Project overview
The challenge
Birmingham Newman University had reached a point to pause and take stock. The higher education landscape was shifting, student expectations were changing, and with a new faculty and increased visibility, there was a real opportunity to rethink how their undergraduate offer was positioned for the future.
They wanted a clearer view of how their portfolio is performing today, and where the strongest opportunities for growth sit. So they asked us to help them build that picture.
Bringing clarity to the portfolio
With 35 undergraduate degrees and ambitions to grow enrolment, the university needed a joined-up view of performance, demand and potential.
We explored:
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Which courses are performing well (and why)
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Where demand is increasing
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How well their portfolio reflects future needs
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Where there’s space to grow and evolve
Building the evidence
We approached this in phases, with each stage adding another layer of insight.
We started with performance, looking at internal data alongside wider market trends and competitor activity to understand how the current portfolio is landing.
We then stepped back to look at the bigger picture. What’s happening across the UK undergraduate market? Where is demand for graduate skills heading? And how does that map against what Birmingham Newman currently offers?
Finally, we spoke directly to prospective students (over 600 of them) to understand what influences their choices, which subjects feel relevant and how the University is perceived.
We pulled this together into a set of practical recommendations the University could act on straight away.
This included:
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Strengthening courses that already show strong potential
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Identifying priority areas for new development
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Improving the competitiveness of lower-performing subjects
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Bringing the portfolio closer in line with future demand
A stronger foundation for growth
With a more aligned portfolio and a stronger link to market demand, Birmingham Newman is in a better position to attract students, respond to employer needs and make confident decisions about future investment.
In their
own words
Helen Burgoyne,
Head of Student Recruitment & Marketing Birmingham Newman University
“SMRS’s ability to translate complex data into clear, actionable recommendations has empowered the University to align its academic portfolio more effectively with regional and national priorities, ensuring continued relevance and sustainability. The final report exemplifies excellence in market intelligence and sector strategy, and it will serve as a cornerstone for institutional decision-making in the years ahead.”
Meet a few members of our team
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