Building a STRATEGIC PLAN for an Educational Institution

Building STRATEGIC PLAN

for a Educational Institution

Dr. A. H. Sequeira

Professor

Dept. Humanities, Social Sciences & Management

National Institute of Technology Karnataka

Surathkal,

Mangalore – 575 025

email: [email protected]

2/16/2015 Prof. A. H . Sequeira 1

The Koran says…

“If you don‟t know where

you are going, any road will

take you there”


Ancient Chinese Proverb says…

“Unless we change our

direction we are likely to end

up where we are headed”


What if ………

Funding to the Institution is doubled in next 5 years

If Annual budget is reduced by 15% during current year

Forecast of 25 % increase in demand for certain professionals

MOU is to be signed with 5 different foreign universities.

Research Centre granted by UGC

Atleast 5 New UG and PG programs to be launched in next 3 years


Start Thinking

What would your university/institution look if you were starting today with a clean slate and keeping in view the following factors:

Students

Faculty and staff

Activities

Funds

Infrastructure

Technology

Govt. regulations

Companies


WHAT ARE THE EMERGING

CHALLENGES

The 21st century has posed new and

greater challenges to universities/colleges.

Liberalization, Privatization and

Globalization(LPG) has changed the

organizational environment both internal

and external.


EMERGING CHALLENGES (cont..)

Interests and responsibilities of the stakeholders

in the internal environment have undergone

significant changes.

Needs and expectations of customers,

competitors, suppliers and regulatory agencies

in the external environment have also changed.


EMERGING CHALLENGES (cont..)

Both internal and external environment -dynamic and complex in nature- cause uncertainty in the organizational environment.

Organizations need to cope with the scarce resources-physical, financial, human and information.

Crafting and executing strategic plan helps to pro-actively face the challenges of uncertainty due to changes in organizational environment and thereby resulting in a winning situation to all stakeholders.


Key issues in Strategic Thinking

Stakeholders

Environment

Resources

Technology

Intellectual capital

Space in which university/college would have to function is based on customer needs and stakeholders expectations.


FAQs

1. What is Strategy?

2. What is Strategic Management?

3. Why Strategic Intent?

4. Who reads vision and mission

statements?

5. How do we benefit from vision and

mission?


FAQs (cont..)

6. Who should write the vision and

mission?

7. Why this exercise now?

8. How long is it going to take to frame

vision and mission?

9. Is this exercise relevant to your

university /college ?


What is Strategy

Strategy is understanding - what you do, what you want

to become, and most importantly focusing on how you plan to get there.

Strategy is a plan that aims to give the organization a competitive advantage over rivals through differentiation.

A sound strategy, skillfully implemented, identifies the goals and direction that managers and employees at every level need in order to define their work and make their organisation successful.


Need for Strategy

An organization without a clear strategy, in contrast is

rudderless.

It moves about, dashing of in one direction after another as opportunities present themselves, but never achieving a great deal.

Indeed, good strategy and good strategy execution are the most trust worthy signs of good management.


Process of Strategic Management

Strategic Management is a comprehensive and on-going management process focused on achieving the long term goals and objectives of the organization.

Strategic Management consists of analyses, decisions and actions an organization undertakes in order to create and sustain competitive advantage.


Strategic Management Today

Today, strategic management has moved

beyond for-profit business organizations

to include governmental agencies,

hospitals and other non-profit

organizations.


Process of Strategic Management

Strategic Management consists of four step

process:

1. Strategic Intent

2. Strategy Formulation

3. Strategic Implementation

4. Strategic Evaluation


Strategic Intent

Strategic intent is purposes the organization strives for.

These may be expressed in terms of hierarchy of Strategic intent.

Broadly stated for corporate organisation as:

Vision Statement

Mission Statement

Expressed in precise terms and operational as:

Goals

Objectives


VisionvVvv

i Internal Environment

Vision & Mission

Internal Environment Analysis

External Environment Analysis

Institutional goals and objectives

Strategies and Policies

Implementation

Evaluation and control

Departmental Goals and objectives


Vision

Vision is highest in hierarchy of strategic

intent.

It is aspiration of organization or person to become.

A vision is more dreamt of than it is articulated.


Vision (cont..)

This is the reason why it is difficult to say what

vision an organization has.

By its nature it could be hazy and vague as dream that one experienced that previous night and is not able to recall perfectly in broad day light.

Yet it is a powerful motivator to action.


Benefits of having a Vision

The benefits of having a good vision are:

Inspiring and exhilarating.

