RCU - Research and Consultancy in Education

Vector

RCUs Planning & Market Intelligence Tool

Market Intelligence at your fingertips

During the current operating climate it is vital that colleges maximise their recruitment and retention levels, achieve maximum return on their marketing investment and are able to identify gaps and opportunities in the market place. Colleges are awash with data but too little is in the form of easy-to-access and actionable information. Often, too, information I held in different places – the ‘silo’ effect.

How can RCU help?

For the 2011/12 academic year RCU has created the Market Intelligence Tool that uses the very latest web based technology which is integrated with Google interactive mapping. This technology allows information to be shared across the whole organisation in an easy to use format. The Market Intelligence Tool contextualises critical market information and allows the college to analyse current penetration in key market segments, its share of the market and the coherence of its curriculum offer all from a single source. It can provide the college with a detailed analysis of all post-16 learners within your recruitment area, including both your learners and those attending other providers operating within the locality.

The Market Intelligence Tool can be customised to meet the College’s information needs in respect of socio-demographic characteristics, learner profile and comparison with similar socio-demographic areas. It contains core modules based on the most recent available datasets which can be enhanced over time through the addition of later datasets as they become available. There are also optional modules that can be selected depending on your information needs. 

Benefits of the MIT:

• Allows the college to analyse market penetration in key market sectors;
• Allows the college to identify the coherence of its curriculum offer;
• Provides the college with detailed analysis of all post-16 learners in your recruitment area – including competitors such as other colleges, schools and work based learning providers;
• Presented in an easy to use graphical format with interactive maps, charts and tables;
• Can be customised to meet the needs of the college and updated in future years;
• Ultimately it allows the college to improve its recruitment, understand its strengths and weaknesses and save money.

For further information on the Market Intelligence Toolkit and RCU’s other support services for college decision-makers, call us on 01772 885999 or email clee@rcu.co.uk

Related Documents