McCann World Group (Erickson) / Research Executive work.

1. University of Buckingham
University Tour Debrief (Yeomany House- 25th March 2013)

2. University of Buckingham
1. Research Purpose
Understand the mindset
and experiences of both
students and parents
attending open day –
before, during and after.
To inform, shape and
develop the future
strategy for open days
to ensure attendees
have a fulfilling and
successful experience.

3. University of Buckingham
2. Key Objectives
Experience the tour
through the eyes of
a student / parent
and decide on
choice of Uni
Report back to
university on
good / bad
points
Identify unique
selling points /
competitive
nature of the
Uni
Extract good / bad
points of the tour
Conclusions /
What impact
does open day
have on
students choice
of Uni?

4. University of Buckingham
3. Research Approach
Ethnography:
1 Attending alone
male and graduate from
university deploying key
observations in tour experience /
hospitality & overall university
atmosphere.

5. University of Buckingham
4. TOPIC AREAS COVERED – THE JOURNEY
CORE OBSERVATIONS ON-GOING DIARY TASK
Before Tour Day
• Choosing the University of Buckingham to come visit from looking at national tables / survey
• Clarity of website / deliverance of message / competitive advantage / success rates
• Ordering the Prospectus / booking an tour
Photo & questions
We are particularly interested
in any comms you get relating
to open days: how useful is the
info, what does it tell you, what
is missing and what might you
improve?
What is effective, what could
be improved but also how to
engage with a university.
Conclude the overall student
journey to choosing a
university.
Expectations of an open day
• Ease of finding the university / arriving on time / locate parking / CCTV?
• Emphasis of delivering key messages on website with tour
Open Day
• Meet & Greet expectations
• Cleanliness / hospitality
• Access to all departments / meet lecturers / view equipment
• View facilities / catering / accommodation / sports equipment / SU Overview / Societies
• One-to-One questions
Conclusions / Reflections of overall choice process
• Choice confirmation
• Positive / Negative points
Reflections of the overall choice process

6. University of Buckingham
5. THE JOURNEY
What do the
University league
tables say about
the university?
What does the
Buckingham
Website say about
the university?
Conclusions
Areas to
Improve
The Open Day
experience

7. University of Buckingham
What do the
University league
tables say about
the university?
C.U.G / 116 G / 120 NSS /146 TT
55 16 4 N/A
Summary of League Tables
The University of Buckingham is ranked 4th out of 146 of the National
student survey which students rank it out of satisfaction which is evident on
the tables above. The Guardian ranks the University 16th out of 120 based
on graduate opportunities and teaching quality.
The campus life style, shopping, sports facilities are slacking behind with one
opinion.

8. University of Buckingham
What do the
University league
tables say about
the university?
What does the
Buckingham
Website say about
the university?
Conclusions
Areas to
Improve
The Open Day
experience

9. University of Buckingham
Buckingham is unique. It is the only independent university in the UK with a Royal Charter, and probably the smallest with around
2,000 students (approx 1,300 on campus). Honours degrees are achieved in two intensive years of study. We keep class sizes
small, with a student: academic staff ratio of 10.5:1 and the Oxbridge style tutorial groups are often personalised and always
exhilarating.
The University campus is well known for being one of the most attractive locations in the region. The Great Ouse river, home to
much wildlife, winds through the heart of our campus. Much of our teaching takes place in our restored buildings such as the
Franciscan Building, formerly a friary, and, Chandos Road Building, a converted turn-of-the-century milk factory, while students can
also enjoy the Hunter Street Library, once military barracks.
Each student mixes with 89 other different nationalities and so being at Buckingham is just like being in a mini global village. These
contacts, acquaintances and friendships, carry on long after life at Buckingham is over. Our graduates find jobs all over the
world, and the friendships they make here go a long way to broadening their experience and to giving them links that, possibly, no
other university can do at such an intense level.
What does the
Buckingham
Website say about
the university?
Facebook: General chit chat – 4076 likes
Twitter: Social issues i.e. mental health & complimenting the uni life 4220 followers

10. University of Buckingham
What do the
University league
tables say about
the university?
What does the
Buckingham
Website say about
the university?
Conclusions
Areas to
Improve
The Open Day
experience

11. University of Buckingham
The Open Day
experience
Arriving
“Before arriving, Claire from the
University emailed me a map telling
me where I need to park which was
very helpful. Included, was sign posts
telling me where buildings were”.
“The campus was very quiet, only presence
was the work men dismantling the prom
stage. I arrived into reception, greeted and
welcomed by busy work men painting the
ceiling which was unexpected. So I had to
walk all the way round to the other door to
reception. Eventually, I found reception and
was kindly welcomed Although, I asked where
I could purchase any refreshments, I was
redirected to the other side of the campus
with no assistance from signage to find out
the cafeteria was under construction! What a
waste of time!”
“After walking around the whole campus for no reason, I decided to sit
back in reception and wait for the open day to begin”. to begin”.

