Market Insight Analyst

3 days left

£29,799 - £32,548 per year
28 Aug 2017
25 Sep 2017
Contract Type
Full Time

Job Summary

You will be a proactive, high calibre, strategic and commercially thinking Marketing professional with superior communication skills. A high energy team player, you will be highly collaborative and resilient.

You will have experience of communicating and integrating insights from multiple sources, marketing campaigns and reviewing portfolios. You will assist in the development of new course offering, championing a customer-centric approach within the University.

Liaising closely with the Planning Office, you will ensure that insights derived from research and analysis are translated into compelling recommendations which will inform the setting of, and drive delivery of, RGU's student recruitment and commercialisation revenue targets.

You must be a dynamic individual with a strong focus of influencing, developing a narrative and problem solving. You will be able to interpret a diverse range of data sources (qualitative and quantitative), ensuring the key insights and narrative are drawn out.

You will communicate and integrate insights from multiple sources to inform RGU student recruitment strategy. While championing a customer-centric approach within the University you will participate in marketing campaigns and the annual review of the portfolio as well as assisting the development of new course offering.

Closing date: 25 September 2017

Interview Date: 05 October 2017

Salary on appointment is normally to the bottom of the scale but in exceptional circumstances appointment higher up the scale may be considered.

For informal enquiries regarding this post please contact Duncan Cockburn - 01224 262194 or

Job Description

RESPONSIBLE TO: Director of Strategy, Planning and Policy Development

RESPONSIBLE FOR: Market Research, Analysis and Insight

PURPOSE OF POST: To ensure effective and professional market insight and research are provided across the University to inform the setting of, and delivery of, student recruitment and commercialisation revenue targets contained within the RGU business plan


To ensure effective and professional market insight and research are provided across the University to inform the setting and delivery of student recruitment and commercialisation revenue targets contained within the RGU business plan.

To support the development of targets in a range of university markets (for example, SFC student numbers, fee-paying students and other commercialisation revenue) through appropriate target-setting processes.

To undertake analysis of various data sources (for example, internal business intelligence system, UCAS and HESA data or Labour Market Information and other economic datasets) to provide detailed information on specific markets to inform marketing and recruitment strategies and tactics.

To undertake quantitative and qualitative research, as appropriate, of specific opportunities for the university to contribute towards an assessment of their market viability.

To liaise with academic Schools and other administrate departments to define and then commission research to assess the market viability of specific new course proposals.

To keep abreast of current sector-level market research and disseminate key messages and relevant findings across the university as appropriate.

To develop standardised reports on Heidi plus and where necessary the university's internal business intelligence system (Tableau) to aid analysis and its dissemination.

To provide to academic Schools and relevant administrative departments with market insights to aid the planning process specifically target setting.

To support the Director of Planning & Policy Development develop the university's approach to UK and international benchmarking at both institutional and subject level and subsequently integrate this approach into the university's internal reporting and data analysis.

To work with the Planning Analyst to jointly support the process of annual course portfolio analysis.

To share with relevant support departments key outputs from reports and analysis for re-use in the marketing and advancement activities of the university.

To co-ordinate, encourage and monitor appropriate use, and sharing of practice, of the university's Labour Market Information system by university staff.

To support the university's implementation of a new business intelligence tool.

To provide additional reports and analysis on an ad hoc basis on issues of particular and immediate topics of interest or areas of concern.

To provide other general planning support to the Director of Planning and Policy Development as and when required.

Person Specification


Qualifications and Professional Memberships

First degree or equivalent experience

Knowledge and Experience

Demonstrable knowledge of HE sector, UK and Internationally

An understanding of data protection and its application to statistical reporting

Understanding of approaches to quantitative and qualitative market research in higher education

Market research experience in higher education and ideally with some international exposure

Experience in survey design, execution and analysis and other standard research techniques

Strong analytical skills particularly in the use of statistical data

Strong research skills with the ability to synthesise complex information from various sources

Proven ability of succinct report writing which enables decision making by senior academics and managers within higher or further education

Proven ability to work independently, manage time effectively and to prioritise multiple and potentially conflicting workloads

Excellent interpersonal skills with the ability to lead, motivate and successfully delivery projects

Ability to work with tact and diplomacy and maintain high customer standards

Accuracy and attention to detail

Commercial awareness

Highly motivated, flexible and adaptable nature.


Qualifications and Professional Memberships

A masters degree in a relevant subject area, such as data analytics or marketing

Membership of the Market Research Society, Chartered Institute of Marketing or other relevant professional body

Knowledge and Experience

Knowledge of the key changes to higher education data landscape

Understanding of the main sources of higher education market research

Proven ability to identify and commission research agencies to deliver specific market research projects

Proven ability to work with Labour Market Information

Proven ability to work with Heidi Plus to analyse a variety of key data sources

Advanced working knowledge of Excel to analyse and interpret data

Ability to work with Tableau and/or Alytrex to analyse data and create visualisations


Behaviour 1: Communication - Ability to receive, understand and convey information requiring careful explanation and information of a complex or conceptual nature, in a clear and accurate manner

Behaviour 2: Service Delivery - Experience of exploring and adapting a service to meet customers' expectations and also identifying ways of improving standards

Behaviour 3: Analysis and Research - Experience of identifying or designing data gathering and analytical methods appropriate for each investigation, and producing reports that identify key issues and findings

Behaviour 4: Liaison and Networking - Experience of circulating information in an accurate and timely manner, working across team boundaries to build and strengthen working relationships, leading and developing internal networks to pursue a shared interest and leading and building external networks to enhance the work of the organisation

See also:
Market Insight Analyst August 2017.pdf

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