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

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