View
29
Download
0
Category
Preview:
DESCRIPTION
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) - PowerPoint PPT Presentation
Citation preview
Short Course Marketing Research Report
Andrew Corcoran
24th January 2007
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)
Process
Profile of Respondents
Operative20%
Junior/Middle Mgt.28%
Board / Owner52%
Micro (<11)39%
Small (11-49)14%
Medium (50-249)7%
Large (250+)40%
Worcs.
Here.
Profile of RespondentsAgriculture, Hunting and
Forestry
Manufacturing
Electricity, Gas and Water Supply
Construction
Wholesale, Retail, Repair
Transport, Storage & Communication
Financial Intermediation
Real Estate, Renting and Business
Education
Health and Social Work
Other Social and Personal Services
Q1: What is the highest education level you have achieved so far?
17
20
5
3728
66% of our audience are graduates
Q2: What would be your main motivator for undertaking a short course?
27
12
29
48
11
Increased jobsatisfaction
Increasedprofessional
standing
Promotionopportunities
PersonalFulfilment
Update Skills
77% have CPD objectives
Q3: Which of the following statements best describes your career stage?
64
103 4 6
11
Happy andperforming
strongly in myjob
Workingtowards apromotion
Looking tochange
employers butremain in thesame field
Looking for acareer change
Not working atmy preferred
level
Planning to beself employed
Our audience looks to develop incrementally
Q4: When do you expect the next change in your employment/career to take place?
610
16 14
52
6 months 12 months 3 years 5 years Not in theforeseeable future
35% anticipate changing roles in under 3 years
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?
3
8
22
14
1012 12
No response No increase £1,000-£3,000
£3,001-£5,000
£5,001-£7,000
£7,001-£10,000
Self-employed /CompanyDirector
£1,500 for each programme (33% of annual benefit)
Q6: When in the year would you prefer to go on short courses?
8
26
34
13
Easter Summer Winter No preference
Short courses can be programmed year-round
Q7: When during the week would you prefer to go on short courses?
1
118
3733
4
No response Saturday Sunday Weekday,evenings
Weekday,daytime
No preference
May be a clash with teaching commitments
Q8: How long would you expect a short course to last?
26
22
33
7 6
1 day 1 week, intensive 4 months, part time 1 year, part time No preference
Requiring modular short courses
Q9: Where would you expect the majority of the learning contact to take place?
30
6
10
31
2
At University ofWorcester
At my employerspremises
Online Combination of all3
No preference
UW preferred as a base for a blended model
Q10: How would you best like to enquire, book and pay for the course?
57
13
63
All online By phone Face to face No preference
Strong demand for e-commerce
Q11: Who will pay for the course?
32
38
1
13
You Your employer Other sponsorship Joint
Promotion needs to be differentiated for customer and consumer audiences
Q12: Would you want your short course to lead to a recognised academic award?
27
21
31
Yes, immediately Yes, longer term No, not necessarily
61% want course to be award-bearing
Q13: What next after your short course?
51
22
13
Continue with other shortcourses in my area of interest
Collect short courses to build abespoke formal qualification
Progress into a formalacademic programme
We must provide accredited and unaccredited programmes
Q14: If you want to build up towards a formal academic qualification, how far would you want to go?
96 5 4
17
8
14
22C
ertif
icat
e
Dip
lom
a
Bac
helo
rsde
gree
Pos
tgr
adua
tedi
plom
a
Mas
ters
degr
ee
Doc
tora
te
Pro
fess
iona
lQ
ualif
icat
ion
Not
inte
rest
ed in
a fo
rmal
qual
ifica
tion
74% looking ultimately for academic progression
Q15: Please indicate which of the following short courses might interest you (top 21 responses)
11
22
4 4
12
8
12
20
5 4 5
11
16
27
33
25
18
33
7 64
Varied demand from Chamber members for L&M
Q16: Which other University services would you use?
4
24
49
2
27
6
Venue Hire Gym & SportsFacilities
Library CareersService
Canteen Students Union
Opportunities to provide other services
Q17: How do you know about UW?
24
6 7
20
16
Press/PR Advertising As a student Throughfriends/relatives
Previouslyunknown
Good news and personal recommendation are the best promotional tools
Q18: Would UW be your first choice for career development and short course programmes?
4
31
14
2
21
Strongly Agree Agree Disagree Strongly Disagree No view
Need to develop our reputation
Q19: What other short course providers would you use?
39
28 29
47
13
Chamber ofCommerce
Further EducationCollege
Private Provider Professional Body Trade Body
We have strong and established competition
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
Market Sizing
Employees in sector
Average employment
of respondents
Number of courses
assuming that 25% of
companies buy 1 course per
every 10 employees per company p.a.
Average value of course assuming
clients pay 33% of median
anticipated annual salary benefit
Annual sales value
Micro 294,636 4 18,400 £1,722 £31,684,800
Small 43,830 21 1,044 £1,875 £1,957,500
Medium 9,388 165 228 £833 £189,900
Large 1,854 1,087 46 £1,254 £57,700
Market value £33,889,900
Value of UW’s target market share of 10% £3,389,990
Summary of FindingsStrengths Weaknesses
Regular semi-structured modular short courses in 3-year frequencies
Lots of Summer capacity
Blended learning
Accredited and non-accredited programmes
Range of facilities
Clash with teaching timetable
Online enquiries, booking and payment
Opportunities Threats
Strong demand from a post-graduate audience with CPD needs
Lucrative market at £1,500 per course
Wide range of individual needs
Well positioned to collaborate
Risk of mis-targeting promotional materials
Must focus on developing our reputation
Strong and established competition
Next Steps
Audit current UW L&M CPD offer
Pilot CPD programme over Summer break
Identify appropriate facilities
Recommended