Commercial-in-Confidence

PROPOSAL
MARKET FEEDBACK
POSTGRADUATE COURSES
QUT FACULTY OF
CREATIVE INDUSTRIES

Corporate Context Pty Ltd

8 March 2006
Market and Business Strategy
 Table of Contents

Page
1 Project background and objectives 3
2 Methodology principles 4
3 Methodology detail 5
4 Costs and timing 6

Appendices
Profile - Corporate Context and Helen Skippen 7

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QUT FACULTY OF CREATIVE INDUSTRIES March 2006
1. Project background and objectives
The Faculty of Creative Industries (CI) at QUT delivers a range of postgraduate courses including a Graduate
Certificate and Master of Advertising (Creative or Strategic Advertising). The courses are relatively new with only
(roughly) 10 graduates and 30 or so students currently enrolled. Demand for the courses is high, currently well
exceeding capacity. International students (predominantly full-time) account for roughly 25% of the intake with the
remaining 75% of domestic students (both full-time and part-time). Demographically there is a balance of genders,
but a skew towards younger age groups.

Given the early stage development of the course, the Faculty is currently conducting a review to underpin future
success of the postgraduate offering. Part of this review is to determine market satisfaction with the postgraduate
offering across the broad range of components. The “market” is determined as past and current students and various
parties associated with employment of graduates. Specifically, the review aims to:

• Understand the role of the QUT and CI Faculty branding and competitive position in the context of the
advertising postgraduate courses.
• Understand pre-course expectations and ultimate satisfaction with the course against these expectations.
• Understand how graduates currently fill the skill requirements of employers.
• Identify the core strengths of the course (unprompted), which can be leveraged in future strategies.
• Identify the things that are not done well in the course and need improving (unprompted).
• Specifically explore perceptions on a series of course characteristics including, but not restricted to:
– Course structure and streams (as responding to market needs)
– Teaching and learning capabilities
– Equipment and facilities
– Student support
– Cohort building
– Appropriate assessment
– Staff/ student interaction
– Transition/ job placement.

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2. Methodology principles
o Given the small numbers of the postgraduate population and the broader employment contacts, it is proposed
to conduct this exercise qualitatively. Although not known until the recruitment time, this will most likely
comprise a combination of focus groups and depth interviews.
o Focus groups provide an ideal scenario for students to compare and contrast experiences and exchange pre and
post course perceptions. They are usually willing participants and this type of exercise adds to the alumni (or
current student) course experience. However, postgraduates are difficult to bring to common place and time
due to work commitments (and geographic spread). Hence it may be that we need to default to either single or
group depth interviews.
o Industry contacts (advertising and recruitment agencies) would be handled via personal interview (face-to-
face) as this type of contact sends positive signals to the market about QUT CI and its strategic intent.
o In both student and broader market “recruitment”, we would rely quite heavily on resources within the Faculty.
It is assumed that recruitment, venue, refreshment and incentive (movie tickets or similar for students) costs
would be borne internally, rather than at a the usual commercial rate.
o In other work conducted for the QUT Faculty of Business, we have recommended some connection with the
quantitative instruments used by the Faculty for student feedback (eg SET, SEU and CEQ data). If there are
issues that have been raised in these forums, then this type of project can explore specific questions in
greater depth. Similarly, the qualitative approach may highlight some broader, strategic level issues which the
Faculty may choose to quantify and track over time. Apart from noting the connection, this proposal does not
deal with any quantitative assessment.

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QUT FACULTY OF CREATIVE INDUSTRIES March 2006
3. Methodology detail
o Recruit and conduct two focus groups, segmented into full-time and part-time students (regardless of whether
they be international or domestic students)
- Each group comprises 8 - 10 participants
- Recruitment conducted by the Faculty/ School from the full population of current and past students
- Assume the Faculty/ School will provide some form of incentive (movie tickets or similar)
- Groups will be conducted on-campus at a suitable location and refreshments provided
- Each group will be of 90 minutes duration and moderated by Corporate Context partner, Helen Skippen
- Note taking will be provided by Corporate Context.
Note that in the event of not being able to gather sufficient numbers at the one place and time, then we
will default to telephone discussions.
o ‘Recruit” and conduct 6 - 8 personal interviews with industry contacts, from the contacts provided by the
Faculty. The initial “recruitment” should involve an introductory letter from the School/ Faculty with follow up
(by CC) to arrange an appointment time.
o Analyse the findings from both groups and interviews and prepare and a report prepared in a qualitative form.
This will provide major themes, but no percentages, given the small sample base.
o Present the findings to the executive team of the Faculty and School.

