Job Title Faculty/ School/Department Responsible to: Responsible for: Marketing Campaign and Data Analyst Marketing and Communications Head of Campaigns and Digital Job Purpose To provide the full range of market research services to the University and its Faculties, enabling recruitment, research and knowledge transfer targets to be met. The postholder will be expected to design, implement and analyse surveys and prepare management reports to inform strategic decision-making. As part of the wider Marketing and Communications Department, the postholder will assist and liaise with colleagues to support their activities in marketing, media and public relations, student communications, student recruitment and education liaison. Main activities and responsibilities 1. Raise the profile and perception of Birmingham City University through the provision of informed market research and evaluation to enable a more targeted approach to marketing communications, improved service delivery and effective stakeholder relationship management. 2. Adopt a strategic approach to marketing using market research, analysis and performance evaluation to inform future planning and creative execution at both corporate and faculty level, providing expert advice on competitor activity, market segmentation and product planning, anticipating future trends, opportunities and threats. 3. Design and conduct quantitative and qualitative market research to improve the University s understanding of the motivations and requirements of prospective students and other markets. This will include planning, running and reporting on focus groups. 4. Undertake complex manipulation of data and produce detailed and robust statistical information in a variety of formats (using packages such as SPSS, CACI and similar). Identify patterns, put together data summaries and make recommendations for action. 5. Hold and maintain data in an accessible way and, under the guidance of the Head of Market Research, develop and implement an online market intelligence hub, which creates a repository for all market research and evaluation conducted within the University. 6. Provide guidance, advice and assistance to Faculties in identifying their market research requirements. Support them with accessing relevant information and data. 7. Act as market research advisor providing expert advice and guidance to senior management of the University, its Faculties and the Marketing and Communications Department. 1
8. As an expert advisor, to produce and disseminate written reports and make presentations to senior staff of the University as requested by the Head of Market Research and other senior marketing staff within the Department. 9. Keep up-to-date with new and emerging market research techniques and determine how these might be used to benefit the University. 10. Continuously develop and maintain up to date knowledge of new and emerging market research techniques and determine how these might be used to benefit the University. 11. Maintain and monitor competitor information to benchmark the University s position in the market. 12. Under the guidance of the Head of Campaigns and Digital, monitor the budgets of the market research activities you lead on, liaising with administrative staff within the Department to follow University financial regulations and practices at all times and ensure value for money. 2
13. Support the wide range of activities undertaken within the Department of Marketing and Communications in support of student recruitment, including Higher Education Fairs, Open Days, Visit Days, business/community events, Clearing call handling and the production of marketing collateral. Additional Key Requirements: Managing people and resources Instigate primary and secondary research to support marketing, academic planning, student recruitment, research and knowledge transfer Communication Effectively communicate, using verbal and written reports, nuanced and empirical information and data to a range of audiences, aimed at informing campaign investments. Teamwork and collaborative working Support the Marketing team by advising and devising methods for evaluating the success of marketing and publicity campaigns, perception and reputation to inform future planning and ensure ongoing return on investment. Deliver and support a wide range of market research projects, collaborating with staff from across the University and other stakeholders, commissioning external suppliers as necessary. Initiative, problem solving and decision making Evaluate external research sources and conduct regular and ongoing environmental scanning across a broad range of markets and stakeholder groups, ensuring that the University stays abreast of current and/or potential new developments, threats and opportunities. Work environment Be aware of risks in the work environment and the potential impact on own work Ability to work on own initiative and to work well as a team member. Person Specification 3
Honours degree or equivalent in Marketing or a related subject A professional qualification (CIM or equivalent) and evidence of a commitment to CPD is desirable Membership of an appropriate professional body Proven track record of marketing analysis, planning and the implementation of marketing and market research strategies Experience of commissioning or undertaking market research on both a qualitative and quantitative level Experience planning, running and reporting on focus groups Previous management and dissemination of complex reports Experience of defining, analysing and interpreting statistical information Experience of using different data sources to find information Experience of Marketing within the Higher Education sector would be an advantage Experience of forming and sustaining effective working relationships and networks Budget management experience Able to demonstrate: Excellent written and oral communication skills Ability to deal with confidential, sensitive and complex information Good negotiation, influencing and persuasion skills Advanced IT skills, specifically the ability to work creatively with spreadsheets and databases Familiarity of using statistical software packages for analysis such as SPSS would be an advantage Proven project management skills Ability to work under pressure, meet tight deadlines and manage competing priorities on own initiative. Special requirements Some evening and weekend work will be required and the postholder may be required to work away from home to cover events. All Marketing Officers are required to support Open Day and Clearing activity, so restrictions are in place relating to the booking of holiday during mid-august. Expectations of all staff Professional standards All staff employed by Birmingham City University are expected to exhibit high professional standards which promote and demonstrate the University s core values of Excellence, People Focused, Partnership Working, Fairness and Integrity. Equal Opportunities All staff are expected to understand and enact the University s commitment to ensuring equality and diversity in all activities. This commitment is enshrined in the Equality Statement and core values. Dignity at work Every member of staff has a responsibility to ensure colleagues are treated with dignity and respect. 4
The University is committed to creating a work environment for all staff that is free from harassment, intimidation and any other forms of bullying at work, where everyone is treated with dignity, respect and professional courtesy. Health and safety The arrangements for meeting the University s health and safety objectives are contained in the Birmingham City University Health and Safety Policy. This includes the responsibilities of key staff and procedures covering the main activities of the University. All staff are expected to take reasonable care of themselves and those that may be affected by their actions. Dress code The University does not operate a formal dress code for its employees, other than for those who are provided with uniform and/or protective clothing. However, employees must ensure that their dress is professional, reasonably smart and appropriate for the situation in which they are working. All staff should ensure that they present a professional image and one that reflects sensitivity to customer perceptions. This may reflect their ethnicity and lifestyle, but should not be provocative or cause offence to those with whom they have contact. Citizenship All staff are expected to adhere to good citizenship, being generous with help and support to others, collaborating with colleagues and working for the benefit of the University as a whole. In particular working to provide a positive student experience and achieving excellence in all the University s activities. This job description indicates the expectations of staff at this level. Job descriptions are not exhaustive and you may be required to undertake other duties of a similar level and responsibility. 5