecturers at the university said the scheme, dubbed The Analyst, is intended to expose students to real-life situations for when they enter the workplace.
Dr Bhavik Patel, lecturer at the university's School of Pharmacy and Biomolecular Sciences, said: "The method is proving extremely effective.
"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.
"It seems to be going down well with the students. The feedback has been very positive."
She added: "All are winners as far as learning is concerned, and no-one gets fired."