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Marketing Portfolio Management and Market Presence - LSST Case Study

1. Apply an evaluative approach to a range of practical business data, and sources of information for delivery of the project
2. Perform efficiently and effectively as a collaborative member of a working group and as an added value contributor to the organisation which is assigned to the students.
3. Deliver innovative solutions to the client’s problems together with recommendations for measuring and evaluating those solutions.
4. Demonstrate effective business communication skills

This form is designed to give the students on this module enough information to understand your company and an overview of the project which you would like delivered. They will then be creating a pitch to ‘win’ your business as a consultancy team.

The students will be available to you for a minimum of 3 hours per week each and they usually operate in teams of 5 students. This means access to 15 hours per week of talent – in exchange for a little guidance and mentoring from you. Please complete the form below.

Each box is able to expand as you type to include as much information as you are able to include


London School of Science and Technology



Background to company

LSST is a long established privately managed college in the Academic sector and has four campuses in the areas of London: Wembley, Elephant & Castle, Luton and Birmingham. At present time the College has 4000 students studying courses on Business and Management, Health and Social Care and IT and Computing.

Student fees are paid via the Public Purse and specifically via the Student Loan Company where students need to apply for eligibility.

The college’s vision and mission statement and organisational values are:


To support individuals of all backgrounds, abilities and aspirations in order to fulfil their potential through learning, achievement and progression.


To be recognised as a leading provider of further and higher education that is inclusive, inspiring and free from barriers to learning.


Transparency, accountability, integrity, professionalism and excellence.

Background to clients (person or persons with whom the students will have most contact)

Harpreet Kaur on behalf of Mohsin Riaz, is the Dean of the LSST Aston Birmingham Campus.  

Information to be made available to the students

The senior management of the organisation has now decided to increase its product (course) portfolio and introduce in the next academic year’s professional qualifications.

An assumption can be made that the College has the internal capabilities, but not necessarily the Human Resources needs for any professional specialist qualifications, such as ACCA or CIMA that may be adopted in specialist areas, should a proposal be made to adopt such specialist qualifications.

On the other hand, although LSST is one of the biggest colleges in the UK in the segments it operates, in the last couple of years there have been numerous entrants to the point that the market is in danger of being proliferated by competition.

Consequently the requirement of this brief is to receive a proposal as a result of research and relevant data collection in order to advise the senior management of the college on the merits of adopting and developing professional qualifications that competitors do not offer in order to achieve relative competitive advantage over competition. This will also enable the College to increase its market segments by entering areas with relative lower barriers to entry and attract more clients (students) having enhanced its products (course portfolios).

Known project objectives at this point in time

· Undertake competitive analysis of (company) with emphasis on market positioning.

Project tasks

(subject to change)

· Conduct environmental analysis in the college’s current segments.

· Propose additions to the product (course portfolio) in relation to the current product offer of the college and in the light of the analysis conducted, so that the proposal of the additional courses on the portfolio is either not in direct competition with other providers or competition is relatively low.

Deliverables – what do you expect to be left with at the end of the project?

· Market research report

· Clear strategies to grow market awareness and increase student applications

Expectations of the client about the student team

· To be familiar with LSST business and brand

· To be able to place LSST within the industry

· To communicate effectively

· To deliver in a professional and timely manner

· Group formation

What the student team can expect from the Client

· To communicate effectively and professionally

· To provide constructive comments

Nominated university supervisor and contact details

To be completed after project has been allocated.

How much contact time and resources are you planning to commit to this project

· 3x Written Communication.

· 3x Face to Face or Webinar Meetings.

What would you estimate would be the commercial value of this project if you were actually paying for it?

Not yet decided.

How likely are you to actually implement ideas presented to you?

This is a ‘real life’ project that the management of the college is particularly interested in and should the data be meaningful and realistic, they will be considered by management.  

Legal issues

Are all insurances in place for this project to proceed?

Are there any constraints that may hinder progress?

· There are no particular legal and regulatory issues involved with this project.

· Consultants will not be permitted access to any data that is not already in the public domain

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