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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 Thomas Marketing Manager. Laura Wilson Marketing Officer. Agenda Marketing & Recruitment in context Workshop Task Task Feedback The Process Research Promotion

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Martin Thomas Marketing Manager

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  1. Interacting with the MarketLet the market inform your course development and how to let it know you've been listening Martin Thomas Marketing Manager Laura Wilson Marketing Officer

  2. Agenda • Marketing & Recruitment in context • Workshop Task • Task Feedback • The Process • Research • Promotion • Questions

  3. Marketing & Recruitment in context

  4. 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

  5. Work shop feedback • Please select a spokesperson and be • prepared to give one point back to the group • Time allocated: 10 minutes

  6. UCAS MCR CRS/ROU SITS WEB ADMISSIONS COURSE CODE DIRECTORY BIG GUIDE / WEB NEW PROGRAMME PROSPECTUS COURSE LEAFLETS LTPAS VR1 LTS PF02 LTPAS PRE PA / PA SLT APPROVAL PF02/VR1 SLT VALIDATION The Process • Complicated? • Talk to M&R • Market research • Admissions • Marketing communications 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

  7. 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

  8. 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

  9. Don’t forget the Process UCAS MCR CRS/ROU SITS WEB ADMISSIONS COURSE CODE DIRECTORY BIG GUIDE / WEB NEW PROGRAMME PROSPECTUS COURSE LEAFLETS LTPAS VR1 LTS PF02 LTPAS PRE PA / PA SLT APPROVAL PF02/VR1 SLT VALIDATION • Talk to M&R • Market research • Admissions • Marketing communications

  10. 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

  11. 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)

  12. 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)

  13. 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)

  14. 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

  15. Letting the market know… Public Relations Student Recruitment relationship marketing Alumni Awareness PR & Communications Press releases Guest lectures Experts guide

  16. 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.

  17. Here’s something we prepared earlier…

  18. Here’s something we prepared earlier…

  19. Any Questions?

  20. Thank You

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