Download Marketing Universities in time of change

Marketing Universities
in Times of Change
Peter Reader
Director of Marketing and
Communications
University of Portsmouth
Marketing Universities in Times of Change
What is meant by ‘marketing’?
• marketing is more than student recruitment
• marketing is not done just by the marketing
department; it is done by everybody – YOU!
• marketing is about setting and meeting
expectations, of our “customers”
• marketing decisions are emotional and
experiential, and not always rational
• the four Rs
Marketing Universities in Times of Change
Changes in the student market
• more students, more universities, more
competition
• different students, different markets
• the student as a customer, consumer, investor
• fees and funding – demonstrating value
• different modes of delivery, MOOCs, DL, PT
• local, regional, national and/or global
• changes in international markets
Marketing Universities in Times of Change
…and in other markets
• research, business, facilities
• the focus of research: should it be blue sky or
applied, and how do we assess impact?
• what does business-facing mean?
In all markets, we need to be distinctive – the
tension between being ‘selective’ and
‘comprehensive’ – is there a choice?
Marketing Universities in Times of Change
Changes in the University…
• how will “Shaping our Future” impact, and
how do we translate the outcomes into our
brand and positioning?
• what role can, and should, market research
and intelligence play?
• how will our course portfolio change, and who
drives this change?
• are our current structures ‘fit for purpose’?
Marketing Universities in Times of Change
……and beyond
• the competition – identifying, monitoring and
gaining market advantage over competitors, in
each market
• the rise and rise of rankings
• increased external demands: KIS, HEA, PGT
Choices
• an ever increasing number of channels
• tension between competition v collegiality
Marketing Universities in Times of Change
Issues for marketing professionals
• knowing who we are, how we are seen and
what we want to be
• personalisation, building relationships, positive
experiences and meeting expectations
• huge growth of digital marketing, balancing
‘social’ v ‘corporate’
• maintaining a consistent and authentic voice,
with everyone ‘on message’ in all media
Marketing Universities in Times of Change
Issues in the coming months:
•
•
•
•
the end of student number controls
the impact of coming out of recession
Research Excellence Framework results
changes following the 2015 General Election –
could that mean the end of the fees cap?
• the unknown
Marketing Universities in Times of Change
Looking further ahead:
• is the current number of universities
sustainable? How will our competitors change?
• how might the private institutions develop,
and compete?
• where will technology (try to) take us?
• will customer expectations change further?
• which external factors will impact?
Current Issues and Challenges in Higher Education
Thank You
Comments and Questions
Marketing Universities
in Times of Change
Peter Reader
Director of Marketing and
Communications
University of Portsmouth