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Strategy & Operations In Our TIme

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Andrew Disbury
University of the West of Scotland
London, UK | February 2017

Published in: Education
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Strategy & Operations In Our TIme

  1. 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. 2. # H U E M E A 1 7 2016 – unprecedented!
  3. 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. 4. # H U E M E A 1 7 Study  in  UK  (Onshore) Distance   Learning   (Online) TNE  (Offshore) Flying  Faculty/   Franchise
  5. 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. 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. 7. # H U E M E A 1 7 Study  in  UK   (Onshore) Distance   Learning   (Online) TNE   (Offshore) Flying   Faculty  /   Franchise
  8. 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. 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. 10. # H U E M E A 1 7 10 #scotlandwelcomestheworld

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