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    TEAMHead of Marketing - Natasha Gohill

    Head of Communications - Esi ChristopherHead of Creative: Campaign I - Helene Cohn

    Head of Creative: Campaign II - Hannah Mitchell

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    TABLE OF CONTENTS

    Client Profile 3Competition Analysis 4Creative Advertising Plan 6

    Campaign I 7

    Campaign II 8

    Marketing Plan 10Mission Statement 10

    Marketing Strategy 10

    Implementation, Evaluation and Control (PEST) 10Situation Analysis (SWOT) 11

    Future Projection 13

    Future Advertising 13

    Appendix 1 14Campaign I: Advertisement I

    Appendix 2 15Campaign I: Advertisement II

    Appendix 3 16Campaign I: Advertisement III

    Appendix 4 17Campaign I: Advertisement IV

    Appendix 5 18Campaign I: Advertisement V

    Appendix 6 19Campaign II: Advertisement I

    Appendix 7 20Campaign II: Advertisement II

    Appendix 8 21Campaign II: Advertisement III

    Appendix 9 22Campaign II: Advertisement IV

    Appendix 10 23Meeting Schedule

    Reference List 24

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    CLIENT PROFILE

    The stereotypical Bond College student is someone who has a desire to engage in tertiary

    education. They are adventurous, open minded, hardworking, like a challenge and are interested

    in travelling. Most importantly, the Bond College student is someone with a strong desire to learn,

    but feels constrained by the high school style education. They have clear goals in mind, and want

    a fast tracked education. Bond College students are recruited in a number of ways, with 30%

    hearing about Bond College through friends and family, 25% finding out about the college after

    missing direct entry, 20% discovering the college through school career advisors, 12% from

    agents overseas and 6% from online (Hinton, 2011). The student base is both domestic and

    international, with a mix of high school leavers and mature students.

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    COMPETITION ANALYSIS

    Through research, Infinity established that the three key competitors to Bond College were

    Concord College, Cardiff Sixth Form College and Chelsea Independent College (Education

    Advisers Ltd, 2010). All three colleges teach A-levels, the U.K higher education requirement.

    The course at Concord College is six semesters long, over two years. The college requires

    students to attend daily individual sessions a tutor. The colleges average student Universities

    and Colleges Admissions Service (UCAS) score was 499 points in 2011 (Concord College, 2011).

    In addition, 80% of student grades were A+s and As in the year 2010 (Education Advisers Ltd,

    2011). Students can attend Concord College in sixth form, from the age of 15, up until the age of

    18 (Concord College, 2006). Boarding is available, and student fees range from 11,700 to

    26,550 per year, depending on if they board or not (Concord College, 2006).

    Chelsea Independent College (n.d) offers students a two year long course, with three semesters ayear. There is also a one year intensive course available to those wishing to retake t A-levels

    (Chelsea Independent College, n.d). Students can join the college anywhere between the ages of

    16 and 20 (Chelsea Independent College, 2011). There are usually 120 students a year with

    small classes of six to seven students. (Chelsea Independent College, n.d). The cost of the two

    year course is 30,900, while the one year course ranges from 6,414 to 16,035, depending

    on what subjects are resat (Chelsea Independent College, 2011). Boarding is not provided at this

    college.

    Cardiff Sixth Form College (2010) offers two year, one and a half year, and one year courses,

    each with three semesters a year. However, one year courses are only for students who areretaking A-levels (Cardiff Sixth Form College, 2010). Of the 2011 class, 98% of students achieved

    A+ to B grades and 84% of those students achieved A+ to A grades (Cardiff Sixth Form College,

    2011). The Cardiff class size is small, with nine to 10 students per class (Cardiff Sixth Form

    College, 2011). One on one and group tutorials are also offered (Cardiff Sixth Form College,

    2010). The cost of the one year long course is 33,000, while the one and a half year course is

    49,000, and the two year course costing 66,000 (Cardiff Sixth Form College, 2011). Boarding

    is included in the fees (Cardiff Sixth Form College, 2011).

