The University of Portsmouth is a key partner in a new free marketing agency designed to strengthen the capability and long-term growth of businesses across the city, using academic expertise and student talent to support the local economy.
The initiative, known as The Marketing Agency , is being delivered as part of the Portsmouth Business Support Service and brings together the University of Portsmouth, Portsmouth City Council and Shaping Portsmouth . It offers local organisations access to marketing insight, analysis and strategic support that might otherwise be out of reach for smaller firms.
The service enables businesses to work with undergraduate and postgraduate students from the University of Portsmouth, under the guidance of specialist marketing academics. Projects can include market and audience analysis, brand development, competitor research, social media optimisation and search engine optimisation, providing evidence-based insight to inform business decisions.
This initiative shows how our students' talent and research expertise can drive meaningful impact for local businesses. The Marketing Agency gives students invaluable hands‑on experience while enabling organisations to make informed, strategic decisions. We are proud to collaborate with Portsmouth City Council and Shaping Portsmouth on a programme that supports both learning and economic growth.
Professor Anne Murphy, Deputy Vice-Chancellor (Education) at the University of Portsmouth
University leaders said the project reflects the institution's growing role in supporting civic and economic development in the city.
Professor Anne Murphy , Deputy Vice-Chancellor (Education) at the University of Portsmouth, said: "This initiative shows how our students' talent and research expertise can drive meaningful impact for local businesses. The Marketing Agency gives students invaluable hands‑on experience while enabling organisations to make informed, strategic decisions. We are proud to collaborate with Portsmouth City Council and Shaping Portsmouth on a programme that supports both learning and economic growth."
The Marketing Agency builds on the University's existing work with local employers and complements business support already offered by the council and Shaping Portsmouth, while giving students the opportunity to develop industry-relevant skills alongside their studies.
The Marketing Agency is a fantastic opportunity for our students to apply their learning to real business challenges while making a meaningful impact in the local community. By working directly with Portsmouth businesses, students gain invaluable hands-on experience, and in return businesses benefit from high-quality, expert-informed marketing support that helps them grow with confidence.
Dr Georgiana Busoi, Principal Lecturer and Marketing Programme Director, University of Portsmouth
Dr Georgiana Busoi , Principal Lecturer and Marketing Programme Director, University of Portsmouth said, "The Marketing Agency is a fantastic opportunity for our students to apply their learning to real business challenges while making a meaningful impact in the local community. By working directly with Portsmouth businesses, students gain invaluable hands-on experience, and in return businesses benefit from high-quality, expert-informed marketing support that helps them grow with confidence."
During the development phase, University of Portsmouth students worked with Portsmouth Football Club on a series of projects to raise the profile of Pompey Women following their transition to professional status. Students conducted research into audience behaviour and digital performance, producing a tailored marketing strategy to inform content planning and SEO activity.
Matthew Barker, Head of Marketing and Communications at Portsmouth Football Club , said: "Working with The Marketing Agency has been a truly positive experience. As a University of Portsmouth alumni, it's been great to see the University and Shaping Portsmouth collaborate in supporting the growing business of sport. We're all looking forward to the fresh thinking students will bring, particularly in helping grow the visibility of our women's team at an exciting time for women's football."
City leaders said the partnership illustrates how collaboration between universities, councils and business networks can help improve productivity and resilience in local economies.
Dave Humphries, Chief Executive of Shaping Portsmouth, said: "Shaping Portsmouth is delighted to partner with the University of Portsmouth and Portsmouth City Council on The Marketing Agency initiative. By working together, we're able to provide free marketing expertise to local small businesses and real-world experience to our talented University students, further strengthening our city's business support offer."
