Student Record Officers: The Marketing Director's Best Friends Richard Taylor Director of Marketing...
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Transcript of Student Record Officers: The Marketing Director's Best Friends Richard Taylor Director of Marketing...
Student Record Officers: The Marketing Director's Best Friends
Richard TaylorDirector of Marketing & Communications
www.le.ac.uk
Marketing is….
• A management process that seeks to lead, anticipate and satisfy customer demand
• Fundamental to marketing is that different groups have different needs and desires
• And these groups can be identified through a process called market segmentation
Market Segmentation
• A market segment is a sub-set of a market made up of people sharing one or more characteristics that cause them to demand similar products and/or services
Market Segmentation
• Segmentation can be based on:– Geography, fee status, social class, age,
gender, subject preferences, level of study, prior qualifications, hair colour, ethnicity etc etc etc
• As long as it can be reached and responds similarly to market stimulii
Marketing involves…
• Developing a position for one or more market segments
• What do we mean by a position?
Services Marketing Mix
A concept that market attractiveness for a specific audience is determined by seven variables
• Product• Price• Promotional Strategy• Physical Surroundings/Packaging• Place & Distribution• Process• People
A Market Segment….
Professional managers in the UK requiring advanced management training….
• Product• Price• Promotional Strategy• Physical Surroundings/Packaging• Place & Distribution• Process• People
• But you can’t be something you’re not
• Higher education “brands” are built over decades and disseminated by word of mouth
• HEIs therefore need to understand their current markets
Education as a Service• Services:
• Intangible Dominant• Low on Search Qualities• High on Experience
Qualities• Inseparable from producer
• Goods: • Tangible Dominant• High on Search Qualities• Lower on Experience
Qualities• Separable from producer
Education as a Service
• Services differentiate through delivery and not (just) words
• The brand cannot exist outside of the reality of the service experience
• The service experience is dependant on people
• Word of mouth drives reputation
So….
• Understanding the current position of an institution or programme is critical
• Who are our customers?• Turn to the data record…
But….
• QUALENTS, • PAREDs • MSFUNDS
Come Alive with the Pepsi Generation
Pepsi brings your ancestors back from the dead
And the worst one…
• TTPCODE
You can’t occupy all the segments.
If we want to succeed and develop our reputation we must stand for something that is clear and distinctive….
The 49th Prime Minister
Flight of the Conchords "Formerly New Zealand's fourth most popular guitar-based digi-bongo acapella-rap-funk-comedy folk duo"
Some offenders….
• “Ranked in the top 3 of all modern universities”
• “Ranked the 17th best politics department by the Guardian”
• “One of XXXshires leading universities”
• If your position isn’t clear it won’t have impact in a world full of over-communication
• Strategic Communications - communicating a clear position or message
Why a clear position?
Old Elite Non-Elite
Old Elite Non-Elite
BathBristolCambridgeDurhamEdinburghExeterGlasgowImperial CollegeKing's College
LondonLeicester
LSELoughboroughNottinghamOxfordSheffieldSouthamptonSt AndrewsUCLWarwickYork
Britain’s Top 20 Universities
BathBristolCambridgeDurhamEdinburghExeterGlasgowImperial CollegeKing's College
LondonLeicester
LSELoughboroughNottinghamOxfordSheffieldSouthamptonSt AndrewsUCLWarwickYork
Those that meet State School Benchmark
BathBristolCambridgeDurhamEdinburghExeterGlasgowImperial CollegeKing's College
LondonLeicester
LSELoughboroughNottinghamOxfordSheffieldSouthamptonSt AndrewsUCLWarwickYork
And their Benchmark for Recruitment from Lower Socio-economic Groups
In Conclusion…
• The strategic challenge for HEIs is to develop a clear and distinct position
• This can’t be divorced from reality• The richness of information in the
staff, financial and especially student record is critical