    When comparing the three competitors to Bond College, the advantages are clear. Bond College

    offers a two semester course, running for eight months, which is much shorter than all three

    competitors examined. Additionally, mature age students are welcome to study at Bond College,

    whereas the competitors do not allow people over 20 to study at their institutions. Also, the

    structure of Bond College, in comparison to the competitors, gives students more free time, as

    well as getting a real university style experience, while students at the competitors are treated

    more like high school students. On completion of Bond College, students guaranteed entry into

    the degree of their choice (except medicine and architecture), at Bond University, as well as two

    credit points towards their degree (Hinton, 2011). Students at the competitor colleges still have

    to apply to university and risk not getting admission into the university or program of their choice.

    In addition, the foundation program and two credit points are recognised by 17 Australian

    universities and can be transferred if the student chooses not to study at Bond University

    (Hinton, 2011). Furthermore, admission into Bond University is three times a year, whereas otheruniversities, such as those in the U.K, only offer admission once a year. In regards to fees, Bond

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    College equates to around 11,000 for the whole course, which is generally cheaper than the

    competitors and quicker as well.

    The disadvantages of Bond College that can be seen are primarily related to the possibility of a

    U.K student studying at Bond College, but then wishing to study at a U.K university. These

    disadvantages include the fact that Bond College doesnt offer A-levels, meaningstudents arent

    guaranteed entry to any U.K universities. The Bond College course is also not UCAS transferrable.

    Other general negatives include the fact that class sizes are slightly larger, boarding is not

    included in the fees and a visa is needed to study at Bond College.

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    CREATIVE ADVERTISING PLAN

    The Bond College advertising campaign will be executed between July 27 and August 12, 2012

    to coincide with the London Olympic Games. This event has been chosen for two key reasons: its

    suitability to our chosen target market and the potential to gain maximum exposure.

    Upon receiving the brief, it was revealed that Bond College is eager to expand their international

    client base, as this will aid in closing the gap between international and domestic enrolment

    figures. This campaign will focus on recruiting international students, specifically, those from the

    United Kingdom. This region was chosen for a number of reasons. With half of the Infinity team

    originating from England, we have authority in stating that when it comes to students from the

    U.K, Australia is the ideal location, and Bond College is the perfect educational facility.

    The reasons for targeting students from the United Kingdom include the fact that the Gold Coast

    climate is particularly enticing to students from colder regions, such as the U.K. The lifestyle of a

    Bond College student, living on the Gold Coast, is just one potential way Infinity plans to sell the

    College.

    Furthermore, Bond College is the perfect place for U.K students as there will be no language

    barriers. This will make our target markets educational experience all the more enjoyable due to

    the lack of stress they may have experienced if they studied somewhere where English was not

    the main language. Students can still expect to enjoy the cultural exchange, while not having to

    worry about being able to speak two languages fluently. This, in turn, means that they will be all

    the more able to reach their full potential at Bond College.

    Finally, because Australia and the U.K are part of the Commonwealth, it will be much easier for

    visas to be granted to students from the U.K, making the process as smooth as possible.

    The chosen target market of the United Kingdom makes the London 2012 Olympics the perfect

    time and venue to execute the advertising campaign.

    The second reason for running the campaign during the Olympics is the fact that Bond College

    will be able to gain maximum exposure to both our target market (United Kingdom students), as

    well as those outside of our target market, who are travelling from overseas to attend the

    Olympic games.

    The official population of London is 7,825,200 (Office for National Statistics, 2010). In addition,

    it is expected that nine million tickets will be sold to the Olympics (The City of London, 2011). This

    gives us an audience of almost 17 million people. No other event in the world would be capable

    of granting Bond College this much exposure.

    In regards to the advertising campaign, Infinity plans to advertise Bond College across several

    mediums, but in doing so, will keep the campaign consistent, with all advertisements following a

    common theme. Infinity has developed two possible advertising campaigns, both revolving

    around the theme of the Olympics, but with each taking a different angle to this theme. The first

    campaign will be referred to as the Olympic Rings campaign, whereas the second campaign will

    be referred to as the Think Bond College campaign.

