Las causas de la migración

Reply details:

- inadequate dialogue between central Marketing Unit and subject tutors

- remoteness, need for central marketing to work with Centres/ College Schools

- central marketing is too far removed from work at the Centres/ College Schools; no direct communication between central marketing and curriculum teams

- lack of contact by central marketing with industry, commerce and potential students

- inaccurate, out of date information and general lack of market­ ing information such as demographic trends, competition, customer needs, from central marketing

College Schools to inform staff of various activities program­ med

- many staff do not know what are the marketing strategies

- failure by central marketing to carry out market research related to customer needs, design and delivery of programmes - central marketing do not identify gaps in the market for new

programmes

- central marketing fails to involve many people who want to be involved

- College School staff believe marketing only equates to public­ ity and promotion

- lack of awareness of the need for marketing in its broadest sense; the college is not market oriented

- central marketing is not pro active

- corporate marketing image is very poor ie 'sinking S' Sheffield logo is typical

BRIEF SUMMARY

Overwhelming response indicates a distinct feeling of remoteness of the Central Marketing Unit away from College Schools who need the support of marketing. Respondents firmly believe there is an inadequate dialogue and a lack of co-ordination of various teams at the College Schools and central marketing.

12(a) Could marketing research be improved to enable your college provide more suitable full-time courses and recruitment from schools? Replies: Actual % Yes = 45 69 No = 2 3 Don't know = 9 14 No returns = __i 14 Total = 65 100

(b) If YES, please briefly state details. Reply details:

- interpretations of local schools and labour markets are inexact sciences, therefore colleges need marketing research informa­ tion to identify what potential students at schools need rather than simply telling them what colleges can offer

- more time to allocate to Schools Liaison to develop and interface with potential customers

- improve time with feeder schools to focus on courses, academic and vocational to be offered by colleges

- to identify the range and scope of provisions which should influence the programmes which the college offers

- to establish perceptions of college held by 15/16 year old and their parents

- need for primary and secondary research data to develop course profile, customer expectations and satisfaction

- to get subject specialists in contact with students who indic­ ate interest; this reguires Remission of Class Contact Hours (RCCH) for it to be done properly

- to ensure there is a feed back of recruitment from schools - to identify specific customer needs

- to find out why potential students go elsewhere

- need to spend more money in the whole area of marketing research

- marketing research is almost non-existent; lack of will and resources

- need for community research

- need for a specific team of marketing personnel dedicated to research

- more imaginative targeting to increase uptake of under repres­ ented groups

- to provide better understanding of all segments ie age, geographic areas, social status etc

- courses on offer are restricted by FEFC funding and what it approves

(c) If NO, please briefly state reasons.

No details were given.

BRIEF SUMMARY

The majority of respondents believe marketing research could and should improve the courses currently on offer. Many think Schools Liaison could be improved and making subject tutor time available is perceived to be the key. Some commented on the restrictions imposed by FEFC.

Recent marketing research carried out and subsequent action taken is not well known by staff, therefore communications need to be improved. There is a need for active internal marketing. The teaching staff feel disadvantaged by lack of information, lack of co-ordination and contacts with industry and commerce, and marketing research in general.

Clearly more and better focused marketing research is required. In addition there has to be a balance of customer needs and fund­ ing, and viable costs related to say class size, locations etc.

13(a) Could marketing research be improved to enable your college to provide more suitable part-time courses and recruitment of adults for vocational courses?

Replies Actual %

Yes 49 75

No 0 0

No returns '= _9 14

Total = 65 100

(b) If YES, please briefly state reasons. Reply details:

- need to target employers more with an industry-needs perspective

- college is not very close to industry and commerce

- little marketing intelligence is available; need for an in- depth study of real needs of industry

- we do not know much about the structure and composition of this market; marketing research must be the first stage

- need to target the unemployed

- changing trends of employment and benefits legislation are examples of marketing needs

- there must be many potential adult returners but recruitment on current courses does not reflect this; college must find out why

- wider recruitment must be helpful as many students attend as a result of word of mouth recommendations

- target specific courses with the help of community workers - need for dedicated researchers

- college does not seem bothered with this sector as outreach and development work has been reduced dramatically

(c) If NO, please briefly state reasons.

BRIEF SUMMARY

Respondents suggest this is a grey area which would benefit greatly from the application of marketing research. It is percei­ ved that the college is not very close to industry and commerce, and it needs to target employers better.

Liaison with local community workers would be beneficial.

14(a) Could marketing research be improved to enable your college provide more suitable courses for, and recruitment of non- vocational students? Actual % Yes 41 63 No 2 3 Don't know 13 20 No returns 9 14 Total 65 100

(b) If YES, please briefly state reasons. Reply details:

- needs to be directed towards adult students to find the most effective ways of getting in contact with them

- need to target markets that attract finance

- need to target this market with the help of community workers and consultative committees

- need to target unemployed potential customers

- need for database of community profile in a changing world

- college needs to know about school leavers who drop out from education and employment

- college may be able to offer distance learning

- better informed staff would allow work to be developed for this specific group

(c) If NO, please briefly state reasons. No reply details were given.

BRIEF SUMMARY

Respondents thought marketing research should address the needs of potential adult students and identify the most effective way of getting in contact with them. There is an obvious difficulty of getting a balance of providing programmes to meet customer needs, class sizes and funding available.

15 If your college has carried out marketing research in the