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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2016 – unprecedented!

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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

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