Deakin University’s Faculty of Health had experienced a significant drop in enrolments for their course, the Master of Human Nutrition, over 5 years from 2014 to 2018. This is one of the largest and most important courses for the university. Furthermore, nutrition is a priority area of research for Deakin with their Institute for Physical Activity and Nutrition (IPAN) being a world-leading research institute dedicated to improving the health and quality of life of Australians. This course plays an important role in supporting this positioning.
In response to the 5-year enrolment decline, the Marketing Division conducted a deep-dive course review workshop and identified the need for a better understanding of their customers’ motivations and barriers for choosing courses. Customer research conducted by Bastion Insights was used to understand the student experience and decision-making process.
Nikki Howlett, Market Insights Strategist, Deakin University sums up the result of this work:
“The impact of this research has far surpassed our expectations. Not only were we able to capture highly valuable customer insights and personas on the student journey, but the insights were almost immediately able to be workshopped and implemented with Faculty. Marketing communications strategy has been strengthened and has become more targeted, leading to the main end goal of increasing enrolments. ”
On October 16th Deakin and Bastion Insights were recognised for this work and won the AMI Award for Market and Consumer Research Insights.