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4. Costs and timing
Costs
o Project cost of $4,980 (plus GST) covering 24 hours of professional time and some administrative support (for
note taking).
o Communication, travel and materials are payable, in addition, at cost.
o GST is payable at 10%

Timing
o The full time frame for project delivery is 4 - 6 weeks from commencement, to allow for recruitment time for
the focus groups and time to conduct the personal interviews.

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 CORPORATE CONTEXT PTY LTD
Corporate Context Pty Ltd is a specialist strategic management and marketing consultancy with a unique mix of
professional and commercial skills. The practice has been developed by partners Denis Loaney and Helen Skippen in
response to a market need for a focused, high quality practice offering highly personalised service to clients.
Partners work very closely with a small group of clients assisting them with marketing research and analysis, strategic
decision-making and implementation.
The firm and its network of specialist contractors comprises a highly experienced team, with a thorough and
commercial combination of research, marketing, strategy, financial and human resource skills. These skills have been
harnessed into four main services, assisting clients to:
Seize market opportunities Develop organisational capacities
• Marketing audits • Organisation performance reviews
• Industry/market research • Change management and corporate structure
• Industry/market intelligence • Executive selection and development
• Market feasibility
• Marketing strategy
Build competitive strategies Drive business performance
• Development and analysis of strategic options • Strategy implementation management (strategy into action)
• Facilitation of strategic decision-making • Board, marketing and management coaching
In delivering these services, the Corporate Context team devotes considerable energy and commitment to
pragmatically assisting clients. Great emphasis is placed on the design and implementation of creative strategic
decisions to achieve a results-driven outcome and value for money for clients. In sum, our team is highly experienced,
capable, ethical and highly values effective client relationships.
Beyond the core team, the practice has access to an extensive network of joint venture consultants and contractors,
all of whom are expert in their field. This way, the client is able to access the right combination of experts for the
particular problem or opportunity at hand beyond the expertise of Corporate Context.
The firm has an easily accessed position in Fortitude Valley and the full range of modern facilities and technology to
provide a quality service to clients. The partners are fully government accredited to deliver a full range of programs.

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HELEN SKIPPEN
B Bus MBA AFAIM
Business and market researcher and strategist
Approach
With 23 years of practical experience creating and implementing business/marketing plans for a diverse range
of clients, Helen is an expert at market and business research, strategic marketing and management. She
believes strategic/marketing plans should be well grounded in thorough research and disciplined thinking, then
shaped to combine theoretical knowledge with creativity and practical application. Accordingly, her focus is
pragmatic and results-oriented. Helen likes to work closely with her clients during all phases of projects,
combining her sound technical skills with the ability to distil complex issues into achievable business and
marketing strategies. She encourages the practical aspects of implementation and delivery, with a good sense
of organisation and attention to detail. Her consulting approach is thorough and helpful.
Specifically, Helen’s expertise lies in the areas of industry/market analysis and research; facilitation of
decision-making; strategic, business and marketing planning.
Experience
o Career commencement in retail and shopping centre management (Myer management team).
o Joined a fledgling research and marketing consultancy and was part of a team over 12 years that grew the firm into a major competitor in the
Australian market (Marketshare Pty Ltd - a major supplier of complex market analysis, quantitative/qualitative research and marketing planning)
o Co-founder of Corporate Context in 1992. Remains a part-owner and partner of the small, specialist practice.
o Experience in a wide range of industries in both the public and private sectors. In particular, a strong exposure to the retail, property &
construction and professional services.
o Research and strategy skills have been adapted across a wide range of industries and markets; different types and sizes of organisations.
o Currently Director of WorkCover Queensland.
Qualifications
o Undergraduate degree in business (marketing and management) from Queensland Institute of Technology.
o Completed Master of Business Administration (Queensland University of Technology) in mid 90s (with Dean’s Award for Excellence).
o Fully government accredited to provide strategic and marketing research and planning.
o Member of the Market Research Society, the Australian and American Marketing Associations and an associate fellow of the AIM.
The person
o Born and educated in Brisbane. • Married with two boys (aged fourteen and twelve years).
o Quietly determined, organised and able to cope with multiple demands at one time.
o Enjoys long term client relationships; role of corporate “helper”; challenges of new markets and organisational problem-solving.
o Outside work, spends time reading, gardening, parenting and maintaining fitness.

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CONTACT US

CORPORATE CONTEXT PTY LTD

95 Robertson Street, Fortitude Valley Qld 4006
PO Box 1423 Fortitude Valley Qld 4006
T 07 3854 1044
F 07 3252 3322
E helen@corporatecontext.com.au
W www.corporatecontext.com.au

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