EMU Strategic Planning

Open Forum

Current Strategic Planning Process

Dr. Susan Martin and Dr. Raouf HannaJanuary 16, 2013

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Agenda

Outline

EMU Strategic Plan – Progress Till Date

Current State / Future State Assessment

Goals / Objectives Development Prep

Next Steps

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Outline

July 2011 – December 2012 Institutional Strategic Planning Council (July 2011 – present) Comprehensive Survey and focus groups Market Analysis - Deloitte Units/divisions strategic planning efforts

Current State / Future State Assessment – January 2013 EMU Mission, Vision & Core Values –

Working on Strategic Themes/Directions now Current assessment of Units' activities to identify Strategic Themes Deloitte’s workshops and focus groups

Goals / Objectives Development Prep – February & March 2013

July 2011 – December 2012

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July 2011 – December 2012

Institutional Strategic Planning Council (July 2011 – present)Strategic Planning Website

http://emich.edu/strategicplan/ Establish effective communication process Review current documents and data

Identify internal and external stakeholdersCompleted Comprehensive Survey and focus groups

Analyzed & Synthesized Survey Results Key themes identified and grouped Prepared draft mission, vision and core values

Conduct Market Analysis - DeloitteEngage in workshops and focus groupsEngage in Units/Divisions/Colleges assessment current activities

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Strategic Planning Components

Establish guiding principles

Tactical activities that must be achieved to accomplish strategic goals (both ST and LT)

Mission,Vision, &

Values

Strategic Directions/ Themes

Measures & Key Performance Indicators

Key Initiatives & Actions

Strategic Directions/Themes: High level Goals for 5-7 years (working on this now)

Success measures and targets

Each component supports the achievement of the one above it – all components are ultimately linked together in a strategic plan

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EMU Mission, Vision, Values MISSION: (APPROVED/ISPC 10-26-2012)

EMU enriches lives in a supportive intellectually dynamic and diverse community. Our dedicated faculty balance teaching and research to prepare students with relevant skills and real world awareness. We are an institution of opportunity where students learn in and beyond the classroom to benefit the local and global communities.

VISION: (APPROVED/ISPC 10-26-2012)Eastern Michigan University will be a premier public university recognized for student-centered learning, high

quality academic programs and community impact.

CORE VALUES: (APPROVED/ISPC 11-13-2012)Excellence – We provide an exceptional environment to our faculty, staff, and students.  We improve our performance continuously and strive to be the best in everything we do.

Respect – We care for our people, communities and the environment and show respect for the dignity of the individual.

Inclusiveness – We create an environment that supports, represents, embraces and engages members of diverse groups and identities.

Responsibility – We are accountable – individually and in teams – for our behaviors, actions and results.  We keep commitments.

Integrity – Integrity and transparency are critical to our institutional effectiveness.  We pursue the highest level of personal, intellectual, academic, financial and operational integrity within the University community. 

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EMU Market Study Key Findings

October, 2012

Kathy Karich, Principal, Deloitte Consulting

Dan Meges, Economist, Chmura Economics & Analytics

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Hyper-competitive Local Market

EMU operates in two difficult markets

Both core region (greater Detroit) and broader region (Michigan-Ohio-Indiana) are:– Marked by slow employment growth

– Historical population decline

• Dampens growth of traditional freshman

Several large competitors, with high and established market share

Near market saturation for many degree programs

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Tough Home Market = Tight Focus

Focus on Brand Management

Develop select “centers of excellence”

Hone message & image

Manage Costs & Efficiencies

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Low Growth Environment

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EMU Profile

Core region:– 8.6% of Bachelor’s degrees

– 7.5% of Master’s degrees

Broad region:– 4.4% of Bachelor’s degrees

– 4.7% of Master’s degrees

In the period 2002 to 2011 EMU had:– A slight decline in bachelor’s degree market share

– A slight increase in master’s degree market share

EMU offerings are well aligned towards high-

growth & high-wage occupations

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Strengths & Weaknesses

Strengths: 72% of undergrad degrees aligned to high-growth,

high-wage jobs Balanced growth from under-grad to grad over 2002-11 Market share strength across several areas:

– Business/Finance Social Sciences– Healthcare Physical Sciences

Weaknesses Underweight in International Students Master’s programs slightly below norm for alignment

for high-growth, high-wage jobs

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Degree Growth Broad Area

Source: Chmura Economics & Analytics

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Market Space for Growth

Some market space exists:

Select education occupations—kindergarten, vocational education

Specialty healthcare—speech pathologists, physician assistants, sonographers, & health informatics

