Market Insight Report EMS will provide a full detailed Market Insight Report with a summary based on market intelligence informed by current application, enrolments and conversion trends in the sector as well as the identified demand. The report will, for existing subject areas, provide data about Kent’s market share and our market position. It will identify external competitors as well as information about their offer to determine how similar or different the proposed programme might be. The potential market will be explored by looking, as appropriate/relevant, at school leavers (A level, BTEC, IB) or, for postgraduate programmes, new graduates from likely feeder programmes and career changers. Qualitative research methods about the proposed programmes content, title and unique selling points, will include surveys, focus groups and interviews. Information will be sought from current and potential students and where relevant, decliners and recent graduates. The promotional stance and offer behaviour of competitors will be explored. Full data for competitor programmes, including programme titles, location, duration, study mode, drop-out rates, percentage of first and upper-second class degrees, employment statistics, advertised offer and where accessible, numbers of applications, offers and enrolments will be provided for comparison. relevant data which may be used includes: Web/Google activity data Socio-economic data Potential employment markets and government and sector data Other data specific to the market research brief
Market Insight Report EMS will provide a full detailed Market Insight Report with a summary based on market intelligence informed by current application, enrolments and conversion trends in the sector as well as the identified demand. The report will, for existing subject areas, provide data about Kent’s market share and our market position. It will identify external competitors as well as information about their offer to determine how similar or different the proposed programme might be. The potential market will be explored by looking, as appropriate/relevant, at school leavers (A level, BTEC, IB) or, for postgraduate programmes, new graduates from likely feeder programmes and career changers. Qualitative research methods about the proposed programmes content, title and unique selling points, will include surveys, focus groups and interviews. Information will be sought from current and potential students and where relevant, decliners and recent graduates. The promotional stance and offer behaviour of competitors will be explored. Full data for competitor programmes, including programme titles, location, duration, study mode, drop-out rates, percentage of first and upper-second class degrees, employment statistics, advertised offer and where accessible, numbers of applications, offers and enrolments will be provided for comparison. relevant data which may be used includes: Web/Google activity data Socio-economic data Potential employment markets and government and sector data Other data specific to the market research brief
annexc-appendixb.docx