Marketing Postgraduate Taught Courses

Jane PenrosePostgraduate Directions, Senior Partner

janepenrose@postgraduatedirections.org.uk

Current Provision

Qualifications awarded in Geography and Environmental Sciences (HESA)

0

500

1000

1500

2000

2500

Doctorate PGT

2002/2003

2005/2006

So what's new?• Markets – size, extent and balance• Technology – delivery and marketing• Competition• Student attitudes to choice and

opportunity• The customer service imperative• Money – pricing and funding

• An unpredictable buyer’s market?

The route to success?

• Understanding your market• Segmentation• Exploring underexploited markets• Effective marketing - the communication

of value• Sustained, excellent customer service

Understanding your market

• What are you selling? What are they buying?

• Names – content AND/OR market expectations AND/OR futures? – findability?

• Pricing and funding – the value/investment equation: recycling money

Current Markets: Obvious

• Home and Overseas• Current final year ugs • Specific professional markets• Subject/Department based marketing

Current Markets: Underexploited

• CPD students• Alumni (repeat business and influencers)• Socrates/Erasmus/JYA• Overseas already in the UK• Marketing by segment

Segmentation: a quick guide• Current students

– age and stage? where from? who pays? other applications? aspirations? information routes? value points? entry qualifications? timing?

• Alumni– What did they go on to?

• Decliners• The wider context – what else do they do?• By course, by department, by institution• Different courses, common markets?

Segmentation: the results• Information, not assumptions• Comparison with stated purpose of course• Major and minor markets: choices• Customer preferences• The basis for a marketing

strategy/operational plan

Effective marketing• Using evidence to plan campaigns• Show understanding of markets• The ‘so what?’ test – benefits not features; what

does ‘unique’ really mean?• Real life examples/success stories• Integrated campaigns: emails, direct marketing,

advertising (with care), events, print, blogs etc• Their information needs, your priorities• Be specific

Effective marketing• Market to segments, not by subject• Imagination and lateral thinking• Engagement: direct communication• Calls to action, effective landing points, data • Follow up and follow through – keep them warm• Measuring effectiveness• Customer service and expectation management• Strategic premium pricing and studentships…… the communication of value

Questions?

… or contact me on janepenrose@postgraduatedirections.org.ukOr 07739 457182