strategy & operations in our time
TRANSCRIPT
S t r a t e g y & O p e r a t i o n s I n O u r T i m e
Andrew DisburyUniversity of the West of Scotland London, UK | February 2017
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INSTITUTIONAL STRATEGYACADEMIC, RESEARCH, LEARNING & TEACHING, STUDENT RECRUITMENT INTERNATIONALISATION
STRATEGIES
TARGETSACTIONSOUTPUTS
GROW-MONITOR-REPEAT
Strategy
overseas recruitment ► TNE ► online ► overseas campus ► global institution
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Study in UK (Onshore)
Distance Learning (Online)
TNE (Offshore)Flying Faculty/ Franchise
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1998-2010 International Students = Govt Policy directed from No. 102009 Points-Based System (PBS) introduced by Labour Govt2010 & 2015 General Elections Cons. Home Secretary considers overseas students to be “migrants”, subject to enhanced controls and “net migration” targets2016 post-EU Referendum Students are still “migrants”, “Brexit” threatens non-EU and EU staff and students in UK
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INSTITUTIONAL STRATEGYACADEMIC, RESEARCH, RECRUITMENT &
INTERNATIONALISATIONSTRATEGIES
RECRUITMENT TARGETSRECRUITMENT ACTIONS
OUTPUTS
GROW-MONITOR-REPEAT
Strategy
AnnualBasic Compliance Assessment 3 Key Measures:
Visa refusalsfewer than 10% (5%?)A further reduction?
Enrolmentsat least 90% of CAS Used
Course completionat least 85% of enrolled students
departure metrics?
differentiation?
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Study in UK (Onshore)
Distance Learning (Online)
TNE (Offshore)Flying Faculty / Franchise
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Structure
Common functions or processes
Align structure to customer groups
Create unified journeys led by people, supported by systems
Benefit from better customer service andstaff satisfaction
“compliance-based marketing, student recruitment, & admissions”
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
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Facts Brand
Capacity
Colleagues Promotion
Costing & Pricing
Operations