Marketing Contract – Marketing and Brand Testing

Lancaster University is seeking to appoint an organisation to deliver positioning and brand testing market research for Lancaster University Management School. In the spring of 2014 Lancaster University conducted research into its brand amongst current and prospective students. This work enabled the University to better define its ‘marketing proposition’ and led to it changing its visual branding from the ‘swoosh’ logo introduced in the 1980s and revert to using the shield with which it was established in the 1960s. This is being applied across the University over a 12 month period. However, it is common for business and management Schools across the world to adopt slightly different branding to their parent institutions because they operate in a more commercial, postgraduate and international market than most other areas of academia. Furthermore it is approximately four years since the Management School (LUMS) last conducted any market research into its market position and brand, so to do so now would be timely. The research has two primary aims: 1. To better understand the competitive standing of LUMS relative to its competitors. 2. To test LUMS’ current branding and possible future options for development. This tender is subject to LU competitive procurement regulations and is being conducted electronically using Lancaster University e-tendering system, which can be found at https://in-tendhost.co.uk/lancaster/