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    Campaign I: Olympic RingsA range of advertisements have been created around a central theme developed by the Infinity

    team. This theme focuses on the five components of the Bond College logo and the five Olympic

    rings. Each ring has been assigned a section of the Bond College logo, and each pairing signifies

    a pillar and selling point, of Bond College. There are no legal issues in using the Olympic rings inour advertisements, so long as a fee is paid (Olympic.org, 2011).

    Infinity has paired the following: The blue ring with the Southern Cross, the black ring with the full

    Bond College logo, in addition to the text Bond College in black, the red ringwith the sun, the

    yellow ring with the book, and the green ring with the sand.

    This campaign will be based on five print advertisements, four of which will focus on a particular

    ring and pillar of Bond College. The fifth advertisement will be an image of the full set of rings.

    The first print advertisement (appendix 1) focuses on the Southern Cross component and is

    teamed with the slogan, Australias five star college. This is in reference to the Good Universities

    Guide, where Bond University has been rated five out of five stars, for five years running, in the

    areas of positive graduate outcomes, graduate starting salaries, teaching quality, staff

    qualifications, graduate satisfaction and staff to student ratios (The Good Universities Guide,

    2008). It is thought that because Bond College is a branch of Bond University that students will

    be exposed to the same five star opportunities as those studying at Bond University. If they

    complete an undergraduate degree at Bond University, which most are expected to, they will

    most definitely be able to enjoy the five star benefits listed earlier.

    The second (appendix 2) concentrates on the sun, and is paired with the motto, Your gateway to

    a brighter future. This sends the message that a Bond College education ensures success.

    The third (appendix 3) focuses on the book, with the adage, Start a new chapter. This

    advertisement makes use of the academic portion of the logo, while endorsing the message that

    Bond College is the perfect place for students to start a new of their lives.

    The fourth (appendix 4) concentrates on the sand, and is teamed with the catchphrase, Gold

    medal education on the Gold Coast. This utilises both the quality education Bond College

    provides, as well as the unique location of the Gold Coast as selling points. It also ties in well to

    the Olympics theme due to the gold medal references.

    Each of these four advertisements will have the full set of Olympic rings in the top left hand

    corner, to tie them all together and keep the campaign consistent. The slogan and selected

    aspect of the Bond College logo will be located in the centre of the advertisement, with the Bond

    College masthead in the bottom right hand corner to result in visual harmony.

    The final advertisement (appendix 5) will be a blown up version of the Olympic rings and Bond

    College composition. There is no need for the fifth ring to have its own poster as it is simply

    represents the name Bond College, rather than a specific aspect of the College. The full Olympic

    rings advertisement will take the place of this fifth ring.

    The Olympic Rings campaign will include these five print advertisements and will be displayed on

    a variety of out of home mediums. These will include billboards throughout central London,

    Underground advertising in the form of escalator panels, tube car panels and wonderwalls, as

    well as airport advertising via walls parallel to the moving walkways.

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    Billboards:The five Olympic ring themed billboards will be displayed in central London, to maximise

    exposure. Not only will those living in London be able to see the billboards, but those who travel

    into London for work will see them, as well as the unprecedented amount of tourists who will be

    in London for the Olympics.

    Underground:The campaign will be displayed in the London Underground, in the form of escalator panels, tube

    car panels and wonderwalls. Advertising in the Underground will ensure maximum exposure for

    Bond College due to the fact that over three million people use the Tube on a daily basis, with

    almost three and a half million using the Tube on weekdays (Transport for London, 2007). These

    numbers will only increase during our campaign execution, due to tourists. The rationale for

    advertising here is twofold, and includes the idea that many individuals, who are travelling via the

    Tube, may be school students who dont enjoy school. On the other side of the coin, there will

    young adults who either dropped out of school, or didnt get the right score to study at university,and consequently are stuck in a job they dont enjoy. This is ideal, as it will undeniably mean our

    target market will be exposed to these billboards. The target market may be unhappy with school

    or their job, so Bond College could be the perfect alternative for them.

