JISC

The project will develop CRMS-driven marketing to support business and community engagement, showing how HEIs can exploit business-to-business marketing opportunities to facilitate the use of CRM. The project will also provide evidence of the benefits of CRM effectiveness and efficiency in HEI business engagement and methodologies for evaluating marketing campaigns.

Overview

Building on previous work undertaken to date, the project will centre on the development of a series of CRM applications and processes of benefit to HEIs. Business to business marketing functions and capabilities will be explicitly developed over the duration of the project, including mapping the business processes and necessary internal mechanisms required. A further feature of the project is to increase internal institutional awareness of JISC and to embed strategic processes for promoting and engaging with JISC.

Aims and objectives

• Increased awareness of JISC internally, and how JISC outputs and services can address strategic objectives
• To map the business processes required for institutional engagement with CRM for marketing purposes
• To develop the internal communication mechanisms necessary to fully exploit CRM for marketing purposes
• To design and implement a University-wide process for design and approval of non-accredited courses

Project methodology

• Desk-based research of JISC projects
• One to one discussions with staff
• Case studies
• Production of manual, resources and guides
• Reviews and report

Anticipated outputs and outcomes

• Models for institutional engagement with JISC presented as case studies
• Report articulating most pressing needs within the institution that this project will address
• Review of JISC projects that are mapped on to the institutional objectives and needs
• Resources and guides for other institutions
• Quality Manual for using CRM for BCE marketing [to include evaluation procedures]
• Implementation of new software for marketing at Teesside University
• Case study of the internal communication mechanisms for exploiting CRM for marketing purposes
• New process implemented for non-accredited courses