This episode on Penna Podcasts we're discussing the actions universities should take to reach and engage parents and carers in the student marketing mix. Parents and carers are important stakeholders and must be considered as a key voice in university selection.

Hannah Williams, Project Officer at Liverpool John Moores University, talks to Penna Education's Client Manager Lucy Harmsworth about the work she's doing at LJMU: From harnessing word-of-mouth opinions to tapping into what parents and carers want from a university.

To find out more about our work at Penna Education, please visit www.pennaeducation.co.uk.