Planning context and strategic directions – International and Development 2008

At the beginning of 2007 the former International Division merged with the former Corporate Marketing and Alumni and Development units of Student Affairs to create the International and Development (I&D) Division. The business units of the new division are: Swinburne International and National Recruitment (SINR), charged with responsibility for recruitment of all students to the University, coordination of the University’s student exchange program, and first port of call support services for international students in Australia; Marketing Services (MS), responsible for Swinburne brand management and market positioning, electronic and print communications to audiences including potential students and alumni, and potential student enquiry management; International Partnerships and Quality (IPQ), overseeing the quality framework for Swinburne’s international partnerships, (including initiation, implementation and review mechanisms), onshore and offshore compliance on behalf of the whole University, and the Division’s quality improvement processes; Alumni and Development (A&D), coordinating Swinburne’s services to alumni and corporate and other supporters, as well as development or fundraising activities; and Commercial Services (CS), overseeing the Divisional budget, producing revenue projections and strategic advice to I&D management and working with University departments on the development of international partnership business plans.

In mid-2007 the Vice Chancellor released Swinburne 2015, a discussion paper outlining his vision for the University’s development over the next eight years. I&D presented its response to that paper to representatives from across Swinburne at a planning day held in August, and has developed this plan and strategic objectives based on the outcomes of that presentation and subsequent discussions and consultations. The plan reflects the market driven approach of the Division’s activities, with an emphasis on customer service, collaboration with internal stakeholders, quality processes and the growth required to deliver on the vision encapsulated in Swinburne 2015.

In terms of international student recruitment, the Plan has been prepared at a time when Swinburne has experienced two years of phenomenal growth in commencements. The challenge is to maintain this growth in the face of significant competition, a strong Australian dollar, a more stringent compliance framework onshore, changes to the skilled migration program, ongoing press coverage on issues such as the English language proficiency of international students, and an ever-changing regulatory environment in our offshore program markets. Recruitment of domestic students continues to be conducted in an environment of shrinking school-leaver cohorts, intense competition for fee-paying local students, a skills shortage crisis and an absence of vision for the sector’s future from the major political parties. Offshore, clearly defined shared targets for international partnership enrolments need to be agreed with faculties and schools in order to add much needed additional pipelines to onshore programs. Broad internationalisation objectives, such as enhanced student mobility for TAFE and Higher Education students, the student experience in a diverse classroom, internationalisation of staff, students and the curriculum, also rely on shared objectives and a shared vision for a truly international University. Our Sarawak campus has benefited from significant investment from the Sarawak State Government, and is growing well, but must continue the current progress towards greater integration with Australian colleagues and organisational units. Alumni services have been reviewed in 2007, and a feasibility study carried out into Swinburne’s fundraising potential. These will provide the basis for an A&D strategy out to 2015, which will need to deliver significant increase in annual giving and donations. The establishment of the Higher Education Endowment Fund is indicative of a new interest by government, business and the sector in this source of revenue for universities.

Swinburne’s market position domestically has changed little in the past few years. In order to achieve the objectives of Swinburne 2015 a market position must be clearly defined in order to support student recruitment on and offshore, clearly staking out our position as research intensive in niche areas, delivering a work-relevant curriculum across our traditional discipline portfolio, with a firm footing in practical and vocationally oriented education and training going back one hundred years.

The planned 2008 audit by the Australian Universities Quality Agency (AUQA) has been a significant driver for the review of practices and processes within I&D during 2007. The outcomes of the self-review process that underpins AUQA preparation will feed into I&D’s push for an ISO accredited quality management system during 2008, for the whole of the Division.

Swinburne 2015 throws out a clear challenge to the University. We can stay as we are, and hope that we survive in an uncertain and competitive environment, or set ourselves to achieve domestic and world rankings in teaching, research and revenue generation that will future-proof the University and position Swinburne as a leader in innovation in the education industry.  The development of a performance culture across the University, and within I&D, will be crucial to realising the Swinburne 2015 vision. Revenue generated from the activities of International and Development – recruitment of fee-paying students in particular – will underpin growth targets out to 2015.

Planning Day

International & Development held a planning day on 17 August, 2007. Staff of the Division were addressed in the morning by the Vice Chancellor and Pro Vice Chancellor (International & Development) and Directors, following which group discussions took place to provide the opportunity for feedback on the presentations.

The Vice Chancellor's address was based on his paper Swinburne in 2015. The presentation from the Pro Vice Chancellor (International & Development) and Directors outlined International & Development's response to Swinburne in 2015.

Staff from Higher Education, TAFE and corporate areas were invited to attend an afternoon session on the same day. Once again, the PVC (International and Development) and Directors presented, and time was provided for group discussion and feedback on the presentations.

Following the planning day, the International & Development Management Group then held a retreat on 22 August which focussed on drafting strategic goals for the division for 2008-2010, taking into account the feedback from the major planning day of 17 August.

The outcomes of this process include the International & Development contribution to the University Plan 2008 - 2010, and the International and Development Plan 2008 - 2010. The International and Development plan has been circulated for comment.

Swinburne in 2015
Presentation by Vice Chancellor Ian Young
International and Development presentation - Growing Swinburne - response to Swinburne in 2015
University Plan 2008 - 2010
International and Development Plan 2008 - 2010