Imperial College Business School (ICBS) is part of Imperial College London, a global university leader in science and technology. ICBS noticed a decrease in applications in their online (part-time) MSc programmes and wanted to understand the current market and competition alongside reviewing ICBSs’ position within the online market.
In light of this, ICBS approached Turquoise Thinking to undertake a thorough and robust piece of desk research in order to provide a better understanding of ICBS’s position in the marketplace and to identify whether there are any opportunities within the online market for MScs.
This included utilising secondary research to discover the candidate market for online MSc programmes by assessing trends around volume and demographics, understanding the competitor market for online MSc programmes, evaluating current trends for different online qualifications and establishing ICBS’ current position within the market for qualifications and to identify any future trends.
Based on the findings from the research ICBS identified areas within their current MSc offering that needed to be reviewed in order to broaden appeal. Equally we successfully identified emerging trend areas for ICBS to observe for potential future opportunities.
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