1. Short Course Marketing Research Report Andrew Corcoran 24 th January 2007

2. 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) 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

3. Profile of Respondents

5. Q1: What is the highest education level you have achieved so far? 66% of our audience are graduates

6. Q2: What would be your main motivator for undertaking a short course? 77% have CPD objectives

7. Q3: Which of the following statements best describes your career stage? Our audience looks to develop incrementally

8. Q4: When do you expect the next change in your employment/career to take place? 35% anticipate changing roles in under 3 years

9. 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? £1,500 for each programme (33% of annual benefit)

10. Q6: When in the year would you prefer to go on short courses? Short courses can be programmed year-round

11. Q7: When during the week would you prefer to go on short courses? May be a clash with teaching commitments

12. Q8: How long would you expect a short course to last? Requiring modular short courses

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: How would you best like to enquire, book and pay for the course? Strong demand for e-commerce

15. Q11: Who will pay for the course? Promotion needs to be differentiated for customer and consumer audiences

16. Q12: Would you want your short course to lead to a recognised academic award? 61% want course to be award-bearing

17. Q13: What next after your short course? We must provide accredited and unaccredited programmes

18. Q14: If you want to build up towards a formal academic qualification, how far would you want to go? 74% looking ultimately for academic progression

19. Q15: Please indicate which of the following short courses might interest you (top 21 responses) Varied demand from Chamber members for L&M

20. Q16: Which other University services would you use? Opportunities to provide other services

21. Q17: How do you know about UW? Good news and personal recommendation are the best promotional tools

22. Q18: Would UW be your first choice for career development and short course programmes? Need to develop our reputation

23. Q19: What other short course providers would you use? We have strong and established competition

24. 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

25. 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 Micro294,636418,400£1,722£31,684,800 Small43,830211,044£1,875£1,957,500 Medium9,388165228£833£189,900 Large1,8541,08746£1,254£57,700 Market value£33,889,900 Value of UW’s target market share of 10%£3,389,990

26. Summary of Findings StrengthsWeaknesses 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 OpportunitiesThreats 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

27. Next Steps Audit current UW L&M CPD offer Pilot CPD programme over Summer break Identify appropriate facilities