strategic internationalisation planning | spring eaie academy 2014

How to draw up and implement a strategic internationalisation plan?

Spring EAIE Academy, The Hague, April 2014

Ramon Ellenbroek, VU University, Amsterdam, The Netherlands

Marina Casals, Universitat Rovira i Virgili, Tarragona, Spain

Learning outcomes

At the end of the course you will have the skills to:

•Plan an institutional strategic process, focusing specifically on internationalisation•Identify the key components and processes necessary for a successfully integrated institutional internationalisation plan•Implement every step of the strategic planning process within your institution•Define an international vision for your institution and be able to transform it into objectives and actions

• Going through the different steps of the strategic planning process• Dealing with case studies• Learning from peers (and that largely depends on you!)• Having fun while learning!

• Having your SIP at the end of this course• Having all your problems solved • Not making small mistakes when making your SIP… that’s life! (and

learning)

What to expect?

What NOT to expect?

•What is strategic planning?•Why do we need it?•Benefits of process, of results, etc (internal or external)•What are the benefits for YOU/your work?

Strategic planning – introduction

It is an organisation’s process of defining its strategy, or direction, and making decisions on allocating its resources to pursue it.

What is strategic planning?

• Establishes priorities• Vision• Reference• We may agree or not, but it’s a

federating source

Why is an SIP useful?

Process

Results You

Benefits

Strategic planning

•Diagnosis•From vision to outcomes•Quality assurance and review process•Communication strategy

• SWOT• Market research and competitor analysis • Stakeholder analysis• Gap analysis• Situation analysis

Diagnosis

Helpful to achieve the objective

Harmful to achieve the objective

Internal OriginAttributes of the organisation

Strengths Weaknesses

External OriginAttributes of the environment

Opportunities Threats

Diagnosis – SWOT

• Market information• Market segmentation• Market trends

Diagnosis – Market research

Key IndustrySuccess Factors

Weighting Competitor 1 rating

Competitor 1 weighted

Competitor 2 rating

Competitor 2 weighted

1 – High Quality research

.4 6 2.4 3 1.2

2 – Student happiness

.3 4 1.2 5 1.5

3 – Attractive campus

.2 3 .6 3 .6

4 – Attractive International programs

.1 7 .7 4 .4

Totals 1.0 20 4.9 18 3.7

Diagnosis – Competitor analysis

Diagnosis – Stakeholder analysis

Diagnosis – Gap analysis

• Company analysis• Competitor analysis• Customer analysis• Collaborator analysis• Climate analysis

Diagnosis – Situation analysis

From vision to outcomes

From vision to outcomes

Quality assurance and review process

Importance of Communication strategy

• Why is it important?• What do we communicate?• How can we communicate?• To whom should we communicate?• Can we ‘internationalise’ an institution

without communication?

Communication strategy

Join us for this course from 7-9 April 2014 at the EAIE Academy in The Hague to learn how you might take internationalisation to the next level in your institution!

Making it happen

The EAIE Academy is a one-week training programme for international higher education professionals: www.eaie.org/training

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