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Darlington Campus Research

Objectives

In March 2011 Public Knowledge and their partner, The KSA Partnership, were commissioned by Teesside University to conduct research to evaluate awareness, opinions and interest in the University's new Darlington Campus which will admit students from September 2011.

Initially the travel-to-study area for the new Campus was defined as part of a separate piece of postcode analysis conducted by Experian.

Methodology

Quantitative data collection was then undertaken by market research specialist Public Knowledge. Data was collected from 400 residents in the travel-to-study area using both online and street methodologies. This was accompanied by online data from 99 local businesses and 35 students from local sixth forms and colleges.

Qualitative research with businesses and desk research was undertaken by The KSA Partnership. This involved appraising key policy and strategy documents at national, regional and local level and inferring implications for the operation of the Darlington Campus. This was supplemented by ten in-depth interviews with key strategic employers in order to add additional depth.

Results

The results of this research has allowed Teesside University to better define their key target market, to identify existing and potential competition, to inform course development levels and aid the format of future marketing activity and strategy.

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Testimonials

“This study was carried out in a most professional manner, to the specification and on time. We now have a solid foundation on which to further develop our marketing strategy for Darlington. We would certainly work with Public Knowledge and KSA again.”

Karen Race, Deputy Director of Academic Enterprise, Teesside University