By embedding marketing principles from the very beginning of the course design process, universities can improve student recruitment, course viability, and long-term sustainability. Here are 10 practical tips to guide institutions in building market-responsive, student-centred courses.
- Start with Market Demand, Not Internal Assumptions
Base new course ideas on what prospective students, employers and industry partners actually need, rather than solely on academic interests or institutional strengths. - Adopt a Customer-First Mindset
Treat students as the primary customers. Understand their motivations, career goals, and learning preferences to ensure courses are directly relevant to their aspirations. - Form Cross-Functional Development Teams
Involve academic staff, marketing, careers services, finance, admissions, student support, and external engagement in the course design process from the very beginning. - Gather Comprehensive Market Intelligence
Use a range of research methods including competitor analysis, employer consultations, student surveys, labour market data, and alumni feedback to inform course design. - Leverage Frontline Staff Insights
Tap into the knowledge of student-facing staff who regularly interact with prospective and current students — they often have valuable insights into unmet needs and decision drivers. - Integrate Marketing Throughout the Entire Process
Involve marketing from ideation through to launch, not just at the promotion stage. This ensures alignment between course content and how it’s positioned in the market. - Design for Employability and Clear Outcomes
Ensure courses have well-defined graduate outcomes, career pathways, and industry relevance, which are increasingly important decision factors for students. - Use Early Testing to Validate Concepts
Test draft course propositions with prospective students and employers to check for appeal, clarity, and competitive positioning before final approval. - Develop a Launch Strategy Early
Don’t wait until the course is approved to plan marketing. Develop the messaging, value proposition, and recruitment strategy alongside course development. - Continuously Monitor and Refine Post-Launch
After launch, monitor enrolments, student feedback, and market shifts to fine-tune both the course content and its marketing approach for ongoing success.
