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