Course Title Optimisation
The right title is critical to course success.
In some cases the choice is obvious but often that is not the case. Is Business Management more likely to be attractive than Business Studies? Will Public Relations work in China or should it be Business Communications?
We offer three services designed to ensure you get the decision right:
- Using our PESP tool we can identify the courses that are similar to the one proposed and create a typology of titles in use and their relative success rates in terms of student enrolments (this can be refined to account for your target market).
- We can provide advice based on our experience. Our international consultant who has lived and worked across Asia can provide guidance depending on your key target markets. She has experience in both student and graduate labour markets – the course title must work for graduates on their CVs as well as for you in the prospectus!
- We can research alternative course titles either qualitatively or using surveys of prospective students, advisers or employers. This type of research is designed to test three dimensions:
- Likely appeal (which of the options will attract the most or best applicants?)
- Fit with the course design (is the title an honest label?)
- Connotations (of content and likely future career paths – where will this lead?)