JOB DESCRIPTION. 3. DEPARTMENT: Marketing, Recruitment and Admissions

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1 JOB DESCRIPTION 1. JOB TITLE: Market Research Analyst 2. ROLE CODE: MROMRA 3. DEPARTMENT: Marketing, Recruitment and Admissions 4. ORGANISATION CHART: Marketing, Recruitment and Admissions Director Deputy Director Departmental Administrator Market Research Analyst Deputy Director Outreach Manager Marketing Communications Manager Snr Asst Registrar Snr Asstt Registrar Nursing Admissions Ugrad Admissions Widening Particpation Officer (0.6) Admin Assistant Schools Liaison Conversion Conversion Digital marketing Web Project Manager Co-ordinator Co-ordinator Nursing & Midw ifery Admissions Ugrad Admissions WP Diversity Officer Widening Particpation Co-ordinator Admin Assistant Officer (Chstr) P-time/FD Admissions Ugrad Admissions Widening Particpation Manager Chstr Senior Co-ordinator Chester Postgraduate Marketing & Rec Manager Warrington Co-ordinator Warrington Marketing Asst Warrington Officer Content Co-ordinator Graphic Designer (1) Graphic Designer (2) Web Developer Web Assistant Admin Assistant 1 Clerical Assistant Officer (Warr) Nursing & Midw ifery Admissions Ugrad Admissions Admi Assistant WP Marketing Projects Officer Marketing Assistant Chester Clerical Assistant Admin Assistant 1 Post Reg Nursing Admin Assistant 3 Post Reg Nursing Admin Assistant 2 Post Reg Nursing Clerical Assistant Nursing & Midw ifery Admissions 5. JOB PURPOSE: 1. To manage a portfolio of market research projects that collect and analyse a broad range of primary and secondary internal and external market intelligence that underpins the successful recruitment of students to the University. 2. To collect and monitor information about the Department s widening participation activities and our relationship with schools. 1

2 3. To undertake both quantitative and qualitative research from which the post holder will be expected to supply managers with data analysis and market intelligence, interpretation of consumer insight data, and implement research projects to identify problems in the market, as well as to participate in providing solutions. 4. To advise colleagues in Marketing, Outreach and the Faculties on potential marketing developments initiatives. 5. To assess the Department s marketing output against their research findings and to disseminate outcomes and suggestions through a variety of digital and paperbased methods. 6. BACKGROUND INFORMATION: The demographic decline in 18-year olds over the coming decade, the increase in tuition fees and the economic downturn will put additional pressure on the University sector s ability to recruit undergraduate and postgraduate students. Understanding and then reaching our target audience is central to the University s capacity to reach targets across all of its provision. Additionally, an increased commitment to educational inclusion means that tracking and monitoring liaison arrangements between the University and the post-16 sector, alongside the co-ordination of University-based outreach activities, is an essential part of the remit of the Marketing, Recruitment and Admissions Service. 7. WORK PERFORMED AND/OR KEY RESULT AREAS: 7.1 Communication Communicates extensively in person, by telephone and in writing with people both inside and outside the institution with regard to the analysis of consumer opinions and collected data that identifies the University of Chester marketplace, market position and brand proposition Develops the most suitable approach with regards to the level and content of market research communications, in order to best meet the needs of our various client groups Writes reports and presentations explaining the meaning and significance of market data to non-marketing experts throughout the University to engender institutional buy in for marketing imperatives Writes regular, detailed analytical reports and presents the results and recommendations for action to colleagues, departmental managers, deans of faculty and the senior management team To design, produce and give presentations in a variety of forms (e.g. Excel, Access, Powerpoint) to a broad audience of stakeholders Draws actionable insights from data and explains analytical results to nontechnical clients in the form of reports and presentations Writes and manages the distribution of surveys and questionnaires. 2

3 7.1.8 Conducts surveys and interview groups and moderates focus groups in person, in writing, by e mail or telephone Briefs other interviewers and other market researchers, and prepares written guidelines for them Advises clients/senior managers on how to best use research findings Supports colleagues in other departments by disseminating information that helps them develop an understanding of market intelligence Interacts extensively with academic and administrative staff at the University and with external agencies Liaises with internal contacts such as teaching and non-teaching staff; senior managers, admissions tutors, programme leaders, heads of subject, admissions and recruitment colleagues, Careers, and Student Guidance and Support Services Acts as the first point of contact for all departmental statistical enquiries. 7.2 Teamwork and Motivation Develops and maintains the market intelligence function across the various MRA teams (Marketing, Admissions, Outreach, Web), offering analysis and feedback to senior colleagues Works closely with academic and administrative colleagues across the institution to maximise the use of key data sources, such as current student data, historical WP data and faculty data and makes actionable recommendations Liaises with academic staff and other internal departments in the provision of data, notably those colleagues within the Outreach Team and the wider Marketing, Recruitment and Admissions department Works closely with all teams within the Marketing, Recruitment and Admissions Service to ensure that they are aware of all research outputs and results and recommendations Works closely with the University s admissions teams to ensure that they are apprised of data relating to the offer-making and widening access processes. 7.3 Liaison and Networking Develops and maintains the University s recruitment profile by establishing strong dissemination links with the faculties, the Graduate School, the international Office and employer engagement colleagues Meets with departmental managers, SMT, academic colleagues and other MRA clients to negotiate and agree research projects Works closely with colleagues in Marketing, Admissions and the Outreach Office to support the effective development of the University s marketing and communications operations and student recruitment objectives. 3

