Project Name: Herefordshire and Worcestershire Short Course Market Research Proposal. Andrew Corcoran

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1 Prject Name: Herefrdshire and Wrcestershire Shrt Curse Market Research Prpsal Amendment Histry: Versin N. Date Reasn fr Amendment Prject Manager Andrew Crcran Business Partnerships Office Dcument Distributin Name Lcatin Respnsibility Actin/Infrmatin Debbie Lambert Backgrund Purpse This research prpsal seeks t understand the need, demand and value-adding ptential fr a prgramme f higher level shrt curses t be prvided by the University f Wrcester t the Herefrdshire and Wrcestershire sub-regin. Backgrund Delivering a prgramme f Cntinuing Prfessinal Develpment and shrt curses are specific develpment bjectives as stated thrugh: Lifelng Learning Netwrk fr Herefrdshire and Wrcestershire UW Strategic Plan UW City Campus develpment UW Strategic Curse Offer Review AWM Reginal Skills Partnership Objectives f the Prject Research Outcmes Understand the marketing mix (prduct, price, distributin and prmtin) required t launch, sustain and grw a shrt curse incme stream at UW. Segment, target and psitin t serve attractive custmers. Quantificatin f demand in target sectrs.

2 Outputs Plan fr a pilt suite f 5 full cst shrt curses recruiting 20 learners each, running frm June t September 2007 Prject Apprach Key Prducts frm the prject Research Questins Wh are ur ptential custmers? What d they want t buy nw and in the future? Wh are ur cmpetitrs? Hw are we different in the eyes f the custmer? What value prpsitin is required by ur chsen custmers? Hw d we secure a custmer fr life? Wh are the key purchasing decisin makers? What service levels will identify us as market leaders? Sample We will apprach 500 rganisatins anticipating a 20% respnse rate. The sample will be representative f the sub-regin based n reaching larger sectrs and size distributin. Private sectr rganisatins will be identified using Financial Analysis Made Easy, a financial database f majr public and private British cmpanies administered by Bureau van Dijk Electrnic Publishing. Public sectr rganisatins will be identified thrugh the Herefrdshire and Wrcestershire Ecnmic Assessment. Herefrdshire Wrcestershire TOTAL Public Sectr (Health) Public Sectr (Lcal Gvernment) Micr businesses (<10) Small (11-49) Medium (50-249) Large (250+) TOTAL This sample is representative f the emplyment base prfile f bth cunties. Questinnaire 1. Respndent descriptin (rganisatin, psitin, age, prfessin, highest academic achievement) and cntact details with a request fr permissin t cntact them. 2. What wuld be yur main mtivatr fr undertaking a shrt curse? (increased jb satisfactin, increased prfessinal standing, prmtin pprtunities, persnal fulfilment, update skills) 3. Career aspiratins (happy and perfrming strngly in my jb, underperfrming, wrking twards a prmtin, lking t change emplyers but remain in the same field, lking fr a career change)

