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Marketing We are expert in the disciplines that drive marketing strategy and practical commercial activities. We also assess marketing functions, and work with them to develop plans and programmes, and to raise the level of marketing performance. This can entail advice on brand, communications, planning, agency management, pricing and Marketing Department structure. It can also involve the training or mentoring of marketing personnel, entailing ongoing coaching or one-off workshops. We advise on the most effective means to market to companies and businesses, and the best means of developing strategic and tactical partnerships. We also provide interim management to marketing functions. Positioning We assess and clarify the strategic positioning of HE institutions. It is essential for a University to be able to size its market, assess its market share, and assess its ability to attract, convert and retain students. We assess the segmentation activity and current level of understanding of the student body. We also advise on how to understand and influence all student segments, and how to differentiate and compete using both online and traditional resources. Widening Participation The increasing importance of WP makes it vital that institutions fully understand the spectrum of student segments, and the institutions’ current attractiveness to these groups. We work with Universities to assess and develop their segmentation disciplines, and to better understand how to make a persuasive approach to wider student groups. This is the underpinning to a focused strategy to deliver the institution’s WP targets.
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