Midlands Conference, Strategic responses presentation, David Bryan & Nick Allen
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Transcript of Midlands Conference, Strategic responses presentation, David Bryan & Nick Allen
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Strategic Challenges in a Competitive Environment David Bryan, De Montfort University Nick Allen, The University of Northampton AUA Midlands Regional Conference Wednesday 14 January 2015
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Aims of Today:
• Reflect on the keynote speaker’s presentation; • Consider how universities are responding to existing
challenges; • Reflect on your own institution’s strategies, strategic
responses and impacts.
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Strategy 101 – The Basics
Why
How
What
Ted Talks How great leaders inspire action https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
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The benefit of strategic planning
• NPO – the benefit of strategic planning • Kaplan and Norton – Office of Strategy
Management • Strategic flexibility utilizing a strategic
framework
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Strategic Planning at DMU
• Theme based strategy (currently) – Annual integrated planning exercise – Quarterly review points – Performance monitoring to Faculty / School – Supported by central planning team; and
dedicated planning partners in each Faculty.
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Strategic Planning at Northampton
• Single strategy – Raising the Bar – Underpinning Operational Plans; – Annual budget and Unit (academic and
professional services) planning process; – Monitored through key performance indicators
at institutional and School levels.
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Competitive Markets
• Is Higher Education a competitive market? – Ability to charge
• Profit • Limited places / rivalry • Excludability i.e. no free provision
– Consumers can reject provision
http://economicsonline.co.uk/Competitive_markets/Competitive_markets.html Accessed 05/01/2015 at 10:53
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Challenge 1 – Supply and Demand
• Can we grow the UK Higher Education market? – Full time first degree numbers increased by 29% between 2003-
04 and 2011-12, but remained steady in 2012-13 (Student Number Control)
– Other undergraduates have declined (44% between 2009-10 and 2012-13)
– Postgraduate taught numbers increased 19% from 2007-08 to 2011-12, but have declined 12% in 2012-13.
– Full time postgraduate research numbers increased by 41% between 2003-04 and 2012-13
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Challenge 1 – Supply and Demand (2)
• Can we grow the UK Higher Education market? – Has £9000 become the defining factor
• Part time and Other undergraduate fees • Between 2007-08 and 2012-13. HEIs lost 45% of Other
undergraduate students; FEIs gained 39%. • For the 223K other undergraduates lost, HEIs gained 222K
degree students. – Alternative providers
• 29,200 tuition loans issued in 2012-13, 9,800 tuition loans issued in 2011-12
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Competitive Markets
• Is Higher Education a competitive market? – Not yet. – Supplier behaviour is being set by policy, not market
demand. – However competition is building – 300% growth(?) in
Alternative providers – What markets should we be in?
http://economicsonline.co.uk/Competitive_markets/Competitive_markets.html Accessed 05/01/2015 at 10:53
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Challenge 2 – Students as Consumers
• Perception over the relative value of the £9000 tuition fee – Can a student define a quality product – Outcomes?
• The rewards of a degree – £250K boost for females (over lifetime) – £165K boost for males (over lifetime) – Higher reward for good honours
• The rewards of Masters (PGT) – £200K additional over 40 years
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Challenge 2 – Students as Consumers (2)
• Perception over the relative value of the £9000 tuition fee – Other outcomes
• Graduates are more likely – to report better health – to vote / volunteer / engage positively in society – to not commit a crime
• Or just a more demanding market – 30-34 year olds with a HE qualification, 51.1%(2013)
and 35.6% (2003)
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Challenge 2 – Students as Consumers (3)
• Perception over the relative value of the £9000 tuition fee – However the previous outcomes aren’t HEI specific – What differentiates HEIs?
• What are the tangible immediate benefits and qualities a student can compare between HEIs?
• League tables - 2007 research showed league tables have no impact on domestic recruitment.
• NSS
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Competitive Markets
• Is Higher Education a competitive market?
– Do we have informed consumers? • At a sector level given the benefit of PGT study • At an institution level
– Do we know what students want?
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Over to you…..
• What do you think are the challenges? • Are we in a competitive market situation?
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Strategic Responses
• Deliberate increases or decreases in student population;
• Investments in student experience (staff); • Campus redevelopments;
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Strategic Responses at DMU
• Investment in student employability – FrontRunners, Graduate Champions
• Investment in student experience – #DMUGlobal – Mile2
• Theme based focus – Central projects office
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Impact at DMU
• Destination of leavers from HE – Employability Performance Indicator
• 87.4% (2011-12) to 93.8% (2012-13) FT degree
• Reduced number of corporate projects – Moving effort to focus on key strategic
projects
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Impact at Northampton
• Improved student satisfaction – 2011: 80%; 2014: 89%
• Top 50 UK University Ranking (Guardian) • Improved reputation
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Over to you…..
• In groups, what have been your institution’s strategic responses;
• What has been the impact? (Be prepared to report back to the group)
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The Future of the Sector (in our view) • More market driven and student centric • Fees won’t increase leading to real term
reductions • Demand will become increasingly unpredictable • Removing cap will increase competition • High fixed costs • International Competition • Winners and Losers
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