martin thomas marketing manager

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