Marketing Research and Insights Officer

3 weeks ago

Stirling, United Kingdom University of Stirling Full time

**Post Details**
Full time.
Open ended.

Interviews are expected to take place on Wednesday 27 September 2023.

There is an expectation that work will be undertaken in the UK.

For the purposes of sponsorship, this is a role under SOC code 3543.

**The Post**
We have an exciting opportunity within the Directorate of Communications, Marketing and Recruitment for a Marketing Research and Insights Officer to support the provision of vital market intelligence to support and inform our domestic and international marketing and recruitment strategies as well as to improve our student experience.

Equipped with strong analytical skills and the ability to assess complex strategic issues, the post holder will undertake market research, collate and analyse data and information from multiple sources to develop compelling, concise insight to assist the University in meeting our strategic objectives. The role involves designing surveys, undertaking desk-based research, conducting focus groups, interrogating data from secondary sources, making recommendations for improvements and cascading information to relevant colleagues across the University and evaluating improvements made as a result.

The post-holder will be a highly motivated, creative and flexible individual with a strategic approach to and keen interest in the consumer journey, along with a track record of achievement in a similar marketing research role. They will have excellent communication and report writing skills, combined with strong analytical skills and a keen eye for detail.

**Description of Duties**
- The post-holder will support the University marketing strategy by undertaking research and analysing data from internal and external sources and presenting intelligence and actionable insights to assist with decision making relating to: market positioning, competitor analysis, benchmarking, student experience, brand campaign development, recruitment and course portfolio management
- Commission, project manage and disseminate research conducted by external consultants
- Proactively, keep abreast of current developments in the global Higher Education sector, identify market trends, opportunities and changes, and provide analysis of external market insights
- Provide regular reports to Senior Management
- Engage in brand awareness recall and tracking studies to chart progress of the brand position
- Support student recruitment activity by undertaking research to help define priority national, regional and International markets and gain insight to key stakeholder groups, i.e. enquirers, offer holders, decliners, agents, current students and alumni
- Interpret trends in relation to the University’s strategic objectives and make recommendations to inform marketing and recruitment strategies
- Support the new course portfolio development process by project managing and undertaking research to ensure they are market relevant and competitively positioned
- Provide specialist advice and support in undertaking qualitative and quantitative research
- Recruit students and staff to conduct qualitative focus groups to gain insight and report on stakeholder experiences such as web navigation, campaign preferences and the student experience
- Undertake research to develop an understanding of the behaviours and preferences of different stakeholder groups and provide insights to inform the development of the University’s communication and media channels
- Maintain a library of market research and ensure faculties and service directorates have access to the dat

**Essential Criteria**
- Degree level qualification and/or a minimum of three years, recent relevant market research and analysis experience (preferably within the HE sector)
- Experience in conducting market research projects using both quantitative and qualitative methodologies including scoping, gathering and interpreting and reporting market research information
- Strong project management, presentation and organisational skills with the ability to work independently and have the capacity to manage competing priorities
- Ability to work with a high level of accuracy and attention to detail with a methodical approach to work and the ability to identify errors, inconsistencies and trends in data
- Demonstrable experience of accessing, interrogating, interpreting and reporting on complex data with a high degree of numeracy, analytical and database skills
- Exceptional verbal and report writing skills with the ability to communicate complex data in a simple manner, presenting a summary and recommendations based on findings
- Experience in commissioning and managing external market research suppliers and associated budgets
- Extensive experience of using spreadsheets, data visualisation tools such as Power BI as well as experience of developing and designing surveys and using survey design software tools
- Excellent interpersonal skills, with ability to build strong relationships with key stakeholders and negoti

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