Help in creation of common identity and a

shared sense of purpose.

Competitive, original and unique.


Components of vision

A well-conceived vision consists of two

major components

Core-ideology

Envisioned future


1. Core ideology

o Core values

o Core purpose

2.Envisioned

Future

o 10 to 30 – years Big, Audacious Goals

o Vivid description

Articulating a Vision 2/16/2015 Prof. A. H . Sequeira 23

Core ideology defines

- what we stand for

- why we exist.

It defines enduring character of the organization that remains unchangeable as it passes through up and down such as changes in technology, competition or management fads.

Envisioned future is

- what we aspire to become

- to achieve

- to create

progress to attain some thing that will require significant change

1. CORE IDEOLOGY


Core Values

Core values are the essential and enduring tenets of an organization.

A small set of timeless guiding principles, core values require no external justification; they have intrinsic value and importance to those inside the organization.

Organizations tend to have only a few core values, usually between three and seven.

e.g.: Excellence, Integrity, Quality, Respect, Ethics, etc.


Core Purpose

Core purpose is the organization‟s reason

„for being‟/ „purpose of existence‟.

An effective purpose reflects people‟s idealistic motivations for doing the organization‟s work.

Purpose should last for a long period (at least 100 years)

Should not be confused with goals (which may change many times in 100 years).

It is like a guiding star on the horizon-forever pursued but never reached.


2 Envisioned Future

Envisioned Future consists of two parts: - 10 to 30 year audacious goals - Vivid descriptions of what it will be like to achieve the

goal. Visionary organizations often use bold visions,

commonly called as BAGs (Big, Audacious, Goals). We must translate the vision from words to picture with

a vivid description of what it will be like to achieve your goal.

Passion, emotion and conviction are essential parts of the vivid description.


Mission

Mission is the second level of strategic

intent.

While essence of vision is a forward what an organisation wishes to become,

mission is what an organisation is and why it exists.


Mission

Peter Drucker posses the following questions related to business: ◦What is our business? ◦What will it be? ◦What should it be?

3 questions, though simply worded, are in reality the most fundamental questions that any organization can put to itself.

The answers are based on analysis of underlying needs of the society of any organization serves to fulfill.

The satisfaction of that need is, then, the business of the organization.


Understanding Mission

Mission is statement that defines role that an

organisation plays in the society.

It refers to particular needs of that society .

Example: A hospital and medical college are both engaged in satisfying the health care needs and medical education needs respectively.


Mission Statement

Aim of a mission statement is to publicly

declare the purpose, goals, products, markets

and philosophical views of the organization.

Mission statements can help focus the

organization on what really matters – to itself

as well as to its stakeholders

Mission statement represent the glue that binds

organizations together.


Components of Mission Statements

Customer / Market

Product / Service

Geographic domain

Technology

Concern for survival

Philosophy

Self – Concept

Concern for Public image


Characteristics of Mission Statement

Feasible

Precise

Clear

Motivating

Distinctive

Indicate major components of strategy

Indicate how objectives are to be accomplished

WALK AND TALK…….. Should go together


Goals

Goals denote what an organisation hopes to accomplish in future period of time.

Goals represent a future state or an outcome of the effort put in now.

They represent the end results which can be normally quantified and measured

E.g., Profits, Growth, Market share, Social responsibility, Sales, Customer satisfaction, etc.


Types of Goals

Broad categories of goals are made depending on:

a) Time duration

(short-term, medium-term & long-term)

a) Financial & non-financial

b) Official, operative, operational,

c) Qualitative & quantitative

d) Decision levels

(strategic, tactical and operational).


Objectives

Objectives are ways and means of achieving the

goals. They are concrete and specific in contrast to

goals which are generalized. Objectives are written using the SMART

formula: Specific Measurable Achievable/appropriate Realistic Time bound


Preparing Strategic

Intent


Preparing for Strategic Intent

1. Stakeholders Analysis

2. SWOT Analysis

3. Environmental Analysis

4. Resource Analysis


Preparing for Strategic Intent

1. Stakeholders Analysis

- Identification of key/primary stakeholders (owners, employees, customers, suppliers)

- Stakeholders expectations

- Stakeholders influence

- Assumptions made about the values and expectations of stakeholders


Preparing for Strategic Intent(cont..)

