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Guidance for Marketing and Public Information for Collaborative
Partners
1. Liverpool John Moores University (LJMU) is committed to ensuring prospective students,
applicants and incumbent students are able to access accurate programme information at all
times. Therefore, the University maintains oversight of the marketing and publicity materials
produced in relation to the programmes it validates which are delivered by collaborative partners.
2. The public information produced in relation to the University is important to both protect the
University’s reputation and to ensure the University remains in line with the external expectations
set by the Competitions and Markets Authority and by the Office for Students.
3. The University has a contractual relationship with its students, which is governed by Consumer
Protection Legislation. The Competition and Markets Authority (CMA) produced guidance in
March 2015 to help Higher Education providers understand their responsibilities under consumer
protection law in their dealings with students. The full CMA guidance is available here.
University Expectations for Public Information produced by Partner Institutions
4. The University’s expectations apply to all forms of published information, including but not limited
to, printed, electronic, web-based, broadcast media or any marketing activities used in promoting
the University’s programmes and awards in partner organisations. It encompasses information
prepared for both prospective and enrolled students.
5. The following Do’s and Don’ts provide some guidance about the University’s expectations for
public information produced in relation to programmes it validates.
Do’s
Clearly reference within public information when programmes are validated by the University.
Comply with the University’s corporate style and requirements for the production of public
information and the use of the LJMU logo, trademarks and name, as identified in LJMU’s
Corporate Brand Guidelines.
Ensure that details about Programmes are consistent with the Programme Definitive
Documentation approved at validation (or agreed amendment process) and referred to within the
partnership agreement.
Only advertise programmes which are approved for recruitment by the University, which means
a validation must be completed and a signed collaborative contract in place relating to that
programme.