    Airport:The airport will be an interesting place to advertise as it wont necessarily be directed at our

    target market of U.K citizens. The basis behind advertising at this venue is the possibility of

    gaining students from those who are travelling to London to experience the Olympic Games. The

    Olympic Games ticket sales expect an additional nine million tourists to be travelling into London

    (The City of London, 2011). This serves as a large pool of possible students, originating from allfour corners of the globe, so by advertising to these people, we are effectively publicising Bond

    College to over a hundred of countries, as it is hoped that the people using the airport will not

    only notice out advertisements and consider attending Bond College, but they will also go home

    and tell their friends and family. This is working off the same principle that currently gets Bond

    College 30% of their admissions from word of mouth through friends and family (Hinton, 2011). If

    Bond College could establish a word-of-mouth reputation internationally, the results could be

    astounding.

    Campaign II: Think Bond CollegeThe second campaign developed by the Infinity team was the Think Bond College campaign. This

    campaign also revolved around an Olympics theme, whereby Bond Colleges advantages were

    revealed in such a way to tie them in with the Olympics. All advertisements in this campaign

    ended with the phrase Think Bond College. This was used as the hook on the advertisements,

    and gave consistency throughout the campaign. Also, by including a common phrase such as

    Think Bond College in all the advertisements, it would undoubtedly increase audience recall,

    and after viewers saw a few Bond College advertisements they would instantly be able to

    recognise them, due to the consistency. Additionally, all advertisements included the Bond

    College logo.

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    The Think Bond College campaign will be displayed in the same locations as the Olympic rings

    campaign, due to the reasons stated earlier in the Olympic rings section of the report.

    The coach is just as important as the sportThis advertisement (appendix 6) emphasises the importance of quality teaching staff to an

    education. It indicates to the audience that Bon College knows the importance, and as such, has

    world-class educators. 75% of Bond Universitys teachingstaff boasts a PhD (Bond University,

    2011), suggesting that Bond College students will have access to educators of a similar calibre,

    and will have access to these same educators when they commence their undergraduate degree.

    The training grounds build the athleteThis advertisement (appendix 7) reinforces the importance of quality facilities at an educational

    institute, and the difference they can make to a degree. The correlation between excellent

    facilities and world-class graduates is expressed analogously to athletes with the phrase the

    training grounds build the athlete. This is based off the notion that, if, for example, a hurdler

    practiced at a venue without track lines and hurdles, they could never fulfil their whole potential.

    The state of the art facilities at Bond University are utilised by Bond College students, and

    contribute to the overall quality of their learning and assist in fulfilling their full potential.

    Thinking of a gold medal career?In appendix 8, the phrase thinking of a gold medal career ties in the Olympics with the benefit

    that Bond College graduates can receive. They will be better prepared for university, and

    therefore will be more likely to succeed. This success in university will no doubt then lead to

    success in the workplace and a gold medal career.

    Thinking of getting ahead of the competition?This advertisement (appendix 9) refers to the notion that by studying at Bond College, you will

    have an advantage when going on to study your undergraduate degree. It is a known fact, that on

    average, Bond College students who go on to study at Bond University achieve better grades than

    those who do not take part in the university preparation program (Hinton, 2011). Studying at

    Bond College results in a competitive edge for students when they go on to study at Bond

    University. Bond College graduates will have developed academic skills such as essay writing,

    referencing and note taking, as well as practical skills such as study methods. Additionally, they

    will have one of the biggest advantages against those who have not studied at Bond College, in

    the form of being able to easily transition into university life, which many students fresh out of

    high school struggle with, which in turn, negatively impacts on their grades.

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    MARKETING PLAN

    Mission StatementThe aim of Infinity is to boost awareness and interest in applying for Bond College. Infinity would

    like to see an increase to 40% international student intake, and ideally see it at 50%

    international and 50% local students.

    In order to do this and reach our target market we are going to use an advertising campaign that

    will be used in London, during the Olympics. We would like to use the advertising to gain many

    different types of students.

