Student Profile Market Research Contract

Student Profile Market Research Contract

The focus of the market research is the impact of the university’s undergraduate curriculum structure, teaching methods and study experience on our identified growth segments.

Student profile and the UHI curriculum market research

 

CONTRACT NOTICE – NATIONAL

SERVICES

1 Authority Details

1.1

Authority Name and Address


University of the Highlands and Islands

Marketing, Communications and Planning, 12b Ness Walk,

Inverness

IV3 5SQ

UK

Margaret Antonson

+44 1463279000

margaret.antonson@uhi.ac.uk

+44 1463279001
http://www.uhi.ac.uk

1.2

Address from which documentation may be obtained


University of the Highlands and Islands

12b Ness Walk,

Inverness

IV3 5SQ

UK

Margaret Antonson

+44 1463279000

margaret.antonson@uhi.ac.uk

+44 1463279001
http://www.uhi.ac.uk

1.3

Completed documents must be returned to:


University of the Highlands and Islands

Marketing, Communications and Planning, 12b Ness Walk,

Inverness

IV3 5SQ

UK

Margaret Antonson

+44 1463279000

margaret.antonson@uhi.ac.uk

+44 1463279001
http://www.uhi.ac.uk

2 Contract Details

2.1

Title

Student profile and the UHI curriculum market research

2.2

Description of the goods or services required

Following the attainment of university title in February 2011 and the adoption of a new strategic plan in December 2012, the University of the Highlands and Islands has identified the opportunity to recruit an increased proportion of young students (local and non-local) and students from beyond its immediate geographic area.

Due to the location of the university and the nature of its curriculum these students will most likely be recruited to ‘niche’ subjects many of which are closely associated with the Highlands and Islands region, its geography, environment, heritage and industries. Niche subjects include:

-Archaeology

-Environment and Sustainability

-Marine Science

-Adventure Tourism Management

-Golf Management

-Gaelic: degrees offered in the medium of Gaelic as well as Gaelic

language courses run by Sabhal Mor Ostaig, a UHI academic partner

-Music (traditional and popular)

-Culture and History: Scottish History; History and Politics; History

and Archaeology; Scottish Cultural Studies

-Fine Art/Contemporary Textiles

-Energy Engineering, including Renewable Energy

There may also be some students who choose to study more ‘traditional’ subjects but who are attracted by the outdoor leisure opportunities and/or the cultural aspects of the region.

The university’s curriculum development has been based on making higher education widely accessible across the region. This includes at its core greater networking of teaching delivery. This means delivering courses using a range of traditional face-to-face methods and e-learning technologies, including video-conferencing and online learning to maximise the courses that can be studied from different campuses and learning centres.

The university offers full three year (ordinary) and four year (honours) degrees, alongside ‘top-up’ degrees which are based around the HNC/D frameworks.

While this curriculum structure and delivery has the advantage of giving access to higher education to local people who would otherwise not have the opportunity, the study experience is not necessarily what would be expected from a more traditional university entrant or those who intend to move here to study.

The focus of the market research is the impact of the university’s undergraduate curriculum structure, teaching methods and study experience on our identified growth segments. The aim is to gain a better understanding of student expectations, perceived benefits and barriers in the UHI model and the necessary messages and possible changes needed to attract and retain from these markets. As the focus is on mainly new markets for the university the target audiences for the research will largely be outside the current student population. However there may be cohorts of current students fitting the growth target profile that could be included in some focussed work.

Essentially we wish to test the resonance of specific propositions with our growth market segments:

-Having a choice of campus locations in urban, rural and island

communities versus a primary location for a particular course where a

significant cohort of students will be based

-The offer of distinctive courses and subject areas reflecting the

characteristics of the region and with relevance worldwide

-The use of information technology, including online materials and

video conferencing

-Focus being on the needs of the individual learner in relatively small

institutions/campuses but with the wider network of students

studying the course at other locations compared to the more

traditional large campus environments

As the research is likely to require the testing of some specific communications materials (web and print based) it is likely that the methodology will require some use of focus groups or similar or equivalent methodology.

As a minimum tenders should include:

-An outline of the proposed approach/methodology, identifying the

scope of target audiences (limited to the UK for the purposes of this

research).

-A summary of the contractor’s relevant experience in the Higher

Education and related sectors

-Proposed account management and reporting arrangements, including

some details of the key personnel who would undertake the work

-Details of the proposed charging structure

 

NOTE: To register your interest in this notice and obtain any additional information please visit the Public Contracts Scotland Web Site at http://www.publiccontractsscotland.gov.uk/Search/Search_Switch.aspx?ID=226061.

The awarding authority has indicated that it will accept electronic responses to this notice via a ‘Tender Submission Postbox’ facility. Further details of this facility are available at http://www.publiccontractsscotland.gov.uk/PostBox/Postbox_Explain.aspx?ID=226061.

Suppliers are advised to allow adequate time for uploading documents and to dispatch the electronic response well in advance of the closing time to avoid any last minute problems. The postbox closes precisely at the time stated.

2.3

Notice Coding and Classification

159999 other Consultancy
152300 Technical and Feasibility

100 All Scotland
180 … Outside Scotland

2.4

Total quantity or scope of tender

Contract value: the total budget for this research will not exceed £20,000 (excluding VAT)

3 Conditions for Participation

3.1

Minimum standards and qualification required

Evidence of relevent track record

4 Administrative Information

4.1

Type of Procedure

Single stage – Any candidate may submit a tender.

4.2

Reference number attributed to the notice by the contracting authority

UHI120413

4.3

Time Limits


03-05-2012  Time  17:00

b) Time-limit for obtaining documentation

c) Estimated award date  11-05-2012

4.5

Language or languages in which tenders or requests to participate can be drawn up

EN 

4.6

Tender Submission Postbox

The awarding authority has indicated that it will accept electronic responses to this notice via the Tender Submission Postbox facility. Further details are available at http://www.publiccontractsscotland.gov.uk/PostBox/Postbox_Explain.aspx?ID=226061

5 Other Information

5.1

Additional Information

(SC Ref:226061)

5.2

Additional Documentation

RFT-Consultancy [Student Profile & UHI Curriculum]

5.3

Publication date of this notice

13-04-2012

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