Universities are opening up opportunities for marketers as
public, private and vocational higher education providers are
asking them to generate additional
income
With fees for universities increasing to
£9,000 a year universities are been forced to use the tools of
marketers and use procedures from the corporate world to convince
students that their institution is the top brand.
The sector is becoming overcrowded with the
amount of courses and institutions on offer to students.
Universities are going to have to have a big budget to engage into
this new market, engaging in recruitment strategies and building corporate
brands.
The need for universities to compete in the
market place is huge, with extra places given to successful
universities in grades and amount of students taken in. Emphasizing
value for money on each course over their rivals and the benefits
of living in each city is very important. Students need to have all
the information possible and the slightest bit of information left
out could mean a student choosing a competitor. This has created
the need for experienced and marketing graduates to fill the void
that has been created.
The University of Exeter is one of the first
universities to start advertising for newly created marketing
roles. They have invested around £250,000 in the creation of six
marketing positions including graduate positions and a new role; head of
marketing.
Stuart Franklin, the universities Director of
Marketing and Communications said “This new role is about having a
much more considered and professional approach to how we develop
academic programmes. We wanted to assess the performance of our
programme portfolio and put more rigour into how we bring new
programmes to market,” he explains.
“It is down to the fact that universities like Exeter will get very
little public funding in the future and will be looking more to the
consumer.”
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