what’s in a kiss? public information: meeting the needs of potential students dr simon jones cgeog...
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What’s in a Kiss?Public Information: meeting the
needs of potential students
Dr Simon Jones CGEOG FHEA FRGS
School of STEM, University of Wales
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KIS/WIS Agendas Marketing Perspective for Potential Students
• Public information is a Westminster priority• Student satisfaction - including in relation
to risk-based review in England - will generate discussion in other countries of the UK
• WIS - tends to be more technical information - mixture of publicly available, available internally, and available on request
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HEPISG
Wales Northern Ireland
ScotlandEngland
NSS Unistats KIS
Consultancy Stakeholders Members
Other public information
So, what’s in a Kis?
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Oakleigh Consulting/
Staffordshire University
17 pieces of information
Study, student satisfaction, costs and employability
What they want, where they want it
Course level, UCAS, HEI websites
Raise the profile of public
information Published judgement on public information
QAA Institutional ReviewTargeted at the
audience
Prospective students, non-expert
advisors
Review Unistats
So, what’s in a Kis?
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The solution?
The KIS30 September
2012
Courses starting in 2013/14
Undergraduate provision
Closed
One FTE or less
Post-graduate
Overseas
But not
Ah, a KIS!
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How the KIS/WIS Widgets Appear
• Design is moving on rapidly– will show three out of a possible 10 items– no data gaps (if no data available then will show categories where there is data);– will be on a 'rolling' basis - one drops off the end each time
• Can be located in a vertical or horizontal format– should be located with other course information– institutions can decide where on the page they want to place the widget– can differ across different programmes and/or schools
• Widget will have a fixed width of 200px and will be of variable height according to the length of the course name
• Widget can be embedded on course pages in a similar way to embedding a YouTube video or Google map
• Widget design is fixed and universal, so it will not be possible to include any additional, tailored information such as additional links
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The KIS Ecosystem
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University course page with VERTICAL KIS widget
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University course page with HORIZONTAL KIS widget
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KIS detail page (top)
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KIS detail page (middle)
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KIS detail page (bottom)
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Close-up of module options
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Back tomodule links
Close-up of module details #1
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Back tomodule links
Close-up of module details #2
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University Positioning Information Among Stakeholders
• Meeting thresholds for publication in DLHE and NSS to ensure as much data as possible is available– 50% response rate, and at least 23 responses
• Ensuring that data submitted is accurate as possible• Recognising that new programmes will have
incomplete data (DLHE and KIS)– may throw up more marketing challenges when trying to
compete against similar, established courses• Ensuring that widgets are inserted appropriately on all
course web pages• Likely to feed into new league tables/student choice
websites
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Programme Level Marketing Issues
• Unistats website will enable comparison of KIS – Prospective students will be able to access the KIS from the Unistats website– HEI is responsible for ensuring that the KIS data is submitted– Widget is also likely to be available on the UCAS site– May wish to revisit data (and possibly delivery of programmes (scheduled
activities, exams, etc) when can see what competitors are offering– May cause marketing difficulties if information is badly inaccurate
• Cost of study is a big NUS campaign– Likely to become even more important in the future– Balancing expectation for costs to be included in the fee with marketing exciting
programmes (foreign field courses, student placements, etc.)
• Challenges for smaller courses– May need to be marketing strategies to address issue of gaps in the data
• Managing student expectations– Scheduled activity claimed and not delivered may increase complaints
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Academics - Making Best Use of Employability
• Response rates for DLHE
• Participation in the HEAR
• How they compare with other, similar courses (including scheduled hours)
• Don't forget HE in FE!
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Additional Agendas Impacting KIS
• Westminster agenda for making more information available• Potentially, the Student Charter agenda • NI HE strategy, published May 2012
– http://www.delni.gov.uk/hestrategy • HEAR agenda is designed to increase student employability
– Could impact indirectly on DLHE and therefore KIS• Risk based review method
– Consultation published yesterday by HEFCE will impact on IRENI
– NI will have to decide whether to participate in this– Scotland and Wales both say they won't move to longer review
intervals (4 and 6 years respectively)
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Tricky areas
Joint Honours
Modular courses
Part-time
Collaborative provision
Integrated masters
Private institutions
Directly funded HE in FE
Small/ specialist courses
Branding
What lies lurk in kisses - H Heine
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What’s in a Kiss?Public Information: meeting the
needs of potential students
Dr Simon Jones CGEOG FHEA FRGS
School of STEM, University of Wales