Research
Proposal
CPIT's Marketing division has
responsibility for marketing, public relations, sponsorship, internal and
external communications and profiling CPIT to future prospective students,
their influencers and surrounding communities.
In a constantly changing business
environment the marketing team is challenged to ensure CPIT remains competitive
with innovative multi-channel campaigns and effective stakeholder
communications and events.
CPIT's marketing advisors are
responsible for the development, project management and implementation of
strategic, targeted marketing campaigns and solutions to profile, promote and
recruit to specific CPIT areas of need.
There are 9 different departments
within CPIT, each specialising in different areas of study with, in total,
around 50 different subject areas across the institute. There are four
Marketing Advisors that look after the Marketing for these areas.
To effectively promote all of these
areas to potential students and other stakeholders, we need to have
well-rounded knowledge about the subject areas, the industry they operate in
and the students that are attracted to studying it. Some of the information we
require already exists, however there are gaps in our knowledge which we would
like to address with this proposal.
This proposal is for two student
interns to create a research project that addresses the gaps in our knowledge
and develop systems to continue to build our knowledge base.
Introduction
Our objective
for this project is to research target markets, stakeholders, salary and job
prospects,
local and national trends, competitors, government initiatives for a range of CPIT subjects.
local and national trends, competitors, government initiatives for a range of CPIT subjects.
Once we have
carried out the research and collated the results, this will then inform our
decisions
around the type of marketing we do, channels we use and the messaging that is found in our
collateral and websites. There are times where we need to market to as wide a target group as
possible (with things such as the home page or general enrolment section of our website) so it will
be good to have as much information backing our decisions as possible.
around the type of marketing we do, channels we use and the messaging that is found in our
collateral and websites. There are times where we need to market to as wide a target group as
possible (with things such as the home page or general enrolment section of our website) so it will
be good to have as much information backing our decisions as possible.
We can also
hold a few lunch time sessions to present the results and findings back to the
students
and any interested staff that were part of it or interested in the outcomes.
and any interested staff that were part of it or interested in the outcomes.
What we want
to know
What are the expectations, as well as
the likes and dislikes of students and
general population concerning the various subjects being offered in
CPIT?
Who are the target
markets for each Subject area within CPIT?
Target
Markets
End
goal:
We want to
understand our student populations:
·
Motivators
·
Expectations
·
Beliefs
·
Lifestyles
·
Likes
and dislikes
We
want to understand our general populations:
·
Motivators
·
Expectations
·
Beliefs
·
Likes
and dislikes
·
Lifestyles
·
Age
·
Location
·
Occupation
How:
Also, please
note the language used when collecting results
Motivators:
We want to
know what exactly it is that drive our target market to do something. Is it
seeing it somewhere, a friend telling them about it, “It’s easy” etc. or emotional motivators like the
fear of missing out or a desire to be seen as independent.
Expectations:
We want to
know what a CPIT's students expectations are in relation to study and also
specifically to CPIT. The same is for current students as well in terms of
their expectations before they went into
study at CPIT and how this changed now that they are a student of ours
study at CPIT and how this changed now that they are a student of ours
Beliefs:
We want to
find out more about our target markets beliefs. These aren’t beliefs in terms of religion or
underlying values but more in terms of stigmas and predispositions toward CPIT
and studying in
general.
general.
Lifestyles:
We want to
understand the lifestyles of our target market in terms of what they do, where
they
hang out, what they enjoy and any hobbies or interests they might have
hang out, what they enjoy and any hobbies or interests they might have
Likes and
dislikes:
We want to
understand what our target market like and find cool as well as what they
dislike and
what annoys them. The questions would need to be framed so that this would encompass some
everyday things as well as more study related or process related things.
what annoys them. The questions would need to be framed so that this would encompass some
everyday things as well as more study related or process related things.
Face to face
information gathering
Who:
We want to
target a cross section of the student population and general population making
sure we
include all of these age groups:
include all of these age groups:
·
Under
18
·
18-25
·
25-45
·
45+
Stakeholders
Who are the key employers
of CPIT graduates, and what specific courses and specialization do they require
the CPIT graduates to have?
End goal:
We want to
have a good understanding of what industries CPIT graduates go into and
therefore
identify key industry partners. We also want to create a profile of what employers expect of CPIT
graduates.
identify key industry partners. We also want to create a profile of what employers expect of CPIT
graduates.
How:
Who are the
key employers of CPIT graduates?
Profile
What do
employers look for ina graduate vs. someone with no qualifications?
What extra is
expected of a graduate?
How much
weight is given to where a graduate has studied? (For example polytechnicvs.
universities)
Why wouldn't
an employer hire a graduate - in particular a CPIT graduate?
What would
make an employer hire a CPIT graduate?
