Monday, 8 December 2008

Perceptions of Student Recruitment Information

We had an interesting conversation this morning around how the University markets itself to different learners.

We found that the recruitment of learners can be something that is the responsibility of a number of different stakeholders in the institution which can cause confusion over the message going out to potential students.
  •  Faculty:  Award leader and or Link tutor (for partner colleges)
  • Services: Marketing team, student recruitment or AimHigher
Each stakeholder perceives themselves as the data owners, thus when changes occur to the content they can feel that they have lost control of that information, or that information has been misinterpreted.

Issues around student marketing/recruitment start right at the beginning of course development as one of the first templates require staff to estimate student numbers for the award. Without support from marketing and student recruitment these numbers can be difficult to collate. Not only that but all award documentation for course design is focused on either faculty/senior management viewing or for Quality Assurance.Therefore to to promote awards to potential students there needs to be a change in language which means a duplication of effort in creating more materials - saying the same thing slightly differently!
There is an initiative in the university that is looking at bringing the efforts of student recruitment and AimHigher together, however there are some interesting holes in the processes around recruitment and marketing within the university. Some work is occurring with the Student Experience around this issue being done by Paul Baron, who we spoke to last week.  He is supporting investigating how we manage the product portfolio, how new markets are identified and how communication is managed between the university and prospective learners.

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