Repositioning the University HUMANE, Trieste, September 2006 Adrian Graves The Context The Robert Gordon University in 2002 Stage of Development Competitive Challenges The Challenges
Core undergraduate market saturated RGUs financial stability dependent upon the UCAS market
RGUs geographic reach poor RGU losing market share direct competitors gaining Demographic Trends Overseas Students Affinity (of students and alumni) Brand The Remedy? A strategy to enable the University to be successful in its chosen markets
Heist Marketing is a comprehensive process integral to the culture of the University The Process of Review Extensive qualitative and quantitative research - internal and external 21 reports Staff, current students, parents, prospective students, teachers,
employers, graduates, wide range of stakeholders Portfolio analysis Competitor analysis Emerging markets Student decision making Internal communications Style manual The Maximise Report Capability and Management
Core Marketing Processes The Student Journey The Response Comprehensive Review of Strategic Marketing, Reputation management and Brand Portfolio Review, investment and disinvestment options Comprehensive Review of The Student Journey
Graduation Review of Management Systems (including planning processes) Heist and the RGU brand Local orientation Scottish market ill-informed RGU occupying a position in the middle of the Scottish universities Residual image of a technology institute RGU as a commodity
Affinity weak Aberdeen a weakness University title too long Heist Brand Recommendations One brand not many Move the brand upmarket repositioning Visual identity should be much more modern and dynamic Portfolio development Promote two or three areas of strength in the portfolio
Strong reputation management The RGU Brand Today One strong brand no sub-brands
Clearly articulated brand credentials Flexible system for all audiences Clearly communicated Moving the brand up-market Energy and Art & Design/Creative industries RGUs Marketing Today
Increasingly integrated approach Systematic approach to student recruitment Enquiry management Building relationships (Schools FE institutions) Clear strategy/workable plans Measured and evaluated Impact on Recruitment
Undergraduate application up 5% pa since 2003 Improved conversion rates Overseas Student recruitment up 30% pa since 2003 Restructuring towards PG numbers (15% to 30% Shift away from Regional recruitment (80% to 55%) Improved Revenue Base Improved Rankings Professionalisation of Services Greater academic confidence and optimistic outlook FUN
FINIS UG Applicants vs Applications 5000 4000 Applications 03/04 3000 Applications 04/05
Topologically Integrated Geographic Encoding and Referencing system (TIGER) / Line Files and census data from the Bureau of the Census, the Digital Line Graph files from the U.S. Geological Survey, and economic and agricultural data.
I also started talking with Maia Fraser (Math Department, across the street) With Georg and trainees, method to extract more predictability from evoked responses. We look at human EEG data. New Adventure. Can we use linear response theory to understand
About the number of regular vines on n nodes Outline of the talk Previous Approach The Prüfer code Trees (Cayley's theorem) Vines Line Graph & Regular Vines Some Results About the number of regular vines Unlabeled regular vines Final Comments...
In-basket Messages. After the initial set up, the care team* will receive inbasket message notifications for abnormal readings as well as weekly readings. All data is able to be displayed graphically. *Care Team needs to be identified in the order...
Hypnosis CAN… Hypnosis CANNOT… Create amnesia for anything that happens during the session, at least for a brief period of time…. Give people superhuman strength… Relieve pain by allowing a person to remove conscious attention from the pain…. Reliably enhance...
Mental Health Nursing II NURS 2310 Unit II Growth and Development in Mental Health Diagnosis = clinical judgments about individual, family, or community responses to actual or potential health problems and/or life processes.
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