MAXIMIZE
The 5Rs Partnership assists colleges globally with a unique process to build enhanced market orientation through an independent evaluation using the higher education tool known as MAXIMIZE (Market Excellence in Higher Education).
MAXIMIZE is a widely used tool for evaluating and benchmarking marketing orientation across key functions in colleges and universities.
MAXIMIZE was originally co-developed in 2003 in conjunction with HEFCE (Higher Education Funding Council) in the UK based on research into best practice in university student marketing in six countries including the UK, Northern Europe, North America, and Australasia. It was also shaped by quality frameworks and informed by balanced scorecard approaches and by studies that sought to reveal what drove success in education markets.
MAXIMIZE reflects the importance of people, culture, reputation and referral, courses, vision, the student experience, and engagement play in the success of an institution. It evaluates the whole institutions approach to students and student markets.
It includes nearly 100 best practice statements in 18 modules, against which your university can be evaluated using one or a combination of two methods outlined below.
MAXIMIZE -Student Journey and Institution Wide Processes to Build Market Orientation
How do we use MAXMIZE to evaluate and improve College Market Orientation?
There are two methods of evaluation:
MAXIMIZE Campus
MAXIMIZE CAMPUS is an online self-assessment. It uses a questionnaire that has been derived from the statements of best practice in the MAXIMIZE tool. The questionnaire is completed by a defined stratified sample of university staff including senior management, marketers and academics with admissions, programme leader or management roles.
The benefits of CAMPUS (self-assessment) are:
- A great way to set a baseline against which to set targets and evaluate improvements
- Ensures that the review is strategic and captures perceptions from a range of academic, managerial, and marketing perceptive
- A sound basis for setting priorities and for identifying specific areas where consultants might be able to add value through review and development
- An educative process that by engaging a wide range of staff, stimulates then to think more holistically about what delivers success in student markets.
MAXIMIZE Review
MAXIMIZE REVIEW is an expert independent evaluation of your university incorporating the Campus component. It typically involves three stages:
- CAMPUS self-assessment and reporting
- We then spend several days on campus interviewing those lead staff and gathering evidence of current policy and practice. Special attention is paid to those areas that CAMPUS identified as being priority areas. The consultant uses the best practice standard specifications to guide this phase.
- The reporting and presentations are focussed on recommendations for action and advice on how improvements can be implemented.