MAXIMIZE – University Student Journey Review
MAXIMIZE (Market Excellence in Education) is the most widely used tool for evaluating and benchmarking marketing orientation, culture, processes and systems in universities.
Originally developed in 2003, it is based on research into best practices in university student marketing in six countries from the UK, Northern Europe, North America, Australia and Asia. We have completed almost 50 evaluations across multiple continents with universities.
MAXIMIZE has been designed specifically for the university sector, and reflects the important role that people, culture, reputation and referral, courses, vision, the student experience and engagement play in the success of an institution.
It includes 95 best practice statements in 18 modules, against which your university can be evaluated using one or a combination of two methods outlined below.
MAXIMIZE – University Student Journey Review
How we Prepare Institutions
How does MAXIMIZE work?
There are two methods that we can use to evaluate marketing performance:
MAXIMIZE Campus
This uses an online self-assessment questionnaire that has been derived from the statements of best practice. The questionnaire is completed by a defined stratified sample of university staff, including the senior management, marketers and academics with admissions, program leader or management roles.
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FEATURES:
- Generates a report containing benchmarking against other institutions.
- Highlights the strengths and weaknesses in a detailed and more strategic manner.
- Provides actionable recommendations based on responses to the questions.
- A great way to set a baseline for setting targets and evaluating improvements.
- Ensures that marketing review captures perspectives from a wide range of academic, managerial, and marketing experts.
- Serves as a foundation for setting priorities and identifying areas where consultants can add value through review and development.
- Stimulates a more holistic way of thinking about success in student markets.
- Validates internal perceptions of market orientation against the objective insights of experienced education marketing consultants.
MAXIMIZE Review
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An expert independent evaluation of your university that also incorporates the Campus component, this typically involves three stages:
- MAXIMIZE Campus self-assessment and reporting is carried out.
- The lead consultant spends several days on campus interviewing staff and gathering evidence of current policy and practice, paying special attention to those areas that Campus has identified as being priority areas.
- Reports and presentations are prepared, focusing on recommendations for action and advice on how improvements can be implemented.
- A review and development tool to support modernization of the whole university toward a market orientation.
- Enhancement of the student experience, referral, and word of mouth recommendation.
- Alignment of the institution’s processes, culture, and systems with expectations and preferences of today’s students and other stakeholders.
- Deeper and objective market-based analysis of institutional and faculty strengths and weaknesses.
- Face-to-face engagement with expert education consultants, creating greater buy-in to subsequent change and allowing for real-time advice to be offered.
- A robust, independent assessment process that allows a University to be benchmarked over time.