Marketing professionals of the future share their research findings on leading national magazine.

Posted on 25th April 2013

A group of Marketing students has presented research findings on a major national women’s magazine to its publishers.

left to right - Stuart Paul Senior Lecturer in Marketing; Kenneth Brooksbank; Nadia McKane, Bryan Douglas-Dala, Managing Director, Candis; Bethany Worrall; Lisa-Jayne Berrey; Gary Dakin and Suzanne Jones Marketing Manager, Candis.
left to right - Stuart Paul Senior Lecturer in Marketing; Kenneth Brooksbank; Nadia McKane, Bryan Douglas-Dala, Managing Director, Candis; Bethany Worrall; Lisa-Jayne Berrey; Gary Dakin and Suzanne Jones Marketing Manager, Candis.
The students have benefitted from working on a ‘live’ project for a local company and have been able to apply the theory they have learned from their studies into a real life situation
Stuart Paul

Students on the BA Marketing programme at the University of Chester carried out a piece of market research on Candis, a national top-selling magazine for women aged between 34 and 55 and based on the Wirral.

As well as examining health and family issues, the magazine also has offers and savings in the form of discounts and benefits and the students were set the task of developing research to discover what benefits readers wanted to receive from Candis.

The company set a ‘real-life brief’ on how the magazine could make more use of its own cashback website to benefit its members. The students presented a set of recommendations to the Managing Director and Marketing Manager of Candis with a detailed discussion on a number of options to build awareness and to increase use of the cashback site.

Bryan Douglas-Dala, Managing Director of Candis, said: “The project taken on by the students was put together to address a specific current requirement of the business, with their findings being aimed clearly at helping Candis to improve its appeal in a challenging marketplace. The implementation of a number of their recommendations is already taking place, providing a visibly defined benefit to the business.”

Student Lisa Berrey, 20, who studies in Chester and lives in Gibraltar, said: “I found the module surrounding the market research project for Candis was very useful in order to see exactly what market research entails. I have thoroughly enjoyed both the module and the project with Candis due to the help it has given towards my marketing knowledge and has been an extremely worthwhile and insightful experience.”

Stuart Paul, Senior Lecturer in Marketing, said the project aimed to give the students practical experience of using market research techniques, including collecting and analysing data and producing a final research report, which they can then take forward into their future careers.

He said: “This is the second year the Marketing programme has been fortunate to work closely with Candis. The students have benefitted from working on a ‘live’ project for a local company and have been able to apply the theory they have learned from their studies into a real life situation.”