MARKET RESEARCH FOR NEW TAUGHT DEGREE PROGRAMME
PROPOSALS
(PIQs)
As UCL adapts to a changing landscape in Higher Education it is important that
innovative ideas for new degree programmes are supported by sound evidence that
there is a market for them amongst applicants, and that the qualification will be
recognised and welcomed for future study or employment.
The following information is intended as an initial guide for those thinking of
proposing a new programme.
Key Information to be defined by the programme proposer(s)
 What is the specific focus of the information you are aiming to find out through
market research?
 Has any market research already been undertaken?
 What stage of the proposal/approval process has the programme reached?
 How well developed is the programme (e.g. have details around delivery been
defined, such as objectives, mode and duration of study, compulsory and optional
modules, need for new module creation?)
 Has a target market been identified? Are entry requirements and pre-requisites
defined? Is there a target recruitment number – both overall and in terms of the
UK/EU/international mix? Target disciplines/subjects of prior study?
 Are the proposers aware of any competitor programmes (at UCL, in the UK, or
internationally)? Do we know whether any such programmes are recruiting well?
What will make this programme more attractive or unique?
 A summary of four or five points that will constitute the initial idea of a ‘unique
selling proposition’ for this programme is very helpful. (These may need to be
reviewed in light of any market research findings.)
Suggested activities
 General market analysis in HESA
This can help to identify how many students, by fee status, are studying similar
programmes at other UK universities. Gary Smith, Student Data Services, maybe
able to assist with gathering data – gary.smith@ucl.ac.uk
 Survey development.
For simple surveys PAMS can provide the technical set up of an online survey.
The proposer will need to define the focus and purpose of the survey, and
undertake distribution to their chosen contacts, as well as collate and analyse the
responses. A survey should begin with a short introduction to the programme
listing around four key selling points. Appendix one provides a draft general
survey which may help departments when developing questions.
 Focus Group discussion guide.
In consultation with the proposer(s) PAMS can draw up a discussion guide for
focus groups.
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Note
Current resource for market research at UCL means we are not currently able to
offer more extensive support for results reporting and focus group activity. Proposals
are being developed to extend market research resource and activity, but these are
at an early stage.
Other sources which may be able to help
 UCL Careers Service maintains good relationships with a wide range of
employers. Consequently they may be able to provide advice on whether there is
evidence of employer demand for graduates with the ranges of skills and
knowledge the proposed programme aims to deliver. They can also provide
information about the career destinations of graduates from existing UCL
programmes.

Contacts via academic networks at institutions offering a similar programme may
be able to report on the number and type of students it attracts, graduate
destinations, etc.

Professional contacts in industry may be able to assess the objectives and
content of the programme and advise on whether graduates would be attractive
to them for future employment.
MARKETING YOUR PROGRAMME AFTER IT IS APPROVED
Once market research has been undertaken and the programme developed,
colleagues engaged in UCL’s central student recruitment activities will be able to
advise on marketing strategies. The following staff have particular areas of expertise,
but work in close collaboration to cover different market segments.
Postgraduate programmes
Publications and Marketing Services team, Graduate Marketing Manager:
John Burnett, email john.burnett@ucl.ac.uk
Undergraduate programmes (to a UK market)
UCL Outreach team, Associated Head of Outreach and Admissions:
Katy Redfern, email k.redfern@ucl.ac.uk
International marketing (both undergraduate and postgraduate)
UCL International Office, International Liaison and Recruitment Manager:
Julie Rolls, email j.rolls@ucl.ac.uk
Printed and web promotional materials
Publications and Marketing Services, Design and Communications Manager:
Rachel Hobbs, email r.hobbs@ucl.ac.uk
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Appendix 1 - Draft general survey
One year MA Programme in ……..
UCL is proposing a new one year MA programme.
The course aims to …….. Highlights of the course include:
 Key selling point 1
 Key selling point 2
 Key selling point 3
 Key selling point 4
.
This course is suitable for ………..
1 - Do you think this proposed degree programme is appealing?
 Definitely yes
 Probably yes
 Probably not
 Definitely not
Comments
2. What element of the programme most interests you? *
 The interdisciplinary approach
 Intensive training in …..
 The placements in NGOs
 Other - please give details below
Comments
3 - What statement best describes you?
 Prospective undergraduate student
 Current undergraduate student
 Prospective graduate student
 Current graduate student
 Parent or guardian of a prospective/current student
 Higher education advisor/teacher
 Other (please specify)
Please use this section for any other comments you have concerning the MA
programme
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