    Marketing StrategyWe have chosen people who are visiting London for the Olympics and local people who live there,

    due to the sheer amount of people we can get to. Our advertising campaign will be directed

    towards those who are motivated, want to learn and get themselves a better education and move

    onto one of the countrys best universities. In order to reach these people, who we feel are an

    ideal group to advertise to and that are not going to react to the advertising campaigns that are

    already being used by Bond College. We chose to tie in the bond College them with the event of

    the Olympics, thus creating a stronger overall look.

    Implementation, Evaluation and Control (PEST)Politically

    Student Visa: A valid student visa needs to be organised for students from overseas toattend Bond College.

    Basic Education: Does the student in question have the required minimum level ofeducation to apply to study and Bond College. In the case of Bond College, you need to

    have completed the Australian high school equivalent of grade 11.

    Economically

    Cost: Bond Colleges unique and personal education means that their fees are moreexpensive than average. Students applying for a spot at Bond College need to realise thiswhen applying and consequently have sufficient funds to do so.

    Being International: Because they are an international student they may not be able totake advantage of any government support available to local students.

    Exchange Rates: The Australian dollar is very strong at the moment, so this will have to betaken into account when students from the U.K are considering Bond College.

    Socio-culturally

    International Study Ratio: Bond College currently has a 20% international student base(Hinton, 2011), which means those attending Bond College benefit from diversity in theclassroom.

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    Solid Intellectual Grounding: The combination of subjects studied at Bond College helpgive the student a solid intellectual grounding, making for a more rounded individual.

    Technologically

    Bond College Website: It is apparent that Bond College does not have a clear website andthat it takes a lot of time to locate the links for applying for the college through the Bond

    University website. Therefore, students may find it difficult to look for information on

    Bond College. This is a huge issue as it may prevent a student from potentially attending

    Bond College if they cannot get the information theyre after.

    Bond College and BUELI Shared Website: Bond College and BUELI have a shared websiteand as an outsider, they appear to be connected when in actual fact they are not. Bond

    Colleges foundation program should have a separate dedicated website so there is no

    confusion over what exactly the program entails.

    Social Networking: Bond University utilises social networking mediums, such as Twitter.Bond has multiple Twitter accounts, with one for the university, one for the Health

    Sciences and Medicine faculty, one for Bond Briefs (Journalism entry level publication);

    one for Bond Rugby, one for Bond Entrepreneurship, the list goes on. However, Bond

    College does not have a Twitter account.

    Situation Analysis (SWOT)

    Strengths Weaknesses

    Able to reach a larger market through ourchoice of campaign execution.

    Students may not have the equivalentschooling requirement of year 11 in Australia,

    therefore may not be eligible for Bond College

    Solid intellectual grounding. A wide array of

    subjects are studied at Bond College, all of

    which are helpful for future study and help

    mould an individual. Bond College also

    emphasises the importance of academic skills,

    such as essay writing, referencing, etc.

    The Bond College website is a weakness as it is

    not its own separate site. The website is shared

    with BUELI and is simple a page on the Bond

    University website. This makes information

    difficult to find and it is also hard to distinguish

    what exactly Bond College is due to the

    connection with Bond University and BUELI.

    Fantastic preparation for university. Ordinarily,

    students who come to university fresh out of

    high school experience a culture shock due to

    the fast paced learning and different study

    structure of university. By studying at Bond

    College, students will have experience as a

    university, making the transition to university

    much easier.

    There are only a certain amount of places

    available at Bond College, so if demand was

    high, not everyone would be able to study at

    Bond College.

    Studying at Bond College will guarantee entry

    into any program at Bond University, except for

    architecture and medicine.

    There is no guarantee into architecture or

    medicine at Bond University after completion of

    a Bond College course.

    Studying at Bond College will also result in two

    credit points towards said Bond University

    degree.These credit points can be transferred to one

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    of 17 universities that Bond College currently

    has an articulation agreement with.

    The Bond campus is very multi-cultural

    campus, suggesting that everyone is accepted,

    no matter what race.

    Excellent facilities available for Bond Collegestudents, since they use the facilities at Bond

    University.

    Bond College is quiet small, making for a more

    personalised and supportive educational

    experience.

