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Marketing Universities in Times of Change Peter Reader Director of Marketing and Communications University of Portsmouth Marketing Universities in Times of Change What is meant by ‘marketing’? • marketing is more than student recruitment • marketing is not done just by the marketing department; it is done by everybody – YOU! • marketing is about setting and meeting expectations, of our “customers” • marketing decisions are emotional and experiential, and not always rational • the four Rs Marketing Universities in Times of Change Changes in the student market • more students, more universities, more competition • different students, different markets • the student as a customer, consumer, investor • fees and funding – demonstrating value • different modes of delivery, MOOCs, DL, PT • local, regional, national and/or global • changes in international markets Marketing Universities in Times of Change …and in other markets • research, business, facilities • the focus of research: should it be blue sky or applied, and how do we assess impact? • what does business-facing mean? In all markets, we need to be distinctive – the tension between being ‘selective’ and ‘comprehensive’ – is there a choice? Marketing Universities in Times of Change Changes in the University… • how will “Shaping our Future” impact, and how do we translate the outcomes into our brand and positioning? • what role can, and should, market research and intelligence play? • how will our course portfolio change, and who drives this change? • are our current structures ‘fit for purpose’? Marketing Universities in Times of Change ……and beyond • the competition – identifying, monitoring and gaining market advantage over competitors, in each market • the rise and rise of rankings • increased external demands: KIS, HEA, PGT Choices • an ever increasing number of channels • tension between competition v collegiality Marketing Universities in Times of Change Issues for marketing professionals • knowing who we are, how we are seen and what we want to be • personalisation, building relationships, positive experiences and meeting expectations • huge growth of digital marketing, balancing ‘social’ v ‘corporate’ • maintaining a consistent and authentic voice, with everyone ‘on message’ in all media Marketing Universities in Times of Change Issues in the coming months: • • • • the end of student number controls the impact of coming out of recession Research Excellence Framework results changes following the 2015 General Election – could that mean the end of the fees cap? • the unknown Marketing Universities in Times of Change Looking further ahead: • is the current number of universities sustainable? How will our competitors change? • how might the private institutions develop, and compete? • where will technology (try to) take us? • will customer expectations change further? • which external factors will impact? Current Issues and Challenges in Higher Education Thank You Comments and Questions Marketing Universities in Times of Change Peter Reader Director of Marketing and Communications University of Portsmouth