4 7.3.4 Undertakes client liaison across the entire breadth of market research projects Provides data to internal groups associated with diversity issues. 7.4 Service Delivery The post holder will devise and implement a forward looking market intelligence service that meets the needs of the Department, the wider University, and the University s various stakeholders Maximises the University s marketing potential by providing departmental and senior managers with the summarized views, needs and perceptions of target customer groups. This activity is pivotal in shaping and delivering our marketing and WP service Ensures that market research undertaken is relevant and appropriate and that it is undertaken within professional sector standards and ethics and that disseminated findings are reliable and meaningful Provides concise, relevant, forward looking projections and summaries for management purposes Provides sector intelligence to enable marketing activities support and enhance the University s brand Undertakes literature reviews of sector-wide reports to disseminate to the rest of the Marketing team and to the wider university. 7.5 Decision Making Reporting directly to the Director and Deputy Directors of the Department, the post holder has considerable input into the development of Departmental strategies and has considerable freedom to develop the role as well as the activities of the post. The post holder will be expected to develop the post, and introduce new market research activities to it Evaluates data research proposals to ensure that they are beneficial and cost effective in the medium and long term. Evaluations will be shared with the Director and Deputy Directors of the Department, and decisions about their long term use will be made collaboratively Identifies and disseminates key research themes and trends at sector, faculty and subject group levels. Independent research will be disseminated to Deans of Faculty and Departmental line managers, along with the ramifications of the data. Work will also be undertaken at the request of Deans of Faculty and Departmental line managers Day to day research work is unsupervised, although the overall direction and departmental strategy will be formulated by the Director and Deputy Directors of the Marketing, Recruitment and Admissions Service. 4

5 7.6 Planning and Organising Resources The post holder is not a budget holder. However, market analysis success is fundamental to the University s ability to successfully recruit students and build relationships with stakeholders, and the post holder must be able to prioritise research needs in the light of the Department s financial and human resources Plans, prioritises, implements and monitors an ongoing programme of market research projects, and interprets and assesses the results Disseminates findings and recommendations to senior colleagues through regularly organised written reports and presentations Contributes analysis, insights and recommendations to the University s course development and decision-making processes Records interview response data, collates results and disseminates them in a form that can be used to inform market activity and expenditure Maintains comprehensive, accurate and detailed records for wider Departmental and University use Personal responsibility for equipment including hardware and software for internal use, as well as for equipment and materials for external use. 7.7 Initiative and Problem Solving Assesses the marketplace for potential new programmes of study, and provides colleagues, deans and senior managers with analyses and recommendations Uses data and feedback to assess future trends Undertakes competitor benchmarking and competitor analysis Analysies and interprets data to identify patterns and provide solutions, including surveys and focus group transcripts Must be able to provide talks, presentations, information, advice and guidance about market data related to any academic or pastoral subject related to higher education application to any potential audience when requested Identifies through market intelligence other opportunities in the market, such as events and other methods of course promotion. 7.8 Analysis and Research Oversees and manages all MRA market intelligence research projects, as well as those undertaken by MRA on behalf of the Faculties and senior managers Uses professional research techniques and statistical software, such as the Dynamics CRM system to manage, organise and analyse information. 5

6 7.8.3 Undertakes additional quantitative research that focuses on gathering and analysing statistical data from other sources, such as questionnaires, and - increasingly electronic data collection Undertakes qualitative research that focuses on people's attitudes and motivation, using methods such as customer feedback activities, focus groups and in-depth interviews Manipulates statistical data and customer feedback in order to produce marketing metrics that model and underpin a wide variety of recruitment strategies Evaluates past recruitment performance of individual undergraduate and postgraduate courses to determine continued demand, and identifies areas of concern Maintains a statistical record of widening participation (WP) applications and admissions, and tracks their continued trends and achievement Evaluates and disseminates internal statistical material Manages data collection that contributes towards curriculum Collects and manages specific data with regard to applications and external schools contacts with respect to diversity requirements, ensuring appropriate data is collected and analysed in regards to the key performance indicators of the Outreach Office Analyses UCAS management information with respect to applications, including data relevant to WP and diversity. 7.9 Sensory and Physical Demands Generally, as expected of an administrative post Some off campus work and some out of hours work Work Environment Working Conditions: Individual workstation in a shared office. Some offcampus work and some driving Will be expected to spend some time at the University s Warrington Campus Physical Effort: As expected of an administrative post Hazards: As expected from office equipment Pastoral Care and Welfare Responsible for actively contributing to the implementation of University policies (e.g. on Diversity and Equality, Health and Safety, Staff Development etc.) and to seek to ensure that these policies are followed. 6

