MARK977 Project brief
Faculty of Business and Law Marketing and Student Recruitment PROJECT
Research topic
Key factors influencing intention to study at UOW
Targets: current students
Frame of reference: retrospective
OrganiSational background
About the faculty
The Faculty of Business and Law advances cutting-edge knowledge across the fields of business and law and promotes responsible leadership, sustainable practices and social justice that contributes to a stronger economy and a more harmonious and just society.
We offer students a learning experience that focuses on real-world applications and practical experiences designed to develop professionals, managers and leaders who are independent thinkers and creative problem-solvers that are in high demand by employers around the world. The strong links we have established with industry and professional sectors, not-for-profits, and governments ensure our programs reflect the ever changing needs of globalised business and legal environments.
Our professionally accredited programs are delivered by highly qualified academics, supported by specialised student-learning and development resources. We offer degrees at an undergraduate, postgraduate and higher degree research level from a range of business or law related disciplines.
About the team
The Faculty of Business and Law Marketing and Recruitment team is responsible for marketing communications and recruiting students (referred to as ‘student recruitment’) in to our Faculty courses through planning, support, management and coordination of all its activities and tactics within this space, complementing the University’s marketing and student recruitment plans.
The unit aims to achieve high quality international and domestic student recruitment and outcomes for students, including identifying lead generation and digital marketing strategies, student recruitment opportunities and pathways and business liaison opportunities, both in Australia and internationally.
The team works closely with the Faculty Executive to drive the Faculty’s strategic marketing and student recruitment plan in line with the University’s strategy.
Research topic/issue – context
Within the team, we aim to make strategic decisions and plan our activities and tactics informed by market intelligence. This includes student enrolment data, market/sector trends, competitor analysis, job outlooks data and much more. Whilst we have access to this type of data to base our analysis on, it is more difficult to source information relating to key influencing factors, as this is more anecdotal in nature and we have limited access to influencers. However, this is a key aspect of the decision-making process for prospective students and would provide important insights into how we communicate to prospective students; through which channels; what messaging; and targeting which audiences.
Research objectives
- Identify key influencing factors that led to students choosing to study at UOW.
- Collect data and insights from key influencers whom the Faculty previously have not had access to.
- Present findings collated by student type (undergraduate, postgraduate – by nationality).
This project seeks to complement our current market intelligence with an understanding of the key factors influencing the intention to study at UOW, in Australia to better inform our marketing and student recruitment activities and tactics.
It will give us an understanding of the main factors that made a UOW student choose UOW over another university within or outside of Australia. For example, did parents, peers and friends pay a key role or an education agent or someone already studying in Australia? Or was it the student’s own research into university websites and comparative university ranking information. Or was it the service level and attention provided by the university in e.g. the consultation/ application and offer process?
