1. Health and Social Care Marketing Research Report Andrew Corcoran 7 th November 2007

2. See Project Initiation Document Online questionnaire through CP@W:19 th Sept-22 nd Oct 79 responses received (63 were complete) Yielded 50 contacts willing to talk with us again 18 weeks from approval to report (5.7.07-7.11.07) Cost £1,470 (84% of budgeted cost) Process

3. Profile of Respondents AgeLocation

4. Profile of Respondents OccupationEmployer

5. Q1: Highest education level achieved so far 73% of our audience have studied at undergraduate level

6. Q2: Main motivator for doing a course 79% have CPD objectives

7. Q3: Career attitudes Our audience is moderately ambitious

8. Q4: Biggest challenges to undertaking a course More efficient learning methods are required

9. Q5: When do you expect the next change in your employment/career to take place? Our audience expects to their role to change once every 1½ years

10. Q6: When in the year would you prefer to do a course? Courses can be programmed year-round

11. Q7: When during the week would you prefer to do a course? There is some flexibility in timetabling

12. Q8: What would be your preferred length of study? Solid demand for term-based and 1-year learning programmes

13. Q9: Where would you expect the majority of the learning contact to take place? UW preferred as a base for a blended model

14. Q10: Would you want your course to lead to a recognised academic award? Strong demand for award-bearing programmes

15. Q11: What would be next after doing your course? Flexible course offer and qualifications structure.

16. Q12: If you want to build up towards a formal academic qualification, how far would you want to go? Graduate audience with a strong interest in postgraduate qualifications

17. Q13: 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? £740 for each programme (33% of annual benefit)

18. Q14: How would you best like to enquire, book and pay for the course? Strong demand for e-commerce to augment the selling process

19. Q15: Who will pay for the course? Promotion needs to be differentiated for customer and consumer needs

20. Q16: Which courses might interest you? (top 22 responses) Strong demand for management skills to augment clinical skills (36% of total course selections)

21. Q17: Which level would you like your next course to be? Our audience is keen to progress incrementally

22. Q18: Which other University and College services would you be likely to use? Reasonable demand for a range of non-core services

23. Q19: How do you know about the University and Colleges in H&W? Good news and personal recommendation are the best promotional tools

24. Q20: Would the University and Colleges in H&W be your first choice for career development and short course programmes? We have a strong reputation in the sector

25. Q21: What other short course providers would you be likely to use? Employers and Professional Bodies are the key influences in the sector

26. Client Profiling Graduate audience wishing to build a post-graduate qualification from a selection of CPD modules that reflect their the needs of their job roles which are changing every 18 months Learning should be delivered in a time- and cost-efficient manner, using a blended model and based at UW, in the form of jointly-funded programmes costing around £740 and lasting between 4 and 12 months Courses could be offered during weekdays on a rolling basis throughout the calendar year The University and Colleges of H&W have a strong reputation for this type of service and should augment this with strong links to professional bodies and employer’s in-house training programmes for maximum effect