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Short Course Marketing Research Report Andrew Corcoran 24 th January 2007

Short Course Marketing Research Report Andrew Corcoran 24 th January 2007. Process. For full rationale see Proposal of 11.9.06 Online questionnaire through CP@W: 12 th Dec-5 th Jan Link emailed to 870 members of H&W Chamber of Commerce (818 got through)

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Short Course Marketing Research Report Andrew Corcoran 24 th January 2007

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  1. Short Course Marketing Research Report Andrew Corcoran 24th January 2007

  2. Process • For full rationale see Proposal of 11.9.06 • Online questionnaire through CP@W: 12th Dec-5th Jan • Link emailed to 870 members of H&W Chamber of Commerce (818 got through) • 98 responses received (72 were complete) = 12% response • Yielded 67 business contacts willing to talk to us again • 19 weeks from Proposal to Report (11.9.06-24.1.07) • Cost £1,530 (63% of budgeted cost)

  3. Profile of Respondents

  4. Profile of Respondents

  5. Q1: What is the highest education level you have achieved so far? 66% of our audience are graduates

  6. Q2: What would be your main motivator for undertaking a short course? 77% have CPD objectives

  7. Q3: Which of the following statements best describes your career stage? Our audience looks to develop incrementally

  8. Q4: When do you expect the next change in your employment/career to take place? 35% anticipate changing roles in under 3 years

  9. Q5: If your desired course is intended to enhance your career, what is the anticipated salary increase you would expect to receive over the next 12 months? £1,500 for each programme (33% of annual benefit)

  10. Q6: When in the year would you prefer to go on short courses? Short courses can be programmed year-round

  11. Q7: When during the week would you prefer to go on short courses? May be a clash with teaching commitments

  12. Q8: How long would you expect a short course to last? Requiring modular short courses

  13. Q9: Where would you expect the majority of the learning contact to take place? UW preferred as a base for a blended model

  14. Q10: How would you best like to enquire, book and pay for the course? Strong demand for e-commerce

  15. Q11: Who will pay for the course? Promotion needs to be differentiated for customer and consumer audiences

  16. Q12: Would you want your short course to lead to a recognised academic award? 61% want course to be award-bearing

  17. Q13: What next after your short course? We must provide accredited and unaccredited programmes

  18. Q14: If you want to build up towards a formal academic qualification, how far would you want to go? 74% looking ultimately for academic progression

  19. Q15: Please indicate which of the following short courses might interest you (top 21 responses) Varied demand from Chamber members for L&M

  20. Q16: Which other University services would you use? Opportunities to provide other services

  21. Q17: How do you know about UW? Good news and personal recommendation are the best promotional tools

  22. Q18: Would UW be your first choice for career development and short course programmes? Need to develop our reputation

  23. Q19: What other short course providers would you use? We have strong and established competition

  24. Client Profiling • Post graduates requiring professional development and looking to progress but not necessarily towards a recognised award • Looking to develop incrementally over 2.8 years • Modular short courses of up to 4 months • Enquire, book and pay online • Costs shared between employer and student • May also use sports centre, library and catering facilities

  25. Market Sizing

  26. Summary of Findings

  27. Next Steps • Audit current UW L&M CPD offer • Pilot CPD programme over Summer break • Identify appropriate facilities

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