1. Student Recruitment at University College Cork

2. Before we start …… Two Case Scenarios Group 1
Imagine you are a 17 year old student from Dublin
in your final year at school and you are trying to decide what
to do when you leave school. What factors are involved in
making your decision and where do you look for information?
Group 2
You are in your final year of a primary degree in Chemical
Sciences at UCC and you wish to undertake a postgraduate
programme at either taught Masters or PhD level.
What factors are involved in making your decision and
where do you look for information? 2

3. What are the main factors?
programme choices
the location*
reputation*
cost
academic excellence
peer choices
branding and marketing*
Not a huge range of options – fill in our survey

4. Location, Location, Location
It can be confusing – different offices responsible for different things!

5. Information Sources Word of Mouth School Visits University Open Days
University Prospectus and Brochures
Website
Facebook, twitter and other social media
Electronic Newsletters

6. Our Target Market
Undergraduate Students
Postgraduate Taught Students
Postgraduate Research Students
International Students

7. UCC’s SWOT Analysis Strengths ‘Where Finbarr taught let Munster learn’
UCC attracts 92% of its student population from the province of Munster.
At postgraduate level almost 50% of our places taken by UCC graduates
Excellent track record in attracting research income,
World-class research centres such as the Tyndall National Institute
A stunning campus which lies within walking distance of the City Centre. 7

8. UCC’s SWOT Analysis Weaknesses
Difficulty in attracting students from outside Cork and Munster at undergraduate level
Strong competition from Cork Institute of Technology and University of Limerick 8

9. UCC’s SWOT Analysis Opportunities Threats
internationalisation of education has opened up previously untapped markets
Threats
Private Institutes and the IoT sector have taken a societal marketing approach and have responded quickly to changing demands.
Other universities have increased resources for marketing their programmes and recruiting students. 9

10. Mastering the Digital Universe

11. Academic Worries

12. Attracting Postgraduate Research Students
Funding
Expertise in Research Area
Reputation of Research Group and Supervisor
Location
Unique Selling Points of the University
UCC Doctoral Showcase
Boolean Research Journal
Postgraduate Skills and Training Modules
Student Induction and Support Programme
Work Placement
Erasmus Mobility Funding

13. From ‘Interest’ to Application
Undergraduate Programmes
Students apply to the Central Applications Office by
1st February of year of Admission
- up to 10 programme choices
Postgraduate Programmes
Students apply to the Postgraduate Applications Centre
- varying closing dates
Up to 5 programme choices for taught programmes 13

14. Why is student recruitment so important?
Quality of Students
Quantity of Students
Key Performance Indicators
1st preferences (undergraduate programmes)
No of applications
No of offers
No of students entering with over 500 points
Conversions of offers to acceptances
Conversion of acceptances to registrations
Retention Rate
Number of different nationalities represented on campus
Quality in means quality out 14

15. Questions For any queries please contact Michelle Nelson,
Graduate Studies Office, UCC