The client

Monash University is one of Australia’s leading research-intensive universities and a member of the Group of Eight (Go8). With a global reputation for teaching, research and innovation, Monash develops programs that respond to emerging industries, societal needs and changing student demand.

The challenge:

Monash University identified an opportunity to develop a new Health Humanities major but needed evidence that the concept was academically robust, commercially viable and attractive to prospective students.

The project required a strategic approach that combined market research, stakeholder consultation and business case development to determine whether the program should proceed and how it could be positioned within an increasingly competitive higher education market.

Our approach:

Affect Media project managed the development of the business case from initial concept through to implementation, providing strategic advice throughout the planning process.

The project included:

• Market research into the emerging field of Health Humanities
• Environmental scanning of comparable university offerings
• Stakeholder consultation across academic teams
• Student focus groups exploring motivations, language and perceived value
• Market research report and strategic recommendations
• Business case development
• Marketing and positioning advice following approval

By combining qualitative research with strategic communications, Affect Media helped shape both the academic proposal and the market positioning of the new major.

The outcome:

The Health Humanities major was approved for implementation and successfully launched to prospective students.

Within its first year, the program reached capacity enrolments, demonstrating the value of combining evidence-based planning with clear market positioning and student-focused communications.

The project also established a strategic framework that supported decision-making from concept development through to successful market launch.

Why it mattered

Universities increasingly need to develop new programs that respond to changing student expectations while remaining academically distinctive and commercially sustainable.

This project demonstrates Affect Media’s ability to bridge research, strategy and marketing—helping institutions understand their audiences, validate new opportunities and communicate innovative educational offerings with confidence.