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Further Particulars This document includes information about the role for which you are applying and the information you will need to provide with the application. 1. Role details Vacancy reference: 7957 Job title: Product and Pricing Development Manager Reports to: Head of Product and Service Development Salary: £37,012 - £44,166 Terms and conditions: Academic Related Grade: 8 Duration of post: 18 month fixed term contract Working hours: Full time Location: Walton Hall, Milton Keynes Closing date: 12:00 noon 10th May 2012 Type of application form accepted: Covering Letter, OU Application form and CV Number of referees required: 3 Unit recruitment contact: Amanda Gale Human Resources HRG158 Issue 2 January 2010 Page 1 of 6 2. Summary of duties Main Purpose of the Post: To support the Head of Product and Service Development in all areas of product & service (for their nominated area of responsibility) and University wide pricing management. Supporting the development of (and where appropriate developing proposals for) new products and services to new and existing markets, modifying existing products, product and service evaluation and pricing propositions. The person appointed will be expected to work collaboratively across The Open University to assist the Secretary’s Office and Curriculum & Qualification Office (CQO), Programme Boards and Faculties in managing product/service portfolios, aligning new and existing products/services, and pricng strategy to the competitive market, ensuring customer satisfaction and ultimately long term profitability. The postholder is a member of the Product and Service Development Sub-Unit and will be required to play a pro-active role in that team, balancing the needs and recommendations of their own area of responsibility with the wider needs and priorities of the University in developing strategy, setting priorities and allocating resources. Description of Duties of the Post: Product & Service Developments 35%: Identify opportunites (and where appropriate develop and gain buy-in for business cases) for the development of new products/services and propositions (combining the product/service and pricing elements to create the proposition). Identify opportunities for existing product and services within new and existing markets, through the development of product strategies to support Curriculum and Qualification Office, Programme Boards and Faculties in their curriculum decision making Develop a knowledge of the competitive environment in which the OU products exist including competitor’s products and services offer OU Pricing Strategy & Developments 35%: Assist the Head of Product and Service Development in the development of the University’s pricing strategy. Develop and manage the pricing associated programme of research to support the University’s pricing strategy. Manage the production of the annual competitor price benchmarking report, developing knowledge of key competitors’ pricing strategies and policies. Relationship Building across the OU e.g CQO, Faculties, Programme areas 20%: Liaise with senior staff (to Dean and Head of Unit level) to provide professional advice and guidance on the fit between market opportunities and new and existing products/services, including support with the Business Appraisal process To foster 2-way communications and links between Marketing and other OU business units in the context of the product and pricing development role. Human Resources HRG158 Issue 2 January 2010 Page 2 of 6 Admin & Team Role 10%: Manage and control elements of the team budget in conjunction with the ‘Head of’. The value of the intellectual capital/property managed and influenced by the post holder is million of pounds As part of the team, take an active role in ideas generation across products, services, partnerships, initiatives and schemes. Ensure that the appropriate administration is provided to support the running of the team and the ‘Head of Sub-Unit’ 3. Person specification Essential A first degree or equivalent Substantial experience of product management, including evidence of the ability to develop and implement new product/service business plans. Knowledge and experience of using product management tools and techniques to develop product strategies. Knowledge and experience of using appropriate pricing tools and techniques (e.g Van Westendorp, conjoint analysis, competitor price benchmarking) to support the development of pricing strategies. Substantial years experience of providing and/or using market intelligence and management information (including numerical and statistical data), to support strategic decision making in a large and complex organization Interpersonal skills (including strong negotiating and influencing skills) excellent relationships with senior stakeholders from across the OU Excellent communication skills including presentation and written skills to develop and promote business cases and project plans, at the appropriate OU level from Board level down Evidence of ability to set priorities and exercise judgment within the area of responsibility Experince of project management techniques, with proven ability to lead projects, and project teams, where there is no formal line management of staff involved. Evidence of ability to manage multiple projects Innovative, self-reliant and determined approach to duties – outcome and results driven Experience of budget setting and tracking Computer literate (MS Office 2010 and ideally Microsoft Project) High degree of flexibility in attitude to work to develop Human Resources HRG158 Issue 2 January 2010 Page 3 of 6 Desirable Ideally the post holder will have or be working towards relevant additional academic or professional qualification e.g. postgraduate training in product management, pricing, marketing or a professional qualification from the Chartered Institute of Marketing Experience in public sector, particularly education 4. Role specific requirements e.g. Shift working None 5. About the unit/department In 2003 Marketing re-organised into an integrated centralised marketing function. This marked a move away from the previous faculty-by-faculty approach to marketing, to an integrated Marketing team. In early 2006, the Marketing unit carried out a business change process. This involved an extensive review of Marketing objectives and activities in order to determine the key processes required for future success. To support the delivery of these new processes, the organizational structure for the Marketing unit changed. Details of the subunits are detailed below. The most fundamental development is a robust campaign planning and campaign management capability that enables the separate requirements of faculties, subject clusters and OU business units to be integrated into a holistic set of segmented, customer focused campaigns, (where the whole is greater that the sum of the parts), where the university can be assured of efficiency of spend and return on investment. The medium to long term aim is to create a cadre of experienced M&S professionals to enable a move away from “mass marketing” to a more targeted, segmented approach in support of subject areas; that will harness expertise elsewhere in