An example of a research brief may look like this Market and Strategic Overview The Post Graduate Taught(PGT)market is becoming increasingly important to Universities both as a tool to foster reputation within the market place and as an income generator. At present there is very little market analysis conducted before a new course is introduced- it is very much dependent upon the resources that are available and also what the academic would like to introduce At the University of Edinburgh we would like to change the way this process is managed by introducing market analysis prior to developing a course. 2. Background and role of the Research The reason for this research is to allow the market to drive how we introduce courses rather than our own, somewhat more detached opinions. The findings will have a direct impact on how we introduce courses and what information we gather prior to this introduction The areas within the University who will be most affected by this change will be the individual schools and academics in charge of introducing the new courses. In addition to this primary audience a secondary audience consisting of college staff and publications teams will be affected It is important that the academics are consulted on their preferred way of introducing courses as they may provide the main constraints to the introduction of particular courses 3. Objectives Business Objective Our overall aim is to introduce new courses that are well received by potential students and ultimately well attended Research objectives The aim of the research will be. To identify how potential students choose where to study, both in terms of institution and course To prioritise the different elements of this decision process To recommend a best practice model of course introduction o Course description o Promotion(Mix of media) o Prevalence of any additional bespoke information(e.g. Opportunity to discuss the course with a University representative) EH8 9TJ 01316514375The University of Edinburgh Communications and Marketing 48 Pleasance EH8 9TJ 0131 651 4375 An example of a research brief may look like this: 1. Market and Strategic Overview The Post Graduate Taught (PGT) market is becoming increasingly important to Universities both as a tool to foster reputation within the market place and as an income generator. At present there is very little market analysis conducted before a new course is introduced – it is very much dependent upon the resources that are available and also what the academic would like to introduce. At the University of Edinburgh we would like to change the way this process is managed by introducing market analysis prior to developing a course. 2. Background and Role of the Research The reason for this research is to allow the market to drive how we introduce courses rather than our own, somewhat more detached opinions. The findings will have a direct impact on how we introduce courses and what information we gather prior to this introduction. The areas within the University who will be most affected by this change will be the individual schools and academics in charge of introducing the new courses. In addition to this primary audience a secondary audience consisting of college staff and publications teams will be affected. It is important that the academics are consulted on their preferred way of introducing courses as they may provide the main constraints to the introduction of particular courses. 3. Objectives Business Objective:  Our overall aim is to introduce new courses that are well received by potential students and ultimately well attended. Research Objectives: The aim of the research will be:  To identify how potential students choose where to study, both in terms of institution and course  To prioritise the different elements of this decision process  To recommend a best practice model of course introduction: o Course title o Course description o Promotion (Mix of media) o Prevalence of any additional bespoke information (e.g. Opportunity to discuss the course with a University representative)