Strategy & Operations In Our TIme
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Andrew Disbury presented on strategy and operations in higher education. He discussed how universities develop institutional strategies around academics, research, learning and teaching, student recruitment, and internationalization. Strategies involve setting targets and taking actions with measurable outputs that are monitored and repeated annually. Disbury also examined how government policies have impacted international student recruitment over time and how universities structure their operations around student customer groups.
Strategy & Operations In Our TIme
- 1. S t ra t e g y & O p e ra t i o n s I n O u r T i m e Andrew Disbury University of the West of Scotland London, UK | February 2017
- 2. # H U E M E A 1 7 2016 – unprecedented!
- 3. # H U E M E A 1 7 INSTITUTIONAL STRATEGY ACADEMIC, RESEARCH, LEARNING & TEACHING, STUDENT RECRUITMENT INTERNATIONALISATION STRATEGIES TARGETS ACTIONS OUTPUTS GROW-MONITOR- REPEAT Strategy overseas recruitment ► TNE ► online ► overseas campus ► global institution
- 4. # H U E M E A 1 7 Study in UK (Onshore) Distance Learning (Online) TNE (Offshore) Flying Faculty/ Franchise
- 5. # H U E M E A 1 7 1998-2010 International Students = Govt Policy directed from No. 10 2009 Points-Based System (PBS) introduced by Labour Govt 2010 & 2015 General Elections Cons. Home Secretary considers overseas students to be “migrants”, subject to enhanced controls and “net migration” targets 2016 post-EU Referendum Students are still “migrants”, “Brexit” threatens non-EU and EU staff and students in UK
- 6. # H U E M E A 1 7 INSTITUTIONAL STRATEGY ACADEMIC, RESEARCH, RECRUITMENT & INTERNATIONALISATION STRATEGIES RECRUITMENT TARGETS RECRUITMENT ACTIONS OUTPUTS GROW-MONITOR- REPEAT Strategy Annual Basic Compliance Assessment 3 Key Measures: Visa refusals fewer than 10% (5%?) A further reduction? Enrolments at least 90% of CAS Used Course completion at least 85% of enrolled students departure metrics? differentiation?
- 7. # H U E M E A 1 7 Study in UK (Onshore) Distance Learning (Online) TNE (Offshore) Flying Faculty / Franchise
- 8. # H U E M E A 1 7 Structure Common functions or processes Align structure to customer groups Create unified journeys led by people, supported by systems Benefit from better customer service and staff satisfaction “compliance-based marketing, student recruitment, & admissions”
- 9. Use market intelligence and data to evaluate courses and decide which ones customers really want Identify things we are less good at, and either improve them or stop doing them Invest to develop capability and manage performance robustly 1 Be clear about who we are, what we stand for, and promote this consistently inside and out Acknowledge the costs, price effectively and simply, charge that price, and then collect it Locate the jewels in the crown and celebrate them – learn to do good things, and always shout about them 2 3 4 5 6 Facts Brand Capacity Colleagues Promotion Costing & Pricing Operations
- 10. # H U E M E A 1 7 10 #scotlandwelcomestheworld