Repackaged Degree
The aims of this project were to alter the way physics degrees are presented to students and to try and attract a broader cohort to the subject, without alienating the ‘core’ students.
Market research
Market research was conducted by marketing specialists to better understand the current influences, perceptions and attitudes towards physics amongst young adults, and what factors affect their decision to study physics at university. This research included an audit of the current marketing and outreach material produced by physics departments, in which two major problems were identified:
- most of the university material was unattractive, although there was evidence to suggest that only committed applicants took the trouble to read it anyway;
- the image of physics is that there is a poor range of career opportunities and that only those interested in teaching and research should follow it.
The Programme has been working with the University of Salford to redesign its existing physics degree and to address these issues. Students will be admitted onto this course in September 2010.
Marketing strategy
The (on-going) marketing strategy included:
- working with an agency to design appropriate branding for the repackaged course and testing ideas with local students;
- redesigning all marketing material to be in line with the repackaging document guidelines;
- developing new content for the web, including videos and blogs;
- ensuring search engine optimisation.
Key outcomes
The physics department at Salford has had an increase in applications of 80% for 2010 applications.
The first year curriculum at Salford has taken shape.
Employers will directly input into the careers module in the repackaged course.
A guidance document on how to market physics in the 21st century has been produced and will be circulated to all physics departments.
The Institute’s ‘Physics on course’ booklet has been redesigned to incorporate the findings from the research .
The Institute has produced a leaflet aimed at 14-16 year olds, promoting physics, careers in physics and level 3 physics qualifications.
Next steps
The repackaging work will continue in the HE STEM Programme, and the effective and successful good practice will be rolled out to other Partners in the Programme.