Development of marketing strategy for Biomed Online Learning short courses in healthcare sector.

Descriptions

Biomed Online Learning (www.gre.ac.uk/biomed) is a mature programme of tutor-supported short courses that offer continuing professional development or postgraduate qualifications for workers in the healthcare sector at a rate that suits workforce needs and budgetary constraints. Delivered on-line, the format also allows staff to share best practice across different locations and reflect on training needs to support a changing workplace. Courses are created by teams of specialists drawn from both the healthcare workplace and higher education sectors and span a range of management as well as specialist healthcare topics. Although the courses were originally targeted for the professional development of biomedical scientists, the changing nature of the UK healthcare workplace has resulted in several of them finding broad application across a much wider range of professions than originally envisaged. One consequence of this is that the Biomed brand is well-respected, but is not necessarily the most suitable title for some of these other groups.As a result we are now seeking information and analysis that will enable us to assess more accurately the current position of the programme and that of the individual courses, both nationally and internationally. In addition, we require recommendations that will assist us in developing our marketing strategy.Specifically, we seek to understanda) The nature and size of demand for the type of online short courses exemplified by Biomed Online across a range of healthcare disciplines in the UK, mainland Europe, and internationally. This assessment should include a realistic assessment of gaps in the market, and information on competitor programmes and organisations, including the growth of “Massive Open Online Courses (MOOCs)”.b) The nature and size of demand for Postgraduate Qualifications and for accredited learning across different healthcare professions, including for medically-qualified staff.c) Opportunities for licensing courses to English-speaking and non-English speaking countries and legal and quality assurance issues which should be considered.d) Options for the rebranding of Biomed Online.e) Policy developments, such as service and workforce changes, and career modernisation, which create new training markets or remove existing ones. In England, this would include the shift from secondary to primary care of some of the management of long-term conditions.The successful tenderer will be able to provide evidence of previous business with the healthcare sector and knowledge of the professional training requirements of healthcare professionals within the UK, Europe and internationally. The work is likely to take 3-4 months.