MARK977 Faculty of Business and Law Marketing and Student Recruitment PROJECT

MARK977 Project Brief

Faculty of Business and Law Marketing and Student Recruitment PROJECT

Research topic

Key factors influencing the perceived positioning of UOW

The attitudinal and behavioural responses to the perceived positioning of UOW

Targets: current students

OrganiSational background

About the faculty

The Faculty of Business and Law advances cutting-edge knowledge across the fields of business and law, and promotes responsible leadership, sustainable practices, and social justice that contributes to a stronger economy, and a more harmonious and just society.

We offer students a learning experience that focuses on real-world applications and practical experiences designed to develop professionals, managers, and leaders who are independent thinkers and creative problem-solvers that are in high demand by employers around the world. The strong links we have established with industry and professional sectors, not-for-profits, and governments ensure our programs reflect the ever changing needs of globalised business and legal environments.

Ourprofessionally accreditedprograms are delivered by highly qualified academics, supported by specialised student-learning and development resources. We offer degrees at undergraduate, postgraduate, and higher degree research levels from a range of business or law related disciplines.

About the team

The Faculty of Business and Law Marketing and Recruitment team is responsible for marketing communications and recruiting students (referred to as student recruitment) into our Faculty courses through planning, support, management, and coordination of all its activities and tactics within this space, complementing the Universitys marketing and student recruitment plans.

The unit aims to achieve high quality international and domestic student recruitment and outcomes for students, including identifying lead generation and digital marketing strategies, student recruitment opportunities, and pathways and business liaison opportunities, both in Australia and internationally.

The team works closely with the Faculty Executive to drive the Facultys strategic marketing and student recruitment plan in line with the Universitys strategy.

Research topic/issue - context

Within the team, we aim to make strategic decisions and plan our activities and tactics informed by market intelligence. This includes student enrolment data, market/sector trends, competitor analysis, job outlooks, and much more. Whilst we have access to this type of (objective) data to base our analysis on, it is more difficult to source information relating to key factors influencing individual students, as this is more subjective and anecdotal in nature, and to which we have limited access. Further, given recent events, competition within the industry has significantly intensified, for both student recruitment and government funding. As a result, we are interested in understanding the unique ways to connect with our prospective students through our current students. This is a key aspect of the decision-making process for prospective students and would provide important insights into how we communicate with prospective students, through what specific channel(s), using what type(s) of messaging appeal, and targeting which specific audience group(s).

Research objectives

1. Identify key factors influencing how UOW is perceived.


2. Collect data and insights from key informants whom the Faculty previously have not had access to.


3. Present findings collated by student type (e.g., by study level, study mode, student age, student nationality, etc.).

This project seeks to complement our current market intelligence with an understanding of the key factors influencing how UOW is perceived by students to better inform our marketing and student recruitment activities and tactics.

It will give us an understanding of the main factors that influence how students perceive UOW and the extent to which they adopt UOW as the preferred study option over another university within or outside of Australia. Essentially, we are interested in developing a better understanding of how UOW is positioned in the minds of students. For example, how is UOW perceived? What is the position of UOW in the minds of students? What contributes to such positioning? How do students feel about such positioning? What are students more or less likely to do because of such positioning? We believe unpacking these questions would offer significant insights into how we develop and implement our marketing and communication strategies and tactics.