What would
make an employer hire a CPIT graduate who had completed an internship with
them?
Internet
search and face to face information gathering
Who:
Industries
related to CPIT subject areas.
Career Prospects
What are the existing
careers opportunities available for CPIT graduates, as well as their salary
ranges, benefits, and the level of demand for CPIT graduates?
End goal:
We want to
create career profiles from within the industries identified in the stakeholder
section.
How:
From the
industries identified in the stakeholder section, we want to look at:
What careers
exist and then for each one:
Salary range
Benefits
(memberships etc)
Skills and
knowledge required
Tasks that
could be completed as part of the job
Job prospects
(i.e. What industries need staff and where there is no demand for graduates)
Local and
national trends in the industry
Internet
search with the possibility of face to face information gathering where
required
Who:
Industry
Competitors
Who are CPIT’s direct
competitors and what subjects, as well as benefits or incentives are they
offering potential students?
End goal:
Identify
CPIT's direct competitors across the different subject areas
How:
Who are they?
What are their
subject offerings?
What benefits
or incentives do they offer potential students?
Internet
search
Who:
Education
provides in New Zealand
Government
Initiatives
What are some of the
government initiatives that may impact on the various departments of CPIT such
as Science, Technology, Engineering and Business departments?
End goal:
We want an
understanding of the government initiatives that may impact on CPIT.
How:
What
government initiatives may impact on departments within CPIT, for example the
STEM
initiative (Science, Technology, Engineering and Maths) which puts a focus on getting more students to study in these areas.
initiative (Science, Technology, Engineering and Maths) which puts a focus on getting more students to study in these areas.
This task
could be completed by an internet search and be done by each subject area.
Who:
Government
Subject areas:
·
Computing/ICT
o Construction
o Electrical and Plumbing
o Engineering
o
Automotive
and Autobody
Potential Resources
Here is a gap
analysis including the resources that we currently have and where we can find
them.
|
Target Market
|
Student Management System demographics
|
Tribal Powerpivots (in advisors folder in S Drive
S/DM/Marketing/1AMarketing/Reporting/Department Demographics)
|
|
|
NZQA Secondary School subject data
|
Request from NZQA (website possibly)
|
|
|
Statistics NZ
|
www.stats.govt.nz
|
|
|
Education Counts website
|
www.educationcounts.govtt.nz
|
|
Stakeholders
|
CareerHub Employers list
|
CareerHub (can be linked to off the CPIT website)
|
|
|
Industry Expo Invite list
|
S Drive (S/DM/Marketing/1AMarketing/Liaison/Events/Open Days/12
Sep/Industry)
|
|
|
CPIT employers survey 2011
|
By email
|
|
Careers
|
Careers NZ Website
|
www.careers.govt.nz or
(www.careers.govt.nz/how-to-get-a-job/job-vacancy-
|
|
|
|
and-recruitment-websites/?utm_source=ne
|
|
|
|
wzealandnow.govt.nz&utm_medium=referral)
|
|
|
Job Search websites
|
www.seek.co.nz
www.trademe.co.nz
www.sjs.co.nz
www.gradconnection.co.nz
|
|
|
Occupation Outlook
|
www.dol.govt.nz/publications/lmr/occupational-outlook/index.asp
|
|
|
CareerHub
|
Can be accessed through the link on the CPIT website
(www.cpit.ac.nz)
|
|
|
Moving on up report
|
Marketing Advisors Office
|
|
|
Vocational Pathways Reports
|
Marketing Advisors Office
|
|
Competitors
|
NZQA Tertiary Providers list
|
www.nzqa.govt.nz/providers/index.do
|
|
|
Marketing Reports
|
S Drive (S/DM/Marketing Dropbox/Information Sharing)
|
|
Government Initiatives
|
Infoweb
|
Youth Strategy, STEM (access through Marketing Advisors)
|
|
|
Media Monitors
|
www.isentia.com (access through Claire Ellena)
|
|
|
Ministry of Education Education Initiatives
|
www.minedu.govt.nz/theministry/educationinitiatives.aspx
www.minedu.govt.nz/NZEducation/EducationPolicies/Schools/Initiatives.aspx
|
Considerations
Claire and
Frith need to be kept in the loop on what is being worked on so we can monitor
progress and ensure everything is being carried out in a timely and
professional manner.
When talking
to the departmental staff within CPIT, you need to remember that you are
representing the Marketing Services division and so must conduct yourself in a professional and
considerate manner.
representing the Marketing Services division and so must conduct yourself in a professional and
considerate manner.
When talking
to industry and the public, you need to remember that you are representing CPIT
and
so must conduct yourself in a professional and considerate manner.
so must conduct yourself in a professional and considerate manner.
No comments:
Post a Comment