CHERIL Project 2014/15 ‘ Transition into University - The Fashion S.O.C. A case study approach Ms Rachel Studd and Dr Gianpaolo Vignali Design and Fashion Business School of Materials FASHION WORKS AT MANCHESTER
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Outline 1. Current Status (RS) 2. Methodology (GV) 3. Results/Analysis (RS & GV) 4. Suggested Framework (GV) 5. Dissemination (GV) 6. Future direction (RS) FASHION WORKS AT MANCHESTER
Current Status • A need for knowledge of the discipline area following an internal re-brand of UG programmes; • Develop an awareness for a higher education and academic approach to the subject; • To create “pass on a spark of inspiration,” to all students including (WP) allowing access and transition to university; (Manchester 2020 Strategic Plan) • Greater management of students expectations; • A move towards better student integration considering engagement and empowerment Holmegaard, Madsen & Ulriksen(2013) FASHION WORKS AT MANCHESTER
The Problematic Transition for 14-17yrs • Currently this aged group is engaged at school in a ‘narrative’ to learning where as university follows a more independent, analytical approach. (Marland, 2003). • A requirements to understand the need for a relationship between the students and the culture of the programme they enter and also an increasing concern for issues of identity . Ulriksen Madsen & Holmegaard,(2010) • Transition requires both social and academic support. (Chambers et. al., (2002) (Cohen et. al., (2012). FASHION WORKS AT MANCHESTER
Generating an Understanding for the Transition Bridge • Requires clear linkages from their academic discipline to their future working careers (Briggs, et. al., 2012). • Aid in the ‘demystifying’ of university education (Vinson et al. 2010) • Creating a sense of belonging for the prospective student before they apply to university (Cohen et. al. 2012). FASHION WORKS AT MANCHESTER
Outline 1. Current Status 2. Methodology 3. Results/Analysis 4. Suggested Framework 5. Dissemination 6. Future direction FASHION WORKS AT MANCHESTER
Methodology – The Journey Understanding the target demographic (14-17yr) Desk Research • Needs Behaviours • • Attitudes • Motivations FASHION WORKS AT MANCHESTER
Desk Research feedback 14 - 17 year olds considering university BEHAVIOURS – what they do NEEDS – what they want • Digitally native, so they are adept at using the very • Feel empowered to make a decision about best resources digital has to offer their future • Often use digital sources as a first port of call for • To see what choices their peers are making information on their future education • 15-24 spend on average 40hrs per month online • Want to be assured they will be • 75% of UK 16-24 year olds use the internet on employable following a degree their mobile • Information on the reputation of the • Three-quarters of 15-24 year olds use social institution and department networking sites ATTITUDES – what they think MOTIVATE – what will move them • Unsure about their future • Attention grabbing and engaging content Anxious about the significant debt • • Clear and concise advice that talks to their needs university will incur • Seeing peer success • Excited to be leaving home • Honest, authentic engagement – understanding • Trust their friends opinions their needs, but not pretending to be like them • University needs to be fun and productive FASHION WORKS AT MANCHESTER
Desk Research Recommendations • “Snackable content” – “bite-sized” pieces of content that can be quickly consumed by your audience • This encourages engagement without making your audience feel they have put in too much effort • Attention span for online content is between 3-8 seconds. • Once the audience is engaged they are likely to spend no more than 15-20 minutes in total viewing the site • Video content should be between 60-90 seconds FASHION WORKS AT MANCHESTER
Methodology – The Journey Understanding the target Design – The pilot SOC demographic (14-17yr) Desk Research Requirements • Needs • Design Behaviours Content • • • Attitudes • Navigation • Motivations FASHION WORKS AT MANCHESTER
Fashion SOC • Creation of a Small Online Course (SOC); • A case study investigation into the journey in a non- traditional academic discipline of Fashion; • Aid in the ‘demystifying’ of university education; • Confirming a students decision to make the transition to study at University at an earlier stage; • Creating a sense of belonging for prospective students before applying to university; • Starting the student experience at an early stage which can then be built on with a very positive relationship. FASHION WORKS AT MANCHESTER
