De Montfort University –
Market Demand Assessment Form
Introduction
Is there a market for your new programme proposal and does the evidence suggest that De Montfort University will be able to enter and compete effectively in this arena? These are fundamental questions that will require a clear and comprehensively researched response, enabling the further consideration of your proposal.
Ideally, you should commence work on the Market Demand Assessment a minimum of three months prior to your planned submission to the Faculty Academic Planning Committee (April and November each year). It is imperative that each of the sections below is completed fully. (Guidance notes have been provided against each requirement).
In the first instance, you should speak to your Faculty Marketing Manager to discuss your proposal ideas and how best to develop the proposition. As the Market Demand Assessment will require you to conduct research of both a secondary and primary nature, you may also find it beneficial to discuss you research plan with Robert Kitt (Head of Market Development, Marketing Department). Robert will be able to advise you on planning and structuring your Market Demand Assessment submission.
Once the Market Demand Assessment has been completed, the Director of Marketing will approve this proposal to go to the Faculty Academic Planning Committee.
PROGRAMME DETAILS
Programme Title:
Parent Faculty:
Type of programme: (e.g. single/joint/postgrad). If a joint, please indicate which other joints the provision will link with.
Mode[s] of Delivery:
Proposed Start Date:
Contact Name:
EVIDENCE OF MARKET DEMAND
The Nature of the Market – is this programme relevant within the wider economic arena? What will DMU’s target market look like and what will be the size of the potential recruitment pool?
The Market Environment: (Please outline the current and future relevance of the programme, highlighting demand-led factors within the political, social and economic arena. How will this programme contribute to current and future skills needs and does/will it have industry ‘buy in’? What prospects will graduates have in this area?)
Target Market: (Please provide specific details of the type(s) of students you are hoping to attract to this programme. This could include: FE/HE specific programmes, schools/ ‘A’ level students, regional, employer-based, mature, WP, EU, International or UK).
Market Size: (Please quantify the market that you are hoping to enter. What is the size of the national / regional / international market (with supporting evidence)? Is the market in growth in terms of student numbers / university provision? You will need to access UCAS (applications) and HESA (enrolment) historical data – contact the Strategic Planning Service. In addition you may need to examine trends in ‘A’ level subjects / diplomas if this is relevant to your target market).
The Competitive Landscape - what are other universities doing in this area and will DMU be able to enter the market competitively?
The Competitive Arena: (Please show what other universities are providing in this area. You will need to demonstrate how your programme will differ from the competition and whether this will create a competitive entry point for DMU. In addition, you will need to highlight why the proposed programme will be attractive to students against what is already available in the market. Finally, will the proposed programme create any internal competition with existing DMU programmes?)
The Prospective Student – what does the prospective market think of your proposed programme?
A View from the Target Audience: (You will need to consult directly with a representative mix from your intended target market utilising primary research platforms such as questionnaires / focus group based feedback. It is vital that you demonstrate that there is clear demand from the market and that the proposed programme name (and any accompanying jargon) is widely understood by the target market).
A Business Perspective – what do sector-relevant businesses think of your proposed programme?
Business Sector View: (To test the vocational / industrial relevance of the proposed programme, you will need to direct your consultation at a representative segment of businesses / employers. It is vital that you demonstrate that there is clear demand from the market and that the proposed programme name (and any accompanying jargon) is widely understood by the target market).
Portfolio Fit – does your proposed programme comfortably fit with the DMU portfolio and does it complement the strategic direction of the University?
Programme Fit: (Please explain the ‘fit’ of the proposed programme with the current portfolio of programmes offered by DMU and how it reflects the University message – Professional, Creative, Innovative).
Details of feeder institutions/programmes or organisations being targeted for this programme. E.g. HND, FD at local FE Colleges.
Details of potential progression once this programme is completed - FT UG, PG or research within DMU if applicable.
How will this programme be marketed? Insert faculty/ department marketing plan.
Please provide a draft prospectus entry for this programme. This includes undergraduate, postgraduate and foundation programmes. Please contact the Faculty Marketing Manager for guidance on writing this.
Completed by:
Date:
Please ensure that the Market Demand Assessment is submitted to the Faculty Head of Studies along with the New Programme Planning Form