Postgraduate Taught Market Analysis

This concise consultancy project has proved popular in 2007, and is particularly useful for Institutions or Faculties who want to take a strategic approach to developing their taught market provision, through a thorough understanding of their current and possible future markets. This project is designed to include a number of different phases, with individual phases which can each be varied in length depending on the size of the project and any specific requirements of priorities you may have.

Guidelines for time required for each phase are given below, with two example structures:

Statistical and Documentary Analysis Phase

Analysis of existing admissions and marketing documentation and statistical data provided by the University. Minimum 2 days required for a single Faculty or Department. Typically 3-5 days.

A detailed portfolio analysis from both an academic and market viewpoint general requires a minimum of 5 days for a Department or Faculty, and can require up to 10 days for a whole institution.

Interview Phase: with key staff and focus groups with current postgraduate students

This phase adds value by providing additional intelligence to supplement and enrich the statistical information, from relevant academic and administrative staff in the Institution, both in Faculties and Central Departments where relevant. Students' views are also sought in focus groups.

1 day can include up to 5 individual interviews, or 2 interviews and 2 focus groups. 2 days can include up to 7 individual interviews and 2 focus groups with current students, or up to 10 individual interviews without focus groups.

Competitor Analysis Phase:

This can consist of desk research only, or if required can include 'mystery shopper' type activity. Competitors can be compared against various indices including portfolio and course content, marketing, pricing, funding and structures.

1 day can include desk research for 2 designated competitors. Additional phone research requires a minimum of one day for up to 4 competitors. Typically, this phase lasts 2-3 days.

Strategy/Reporting Phase:

Either

A concise report is produced setting out and analysing key evidence from the previous project phases, including strategic and practical recommendations for short, medium and long term responses as required. A minimum of 3 days is required if the project is for a single department: up to 10 days can be required if the project covers a whole institution.

Or

The key findings and recommendations can be presented as a one-day seminar for relevant staff in the Faculty or Institution: this includes interactive group-work and is particularly useful where staff are included in the strategic development process. A minimum of 3 days is required to carry out the analysis and develop the seminar for a single department, with delivery of the seminar requiring the participation of 1 or 2 consultants depending on group size.

Operational Marketing Plan:

A marketing plan to recommend operational priorities to implement strategic recommendations included in the reporting phase. Generally 2-3 days is required.

Example Projects

These are designed as examples only, to give you an idea of how a project could be created to reflect your needs. Postgraduate Directions charges £750 per consultant, per day.

Example Departmental Project

For a single department with an expanding portfolio of around 8 courses and pathways including all phases:

2 days 1 day 2 days 3 days 2 days Cost: £7,500

Example Faculty Project

For a faculty with a portfolio of up to 25 and pathways courses, one faculty administrative unit, including marketing staff, and 4 academic departments:

4 days 2 days 2 days 3 days 2 days Cost: £9,750

To discuss your requirements please contact us individually or email us on info@postgraduatedirections.org.uk.