Los conflictos religiosos

emanated from that research.

Reply details:

- better monitoring patterns of school Yrs 10 and 11 curriculum and resulting patterns of A level courses

- need for more effective liaison with feeder schools and their students

- need to distribute more widely information from Schools Liaison teams and from the central Marketing Unit

- feeder schools need to be informed of college curriculum devel­ opments ie new programmes, modularisation of A level subjects - new specialist courses now available at colleges

- target marketing

- better college profile; publicity materials and promotional activities have improved

- higher quality brochures and leaflets which were not in evidence a few years ago

- greater focus on adult provision

- accommodation strategy resulting in new college buildings after long discussions related to needs and location of programmes BRIEF SUMMARY

Any marketing research carried out is not well known by staff. The lack of information and details of any marketing research is apparent from conflicting responses; it indicates a need for bet­ ter internal communications.

Awareness of research into accommodation requirements and resulting announcements of new buildings/closure of some existing units is due to high profile led by the Principal.

16(a) Do students, actual and potential, benefit from the marketing activities of the college?

Actual % Yes 44 68 No 0 0 Don't know 12 18 No returns 9 14 Total 65 100

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

- marketing activities make all students and the community aware of choices and opportunities available, but there may be barriers such as finance, social and ability

- wider range of courses matching specific needs

- better awareness of nature and location of courses on offer - publicity of the provisions of the college

- they provide an opportunity for individuals to contact the college by phone, by a visit and on Open Days

- they enable a student to select the most suitable courses

- they provide course information to help students to make correct decisions

- they provide information on entry points and progression routes - they indicate the range, quality and relevance of courses

- potential students are better targeted

- without marketing, potential students may not be reached (c) If NO, please briefly state your reasons.

BRIEF SUMMARY

Most replies believe marketing activities are based on the use of publicity and promotional materials and events. These are most informative for potential students to start a dialogue related to the most suitable choice of subject, programme and progression route.

There are no wider ranging responses such as possible applica­ tion of marketing research for student catchment, database Information Systems, guidance and counselling whilst at college.

17(a) Do employers &/or parents, benefit from the marketing activities of the college?

Actual % Yes 41 62 No 2 3 Don't know 13 21 No returns 9 14 Total 65 100

Reply details:

- marketing activities allow parents and employers to be made aware of choices and opportunities available

- Parent Evenings help them to be better informed, but there are few links with parents after recruitment

- they provide an opportunity to give parents and employers a better and complete understanding of the programmes on offer - may be some benefit to parents, but little benefit to employers - clearer indication of what the college has to offer to specific

groups

- parents and employers receive basic information, but more personal contacts are required

- partnerships with employers can develop

- college links with parents and employers need to improve; need to be more regular to provide update of programmes available, changes in qualifications and admission to HE

- need for better liaison with TECs

(c) If NO, please briefly state your reasons No detailed reasons were given

BRIEF SUMMARY

Colleges provide opportunities to exchange with parents and employers before recruitment and so benefit students, but there

is a distinct impression that not enough is done after recruit­ ment. Personal contacts and liaison in general needs to improve for the overall benefit of students and college.

18(a) In your college budget, is there a specific amount designated for marketing activities?

Replies: Actual % Yes 50 77 No 0 0 Don't know 5 8 No returns 10 15 Total 65 100

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

- single main budget is held by central Marketing Unit

- individual budget holders are invited to bid for specific items of expenditure on marketing and publicity

- central Marketing Unit has its own main budget and each programme area has a marketing line in its budget

- there are separate and specific budgets for advertising, for publicity, for Schools Liaison etc

- it is important that central marketing is not part of any budget that may come and go. Marketing budgets maybe a short term investment with long term benefit; it should not be

related to indicators such as student numbers

- to attribute expenditure to appropriate activity

- need to have more specialist subject staff involved in College Schools. A central budget is not sufficient

- each area of college activity is allocated a budget - for press and publicity materials

(c) If NO, please briefly state your reasons BRIEF SUMMARY

Although there is an overwhelming majority believing there is a specific amount designated for marketing, the evidence by way of comments made, indicate a lack of understanding of how it operates in practice.

19(a) In the college budget, what are the main marketing activities?

Respondents ticked more than one box: multiple answers include Replies:

Publicity 37

P R 18

Open Days 22

Leaflets/literature related to courses = 35

Others, please briefly specify

Others include - marketing research

- Schools Liaison involving subject specialists - Open Evenings

- media in general, local radio, local press, college newsletter and public transport

BRIEF SUMMARY

Most respondents indicate more than one activity. However the top two activities are publicity and leaflet/literature related to

courses. There is support for Schools Liaison for full time stud­ ents but very few suggest marketing activities for part time

students, say employed but requiring part time, day release.

Again there are requests for the need to get greater staff in­ volvement which may be achieved by better liaison of central Marketing Unit with subject and marketing tutors in the College Schools, and more realistic incentives and remission.