Higher Education

Marketwise Strategies combines excellence in market research and marketing consultancy with in-depth knowledge and understanding of Higher Education (HE).

The marketing function in higher education institutions has evolved significantly during the past decade, as the environment that those institutions face has become more complex. Among the most important challenges have been: greater internationalisation; changing student expectations; increased pressure to achieve research outputs; growing expectations for business engagement; and increasing financial uncertainty. Within that environment universities need to be effective in pursuing multiple agendas and addressing the needs of a wide range of stakeholder groups, internal and external.

Since 2006 we have worked continuously in the HE sector, exploring a wide range of issues and undertaking a variety of projects. 

During that time, we have built a very strong track record in helping universities and other higher education organisations to tackle strategic challenges at a time of rapidly changing expectations among students, employers and other stakeholders.

How we help

Through our bespoke and in-depth research and marketing strategy support we have helped HEIs to:

• Evaluate their reputations and re-position their brands – in the UK and internationally
• Inform strategies for student recruitment and widening participation
• Assess markets – for new academic and CPD programmes, and for growth of market share
• Develop marketing strategies for student recruitment
• Develop and strengthen links with employers – for technology transfer/knowledge exchange, and income generation (e.g. postgraduate programme recruitment and CPD)
• Monitor and measure the experience they provide to UK and international students
• Re-shape the structural and cultural factors that impact upon the student experience
• Research and manage the expectations of students, their parents, teachers and advisors
• Research and build links with industry-based R&D teams,  nationally and globally
• Explore and assess wider strategic issues, in support of business and marketing planning.

Working together

This strength in higher education markets has been built upon the professional background of our founder and Managing Director, Jacquie Potts BA (Hons), MA, DipM, MCIM, MMRS, MCMI, Chartered CMIPD, who has six years’ experience in HE, as a Senior Lecturer, Manager and Assistant Director, and the backgrounds of our researchers, several of whom have worked in HEIs in post-doctoral research, teaching and management roles.

Our personal experience, working in universities, from Russell Group to Post 1992 institutions gives us a rare sensitivity to the working cultures and marketing needs within the sector.  We develop strong and long-lasting relationships with HE clients, and engage proactively and productively with HE staff to produce the best possible project outcomes. This distinctive approach is combined with a commitment to rigorous research and excellent customer service, making Marketwise Strategies a natural choice for Higher Education research.

To discuss research or strategy support in Higher Education, telephone Jacquie Potts or Dr John Gibson, on 0191 2614426, or complete our email contact form.