12. University of Buckingham
The Open Day
experience
During
“The open day tour began 10 minutes late which was caused by a lost
student”. This was frustrating as other students were on time.
Furthermore, to the visitors surprise; there were 2 people leading the
open day as the main person had to find the lost student and didn’t
introduce themselves. As the tour took shape, I was situated at the
back of the group of which I couldn’t hear the tour guide speak.
Although, one of the tour guides approached me and began to ask
questions about my location and went further by suggesting that there
may be bursaries available which was helpful and informative.
The quality of the accommodation is below average as the picture on
the left shows. After renovating the canteen, I believe they missed a
spot.
“Furthermore, we moved onto the SU area which, was
being renovated. We then walked up the stairs to see
the gym but was closed due to renovations. By this
time, we decided to see the dance studio, but was
being…renovated along with the IT department &
Business School!
“The one place that wasn’t being renovated was…CLOSED! The
library. Although, I had to ask; ‘is the library cheaper than
Waterstones’ It was, and can resell back to the library which is
good for keeping finances in order. One key piece of information
was that the University of Buckingham is the safest campus in the
UK.

13. University of Buckingham
The Open Day
experience
Lecture
“The actual lecture began in a very pleasant looking building which
is used for private tutorials / lectures during the semester. At this
point, beverages were offered (finally) amongst other condiments
and biscuits. The lecture began by a senior lecturer called Dr
Katherine Finlay.
Dr Finlay then went on to extract all the key messages about the university to the students from
the prospectus & website;
• 1:7 student ratio (10:5:1 on website)
• Top 20 Uni in the UK
• Wage expectations after graduation (not in prospectus or website)
• Tutors have coffee budgets for students (not in prospectus or website)
• BPS accredited (British Psychology Society, cant be a psychologist without this)
• Assignments at the Safari park
• 1 Day work experience per week
• 2 year degree programme / enter work early / MSc programme & PhD
• Regular SU trips out of town
All these key points are substantial enough to entice future students to study at the University.
Along with these points, the open day had a 2nd & 1st year student visit and engage in the
meeting so future students can ask any worrying or exciting questions. This was a real positive
point as it can help with the learning curve. Understanding the pass/fail grading system would
have been an advantage for students to know prior to entering the Uni as it would help boast
confidence in students when applying.
“During the lecture, the visitors also took part in a demonstration
FBI profiling case study which was loads of fun and very interactive.
At the end of the day, visitors were given a goody bag filled with a
prospectus, sweets, and bursary information.

14. University of Buckingham
What do the
University league
tables say about
the university?
What does the
Buckingham
Website say about
the university?
Conclusions
Areas to
Improve
The Open Day
experience

15. University of Buckingham
The importance of open day should not be underestimated. Students and parents were very clear about that. Getting the right
‘vibe’ at open day is vital in securing them as a potential student. They see open days as an opportunity to get a real feel for the
environment and atmosphere, to make comparisons between different universities and to ‘test’ the university! They base their
final decision on the feeling they leave with. If the university doesn’t impress them on the day then that door is closed.
Beginning with a disappointing start, the overall feel of the campus is drowned by the actual size of the village meaning that
students will have to seek elsewhere for social entertaining, a downside to the modern 21st century teenager. The facilities were
severely let down by the lack of availability during renovations, and the living accommodation was in-fact substandard, and if I had
to choose; I would commute and save the living expenses.
On the other hand - The actual lecture was great fun, the 100% graduate employment rate along with a 2 year degree course
means that a job at the end in a field of my choice is in arms reach! I could let the disappointment of the facilities be shadowed by
the bright future of working in my chosen field. A huge advantage in todays current economic climate. Not to mention from a
parents point of view, the bursaries and the lecturer/student ratio is excellent, meaning their child will get the best quality attention
from the lecturer.
Conclusions

16. University of Buckingham
What do the
University league
tables say about
the university?
What does the
Buckingham
Website say about
the university?
Conclusions
Areas to
Improve
The Open Day
experience

17. University of Buckingham
Areas to
Improve
Bad Good
Campus was dull and no activity
Prospectus was download only
Open day was delayed by 10 minutes
Couldn’t hear main speaker during tour
No complimentary coffee / tea until lecture
No Diary of programme
No leaflets available for pricing or offers in the for the gym / dance studio
Campus utilities / SU / Restaurant was unavailable
Library looks dated
Restaurant didn’t emphasise special meals / food menu
All 8 Lecturers / departments not visited
Accommodation is substandard
Not enough emphasis on quality of education / links with industry
Didn’t meet other lecturers
Campus was very clean
Lecturer coffee / student budget
Signs on campus
CCTV cameras / security
Only 2000 students / Ratio
2 year degree programme
Excellent lecture with Dr Katherine Sterling / FBI &
Wage
1st & 2nd year student talk
100% Graduate employment
Universities ability to issue own degree
Goodie bag