RECRUITMENT ROLE PROFILE FORM
Job Title:
Market Intelligence Analyst
School/Department:
Market Intelligence Unit
Salary:
£28,982 - £3,768 per annum, depending on skills and experience.
Salary progression beyond this scale is subject to performance
Job family & level:
Administrative, Professional and Managerial Level 4
Contract Status:
Permanent
Hours of work:
36.25
The Purpose of the New Role:
The Market Intelligence Unit supports the strategic and tactical planning of the University and its
Schools. It provides expertise in acquiring, analysing and interpreting information about the
marketplace - student behaviours, competitor strategies, and sector trends.
The Market Intelligence Analyst will play a central role in the implementation of the Unit’s plan of
activities. The post-holder will use their skill and experience of data analytics to develop, deliver
and maintain market data and analysis to support strategy development and decision making
about the University’s markets, position and portfolio.
This will include extracting and developing internal and external data and providing a range of
output) that report on all aspects of actual and potential market trends. The post-holder will be
responsible for ensuring that market intelligent data solutions are effective, make efficient use of
internal and external market data, and delivered on time.
The post holder will also be actively involved in a range of quantitative analyses (i.e. data mining
using Excel and SPSS) using existing and new data sources. This will include working closely with
the Head of Market Intelligence, to proactively propose and develop methodologies designed in
context of the complexities of the higher education market and the University’s unique position.
The post holder will contribute to analytical reports for Senior Management, and Schools that
inform decision making, and drive measurable improvements in the University’s performance.
Main Responsibilities:
Main Responsibilities
1.
Market Intelligence data development and management
Become familiar with core business systems and relevant processes key data
capture points and data sets.
Manage the development of market intelligence data sets to support decision
making across the University. Use technical skills and appropriate ‘tools’ (e.g.
% time
per year
20%
Excel, SPSS) to extract, clean and develop data from internal and external
sources (including data profiling to uncover anomalies prior to data analysis).
Use technical skills to maintain existing market intelligence data sets, and plan
and build new bespoke data sets specifically for the purposes of developing
market intelligence data, matrices and models and to support advanced analysis
in key strategic areas such as student lifecycle management, targeting and
segmentation, market trends and position.
Develop data standards and documentation in consultation with Head of Market
Intelligence and the Unit’s key stakeholders.
2.
Market intelligence tools, matrices and models
25%
Work with the Head of Market Intelligence, Schools and key stakeholder to
ensure that these tools, matrices and models are developed and maintained to
the highest standard.
Work closely and collaboratively with the Head of Market intelligence to develop
existing and new data d that provide the foundation for advanced data analysis
using statistical techniques, and underpin strategies geared at improving
performance and the University’s position. Identify and make recommendations
about data development techniques and market intelligence outputs for
continuous improvements.
Ensure, where possible, that market intelligence data outputs are informed by
wider qualitative and quantitative market research and analysis on student
behaviours and market forces.
3.
Advanced data analysis and decision support
45%
Support the Head of Market Intelligence to identify and extrapolate patterns and
trends. Perform complex and data intensive analysis through informed data
mining and associated data research methods (primarily using Excel and SPSS)
to uncover relationships between data entities and identify market potential and
viability.
Proactively develop and propose creative techniques to solve problems and
answer critical business questions in a timely manner to help drive the
University’s strategic plan.
Manage projects and external agencies to ensure delivery to a high standard, on
time and to budget.
4.
Data Quality
10%
Lead annual review data sources and bespoke datasets. Become familiar with
core business activities to ensure that data are consistent and comparable over
time and that the design of data collection including questions and data items to
are aligned to the needs of key stakeholders for timely decision support.
5.
Other Duties
Work collaboratively with Schools build relations and ensure that market
intelligence outputs are produced in line with the needs of internal stakeholders.
5%
Knowledge, Skills, Qualifications & Experience
Qualifications/
Education
Skills /
Knowledge
Experience
Statutory/Legal
Essential
 First degree or equivalent with substantial
element of statistical, mathematical,
and/or operational research
 Excellent numeracy and analytical skills
 Confident with analysis and interpretation
of quantitative data sets
 Strong IT skills, primarily using Microsoft
Excel and SPSS for data management and
analysis
 Practical understanding of statistical
approaches and techniques and their
applications
 Ability to present technical information in
a variety of formats and in a user friendly
way
 Excellent planning, organisational and
troubleshooting skills
 Ability to take a pragmatic approach to
problem solving
 Ability to work under pressure and to
tight deadlines
 Ability to use initiative and judgement to
apply these skills effectively in the
University context
 Meticulous / great attention to detail
 Excellent communications skills – written
and oral
 Good interpersonal skills
 Motivated to work independently and
collaboratively
 Project management
 Substantial experience of working in a
similar role
 Proven track record of successfully
delivering complex analytical projects
 Experience of interrogating and extracting
data from a student information system
 Ability to extract and combine data from
multiple sources
 Knowledge of creating and
troubleshooting MS Excel Macros
 Substantial experience of statistical
analysis including data mining techniques
Desirable

Understanding of
marketing screening
models and matrices
 Understanding of
qualitative research
methods and survey
methodologies
 Understanding of Higher
Education student
recruitment process
 Data mining techniques
 Experience of quantitative
data analysis within a
market research context
 Experience of analysing
customer data
 Experience of CRM,
targeting and
segmentation analysis
 Knowledge of the Higher
Education sector
Decision Making
i)
taken independently by the role holder;
 Prioritisation of day to day workload and project objectives
 Plan project delivery/workload within deadlines set by the line manager
 On-going evaluation of current and innovative statistical and analytical techniques
 Regularly review and identify sources of primary and secondary data
 Evaluation and review of output
ii)
taken in collaboration with others;
 Approval for the dissemination of data and information
 Development of projects
 Any major exceptional issues
iii) referred to the appropriate line manager (please name) by the role holder.
 Final approval of projects
 Decisions regarding strategic options / issues
 Budgetary decisions
 Issues impacting more broadly within Planning and Management Information Division
 Key workload conflicts
Scope of the Role
This role contributes to the delivery of a comprehensive, fully informed strategy development and
implementation function to the University as a whole and Schools. Market intelligence and data
will increasingly underpin all major University decisions, both within and outside Planning and
Management Information.