i-MAP Project Introduction
David Roberts, Lead Consultant, addresses the i-MAP Conference
The i-MAP Project (Innovation in the Market Assurance of New Programmes) aimed to develop, evaluate and disseminate methods and techniques for the effective market assurance of new programmes. The purpose of the project was to support:
- More efficacious course development and, therefore, reduced incidences of failure by HEIs to recruit viable cohorts of students
- Improved financial sustainability in the sector due to a greater proportion of new courses achieving strong and sustained market appeal
- A more collaborative approach between academics and other professionals (e.g. marketing, quality, HR) to new course development
- Initiating networks of HE staff with common interests in course development
The outputs of the project were aimed at deans, subject leaders, academic course developers, and marketing, finance, quality and planning departments.
The project was led by the University for the Creative Arts (UCA) with the University of Leeds and the University of the West of England Bristol (UWE) as project partners. A further 9 associate partners were selected to join the project from the many that originally applied to be a part of the programme. The associates are:
University of Chester
University of Lincoln
Newman University College
University of Wales, Newport
University of Portsmouth
Staffordshire University
University of Sussex
The issues raised and discussed at the project conference formed part of the evidence base that informed the final report; providing guidance on good practice and insights into the factors that lead to the success of new programmes.
The project started with a workshop event hosted by UCAS and attended by 30 HEIs. This informed the scope of the investigative activity and surfaced some of the key barriers to market informed development of new courses.
The evidence base includes surveys, case studies, analysis on statistical data and literature reviews.
- Evaluation of UCAS (Degree level) and HESA (Masters level) data at subject and course level.
- Identification of key issues, practices and lessons that emerged from a review of academic and professional literature.
- Three 2-day visits to the partner universities (UWE, UCA and Leeds).
- Insights and issues developed at the initiation seminar that included presentations from external commercial experts in “packaged service” design.
- Results from the survey of current practice in the sector (n=158 from 60 institutions).
- Insights from case study visits to each of the 9 associate institutions examining the characteristics of successful new courses and the processes that underpinned their success.
Project Findings
The findings and implications of the project findings were disseminated at the i-MAP Conference, held at Coin Street Conference Centre on London’s South Bank in November 2011.
See Conferences & Seminars for further details.
For further details about the i-MAP Project and to download the final report and findings visit www.i-map.org.uk.
