UNIVERSITY OF LINCOLN JOB DESCRIPTION. JOB NUMBER MR4067 GRADE Grade 6 DATE November 2013

Transcription

1 UNIVRSITY OF LINCOLN JOB DSCRIPTION JOB TITL DPARTMNT LOCATION Market Research Officer Marketing Brayford JOB NUMBR MR4067 GRAD Grade 6 DAT November 2013 RPORTS TO Head of Alumni and Development CONTXT To manage and develop the Marketing department s market research and intelligence function in response to the strategic requirements of the University, proactively identifying and addressing any gaps in provision. JOB PURPOS To inform strategic market positioning decisions (e.g. fees setting, programme portfolio development), through the provision of comprehensive market research, intelligence and analysis from internal and external sources. To inform the development of the University s central and Faculty-level marketing, recruitment and external communications strategies through the provision of customer/stakeholder segmentation and profiling. To identify and evaluate new market opportunities for the University s services. To evaluate marketing and recruitment operations through timely data capture and analysis. To provide specialist professional advice, guidance and training to Faculties and other service departments in support of their market research and intelligence requirements. Page 1 of 6

2 KY RSPONSIBILITIS Market Positioning To inform strategic market positioning decisions by: a) Commissioning, coordinating and facilitating strategic programme portfolio reviews for the Faculties. b) Providing comparable sector-wide course fees and entry tariff intelligence, analysis and recommendations to senior colleagues. c) Identifying and evaluating new market opportunities and making recommendations to Deans and senior colleagues as appropriate. d) Producing reports and presenting findings with recommendations for action to relevant University groups and committees such as the Portfolio, Recruitment & ducational Partnerships (PRP) Committee. e) Providing professional advice and guidance to Programme Leaders and colleagues in the Faculties on how to source and use market research, intelligence and analysis from internal and external sources to best effect in the process of considering and developing new study programme proposals. Marketing and Recruitment Strategy To inform the development of the University s central and Faculty-level marketing, recruitment and external communications strategies and plans by: a) Segmenting and profiling different customer/stakeholder groups and their conversion behaviours using internal and external data sources. b) Measuring the impact of marketing, recruitment and communications activities and media channels on the response and conversion behaviours of different customer/stakeholder groups. c) Providing intelligence and analysis regarding customer/stakeholder perceptions, motivators and barriers with regard to the University and its brand. d) Operating as the Marketing designated Data Steward - a central point of local expertise on the University s internal data sources and a key point of liaison with the ICT Department. Planning and Development To develop the Marketing market research and intelligence services in line with the University s strategic priorities. To plan the annual schedule of market research and intelligence projects by proactively identifying and monitoring gaps in provision against the University s strategic priorities. To plan evaluation cycles for marketing and recruitment operations (e.g. open days, advertising Page 2 of 6

3 campaigns, schools and colleges liaison events). To plan and develop specifications for internal system reporting requirements in response to gaps in provision. Management To operate as a key member of project management teams across the institution to ensure that decisions of strategic importance are informed by timely and accurate market research and intelligence. To manage the annual budget allocated to the market research and intelligence function by the Director of Communications, Development and Marketing. To manage the University s external suppliers of quantitative and qualitative market research services to ensure that commissioned projects are delivered to brief on time, within budget and to high professional standards. To manage the provision and access of data from internal system reporting. Liaison To develop effective working relationships with colleagues in the Faculties and other service departments through regular engagement. To work in co-operation with the University s Planning and Registry functions to ensure that appropriate data informs the development of University planning models. To work in co-operation with Deans, senior academics and the Faculty Marketing, Intelligence and Recruitment Officers to support the development of study programme portfolios, associated modes of delivery and pricing models. To work in co-operation with nterprise@lincoln and the Business Development Managers to support identification and evaluation of new market opportunities. To work in co-operation with managers in Marketing to provide market research, intelligence and analysis services to evaluate their operations and inform future strategies and plans. In addition to the above, undertake such duties as may reasonably be requested and that are commensurate with the nature and grade of the post. The nature of the specific responsibilities of the post and department may occasionally require some duties to be performed in the evenings and/or weekends. Page 3 of 6

4 ADDITIONAL INFORMATION Key working relationships/networks Internal xternal Departmental staff Director of Communications, Development and Marketing Student xperience Co-ordinator Marketing Manager - Programmes Schools & Colleges Liaison Officer Marketing Co-ordinator Commercial suppliers of quantitative and qualitative market research and intelligence services. xternal suppliers of relevant data sets. Faculties Deans Programme Leaders Marketing, Intelligence and Recruitment Officers Business Development Managers Other Service Departments Planning Dept University Registry ICT nterprise@lincoln Page 4 of 6

5 UNIVRSITY OF LINCOLN PRSON SPCIFICATION JOB TITL Market Research Officer JOB NUMBR MR4067 Selection Criteria Qualifications: ssential () or Desirable (D) Where videnced Application (A) Interview (I) Presentation (P) References (R) Degree level qualification or equivalent A Relevant professional market research or marketing qualification. A Knowledge of analytical and planning tools AI Broad based knowledge of market forecasting. AI Knowledge of Higher ducation sector. AIP xperience: Conducting complex market research and analysis projects AI Presenting market research and data analysis in accessible ways AI Sourcing and using data from databases AI Providing a market research service to multiple users concurrently AI Working in/for Higher ducation sector D AI Skills and Knowledge: High level of market research and analytical skills AI Strong interpersonal and communication skills AIP Manipulation of data and statistical analysis AI Report writing skills AI Presentation skills AIP Technical ICT skills AIP Competencies and Personal Attributes: Pro-active approach I Resulted orientated I Attention to detail AI Highly numerate and IT literate AI Membership of professional market research or marketing body D A Business Requirements Flexible in working hours to accommodate occasional late nights and weekend working A Ability to undertake nationwide travel A Page 5 of 6

6 ssential Requirements are those, without which, a candidate would not be able to do the job. Desirable Requirements are those which would be useful for the post holder to possess and will be considered when more than one applicant meets the essential requirements. Author TM HRBA DB Page 6 of 6