2. SWOT Analysis

- Most basic technique to analyze the organisation and industry condition

- SWOT: Strengths, Weaknesses, Opportunities and threats

- Provides framework for analyzing internal and external environment of organisation


SWOT Matrix

Internal Factors

Strengths Weaknesses

Opportunities

Threats S T –

Maximin strategy

W O – Minimax strategy

S O – Maximaxstrategy

W T – Minimin strategy


Environmental Analysis

3. Environmental Analysis

- Internal Environment (Owners, BOD, Employees, Culture, etc)

- External Environment

Task environment (Customer, Competitors, Regulators, Suppliers, etc)

General Environment

(Demographic, Socio-cultural, Political/Legal,

Technological, Economic, Global)


Environmental Analysis

Internal Env

Task Env

General Env


Resource Analysis

4. Resource Analysis

- Physical Resources

- Human Resources

- Financial Resources

- Information Resources


Where and how to Begin?

Reinventing Strategic Intent

Begin with - 5Ws +1H W-What

W- Where

W- When

W- Who

W- Why

H- How


Suggested Model

STRATEGIC INTENT

FOR A

UNIVERSITY/COLLEGE


Reinventing Strategic Intent

Identify philosophy

Identify core values (3-7)

Identify major stakeholders

Identify goals (5-10) to be achieved in next 5-10 and 10-20 years

Write a vivid description on achieving the goals

Evolve a Vision Statement

Derive a Mission Statement


VisionvVvv

i Internal Environment

Vision and Mission

Internal Environment Analysis

External Environment Analysis

Institutional goals and objectives

Strategies & Policies

Implementation

Evaluation and control

Departmental Goals and objectives


Example- Core Values

Respect

Preserve human life

Dedicated service

Quality

Excellence

Integrity

Ethics


Core Values meaning…

Respect :

“We uphold the self esteem and dignity of

all our customers and sustain human life

by healing and comfort”


Core Values meaning …

Quality:

“We are dedicated to achieving the highest

levels of quality in patient care and

nursing education”



Excellence:

“We strive for excellence in everything we

think, say and do.”



Integrity:

Honesty, Fairness and self-scrutiny in every

thing we do, as well as assure

confidentiality and privacy.



Ethics:

We seek to uphold high standards of

professional ethics education and

institutional governance.


Identify Stakeholders

Governing Board

Teaching faculty

Non – Teaching

Students

Regulators / Governments

Suppliers

Creditors / Funding Agencies

Local Communities

General Public


IDENTIFYING INSTITUTIONAL

GOALS : Examples Goal I: Effective Organization & Governance

Goal II: Attract and train potential talented students

Goal III: Affirm Highest Quality of Teaching Learning Process

Goal IV: Mobilization, Optimum Allocation and Utilization of Financial Resources

Goal V

Goal VI


DEVELOPING

INSTITUTIONAL OBJECTIVES


Example :Goal I: Effective Organization &

Governance

OBJECTIVES:

To provide corporate strategy & effective

overall direction.

To establish efficient channels of

communication between employees and

administration/management

To encourage participation of key

stakeholders in decision making.


example- Goal II: Attract and train potential talented

students

OBJECTIVES:

To attract potential and talented students on competitive basis from all sections of society to different UG, PG and Research programs.

To develop and sustain an environment to encourage innovation, creativity, team spirit and entrepreneurial leadership.

To encourage students to participate in co-curricular & extra-curricular activities.


example -Goal III: Affirm Highest Quality of Teaching

Learning Process

To provide globally relevant education.

To set up comprehensive audit of all

academic processes

To establish facility for creating high

quality learning resources.


DEPARTMENTAL GOALS

AND OBJECTIVES


Example : Department XXX

Type of Goal Objectives

Short Term :

Upgradation of course

content and laboratory

facilities for UG and

PG students.

Syllabus revision

Procuring Text Books

Procuring additional

equipments

Offering new electives

Organize special lectures


Example : Department YYY

Type of Goal Objectives (O)

LongTerm : To encourage

faculty & staff to enhance

their domain knowledge

and pedagogical skills so as

to improve the quality of

education/training imparted

to students

O1: To depute faculty & staff

to training programs in

institutions of higher learning

O2: To encourage faculty &

staff to undergo training in

pedagogical skills

O3: To arrange for expert

lectures from leaders in

industry and institutions of

higher learning


FORMULATING KEY STRATEGY

AREAS Governance and Organisation

Quality Assurance (QA)

Human Resource Management(HRM)

Resource Optimisation

Brand Image

Research and Consultancy(R&C)

Educational Social Responsibility (ESR)


Example- STRATEGY AREA :

Governance and Organisation STRATEGIES (Actions)

1.Encourage participation of key stakeholders in decision making.

