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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: 6501 Job title: Group Programme Communications Manager Reports to: Head of Marketing Communications Salary: £46,510 – £52,347 Terms and conditions: Academic Related Grade: Duration of post: 9 Fixed term contract until September 2011 Working hours: Full Time Location: Milton Keynes Closing date: 12 noon, Thursday 8th July 2010 Type of application form accepted: Covering Letter, OU Application form and CV Number of referees required: Three Unit recruitment contact: Wendy Austen Human Resources HRG158 Issue 2 January 2010 Page 1 of 9 Main Purpose of the Post: 2. Summary of duties The core purpose of this role is to lead the planning, development and execution of marketing programs and campaigns to generate the most efficient and value-adding mix of appropriate high quality enquiries from potential students, (or employers on behalf of potential students) in order to meet the University’s new student targets- by Faculty and key subject cluster. The post holder will be required to work collaboratively with all Marketing & Sales personnel within the University and at the University’s appointed agencies and suppliers, to ensure that the most high value, appealing, high-quality, cutting-edge marketing solutions can be implemented. The post holder will be required to offer expert opinion and demonstrate proactive, continuous- improvement philosophies on all aspects of marketing communications initiatives, production methods, media-channel choices, budgeting implications, most appropriate creative designs and messages, by segmented target audience and provide guidance on required legal and compliance aspects of marketing communications. The post holder will be required to manage a number of colleagues as well as working to agreed service level agreements with internal and external agencies to ensure the agreed outputs of marketing programs and campaigns of all types. The post holder is a member of the Marketing Communications Leadership Team 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 across the Sub-unit. As one of the senior members of the team, the post holder will on occasion and as agreed, deputise for the Sub-unit Head on all marketing, staff and financial matters in the head’s absence. Description of Duties of the Post: Program Strategy 15% Commercial Management- including supplier/ Agency Management 25% Program and Campaign Planning and Delivery 30% Internal Communications 20% Leadership 10% Program Strategy 15% 1. Ensure the development and integration of the consumer segmentation and development of annual programs and campaigns of marketing activity, within the marketing strategy and its embedding within the plan for the Program area. 2. Contribute to the collective prioritisation and resource allocation of sub-unit resources and its continuous assessment for appropriateness in changing market environments. 3. Carry out regular reappraisal of segmentation policy for the Program area with a view to increasing market share in high yield segments. 4. Deputise for the Head of Marketing Communications in his / her absence for all matters as directed. In this role they have delegated authority for financial, program /campaign and all related issues. 5. With other members of the MC Leadership team, take collective responsibility for the marketing and sales offer and its appropriateness / fit to the agreed brand, strategies and operating plans, identifying areas of underperformance, investigating the cause and Human Resources HRG158 Issue 2 proactively instigating appropriate corrective action. January 2010 Page 2 of 9 6. Contribute to collective responsibility for activities to deliver the Unit KPIs in the areas of Enquiry conversion rates Student Numbers (joint with Sales) Customer Satisfaction Leadership 10% 1. Personally provide leadership for the staff and agency resources in the Program area, creating a clear and positive internal profile for the area . Identify and propose innovative approaches to the Sub-Unit to improve the effectiveness and efficiency of student acquisition and retention. 2. Develop effective relationships and influence with appropriate University staff including Heads and Managers for all areas of communications. 3. Contribute to the development and widespread adoption of Customer Communication, Customer Relationship Management and the widespread adoption of channel management, including the discipline of executing well planned programs and campaigns across the University, working with Student Services, LTS and Academic Units in the development and maintenance of relationships with individual students and maintaining relationships with agencies and other suppliers. 4. Contribute to the optimisation of services of external marketing staff in a matrixmanagement style, utilising appropriate levels of management and administration staff input from Marketing Agencies. 5. Lead the drive for excellence in marketing within the Program area- including communications planning and briefing processes, maintaining the overall communications schedule for each market segment and reviewing its effectiveness and proposing improvements. 6. Ensure the development and delivery of high quality communications and materials for the Program area. Program and Campaign Planning and Delivery 30% 1. Contribute to the establishment / long-term maintenance and development of the customer segmentation of the University and the identification, justification and gaining of agreement to the target customer market segments and their product and service requirements. 2. Ensure the identification of relevant competitors and their strategies for the Program area and oversee the design and delivery of the core acquisition and retention strategies. 3. Direct the strategy of Program and Campaign development and delivery to most effectively and efficiently deliver the University student numbers, (or matching objectives in the Program area,) determining and directing the optimum channel mix and promotional spend, taking specific responsibility for defining targets and desired outcomes and the allocation of resources to the programs. 4. Contribute to the establishment and maintenance of methodology and infrastructure to manage the whole student lifetime relationship on a segmented basis, leading to an improvement of retention levels (completion & progression) and maximising the lifetime value of students in the University. 5. Direct the process for managing the planning, development, integration, optimisation and Human Resources HRG158 Issue 2 January 2010 Page 3 of 9 delivery to time and budget agreed of all marketing & sales campaigns and media expenditure for the Program area. Internal Communications 20% 1. Lead and direct for the Program area, with other Sub-unit colleagues, the development and implementation of processes for the planning, development and implementation of marketing campaigns and materials , working with other colleagues across the University and external suppliers, in response to changing university requirements. 