Interacting with the Market
Let the market inform your course development and how to let it know you've been listening
Martin ThomasMarketing Manager
Laura WilsonMarketing Officer
Agenda• Marketing & Recruitment in context• Workshop Task• Task Feedback• The Process• Research• Promotion• Questions
Marketing & Recruitment in context
DIRECTORChris Watts
MARKET RESEARCH &
ANALYSIS
Michelle Younger
STUDENTRECRUITMENT
Lizz Patrick
ALUMNI & DEVELOPMENT
Natalie Heath
Office AdministratorGail Horrill
MARKETING &CUSTOMER
COMMS
Martin Thomas
ADMISSIONS
Miriam Clift
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 Task
Work shop feedback
Please select a spokesperson and beprepared to give one point back to the
group
Time allocated: 10 minutes
The Process
NEW PROGRAMME
SITS WEB
UCASMCR CRS/ROU
LTPASPRE PA / PA
SLTVALIDATION
LTPASVR1
ADMISSIONS
COURSE CODEDIRECTORY
BIG GUIDE / WEB
PROSPECTUSCOURSE LEAFLETS
SLT APPROVALPF02/VR1
LTSPF02
Complicated?
Talk to M&R• Market research• Admissions• Marketing
communications Form PA New programme proposalPF02 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 on-
line 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
NEW PROGRAMME
SITS WEB
UCASMCR CRS/ROU
LTPASPRE PA / PA
SLTVALIDATION
LTPASVR1
ADMISSIONS
COURSE CODEDIRECTORY
BIG GUIDE / WEB
PROSPECTUSCOURSE LEAFLETS
SLT APPROVALPF02/VR1
LTSPF02
Talk to M&R• Market research• Admissions• Marketing
communications
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…
EventsOn-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 RelationsStudent Recruitment • relationship marketingAlumni• AwarenessPR & 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