7 Encourages and motivates colleagues within the Department Team Development Enhances the understanding of the needs, motives and perceptions of customers and stakeholders with academic subject teams, MRA teams and other pertinent University wide groups Works closely with the Outreach team to gather and monitor statistical widening participation data in order to reach the University s WP objectives Keeps colleagues apprised of sector changes Works closely with the web team in interpreting Google and other analytics Teaching and Learning Support Provides cascade training on data gathering, analysis and interpretation to other colleagues in the department and across the university where necessary Knowledge and Experience A degree or equivalent qualification is essential, and a marketing or research qualification desirable Proven experience of managing and analysing marketing data is essential Experience in the use of CRM systems, PC databases, spread sheets and word processing packages is also necessary Accurate and clear report writing and presentation skills, methodical, well organised with good problem solving skills are all essential An analytical mind, a strong understanding of statistics, and an ability to handle quantitative and qualitative research are essential Familiarity with issues relating to educational marketing is highly desirable Must have the ability to implement research, and to identify problems and provide solutions Personal qualities should include tact, diplomacy and patience, being a good listener, yet firm and confident with advice and guidance A lively personal interest in education, and a willingness to learn are also valuable assets General Undertakes any other duties commensurate with your grade, and/or hours of work, as may reasonably be required of you. 7

8 Takes responsibility for upholding and complying with the University s Equality and Diversity policies and for behaving in ways that are consistent with fair and equal treatment for all Complies with all University Health and Safety policies Performs other general duties as may be reasonably requested by the Outreach Manager, Director of the Marketing, Recruitment and Admissions Service as well as Senior Managers responsible for market intelligence. 8

9 PERSON SPECIFICATION Job Title & Department: Market Research Officer; Marketing, Recruitment and Admissions PERSON SPECIFICATION Criteria Qualifications: An honours degree or equivalent professional qualification or relevant experience. Marketing qualification. OR Desirable Desirable Method of identification (i.e. application form, interview, test) Selection Panel use this section to match your skills and abilities to the criteria outlined Application Form Application Form Proven Experience: Experience of managing and analysing market research projects Familiarity with issues relating to educational marketing Experience with CRM systems, databases, spreadsheets and word processing packages is also necessary. Knowledge, skills and abilities: Accurate and clear written skills, methodical, well organised with good problem solving skills are all essential. An analytical mind, a strong understanding of statistics, and an ability to handle quantitative and qualitative research Able to implement research, and to identify problems and provide solutions and present them to varied audiences Desirable Application Form and Interview Application Form and Interview Application Form and Interview Application Form and Interview Application Form and Interview Interview Other Attributes: Good organisational skills, tact and diplomacy. Interview Flexibility of approach, ability to work on one s own initiative, and capable of integrating into a closely-knit team. A lively personal interest in education, and a willingness to learn are also valuable assets. Interview Interview Requirements are those, without which, a candidate would not be able to do the job. Applicants who have not clearly demonstrated in their application that they possess the essential requirements will normally be rejected at the short listing stage. Desirable Requirements are those that would be useful for the post holder to possess and will be considered when more than one applicant meets the essential requirements 9

10 UNIVERSITY OF CHESTER TERMS & CONDITIONS OF EMPLOYMENT MARKET RESEARCH ANALYST SALARY SCALE University Scale OS8, points 27-30, 27,428-29,972 per annum payable monthly in arrears. RESIDENCE REQUIREMENT It is a requirement of this post that within 12 months of appointment, the post-holder should live within a 30 mile radius or within a one hour travelling time by public transport from the University. HOURS OF WORK Monday to Thursday 9.00am pm Friday 9.00am pm A flexible approach to work will be required as there may be occasions when it would be necessary for you to work additional hours as dictated by the workload. HOLIDAY ENTITLEMENT 22 days per annum (pro-rata during the commencement and cessation years), rising to 27 days after five years' continuous service. Two extra statutory days per annum during the Christmas period. MEDICAL EXAMINATION Successful candidates will be required to complete an Occupational Health questionnaire, and may be required to undergo a medical examination. ESSENTIAL CERTIFICATES Short-listed candidates will be asked to bring to interview, proof of qualifications as outlined on the Job Description and Person Specification provided. Upon appointment, copies of essential certificates will be required by HRM Services. PENSION SCHEME The University is an admitted body to the Cheshire local government pension scheme. All support staff are eligible for membership of the scheme, and upon appointment, will be asked to indicate whether or not they wish to join the scheme. EQUAL OPPORTUNITIES The University has a policy of equal opportunity aimed at treating all applicants for employment fairly. SMOKING POLICY The University operates a No-Smoking policy. PROBATIONARY PERIOD A nine months' probationary period applies to all University posts. CLOSING DATE Completed application forms should be returned to HRM Services, University of Chester, Parkgate Road, Chester, CH1 4BJ, no later than 12.00pm on Thursday 25 th August 2011 quoting reference number HRMS/

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