Master’s programs in geology & earth science, public relations & fund raising, and journalism

STEM degree demand – growth 30% likely compared to other areas

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Other Growth Opportunities

Look at select 2+2 programs in the expanded region

Increase international students

Smaller markets offer some space– Select graduate level programs

– Traverse City

Expanding online presence may not drive market share gains

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Smaller Niche Markets

Rural markets can be a source of growth– Bachelor’s degree growth 2002-2011

• Saginaw Valley State University ≈ 9%

• Ferris State University ≈ 6%

Traverse City is exporting students and importing graduates

Other rural markets are short on master’s level offerings– Jackson, Fish Lake, Macomb, & St. Clair

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2+2 Program Space

Sub-baccalaureate degree enrollment will grow faster than traditional bachelor’s degrees

Outreach to this demographic can offset the decline in traditional freshman– Online, partially online, or other flexible schedule arrangements are important to these

adult learners

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Top 15 2+2 Options

CIP Code ProgramExisting

EMU 2 + 2

Associate’s Degree

Awards 2010-11

% Change AS

Degrees 2002-2011

High-Growth &

High-Wage

51.3801 Registered Nursing/Registered Nurse 3,722 102%

24.0102 General Studies 3,654 68%

52.0101 Business/Commerce, General 1,009 33%

15.0303 Electrical, Electronic and Communications Engineering Technology/Technician

528 58%

22.0302 Legal Assistant/Paralegal 391 47%

45.0101 Social Sciences, General 347 200%+

50.0701 Art/Art Studies, General 335 200%+

15.1302 CAD/CADD Drafting and/or Design Technology/Technician

254 200%+

26.0101 Biology/Biological Sciences, General 194 200%+

13.1210 Elementary Education and Teaching 179 200%+

52.1001 Human Resources Management/Personnel Administration, General

114 200%+

15.0000 Engineering Technology, General 109 200%+

44.0701 Social Work 106 27%

50.0408 Interior Design 101 42%

11.1003 Computer and Information Systems Security 97 200%+ Source: Chmura Economics & Analytics

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International Growth

International students (excl-Canada) are growing fast:– ≈20% nationally over the past 5-years

– ≈>30% in Michigan over the past 5-years

Michigan is top 10 state for international students– EMU can leverage core strengths

• Top programs by size—business, (engineering), math & computer, and physical & life sciences

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International Students

Fields of Study2010-11

Enrollment% Change over

2009-10 Country2010-11

Enrollment

% Change over 2009-

10 2002-11 Trend

Business & Management

155,769 7.1% China

257,558 23.3%

Engineering

135,592 6.4% India

103,895 -1.0%

Other Fields of Study

75,459 -1.7%South Korea

73,351 1.7%

Math & Computer Sciences

64,588 6.2% Canada

27,351 -2.1%

Physical & Life Sciences

63,471 3.5% Taiwan

24,818 -7.0%

Social Sciences

63,347 5.6%Saudi Arabia

22,704 43.6%

Fine & Applied Arts

37,237 4.0% Japan

21,290 -14.3%

Health Professions

32,526 1.3% Vietnam

14,888 13.5% Intensive English Language

32,306 24.0% Mexico

13,713 2.0%

Undeclared

19,898 6.4% Turkey

12,184 -1.7%

Education

16,933 -7.5%

Humanities

16,263 -9.6%

Agriculture

9,888 -3.9%Total International Students

723,277 4.7% Source: Institute for International Education

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International Challenges

International Expansions Change the Equation:

Branding and Marketing

Pricing and Profitability

Admissions and Administration

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Refocus?

Educational degrees have hit market saturation at all levels—with only a few exceptions—certificates, bachelor’s, master’s (traditional & online)

Contrary to national norms, the doctoral space is more competitive than at the master’s level

EMU’s STEM programs are in-demand regionally, nationally, and internationally

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Market Geography

Low Opportunity

High OpportunitySource: Chmura Economics & Analytics

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Competitive Landscape

Source: Chmura Economics & Analytics

Current State / Future Assessment Colleges / Divisions Strategic Plans

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Colleges / Divisions Strategic Plans Assessment - Approach

Review College / Division Strategy

Plans

Assess progress towards completion of strategic planning components

Develop Current State Assessment

Conduct Interviews

where needed

Assess Alignment with EMU Mission,

Vision, Values

• On Going Process:

• Few are in infant stage

• Most align with EMU mission, vision and core values

• Strategic Directions/Themes are derived from both divisional/units planning and ISPC’s analysis (January 2013)

• Goals / Objectives Development Prep – February & March 2013

EMU Strategic Plan – Next Steps