3 4. When d yu expect the next change in yur emplyment/career t take place? (6 mnths, 1 year, 3 years, 5 years) 5. When in the year wuld yu prefer t g n shrt curses (summer, Easter, winter) 6. When during the week wuld yu prefer t g n shrt curses (Saturday, Sunday, weekday evenings, weekday daytime) 7. Hw lng wuld yu expect a shrt curse t last (1 day, 1 week intensive, 4 mnths part time, all year) 8. Where wuld yu expect the majrity f the learning cntact t take place (at UW, at yur emplyer s premises, nline, a cmbinatin f all three) 9. Wuld yu want yur shrt curse t lead t a recgnised academic award? (yes - immediately, yes lnger term, nt necessarily) 10. What next after yur shrt curse? (cntinue with shrt curses where my interest lies, cllect shrt curses t build a bespke larger qualificatin, prgress int a frmal academic prgramme) 11. If yu want t build up twards a frmal academic qualificatin, hw far wuld yu want t g? (Fundatin Degree, Certificate, Diplma, Undergraduate Degree, Pst Graduate Degree) answers include descriptin f different levels. 12. If yur desired curse is intended t enhance yur career, what is the anticipated salary increase yu wuld expect t receive ver the next 12 mnths? ( 1-3K, 3-5K, 5-7K, 7-10K) 13. Hw wuld yu best like t inquire, bk and pay fr the curse? (all nline, by phne, face-t-face) 14. Wh will pay fr the curse? (yu, yur emplyer, ther spnsrship, jint) 15. Please indicate which f the fllwing shrt curses might interest yu (child care, child develpment, child health, caching, cmmunicatin skills, cmmunity develpment, cunselling, custmer service, design, digital media, entrepreneurship, exercise, family health, fitness, hspitality, infrmatin systems management, innvatin, leadership, management skills, mental health, nutritin, parenting, peple management, prblem slving, prject management, psychlgy, rehabilitatin, scial care, team wrking, turism, yung peple s services) 16. Which ther University services wuld yu use? (facilities hire, prfessinal caching, cnsultancy, research and develpment supprt, develping a new prduct, develping a new business idea) 17. Hw d yu knw abut UW? (press/pr, advertising, as a student, thrugh friends relatives, previusly unknwn) 18. Wuld UW be yur first chice fr career develpment and shrt curse prgrammes (strngly agree, agree, disagree, strngly disagree) 19. What ther shrt curse prviders wuld yu use? (Chamber f Cmmerce, FE Cllege, private prvider, prfessinal bdy, trade bdy) Timing Apprval f research prpsal September 2006 Agree questins and respnse ptins with UW September 2006 Internal questinnaire pilt Octber 2006 Cntact desired respndents by telephne t gain permissin/agreement and questinnaire URL Nvember 2006 Cmplete data gather December 2006 Analyse results January 2007 Reprt t audience February 2007

4 Data Analysis and Reprting Andrew Crcran Scpe What prducts are we marketing? Integrated Children s Agenda Leadership and Management Health, Wellbeing and Bimedical Sciences Culture, Media, Sprt and Turism What are ur target sectrs? High emplyment grwth sectrs that match ur current and develping capabilities: Emplyees Number % f Sub-Regin Public administratin, educatin and health 91,200 26% Distributin, htels and restaurants 76,288 22% Manufacturing 65,758 19% Banking, finance and insurance 36,677 10% Cnstraints Ready access nly t 881 Herefrdshire and Wrcestershire Chamber f Cmmerce members wh have previusly given permissin t be apprached fr market research purpses. Initial Prject Case Gaps in Current Research Ecnmic demand studies published by the Reginal Skills Partnership and the Reginal Observatry, and by the reprt t HEFCE by SQW Ltd, Optins fr Higher Educatin in Herefrdshire, Pwys and Shrpshire, have the fllwing gaps: N fcus n Wrcestershire which makes up 76% f the sub-regin by ppulatin N review f the needs f micr rganisatins (<10 emplyees) which make up 93% f the sub-reginal business base N review f the needs f Public Sectr emplyers which accunt fr 17% f the active sub-reginal wrkfrce

5 Benefits f the Prject Generating mre incme by reaching new markets* by using existing intellectual and physical assets. *30% f respndents in Wrcestershire wh were willing but unable t attend a learning pprtunity in the previus year, believed further learning (training, educatin, study, persnal develpment) wuld take up t much f their time (surce: Wrcestershire Cunty Ecnmic Assessment ). Key Assumptins Nne Csts 10 amazn.c.uk vucher fr first 100 respndents = 1, Payment f fr facilitatin f nline questinnaire = TOTAL = 1, Initial Risk Lg The fllwing table summarises the risks that have been identified that may prevent the prject being cmpleted t the required quality, budget and timescale. The prbability and impact f each risk has been graded as lw, medium r high t indicate the relative imprtance attached t each element f risk. Risks Prbability Impact Cntainment Plan Prject Team Andrew Crcran Acting Head f Knwledge Transfer and Business Partnerships Office, University f Wrcester Catherine Steele Centre fr Peple at Wrk, Wrcester Business Schl, University f Wrcester

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