Purpose of Role Your primary responsibility will be to work with the Head
of Market Analysis and Insight and the Head of Marketing, Recruitment and
Communications on campus to provide market intelligence and research to
underpin the University's strategic plan, specifically relating to evidence-
based course portfolio development. You will also support insight to drive
overall student recruitment : supporting marketing strategy and tactics around
target segments, motivations, drivers and competitor benchmarking. The role
will involve both primary and secondary methodologies covering student and
employer research, as well as industry trends and competitor analysis. You
will be creating and developing all aspects of research projects, including
research method design and questionnaire design, data analysis and
interpretation, report writing and presenting.
Summary of Key Duties and Responsibilities:
* Undertake robust market analysis of student recruitment markets, industry needs and government policy in the local market and related international regions, as well as future trends, to support University decisions around market opportunities and development of new programmes. This will involve:
* Researching the global higher education sector, in order to establish market demand and interest
* Identifying and researching new markets for student recruitment
* Researching industry trends and employer needs.
* Conduct qualitative and quantitative market research projects, mainly, but not exclusively, on new portfolio development. This includes varied components such as industry feedback, subject reviews, and student research.
* Monitor and benchmark competitor activity and performance, through primary and secondary research methodologies.
* Support pricing and entry requirement competitor benchmarking and subsequent any reviews and amends accordingly
* Write engaging reports and present findings, and crucially make recommendations, where required to key decision-makers and relevant University groups and committees.
Work with and support the Head of Market Analysis and Research on market
research projects where necessary.
*
Education, Qualifications & Experience:
Essential
* Educated to at First Degree or equivalent practical experience in the workplace
* Proven experience of market or social research techniques, including both qualitative and quantitative research methods
* Proven ability to approach business questions and translate these into research objectives
* Strong numeracy and data analysis skills
* Proven ability to summarise research findings accurately and concisely with good attention to detail and error-free work, and in making recommendations for future actions
* Experience in delivering engaging oral presentations to a wide range of audiences
* Strong organisational and project management skills, with the ability to deliver to tight deadlines, in a fast-paced environment
* Demonstrable ability to work quickly, flexibly and accurately in a dynamic, changing and pressured environment
* Demonstrable professional and proactive approach
* Excellent writing skills and experience of preparing reports and presentations, with a high level of accurate use of English, including the ability to write in a variety of styles
* Be able to demonstrate initiative, motivation, effective team working skills and a passion for research and insight.
Desirable
* Knowledge of the Higher Education sector and/or detailed knowledge of our target audience
* Experience of working in the education sector or marketing to prospective students/similar customer group
* Strong understanding of marketing strategy, planning issues, budgeting, priority setting is appreciated
Professional development qualification related to market or social research
*
At Heriot Watt we are passionate about our values and look to them to connect
our people globally and to help us collaborate and celebrate our success
through working together. Our research programmes can deliver real world
impact which is achieved through the diversity of our international community
and the recognition of creative talent that connects our global team.
Our flourishing community will give you the freedom to challenge and to bring
your enterprising mind and to help our partners with solutions that can be
applied now and in the future. Join us and Heriot Watt will provide you with a
platform to thrive and work in a way that also helps you live your life in
balance with well-being and inclusiveness at the heart of our global
community.
The appointment is conditional upon successful completion of all Labour and
Immigration formalities.