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FE Benchmarking Research

| Laura Boundy

About the Survey

  • Completed by 122 marketing leads representing 36% of colleges in the UK

  • Endorsed by the College Marketing Network

  • Completed in 2015

Key Findings

  • 95% of those leading marketing departments held a relevant academic and/or professional qualification

  • However, only 36% of those on the college executive with responsibility for marketing have any professional marketing qualifications or experience

  • Average marketing team sizes ranged from 4 in smaller colleges (less than £10m turnover) to 10 in larger colleges (more than £41m)

  • Budgets averaged at 1.8% of turnover (0.8% staff; 1% non-staff)

  • Only 40% reported a specialist role for online and digital marketing

  • 14% outsourced digital marketing to an external provider

  • Most colleges were working to agreed marketing plans and undertook some level of market research

  • Student recruitment was the top priority, with increasing competition and resistance from schools in providing impartial IAG a close second

The research highlighted the need for college marketing to be more strategic, and to be seen as a critical business function central to long term organisational sustainability.

FE Benchmarking Research

Download the infographic here.

The detailed report has been provided free of charge to those colleges who kindly participated in the study and contains a full breakdown of each response along with analysis and best practice guidance. The report is available at a cost of £165 (plus VAT) and a reduced fee of £115 (plus VAT) for members of the College Marketing Network. Please email to request a copy.