Market Research
The Market Research & Analysis Unit provides market research and marketing decision support to the Division, Faculties, Schools and the wider University community.
The Market Researcher provides the Division of Marketing and the University with analyses of emerging market trends, new market areas, existing student sourcing patterns and market segmentation reports.
The Unit develops and implements market research to support University-wide recruitment, enhancement of course profile, evaluation of marketing programs, policy development and public affairs. The Market Researcher also provides special project support to the University’s Marketing Advisory Groups and Vice-Chancellor’s Strategic Advisory Group.
The Market Research and Business Analyst executes market research projects, from definition of the research problem and research design, primary to final data analysis, and the preparation and presentation of final reports and discussion papers.
Areas of core focus include:
- Student recruitment and the attraction of the desired mix of students
- New internal and external student surveys and the initial student enrolment experience
- Marketing analysis of UAC/VTAC sector and course level data
- Product/service mix and brand research
- Policy development
- Program evaluation and review
- Course development and course review support
- Course fees advisory committee support
- Share of sector demand and sector trends
- Graduate locations and occupations
- Feeder schools
- Cohort profiles and demand tracking
- Interpretation of sector data, reports, presentations and Admissions reporting support
- Special projects as required by the Division, SEG, CFAG, Faculties, Schools and other Divisions of the University
Our objectives
The MRAU’s key objectives are to:
- To provide marketing decision support to the Division of Marketing, the Faculties, and the wider University, for the recruitment of the desired mix of students, products, services and policy development.
- Respond in a timely and effective manner to market needs, through the collection, analysis and dissemination of relevant market intelligence data.
- Establish a centralised service dedicated to market research and analysis including the collection of customer data and the provision of intelligence for University strategic planning, communications and product and service development.
- To contribute to the development of products and services that meet market/customer needs.
- To create promotional strategies that will have the desired reach and will communicate effectively with the target audience
- To develop long-term relationships with prospective students and their 'gatekeepers'
- To provide timely, relevant and accurate information to prospective students and gatekeepers
Contact:
Graeme Lasky, Market Researcher (phone 86025, fax 86001, email glasky@csu.edu.au)