From a one stop university to partner for life Attila Pausits Head of the Center for University Continuing Education and Educational Management (CUEEM)
Agenda � Danube University Krems � Points of departure � Relationship Management Approach � SRM Framework � Conclusions
The Entrepreneurial University � From 90 to 5,500 students in 15 years � Specialist for continuing education � Leading provider in Austria and Europe � state university with profit centre structure and management by objectives � Budget: €42 mill. (2008) � Own earnings 78%
Centre for University Continuing Education and Educational Management � HE management and LLL � CSEE Region � Research, teaching, consulting � Postgraduate Master „Higher Education and Research Management“ � EU projects
Points of departure � Ivory tower (merit and reputation) � Internal differentiation (loose collection of decomposed and fragmented units) � New information and communication technology � Changing modes of delivery � Demystified science � Loosing knowledge monopoly
Changing times � transdisciplinary, heterogeneous and transient environment � Bologna Process, LLL, autonomy � from a state or academic oligarchy dominated systems into a market oriented or market driven environment � demographic developments � competitive advantages � different student types
HE institutions in transition � need for interaction and collaboration with HE stakeholders � focus on job skills and outcomes � partnerships and collaborations � students to customers, clients, partners � from seller’s to buyer’s market � transaction vs. relationship � from “One-Stop-University” to partner for live
HEI development OLIGARCHY
Relationship Management Approach
The life cycle paradox Revenues End of the Relationship ? Final exams Expenses Interm. exams + + Enrollment Private earned profit 0 0 10 10 11 11 12 12 13 13 t4 t4 t5 State financed losses „ „ _ _ Applicant Student Alumni Alumni Klumpp, M., Fröhner, S., 2005, S. 7
Everybody is looking for good students
Students are � Co-producer � Funding basis � Alumni contact
Marketing Mix study study programme- programme- fees fees portfolio portfolio scolarships scolarships teaching teaching quality quality payment payment product product price price arrange- arrange- policy policy length length ments ments target target group group com- com- fairs fairs new media new media distri- distri- muni- muni- press press bution bution cation cation relations relations admission admission events events application application advertisement advertisement procedure procedure
Marketing in HE accom plishm ent degree e.g. M B A branding in the future relationship to the students now infrastructure location products e.g. program m e 1 2 3 4 5 6 7
Some conclusions � We need not only satisfied students but loyal students � Long term relationships cost less then new acquisitions � Focus change from product/programmes to relationships � Service portfolio (third mission)
Elements of Loyalty Relationship quality Beziehungsqualität Vertrauen Trust in in die HEI Hochschule Wahrgenom - - Percieved Hochschul - HEI mene Qualität quality in bindung loyalty education der Lehre Commitment Commitment Commitment Goal Goal goal cognitive Kognitives Kognitives emotional Emotionales Emotionales commitment Commitment Commitment commitment Commitment Commitment commitment Commitment Commitment zur Institution zur Institution to institution to institution zur Institution zur Institution Commitment Commitment Commitment zu außenuni - zu außenuni - versitären versitären to external Aktivitäten Aktivitäten activities Commitment Commitment Commitment zur zur to Familie Familie family Commitment Commitment Commitment Externes Commitment Externes Commitment External Commitment Integration in Integration in Integration Integration in Integration in Integration zur zur Berufstätigkeit Berufstätigkeit professional to into the das akademi- das akademi- into das soziale das soziale social system sche System sche System HEI System System life Integration in die Hochschule Integration into HEI Integration in die Hochschule Langer, M. F., Ziegele, F., Henning-Thurau, T., 2001, S. 31
5 I´s in Student Care Inform Invest Identify Student Care Interaction Intensify Quelle: CSC
SRM Framework
Higher Education Value Chain
Student Life Cycle Management R. Value R. Value R. Intensity R. Intensity Relationship Value/Intensity Relationship Value/Intensity Time Time Recruitment & Recruitment & Expansion & Expansion & Evaluation & Evaluation & Alumni & Alumni & Initiation Initiation Socialisation Socialisation Maturity Maturity Commitment Commitment Revitalisation Revitalisation Prospective Prospective Student Student Activation Activation Management Management Management Management Management Management Study Study Satis- Satis- Complaint- Complaint- Revitali- Revitali- Freshman Freshman Breakdown Breakdown Alumni Alumni faction faction ment ment sation sation Manage- Manage- Prevention Prevention Manage- Manage- Manage- Manage- Manage- Manage- Manage- Manage- ment ment Manage- Manage- ment ment ment ment ment ment ment ment ment ment
Student Life Cycle Management TIMELINE Alumni & Enrolement & Expansion & Assessment & Stages Initiation Revitalisation Socialisation Maturity Commitment Fresh- Account- Student Revitali- Satisfaction Alumni Interested Party man ability Retention sation Manage- Manage- Management Manage- Manage- Manage- Manage- ment ment Tasks ment ment ment ment Quality Management Integration of Recruitment of Knowledge Assessment Creation of New Students New Students Transfer of Services New Potentials at the University Objectives Quality Development, Assurance, Assessment Marketing Ana- Mixers, Feedback Homecoming Events, Surveys, lysis, Online Informational Discussions for Internet Platform, Marketing Brochures, Creation of the Assessment Career Advice Measures Campaigns Individual Care Emotional Ties of Services and Job Placement Intellectual Capital Statement, Evaluation of Main and Service Processes, Higher Education, Staff and Demand-oriented Measurements Interested Party Recovery Student Management Management Management
Student Relationship Management eMail Mailings Collaborative Telefon Internet SRM WAP Personal contact Student TV/Radio Interaction Center Operational Front SRM Office Marketing & Recruitment Service Closed Data Loop OLAP Mining Architecture Analytical SRM Student Data Warehouse Back On-Campus Alumni Finance Student Office ... Services Center Records
Student Data Warehouse Student Data Warehouse Prospective/Alumni List broker/Addresses Education Finance Infrastructure Research External Data Sources Marketing Scholarship/Research University Primary Processes …. University Service Processes
Danube University Krems Case Quick wins � � Contact Management � Campagne Management � Online-Evaluation � Student and Finance Records
Contact management Master Data Study Contact Category
Conclusions � shift from one stop university to partner for life � shift from a transaction-oriented approach to a relationship-based approach � Quick wins � thin line between innovative approaches in HE and institutional integrity
Lessons Learned � To much focus on tools und IT � IT integration or change � Staff commitment � Data quality, data cemetery � Evolution not revolution
Contact Dr. Attila Pausits Head of the Centre for University Continuing Educational and Educational Management (CUEEM) Danube University Krems Tel.:+43/2732-893-2266 attila.pausits@donau-uni.ac.at
OnLine Analytical Processing Rectorate: Programme director : : All programmes of All students In a year one unit for a year for one programme Quarter - - Cont ed. Revenue Umsatz- - programmes zahlen Region Region Vice rector for finance Vice rector for international relations All programmes and regions All programmes and quarters for one region/country for one quarter
Points of conflict � disciplin/organisaton � administration/academia � academic freedom/managerial bounderies � male/female
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