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How can Marketing and Recruitment support Excellent Post Graduate Taught (PGT) Recruitment?

Support Northumbria Conference 2010 20 th April 2010 . How can Marketing and Recruitment support Excellent Post Graduate Taught (PGT) Recruitment? . Martin Thomas and Michelle Younger. What will we cover? . How are we doing so far?

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How can Marketing and Recruitment support Excellent Post Graduate Taught (PGT) Recruitment?

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  1. Support Northumbria Conference 2010 20th April 2010 How can Marketing and Recruitment support Excellent Post Graduate Taught (PGT) Recruitment? Martin Thomas and Michelle Younger Support Northumbria Conference 2010 - 20.4.10

  2. What will we cover? How are we doing so far? What do we know about PG study decision-making & behaviour? What activity do we do already? (group exercise) What do/can Schools do? (feedback) What do/can Marketing and Recruitment do to help? (group exercise followed by our thoughts) Final thoughts… Support Northumbria Conference 2010 - 20.4.10

  3. Where are we now? New stretching targets –part of the overall strategy PG new focus for the M&R team Gaps in the data available/captured – we’re working on this Very varied - Schools have a more thorough understanding of their own markets Collaborative approach…. Support Northumbria Conference 2010 - 20.4.10

  4. Where are we now? NU is the largest PG recruiter in the region 15th (FT) and 8th (PT) nationally Support Northumbria Conference 2010 - 20.4.10

  5. FT PG enquiries (2009) Spread is very similar to the UG picture Strong local market – no surprise Clusters in areas where our UG competitors are along with other large cities London cluster – this may be due the flow of graduates (from the region but various UG institutions) to London Support Northumbria Conference 2010 - 20.4.10

  6. PT PG enquiries (2009) Strong local market but quite spread across the region Small cluster in London area – potentially locals looking to move back and study part time Support Northumbria Conference 2010 - 20.4.10

  7. NE spread of the PT enquirers Support Northumbria Conference 2010 - 20.4.10

  8. DL PG Enquiries (2009) Excellent spread – very similar to the FT picture ALL mapped information can be further split by subject area/school etc where the information is available. We also map application and current student information Support Northumbria Conference 2010 - 20.4.10

  9. PG Student decision-making & behaviour • NU involved in an on-going national research project which will allow us to compare our PG behaviour here at NU to the sector/competitor group • PG Enqs, current UG, current PG, Alumni and general group of graduates • will report Summer 2010 • Internal survey conducted in Sep 2008 offers recent findings • Involved PG enquirers, UG and PG student feedback via an online survey Support Northumbria Conference 2010 - 20.4.10

  10. Why study at PG level? Support Northumbria Conference 2010 - 20.4.10

  11. When consider PG? Focus activity in 2 areas while studying at UG Alumni data/info Support Northumbria Conference 2010 - 20.4.10

  12. Important factors? Support Northumbria Conference 2010 - 20.4.10

  13. Sources of information used Support Northumbria Conference 2010 - 20.4.10

  14. What PG activity already exists? Group exercise In small groups share current PG recruitment activities within your School Any ideas for new activities – School by School or joint activity? Use flipchart to write brief notes to feedback Support Northumbria Conference 2010 - 20.4.10

  15. What can Schools do? Feedback We will write up and circulate these notes Support Northumbria Conference 2010 - 20.4.10

  16. Some ideas • Hold on to your own students. Undergraduates and exchange/visiting students • Create time to introduce UG to PG students and academics • Social and teaching events • Find out how they want to be communicated with and when • Identify courses that do convert UG to PG effectively – find out what they do differently • Offer post application open days • Use EMT Connect to provide live web chats • Have scholarships available and simple alumni discounts Support Northumbria Conference 2010 - 20.4.10

  17. More ideas Engage with enquirers – add subject specific communications to those sent institutionally Have subject specific campaigns on Google Adwords, Facebook and linkedin. Offer credit transfer – gained at UG level Support Northumbria Conference 2010 - 20.4.10

  18. Marketing and Recruitment PG activity In groups discuss what activity M&R do Any ideas for new ways that M&R can support and enhance School activity? Use flipchart to write brief notes to feedback Support Northumbria Conference 2010 - 20.4.10

  19. Marketing and Recruitment PG activity Feedback Support Northumbria Conference 2010 - 20.4.10

  20. Prospects Postgraduate Directory ads to support free listings Full page adverts in magazine Full page ad in the annual funding guide Online profile (full year) Support Northumbria Conference 2010 - 20.4.10

  21. Other Hotcourses.com profile (full year) Findamasters.com (full year) Google Adwords Studentroom.co.uk Ten Nine university posters External fairs Enquiry database Support Northumbria Conference 2010 - 20.4.10

  22. Postgraduate Open Day February Strongly targets Northumbria students via email, posters and plasma screens around campus National audience through CSU, Guardian Online and Prospects PG emails Support Northumbria Conference 2010 - 20.4.10

  23. Research and analysis We can help analyse existing information available at School / University level Produce maps and demographic analysis Use maps and data to help measure marketing activity We’re working on improving the data available with Finance and Admissions Where information does not exist we can conduct primary research to find it Support Northumbria Conference 2010 - 20.4.10

  24. Any questions? Support Northumbria Conference 2010 - 20.4.10

  25. Thanks for getting involved… …and we look forward to working with you! Marketing & Recruitment 1st Floor, Trinity Building City Campus West martin.thomas@northumbria.ac.ukmichelle.younger@northumbria.ac.uk Support Northumbria Conference 2010 - 20.4.10

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