Members of the Education UK Partnership are able to access a wealth of rich education market intelligence (EMI) which can be utilised to inform and enhance the strategic value of the marketing planning process. EMI data enables users to investigate the wider environmental forces and characteristics that arise in different markets. It is also possible to drill down on a country-by-country basis and look at the key factors which underpin the student decision-making process.

In order to demonstrate the variety and scope of our work in this area, we have come up with a practical resource which Partnership members may wish to develop for their own individual planning and operational activities.

Using a hypothetical brief to produce a country report for the ‘University of ABC’ that evaluates Malaysia as a viable overseas target market, we have designed a template to cover the basic, core aspects of a marketing report document which institutions may wish to use or adapt for their own purposes:

Marketing report template (233KB)

Where applicable, we have included relevant qualitative and quantitative EMI data along with links to the sources of this information so that it can be viewed in more detail. Please note that the specific data included in the template is for example only and was sourced in September 2009; data is regularly updated throughout the year, so numbers are likely to change.