This was achieved by undertaking qualitative research that led to re positioning the City MBA programme and developing a more appropriate programme identity within the constraints of the overall City University corporate identity guidelines.

This new look was embodied in new brochures and direct marketing pieces which supported the new campaigns.

A series of ground breaking promotional campaign initiatives were devised for national newspaper advertising, commercial radio and direct marketing mediums which eventually led to hugely increased response from the target market and helped the City University MBA programme to achieve market leadership in what is a very competitive market with over 150 MBA providers in the UK alone.