New programme development research UK Arts University The brief A UK arts university was looking into possible new areas of opportunity for future qualifications, with a view to increasing overall applications to their courses. In addition, the university wanted to investigate trends around awareness of their brand and uncover the ways in which prospective arts students found out about courses, so they could effectively channel their marketing to increase brand awareness and the number of applicants to their courses. Our approach and methodology We used a three stage methodology with the third stage being informed by the first: Stage One: Industry research looking at the trends in growing and declining sub-sectors of the creative arts industry, industry reports, news websites, buzz monitor

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