MARKET RESEARCH FOR NEW TAUGHT DEGREE PROGRAMME PROPOSALS
(PIQs)
As UCL adapts to a changing landscape in Higher Education it is important that innovative ideas for new degree programmes are supported by sound evidence that there is a market for them amongst applicants, and that the qualification will be recognised and welcomed for future study or employment.
The following information is intended as an initial guide for those thinking of proposing a new programme.
Key Information to be defined by the programme proposer(s)
· What is the specific focus of the information you are aiming to find out through market research?
· Has any market research already been undertaken?
· What stage of the proposal/approval process has the programme reached?
· How well developed is the programme (e.g. have details around delivery been defined, such as objectives, mode and duration of study, compulsory and optional modules, need for new module creation?)
· Has a target market been identified? Are entry requirements and pre-requisites defined? Is there a target recruitment number – both overall and in terms of the UK/EU/international mix? Target disciplines/subjects of prior study?
· Are the proposers aware of any competitor programmes (at UCL, in the UK, or internationally)? Do we know whether any such programmes are recruiting well? What will make this programme more attractive or unique?
· A summary of four or five points that will constitute the initial idea of a ‘unique selling proposition’ for this programme is very helpful. (These may need to be reviewed in light of any market research findings.)
Suggested activities
· General market analysis in HESA
This can help to identify how many students, by fee status, are studying similar programmes at other UK universities. Gary Smith, Student Data Services, maybe able to assist with gathering data –
· Survey development.
For simple surveys PAMS can provide the technical set up of an online survey. The proposer will need to define the focus and purpose of the survey, and undertake distribution to their chosen contacts, as well as collate and analyse the responses. A survey should begin with a short introduction to the programme listing around four key selling points. Appendix one provides a draft general survey which may help departments when developing questions.
· Focus Group discussion guide.
In consultation with the proposer(s) PAMS can draw up a discussion guide for focus groups.
Note
Current resource for market research at UCL means we are not currently able to offer more extensive support for results reporting and focus group activity. Proposals are being developed to extend market research resource and activity, but these are at an early stage.
Other sources which may be able to help
· UCL Careers Service maintains good relationships with a wide range of employers. Consequently they may be able to provide advice on whether there is evidence of employer demand for graduates with the ranges of skills and knowledge the proposed programme aims to deliver. They can also provide information about the career destinations of graduates from existing UCL programmes.
· Contacts via academic networks at institutions offering a similar programme may be able to report on the number and type of students it attracts, graduate destinations, etc.
· Professional contacts in industry may be able to assess the objectives and content of the programme and advise on whether graduates would be attractive to them for future employment.
MARKETING YOUR PROGRAMME AFTER IT IS APPROVED
Once market research has been undertaken and the programme developed, colleagues engaged in UCL’s central student recruitment activities will be able to advise on marketing strategies. The following staff have particular areas of expertise, but work in close collaboration to cover different market segments.
Postgraduate programmes
Publications and Marketing Services team, Graduate Marketing Manager:
John Burnett, email
Undergraduate programmes (to a UK market)
UCL Outreach team, Associated Head of Outreach and Admissions:
Katy Redfern, email
International marketing (both undergraduate and postgraduate)
UCL International Office, International Liaison and Recruitment Manager:
Julie Rolls, email
Printed and web promotional materials
Publications and Marketing Services, Design and Communications Manager:
Rachel Hobbs, email
Appendix 1 - Draft general survey
One year MA Programme in ……..
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UCL is proposing a new one year MA programme.
The course aims to …….. Highlights of thecourse include:
· Key selling point 1
· Key selling point 2
· Key selling point 3
· Key selling point 4
.
This course is suitable for ………..
1 - Do you think this proposed degree programme is appealing?
· Definitely yes
· Probably yes
· Probably not
· Definitely not
Comments
2. What element of the programme most interests you? *
· The interdisciplinary approach
· Intensive training in …..
· The placements in NGOs
· Other - please give details below
Comments
3 - What statement best describes you?
· Prospective undergraduate student
· Current undergraduate student
· Prospective graduate student
· Current graduate student
· Parent or guardian of a prospective/current student
· Higher education advisor/teacher
· Other (please specify)
Please use this section for any other comments you have concerning the MA programme
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