Fashion SOC Benefits • Scalable student transition tool; • Enhance the transition experience of prospective students; • Engagement through Statement of Accomplishment • Act as an outreach tool for the international student sector; • Interactive learner-centred pedagogic approach to engage with various phases of the student lifecycle; • Raise aspirations of higher learning through to career destinations. FASHION WORKS AT MANCHESTER
Fashion SOC Pilot Site FASHION WORKS AT MANCHESTER
Methodology – The Journey Understanding the target Design – The pilot SOC demographic (14-17yr) Desk Research Requirements • Needs • Design Behaviours Content • • • Attitudes • Navigation • Motivations User Testing • Timing/Who? Questionnaire design • • Measure? FASHION WORKS AT MANCHESTER
User Testing • Prospective UCAS applicants on Visit Days (17-18yrs) • ‘Discovery Day’ (16yrs) • ‘Step into the Future’ (14-15 yrs) FASHION WORKS AT MANCHESTER
Questionnaire • Closed and open ended questions • Likert scale • Employability • Navigation • Independent Variables • Measure • Frequency analysis • Factor Analysis FASHION WORKS AT MANCHESTER
Methodology – The Journey Understanding the target Design – The pilot SOC demographic (14-17yr) Desk Research Requirements • Needs • Design Behaviours Content • • • Attitudes • Navigation • Motivations User Testing Final SOC Design • Timing/Who? Questionnaire design • • Measure? FASHION WORKS AT MANCHESTER
Outline 1. Current Status 2. Methodology 3. Results/Analysis 4. Suggested Framework 5. Dissemination 6. Future direction FASHION WORKS AT MANCHESTER
User Testing Feedback • School /Tutor very influential • Planning age for HE is 15-16yr olds • Suggested Improvements were: – More career insights job variety & salaries – Alumni destinations – Day in the life of existing students – Examples of University type projects/work – A-Level subjects commonly chosen FASHION WORKS AT MANCHESTER
A large proportion of the users tests were agree/strongly agree with SOC elements: Mean %Strongly SOC Statements Agree/Agree I could navigate my way through the WebApp course easily 1.51 92.5 I could find my way through the information easily 1.56 93.2 The WebApp has changed my perception of the fashion industry 2.74 35.0 The opening clip set the WebApp into context 1.86 86.3 I have a clearer understanding of the fashion industry and the variety it offers 2.11 72.7 I have a clearer understanding of what is involved within the academic university system 2.01 80.3 I understand what might be expected when entering higher education 1.92 80.3 The WebApp has given me a good understanding overall 1.78 88.0 The WebApp has helped with my decision-making / planning 2.41 51.3 The WebApp would have made it easier for me to decide on which course to apply to if I 1.99 75.2 had seen it at the start of my journey FASHION WORKS AT MANCHESTER
Data Analysis • The average planning age for considering a move into higher education is 15.75 years of age • The SOC to target prospective students is 16.16 years of age. • More beneficial after the student has commenced their transition journey this supports the earlier notion that the school/tutor initiates the process. • Successfully targeting of prospective students will aid in the success linked with recruitment but also essential that this is in a digital language. FASHION WORKS AT MANCHESTER
Kaiser-Meyer-Olkin and Bartlett’s Test • From this you can see that the Chi-Square is at good level and p<0.05. The KMO score of 0.763 places the data between the meritorious and middling categories suggesting that the data is of an adequate level Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .763 Bartlett's Test of Approx. Chi-Square 296.320 Sphericity df 45 Sig. .000 • The resulting principal component analysis revealed that there are three components associated with this data as presented by the total variance explained and scree plot FASHION WORKS AT MANCHESTER
Data Analysis • More career insights job variety & salaries • Alumni destinations • Day in the life of existing students • Examples of University type projects/work • A-Level subjects commonly chosen FASHION WORKS AT MANCHESTER
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