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Creating a marketing strategy

How we provided King’s College London with a roadmap to grow - and market - their professional portfolio for the better
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At a glance

A range of research methodologies

Shaping a prestigious institution

A pioneering deep-dive project

An eye to the future 

King’s College asked us to help them shape their professional and executive development portfolio, with a view to growing it in the future. They needed a comprehensive understanding of the market so they could make insight-led decisions on the portfolio content, structure, delivery and cost.  

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A robust research project

We used a wide range of methodologies to deliver an in-depth research project: 

  • Internal assessment - interviews with key stakeholders and a review of existing, relevant information.  
  • Competitor analysis - assessing 20 comparators to understand key portfolio trends.  
  • Market overview - identifying environmental drivers, demand, emerging tech, regulatory changes and thought leadership.  
  • Labour market analysis - identifying key workforce skills gaps and sectors most in need of upskilling.  
  • Testing - 5 subject areas and 25 topics with key audiences, which we could then segment by demographic.  
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The way forward

From our research, we created a framework of recommendations, including:

  • a shortlist of prime opportunities
  • delivery options
  • price points
  • course durations
  • key target industries and audiences.  
As well as giving KCL a roadmap for growing their professional and executive development portfolio, we provided the insight needed to develop a robust marketing strategy.  
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“The quality of the reports was of a very high standard and very concise. The team also arranged weekly meetings with us to report on progress throughout the project and organised mid and end of project workshops to present key findings at each milestone achieved. I can’t wait to work with the team on our next project and highly recommend their services.”
Eriana Gourmos, Head of Portfolio Marketing, Professional Education Brand & Marketing, King’s College London 

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