Transcript Course development research

Interacting with the Market
Let the market inform your course development and how to let
it know you've been listening
Martin Thomas
Marketing Manager
Laura Wilson
Marketing Officer
Agenda
• Marketing & Recruitment in context
• Workshop Task
• Task Feedback
• The Process
• Research
• Promotion
• Questions
Marketing & Recruitment in context
DIRECTOR
Chris Watts
Office Administrator
Gail Horrill
MARKET
RESEARCH &
ANALYSIS
Michelle Younger
STUDENT
RECRUITMENT
ALUMNI &
DEVELOPMENT
Lizz Patrick
Natalie Heath
MARKETING &
CUSTOMER
COMMS
ADMISSIONS
Miriam Clift
Martin Thomas
Work Shop Task
In groups of 4 list on the flip chart paper
provided the actions you currently undertake
when deciding to launch a new programme
Time allocated: 10 minutes
Work shop feedback
Please select a spokesperson and be
prepared to give one point back to the group
Time allocated: 10 minutes
The Process
Complicated?
MCR
CRS/ROU
SITS
UCAS
WEB
ADMISSIONS
Talk to M&R
• Market research
• Admissions
• Marketing
communications
NEW PROGRAMME
LTPAS
VR1
LTS
PF02
SLT APPROVAL
PF02/VR1
COURSE CODE
DIRECTORY
BIG GUIDE / WEB
PROSPECTUS
COURSE LEAFLETS
LTPAS
PRE PA / PA
SLT
VALIDATION
Form PA New programme proposal
PF02 Programme File (used as part of programme set-up on SITS)
VR1 Validation Report (new programmes)
MCR SITS Admission code; CRS/ROU SITS family code/named
programme code
Course development research
– stage 1 (desk research)
• Application and enrolment trends analysis –
JACS code level (growing/declining?)
• Competitor analysis – how many currently
offer the course, which institutions, etc
• Size of market – is it worth it?
• Demographic analysis of enquirers /
applicants to similar subjects - current, past
and potential
Course development research
– stage 2 (Primary research)
• If it’s a NEW course we require an overview
of the course offering (see example)
• We will then work together to create an online questionnaire using SNAP software
• Course information and questionnaire
emailed out as a link – fast, cheap, effective
• Responses help inform decisions / changes,
etc – also engage potential applicants /
teachers / advisors in the early stages
Don’t forget the Process
Talk to M&R
• Market research
• Admissions
• Marketing
communications
MCR
CRS/ROU
SITS
UCAS
WEB
ADMISSIONS
NEW PROGRAMME
LTPAS
VR1
LTS
PF02
SLT APPROVAL
PF02/VR1
COURSE CODE
DIRECTORY
BIG GUIDE / WEB
PROSPECTUS
COURSE LEAFLETS
LTPAS
PRE PA / PA
SLT
VALIDATION
Letting the market know…
Undergraduate – Off-line
• UCAS (database/big book)
• Prospectus/course leaflets
• UCAS Pre-Applicant Data (PAD)
• HE Publications (e.g.You Can, HE Navigator)
• In school posters (Ten Nine)
• Flavour Newsletter
Letting the market know…
Undergraduate – On-line
• Northumbria web site (course search, school pages)
• UCAS web site (banners & keyword search)
• EMT Connect (Enquirers, email, VIP)
• Social Networking Sites (Facebook, MySpace)
• Search Engine Marketing (Google)
Letting the market know…
Postgraduate – Off-line
• Prospectus/course leaflets
• PG Publications (e.g. Prospects PG, Hotcourses)
• Regional / National & Specialist Press
(e.g. Evening Chronicle, Guardian, Nursing Times)
• In Uni posters (Ten Nine)
• Direct mail (employers, professional bodies)
Letting the market know…
Postgraduate – On-line
• Northumbria web site (course search, school pages)
• 3rd party web sites
(Prospects PG, Hotcourses, Findamasters.com)
• 3rd party databases
(Hotcourses & Prospects PG email alerts)
• EMT Connect (Enquirers, email, VIP)
• Social Networking Sites (Facebook, MySpace)
• Search Engine Marketing (Google)
Letting the market know…
Events
On-campus
• institutional open days (UG, PG & PT)
• School specific (Pre & Post-app, PG)
Off-campus
• Conventions (UG, PG)
• School visits
Letting the market know…
Public Relations
Student Recruitment
• relationship marketing
Alumni
• Awareness
PR & Communications
• Press releases
• Guest lectures
• Experts guide
Summary
• Be aware of trends, be open to new
ideas, be inspired
• Think ahead and remember the process
- make it work for you
• Talk to your colleagues, your School
marketing rep and M&R.
Here’s something we prepared earlier…
Here’s something we prepared earlier…
Any Questions?
Thank You