DMKT5008 Digital Marketing Risk Management System and Strategy

DMKT5008 Digital Marketing Risk Management System and Strategy

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DMKT5008 Digital Marketing

Task:

Introduction

Hired is a department within University College Birmingham (UCB) dedicated to providing guidance and support around employability and students placements. As a significant provider of further and higher education in Birmingham, the University focuses on providing high quality vocational education from levels 2 to 7. Given the vocational nature of courses delivered by the university, HIRED’s role is even more central to the success the institution. The team has grown steadily over the past decade and gradually expanded its offering to students, both in the physical and digital space. However, its main function is to provide the following services to students:

Placements – HIRED helps students find both short and long-term placements, through its extended network of local and national partnerships.

Career Advice and Employability Support – HIRED can also help current and former students (up to 5 years after they graduate) find work. They offer CV support and job interview training, in addition to one-on-one consultancies. In our initial conversations with the client, a few areas of concern were raised. Whilst the service has seen significant growth, this has not been consistent across each school/facility. Students from the School of Creative Arts in particular have been slow to engage.

The school faces its own unique issues, given the challenges around the employability of arts graduates and tough competition around certain sectors – in particular in television production, fashion, music and other areas. This is likely to be exacerbated by the current pandemic and the ongoing uncertainty around Brexit.

Given the strategic importance of graduate employability in this area, the team want to ensure students within this school are better informed about the options available to them and have access to support to prepare for and eventually obtain graduate-level employment. In analysing the take-up of their services, the team see engagement of first year students as critical.

Once students gain an awareness of the service and attend at least one consultancy with an advisor they are much more likely to use this service in their second and third years. The campaign we have put together attempts to address this by focusing promotion around first year students. 

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