The majority of universities in this country are currently experiencing high levels of financial stress, cutting courses and staff numbers. Short term this will help balance the books, but it needs to be accompanied by a plan for revenue growth, otherwise, it's a road to nowhere.In declining markets the focus should be on growing market share, and a good place to start for universities is by making their degree portfolios much more attractive than those from less competitive institutions. This is where best in class marketing should be working hand in hand with academics.But more often than not, marketing in universities focuses on communicating what academics have to offer. By contrast, marketing in the private sector starts by understanding customer needs and wants, then helps design the product or service to meet those needs better than anyone else. Years of private sector experience in marketing and advertising in sectors as tough as food, drink, financial services & automotive I now apply to making degree portfolios ultra competitive. My goal is always to create benchmark degree programmes with a clear point of differentiation.Blending quantitative analysis and qualitative insights, Excel spreadsheets and a sprinkling of creativity, I work with directors of marketing and academic leads to differentiate programme propositions, sharpen pitches, maximise revenues, optimise tariffs, identifying gaps and new opportunities. All the way through from horizon scanning to positioning strategy, portfolio rationalisation to degree presentation. I work closely with less than a handful of universities every year, all of them repeat clients. One or two new challenges would be welcome, but only from February 2025 onwards.