Student Recruitment at University College
Cork
Before we start ……
Two Case Scenarios
Group 1
Imagine you are a 17 year old student from Dublin
in your final year at school and you are trying to decide what
to do when you leave school. What factors are involved in
making your decision and where do you look for information?
Group 2
You are in your final year of a primary degree in Chemical
Sciences at UCC and you wish to undertake a postgraduate
programme at either taught Masters or PhD level.
What factors are involved in making your decision and
where do you look for information?
What are the main factors?
• programme choices
• the location*
• reputation*
• cost
• academic excellence
• peer choices
• branding and marketing*
Location, Location,
Location
Information Sources
• Word of Mouth
• School Visits
• University Open Days
• University Prospectus and Brochures
• Website
• Facebook, twitter and other social
media
• Electronic Newsletters
Our Target Market
•Undergraduate Students
•Postgraduate Taught Students
•Postgraduate Research Students
•International Students
UCC’s SWOT Analysis
Strengths
‘Where Finbarr taught let Munster learn’
•UCC attracts 92% of its student population from the
province of Munster.
• At postgraduate level almost 50% of our places taken by
UCC graduates
•Excellent track record in attracting research income,
•World-class research centres such as the Tyndall
National Institute
•A stunning campus which lies within walking distance of
the City Centre.
UCC’s SWOT Analysis
Weaknesses
•Difficulty in attracting students from outside Cork and
Munster at undergraduate level
•Strong competition from Cork Institute of Technology and
University of Limerick
UCC’s SWOT Analysis
Opportunities
•internationalisation of education has opened up
previously untapped markets
Threats
•Private Institutes and the IoT sector have taken a
societal marketing approach and have responded quickly
to changing demands.
•Other universities have increased resources for
marketing their programmes and recruiting students.
Mastering the Digital Universe
Academic Worries
Attracting Postgraduate Research
Students
- Funding
- Expertise in Research Area
- Reputation of Research Group and Supervisor
- Location
- Unique Selling Points of the University
UCC Doctoral Showcase
Boolean Research Journal
Postgraduate Skills and Training Modules
Student Induction and Support Programme
Work Placement
Erasmus Mobility Funding
From ‘Interest’ to Application
Undergraduate Programmes
Students apply to the Central Applications Office by
1st February of year of Admission
- up to 10 programme choices
www.cao.ie
Postgraduate Programmes
Students apply to the Postgraduate Applications Centre
- varying closing dates
-Up to 5 programme choices for taught programmes
www.pac.ie
Why is student recruitment so
important?
Quality of Students
Quantity of Students
Key Performance Indicators
• 1st preferences (undergraduate programmes)
• No of applications
• No of offers
•No of students entering with over 500 points
• Conversions of offers to acceptances
• Conversion of acceptances to registrations
• Retention Rate
• Number of different nationalities represented on campus
Quality in means quality out
Questions
For any queries please contact Michelle Nelson,
Graduate Studies Office, UCC
m.nelson@ucc.ie
+353 21 4903076
www.ucc.ie/en/graduatestudies