Job Title: Market Analyst

Reports to: Head of Market Insights

Grade: E

Working Hours: 37 hours per week

Faculty / Service: Marketing and Recruitment

Location: Edinburgh Building, City Campus

Main Purpose of Role: To Research, analyse, interpret and disseminate market information to support the institution’s recruitment, marketing, and product development activities

Key Tasks and Responsibilities:

Analyse and interpret market data to aid understanding of the University’s position, and to identify development opportunities

Monitor the external environment, include horizon scanning, competitor analyses, benchmarking, and sourcing and collating data on skills needs to inform product development

Support portfolio development with provision of bespoke market intelligence tailored to specific subject areas, working closely with senior academic and Service colleagues to identify needs

Support the Head of Market Insights in monitoring the student experience, including carrying out data analyses for key surveys such as the National Student Survey, Postgraduate Taught Experience Survey, and internal student surveys.

Conduct geographic analyses of student and competitor data, so as to identify appropriate market opportunities.

Identify new data sources including publicly available data, and share these with the team towards inclusion in market intelligence activity

Lead on qualitative research projects as appropriate to include gathering, analysing and reporting on qualitative student feedback

Identify appropriate digital analytics and incorporate these analyses into existing market intelligence activity

Liaise closely with Faculty Deans / Service Directors to ensure that market analyses and customer research activity support the Strategic Plan

Lead and manage research / analysis project as necessary

Report and present findings to a range of audiences using a variety of methods

Contribute to the provision of a specialist market intelligence advisory function for colleagues across the institution Promote the work of the Market Insights team and good practise to internal and external groups and individuals.

Contribute to the efficient functioning of the team/departments/service as directed by the Head of Market Insights

Undertake and support staff development as appropriate.

All staff across the Service are required to be flexible to support the focus on student recruitment.

All teams will be required to assist and support key recruitment events such as Open Days and Clearing. To support the Client Relationship team by attending key recruitment events such as when key subject area knowledge is required or additional personnel will benefit the customer experience and deliver the key brand and subject selling points

Part 2A

Qualifications and Professional

Memberships:

Experience:

Key Knowledge and Expertise:

Essential:

Qualifications & Professional Memberships:

Educated to degree level or equivalent in a relevant discipline.

Experience:

Substantial experience of gathering, analysing, interpreting, reporting, and presenting volume data.

Experience of conducting quantitative research (including market research surveys) from clearly defining the research objective, through to interpretation and reporting of results to a high standard

Experience of effectively managing research projects Experience of making decisions with regard to use of appropriate data

sources and research methods to meet research objectives Demonstrable experience of working within a customer focussed

role.

Key Knowledge and Expertise:

Proven competence in the use of Microsoft Office applications, especially Excel (e.g. pivot tables, look ups, formulae, formatting)

Demonstrable expertise in interpreting complex data, and reporting of findings to include ability to present these effectively to a range of audiences

Desirable:

Qualifications & Professional Memberships:

Post graduate / management qualification Relevant professional qualifications

Experience:

Previous experience of working within a higher education or student centred environment

Key Knowledge and Expertise:

Proven knowledge of market research methods. Experience of using geographic mapping software (e.g. ARC GIS) Demonstrable expertise in the use of statistical software, particularly

SPSS. Knowledge of, and experience in, use of digital / customer analytics

Part 2B Competencies Analysis and Research

Designs and uses data gathering and analytical methods appropriate for each investigation

Recognises and accurately interprets patterns and trends Recognises when additional data is required and identifies appropriate

sources Produces reports that identify key issues and findings

Communication

Oral Communication

Summarises and interprets complex, conceptual and special matters to aid others' understanding and aimed at their needs

Uses appropriate styles and arguments to influence and negotiate satisfactory outcomes

Monitors understanding of others, develops approach and takes corrective action if required

Written Communication

Conveys information of a complex, conceptual and specialist nature using a range of styles and media selected to meet the needs of others

Presents complex information in formats appropriate to non-specialists without comprising meaning

Monitors the reactions of others and takes appropriate steps to remedy any miscommunications

Decision MakingIndependent Decisions

Considers wider impact of decisions, assesses possible outcomes and their likelihood

Uses judgement to make decisions with limited or ambiguous data and takes account of multiple factors

Distinguishes between the need to make a decision, when to defer and when not to take a decision

Collaborative Decisions

Helps others to explore options that initially appear to be inappropriate or unfeasible and recognise when a decision is or is not needed

Enables others to contribute to decisions Ensures that options are weighed, outcomes identified and chances of

success considered Challenges decisions, appropriately to ensure consideration and

processes are robust

Provision of Advice

Anticipates and highlights issues that need to be taken into account Outlines possible impacting factors, assessing their degree of influence

on the choice of options Ensures previous learning is included

Initiative & Problem Solving

Initiates processes and procedures to resolve new problems Anticipates possible implementation difficulties and identifies practical

ways of overcoming or preventing them Takes account of others and the broader context when generating

options

Planning and Organising Resources

Actively seeks information to support planning and prioritisation of work

Ensures that time and resources are used effectively to their maximum efficiency

Checks and reports on progress and achievement against plans to key parties

Develops plans to take account of problems, delays and new priorities

Service Delivery Adapts services and systems to meet customers needs and identifies

ways of improving standards Learns from complaints and takes action to resolve them Collates feedback and views from customers and keeps up-to-date

with market trends to inform service development and make changes Actively promotes services

Teamwork & Motivation

Helps to clarify priorities and ensure they are understood by all Supports colleagues in need of extra help Acknowledges the achievement of colleagues Ensures appropriate resources and support are available so that the

team and individual members are able achieve their objectives Monitors progress and takes appropriate action to deal with difficulties

or slippage Deals with conflict within the team

Date Completed: June 2016