OU when organised within integrated campaigns. The Marketing Unit is split into five sub-units, supported by the Directorate. These are: Market, Customer and Competitor Insight, Product and Service Development, Marketing Management, Marketing Communications and Regional Marketing. Directorate The Directorate is made of three teams: Finance and Planning, Staffing and Business Change & Project Management. The Directorate’s role is to provide direction and support/facilitation services to the rest of the unit. This includes leading the Marketing planning processes including development of the university’s Marketing strategy and the annual unit plan; overseeing the unit finances; performance review; managing internal reviews; staff recruitment and development; IT resources and support; professional project management across marketing, pan-OU and business change projects. Market, Customer and Competitor Information The aim of the Market, Customer & Competitor Insight (MCCI) team is to provide useable and accurate market, customer and competitor insight in order to inform strategy and decisionmaking within M&S and around the University. It is anticipated that around 50 market research projects will be managed each year by the team with a budget from Marketing which is currently c. £1m. From time to time the team will work with funds from other units within the University. The MCCI team will work closely with colleagues across the Marketing unit (particularly the Human Resources HRG158 Issue 2 January 2010 Page 4 of 6 Marketing Management and Product & Service Development sub-units) and will also be required to develop strong working relationships with colleagues in units outside of Marketing (such as the Planning Office and Student Services) in order to maximize the impact of MCCI and influence a more customer-centric view across the organisation. The activities of the MCCI sub-unit will be organised around four key areas – markets, competitors, customer journey and product & pricing. Product and Service Development The Product and Service Development sub-unit’s role is to work collaboratively across the University to develop and enhance products (inc. pricing), services and affinities to meet the changing needs of the customer and the internal and external environments. The sub-unit will take a lead role in the gathering, analysis, interpretation, and onward dissemination and utilisation of intelligence related to product and service developments in an integrated and effective manner across the University. The sub-unit will also be responsible for the scoping and development of new opportunities within the area of marketing affinities (partnerships, schemes and initiatives). Once the affinities are set-up, the team will be responsible for embedding these new initiatives into marketing’s business as usual. Marketing Planning and Data Management This sub unit has been constructed to assist the University to develop its marketing capacity so that challenging targets can be met. It will be essential for the team to work to harness the energies of staff in the University's academic units, service units and regions to develop a more effective marketing strategy and champion the development and widespread use of marketing management models as key business tools for new and continuing students. The sub-unit will take a lead role in the development and implementation of marketing activities for each subject, faculty and business unit in an integrated and effective manner. The team will co-ordinate marketing planning and project management for all OU units and provide the evidence base and analysis required to lead focused and robust business cases for key strategic decisions on marketing activity. Working collaboratively with all business units, they will act as the focus for the Marketing unit, leading an ongoing comprehensive review of marketing plans, campaigns and operational procedures to achieve target student numbers for current and potential students. The Campaign Planning and Data team is also part of the Marketing Planning and Data Management team. This team will work closely with the Marketing Planning and Data Management and Marketing Communications sub-units in developing and using database tools and propensity models to plan and evaluate campaigns. Marketing Communications The Marketing Communications unit will combine planning, design and implementation of campaigns within the responsibilities of a range of individuals for the first time. Working closely with the Marketing Planning and Data Management team, the Marketing Communications Campaign Managers will devise the most effective and cost efficient campaigns to achieve new and continuing student numbers, drawing heavily upon management information from the Campaign Planning & Data team. Marketing Communications will develop broad campaign experience across all communication channels, ensuring that the most appropriate channels and creative media are used for each campaign. The new Online Marketing team will develop digital campaigns and initiatives in order to ensure that the University increases its utilisation of digital media, developing best practise and efficient use of new electronic media channels. Over the coming moths, more printed publications will be modified to be appropriate for digital media with the intention of providing as many user-friendly materials in electronic formats as possible. Nations/Regions Marketing Regional Marketing is designed to be a two-way process to enable regions to better understand, access and influence the campaign planning process. Human Resources HRG158 Issue 2 January 2010 Page 5 of 6 More campaigns will be delivered through local media channels, aligned to national campaigns but with additional 'localness' messages. These campaigns will respond to each region's unique competitive environment, addressing its specific student/course targets and market opportunities, and supporting regional outreach programmes such as Younger Students and Widening Participation. 6. Application process Please ensure that you send a full completed application form, CV and covering letter to be considered for this post. You must detail how you meet the essential criteria for this post either in a covering letter or in your application form. This is an important part of your application and if you fail to do this you will not be considered for short listing. If you have any questions regarding the application process please contact Amanda Gale on +44(0)1908 659008 or email [email protected]. 7. Where to send completed applications Please ensure that your application reaches the University by: 12 noon 10th May 2012 Name/Job title: Amanda Gale, Finance & Staffing Administrator Department/Unit: Marketing Address: Level 3 North Berrill Building Walton Hall Milton Keynes Post Code: MK7 6AA Or e-mail your application to: [email protected] 8. Selection process and date of interview We will let you know as soon as possible after the closing date whether you have been shortlisted for interview. Further details on the selection process will also be sent to shortlisted candidates. Applications received after the closing date will not be accepted. Human Resources HRG158 Issue 2 January 2010 Page 6 of 6