2.Provide for decentralization of authority and delegation of

power.

3.Provide for transparency, accountability and democratic

process.

4.Plan effective career growth through attractive compensation

and promotional avenues to all faculty and staff.


Example -STRATEGY AREA :

Quality Assurance (QA): TEACHING-

LEARNING PROCESS

STRATEGIES : 1.Promote and propagate a self concept of quality

2.Undertake curriculum planning, development, review and revision periodically with inputs from stakeholders.

3.Improve responsiveness to educational needs of students and of industry.

4.Provide for student peer tutoring and mentoring by alumni.


STRATEGY IMPLEMENTATION

To achieve the goals set by Departments -

IDENTIFY Resource Implication(Dept.

level): Infrastructure & Human


Example- Department of ZZZ

Type of Goals Infrastructure Human Resources

ST 1: : Enhance Research and

Consultancy Activities

1. Dedicated Internet

Connectivity with more

bandwidth.

2. Latest Hardwares /

Softwares

1. More Research

Fellowships

2. Additional Technical

Staff

LT 1: Strengthening and

Nurturing Human

Resources: Faculty and

Staff

1. Individual Room with all

the computing facilities.

2. More Lab Space.

3. Additional Computer

Systems.

1. More Support and

opportunity to improve

the faculty members

academically.


Example :Library

Types of Goal

Infrastructure

Human Resources

ST :Best utilization

of online and offline

resources of the

Library

- Digital Library

- Computers –

latest version

- RFID Technology

library professionals

computer

professionals

LT: Overall

development of

Library – to provide

best services to the

end user.

A.C. Reading Rooms

- INTERNET

library professionals

computer

professionals


Example : ACTION PLAN – INSTITUTIONAL

LEVEL

What

(actions)

Who

(to responsibility)

When

(Schedule)

Governance and Organization

Board of Governors

Director

Continuous

Teaching-learning process Dean , HODs & Faculty

Continuous

Financial Management

Director, Dean , Registrar

Dy. Registrar

Continuous

Quality assurance

Director, Deans,

HODs

Continuous

Human Resources Management

Director,

Registrar

Annual


Example :Action Plan – Departmental

Level What (Activities ) Who (Responsibility) When (Schedule)

Enriching the curriculum based on

responsiveness to students’ needs and

the needs of industry

Dept. committee Once in 12 months

Dual degree programmes at under-

graduate level

Senate, BOS 2015-17

Introduction of multi-disciplinary post-

graduate programmes

Senate, BOS

2017

Publication output Faculty and research scholars Continuous

Guidance of research scholars Research guides Continuous

Number of PhDs awarded Research Scholars Continuous

Research Funds Faculty Continuous

Consultancy Faculty Continuous


Example : Performance Measures -

Institutional Level

Measures Frequency

Organization and Governance

Meetings conducted by various bodies – BOG,

Senate, BOS, HODs, All Faculty, All Non-teaching

Staff, Grievance Committee, All Advisory

Committees.

Minutes communicated to all the stakeholders

MIS Implementation

Professorial Chairs

As per Rules / Mandate

Within 2 weeks

Within 1 year

1 per year


Example :Research & Consultancy

Research & Consultancy

Publications in Research Journals

- Total no of research publications in National journals

per year

- Total no of research publications in International

journals per year

- Total no of papers presented in national conference /

workshop per year

- Total no of papers presented in international

conference / workshop per year

- No of research publication in journal / proceedings per

faculty per year

Total No. of new projects added per department

Patents and IPRs

- No. of applications for patents per year

- No. of patents obtained

No of new MOUs signed

xx

xx

xx

xx

x

x per year

y

yy in 5 years

Yy per year

X & y is to be determined

by the institution


Example : Performance Measures -

Departmental Level

Measures Frequency; quantum

Curriculum revision Once in two years

Introduction of new electives Two in a period of two years

Students undergoing internship in other organizations 3% increase in each year

Student awards in Technical Competitions 2% increase in each year

Research

No. of PhD degrees awarded

No. of PhD scholars registered

No. of papers published (in National )

No. of papers presented (International Conferences )

No. of books/ book chapters published


Concluding Proverb

Seeing people in person is a big part of

how you drive any change process. You

have to show people a positive view of

the future and say ‘we can do it’. -Jeffrey Immelt

CEO- General Electric


Building a STRATEGIC PLAN for an Educational Institution

Education

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