    Bond University staff are of a high calibre, with

    75% holding a PhD (Bond University, 2011).

    Some of these staff also teach at Bond College.

    Therefore students can expect exceptional

    teachers, at both Bond College and when they

    move onto Bond University.Australia and the U.K are both part of the

    Commonwealth, which means that if a U.K

    student wants to study at Bond College as a

    stepping stone to studying law at Bond

    University they will be able to. Much Australian

    law is based on English case law, and because

    both nations are part of the Commonwealth

    they operate under the same common law

    legal system. This means a U.K student could

    study at Bond College and Bond University and

    go back to the U.K with a law degree and be

    able to practise law. They will also finish boththe foundation program at Bond College, and

    their law degree at Bond University, earlier than

    their peers who studied in the U.K.

    It is much easier for our target market to get

    visas to study in Australia as both nations are

    part of the Commonwealth.

    Opportunities Threats

    If there is an increase in international students

    going to Bond College, it increases exposure tothe College and Bond University.

    They may lose the amount of local students

    who want to go to Bond College if there a largeramount of international students.

    Helps makes connections with Colleges and

    High Schools in the U.K and the rest of Europe

    too.

    Bond College would be jeopardised if there is a

    lack of interest in the programme by the

    international students.

    Having that international aspect on your

    resume, of attending Bond College, looks

    better for prospective employers.

    Cost of international flights, could hinder the

    decision for an international student to decide

    to attend Bond College, or staying at home.

    Infinite opportunity to improve the Bond

    College website.

    The Australian dollar is quite strong at the

    moment, and this could hinder the chance of

    some international students attending BondCollege due to the exchange rates.

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    The competitors, Cardiff Sixth Form College,

    Chelsea Independent College and Concord

    College are possible threats to Bond College,

    as U.K students may choose to study locally.

    Future Advertising

    Bond College is great because it has a high turnover and students are able to get two credit

    points towards their Bond University degrees, therefore Bond College and Bond University should

    really be working together to keep creating fresh advertising campaigns to draw in new students.

    Future Projection

    By launching this advertising campaign during the Olympics in the summer, during the dates of

    27th July to 12th August 2012; we are hoping to gain exposure to the most amount of people. Our

    projection is to increase the amount of international Bond College applicants to increase to 40%,

    of the overall student intake, by the end of next year.

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    Appendix 1Campaign I Advertisement I: Australias Five Star College

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    Appendix 2Campaign I Advertisement II: Your Gateway to a Brighter Future

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    Appendix 3Campaign I Advertisement III: Star a New Chapter

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    Appendix 4Campaign I Advertisement IV: Gold Medal Education on the Gold Coast

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    Appendix 5Campaign I Advertisement V: Rings

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    Appendix 6Campaign II Advertisement I: The coach is just as important as the sport

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    Appendix 7Campaign II Advertisement II: The training grounds build the athlete

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    Appendix 8Campaign II Advertisement III: Thinking of a gold medal career?

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    Appendix 9Campaign II Advertisement IV: Thinking about getting ahead of the competition?

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    Appendix 10MEETING SCHEDULE

    Meetings held between Esi Christopher, Helene Cohn, Natasha Gohil and Hannah Mitchell.

    Day Date TimeWednesday 12th October 12pm-2pm

    Monday 24th October 12.30pm-2pm

    Wednesday 26th October 12pm-1.30pm

    Monday 31st October 12pm-1.30pm

    Wednesday 2nd November 12pm-2pm

    Monday 7th November 12pm-2pm

    Wednesday 9th November 12pm-2pm

    Monday 14th November 12pm-2pm

    Wednesday 16th November 4.30pm-5pm

    7pm-8pm

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    Education Advisers Ltd. (2011). Concord College. Retrieved from http://www.best-

    schools.co.uk/school-details.aspx?school=291

    Cardiff Sixth Form College. (2010).A-Levels. Retrieved from http://www.ccoex.com/alevels.php

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    level-2-year/

    Chelsea Independent College. (n.d). Courses and Our Approach. Retrieved fromhttp://www.cic.ac/courses/courses-and-our-approach/

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