Wednesday 27 September

Muscliffe Karate Academy in Bournemouth is currently benefitting from a new form of Government–funded project being delivered by Bournemouth University (BU).

The project, known as a Shorter Knowledge Transfer Partnership (SKTP), is aimed at focusing the University’s expertise in marketing on raising awareness of the Academy to help it fulfil its aspirations to expand and grow. Though BU has an excellent track record in delivering benefits through KTP projects, this is the first of what the University hopes will be a number of the Shorter KTPs they will be engaged in supporting over the months to come.

The Academy trains both children and adults and is highly inclusive in its operating philosophy, working with those who have no karate experience through to those competing at regional and national levels.

To maximise its support for the local community, the Academy is working with BU to revise its marketing and business development strategies over a 40–week period thanks to government funding and the support of a University graduate and academic.

"New people wanting to learn about Karate have always arrived at the academy on a regular basis. Our local reputation is very good and people who know us realise the quality of the training that we can provide, and the personal benefits that such training will instil", explained Academy Director Gary Excel. "We have a vision for the future and the Academy is now strategically looking to expand, both in terms of students and training venues, so we need to raise local and regional levels of interest to attract a larger volume of new entrants, and to support its overall activities with high profile sponsorship from external organisations."

BU academic Dr Martyn Polkinghorne worked with the company to develop a funding proposal to support the project. "Marketing for this type of organisation is highly niche and relies heavily upon local knowledge and innovative solutions. Conventional consultancy is therefore not considered to offer an appropriate solution. Instead a knowledge transfer solution is required in–which knowledge is embedded within the organisation, and Academy staff are developed on a personal level to enable them to modify and implement the solution developed in the longer–term, leading to sustainable economic growth.

"Bournemouth University is always interested in talking to local businesses who think that a similar type of project may help their own business to grow and develop," Dr Polkinghorne continued. "These projects can be in a wide variety of business–related areas in partnership with profit and non–profit making organisations. They involve the employment of a graduate working full–time for up to 40 weeks, with weekly expert academic input that can provide vital research, knowledge and data. This type of shorter KTP project can offer fantastic value for money as the cost to a small or medium sized business is £15,200 for a 40–week project with the Government adding another £22,800.

BU has a strong track record for the success of its strategic KTPs. For example, Dorset Cereals – the UK’s leading provider of muesli – has completed two successful partnership projects with the University. The Dorchester-based company hired University graduates to help develop its marketing and production functions and has nearly quadrupled the size of its business as a result of the partnership.