2. Influence peers and colleagues in the wider University to adapt to Program Management approaches to student communication activities. Commercial Management- including supplier/ Agency Management 25% 1. Propose the necessary resources for the delivery of the Program area’s Communications Marketing Plan including the development and orchestration of “virtual teams” of experts in outsourced Marketing Agencies, Student Services, PR and LTS. 2. Contribute to the development of a skilled and motivated team of OU Marketing and Marketing Agency staff. 3. Budget for approval and control all expenditures within the Program area, with accurate and timely reconciliation (supported by the unit Directorate team). Human Resources HRG158 Issue 2 January 2010 Page 4 of 9 3. Person specification All Marketing Communications Management Team members Evidence of Strong leadership skills Ability to see big picture and section’s place within it Ability to set objectives and to evaluate and manage performance Collaborative style in team based decision making Ability to motivate, supervise and develop staff Ability to work within, and successfully manage, virtual teams Evidence of ability to set priorities and exercise judgement within the area of responsibility and of the ability to implement strategies once developed. Evidence of ability to drive for maximum value and maximum returns in all activities. i.e. a commercial mind-set Influencing skills – the ability to persuade wide range of staff to work harmoniously with marketing unit Ability to manage complex budgets A demonstrable personal commitment to the collective success of the vision for the team Role Specific Essential 1. A relevant business / marketing degree or equivalent. 2. Demonstrable commitment to Continuing Professional Development- such as proactive desire to attend relevant courses and conferences, home-based business study and /or OUBS study. 3. A high level of experience and ability for managing multi-thousand or million pound marketing communication budgets . 4. Proven experience of previously working in a varied and complex B2B sales and marketing environment 5. Proven experience of the briefing and production of marketing collateral either working for an agency or client. Specifically including; a. Selecting, appointing, managing and leading planning, design, print/production and media agency relationships. i. Briefing and managing direct mail, e-mail and print houses for a broad range of printed materials. ii. Successful delivery of required results; enquiry, customer numbers, cost-per-sale targets and so on. b. Managing a high-value budget ensuring expenditure is managed, across a broad range of channels and campaigns, including, but not restricted to i. TV and Radio advertising ii. Outdoor advertising and events iii. National/ Regional/Trade Newspaper and all forms of consumer and business Magazine advertising and publicity. Human Resources HRG158 Issue 2 January 2010 Page 5 of 9 iv. Direct Mail packs and inserts, door to door v. Online advertising in all forms- including content-driven and podcasting campaigns vi. Leaflets, brochures, sales aids vii. Exhibition panels and show materials viii. Above and below the line list broking and media buying 6. Evidence of ability to promote role of department and work well with other units i.e. work in cross unit teams and lead projects where there is no formal line management of staff involved 7. Evidence of strong influencing, negotiating and interpersonal skills including the ability to present effectively and influence key decision making forums and the ability to identify, develop, nurture and successfully operate working partnerships 8. Innovative, self reliant and determined approach to duties and an ability to work well under pressure Desirable 1. Marketing or a professional post-graduate qualification e.g. Chartered Institute of Marketing Diploma; or working towards that or a similar qualification within the next three years. 2. Direct, personal experience of the Open University Business and Management courses 3. Experience in public sector, particularly higher education 4. Evidence of ability to adapt style to suit a large diffuse public sector organisation 4. Role specific requirements e.g. Shift working 5. About the unit/department MARKETING AND SALES In 2003 Marketing and Sales 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 and Sales team. In early 2006, the Marketing and Sales (M&S) unit carried out a business change process. This involved an extensive review of M&S 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 and Sales unit changed. Details of the sub-units 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. Human Resources HRG158 Issue 2 January 2010 Page 6 of 9 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 Market and Sales Unit is split into 6 sub-units, supported by the Directorate. These are: Market, Customer and Competitor Insight, Product and Service Development, Marketing Management, Marketing Communications, Sales, 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 and Sales 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 M&S 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 & Sales unit (particularly the Marketing Management and Product & Service Development sub-units) and will also be required to develop strong working relationships with colleagues in units outside of M&S (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 and sales 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 and sales unit, leading an ongoing comprehensive review of marketing plans, campaigns and operational procedures to achieve target student numbers for current and potential students. Human Resources HRG158 Issue 2 January 2010 Page 7 of 9 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 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. Sales: Corporate and Employer Services The Role of Sales: Corporate & Employer Services (CES) is to provide an identifiable (but not necessarily singular) interface for employers and the OU and thereby co-ordinate and manage internal and external relationships To create market responsive and innovative offerings (particularly by listening to our clients and researching our marketplaces with a view to developing products and services that have a ready market and can be broadly classified as CPD To identify and articulate business opportunities pan-OU. This continues to be a fundamental function for CES as does co-ordination and implementation of subsequent campaigns account penetration and development 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. 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. How to obtain more information about the role or application process If you would like to discuss the particulars of this role before making an application please contact Wendy Austen on +44(0)1908 659140 or email [email protected]. If you have any questions regarding the application process please contact Wendy Austen on +44(0)1908 659140 or email [email protected]. 7. Where to send completed applications Please ensure that your application reaches the University by: 12 noon Thursday 8th July 2010 Post it to: Human Resources HRG158 Issue 2 January 2010 Page 8 of 9 Name/Job title: Wendy Austen/ Staffing Administrator Department/Unit: Marketing & Sales Address: Level 2 South Berrill Building Walton Hall Milton Keynes Post Code: MK7 6AA Or e-mail your application to: [email protected] Human Resources HRG158 Issue 2 January 2010 Page 9 of 9