2011 Planning Day

MBA

Bob Gilliver

Strategic Plans 2012

MBA

Executive Summary

• The MBA underpins the IGSB

• Without a successful MBA, there is no IGSB

• The MBA pays 100% of all our salaries

• The Adelaide MBA is our “icon” & not a product we intend to use for rapid growth

• • We will keep improving the quality of the

MBA, so it stays contemporary.

• As a School, we seek new growth from new initiatives, other than the MBA

MBA

The Adelaide MBA

• 4 Annual Intakes • 300 active students at all times • Recruit 150 new students per year • Retain 5-Stars • Stay in BOSS “Top 10” • Update core courses regularly • Offer new Electives regularly • Two International Visitors annually • Add Value for students • Conduct Career Workshops • Conduct Visiting CEO Program • Active MBA Advisory Board • Professional Devlpt Workshops • Introduce MBA Citizenship Award • Introduce MBA Scholarship • Revitalise teaching facilities

MBA

Online MBA

• Currently about 800 course enrolments per year

• Grow this to 900 in 2012

• Grow this to 1000 in 2013

• Move away from Discussion Board Model

• Move towards an Internet TV model

• Seek assistance from outside ITS to design this

• In the interim begin recording more material on video

• More podcasts from teaching staff

• More use of “Twitter” for course enrichment

• More students doing “hybrid” MBAs

The Online MBA must innovate

Begin planning to move towards an Internet TV model, and

encourage more students to do a hybrid model

MBA

Chinese MBA

• 12 course MBA, no electives • Entrepreneurship compulsory • MRC is compulsory • Delivered in Mandarin • Each course is 24 hrs

Face2Face • New Agreement starts 2011 • Waiting for MOE approval • Fee is RMB95,000 (55% to

UniSA) • 4 Intakes already done since

first started in 2008)

SWJU South-West Jiatong University, Chengdu

• Operative since mid-2008 • Initial 4-year term • 12 course MBA, no electives • Entrepreneurship is compul-sory • Strategic Quality Management is compulsory • Delivered in Chinese language • UniSA teach 6 courses. • JUFE teach 6 courses • Students do 2 courses per term • Students finish MBA in 18 months

• Each course is 24 hours Face2Face • One Annual Intake min 80; max 100

• Fee is RMB 65,000 (55% to UniSA) • Now up to Intake 5

JUFE Jiangxi University of Finance & Economics, Nanchang

Our strategy is to hold these 2 Programs at current levels, but improve the quality of both Programs by more diversified marketing to attract higher calibre students, and more training of locally based Course Facilitators to narrow the gap in overall grade levels between CMBA classes, and local MBA classes.

MBA

Hong Kong MBA

with our partner

Hopkins

Education Group “In 2012, our objective is to complete the changes arising from the 2011 Review….all with the

objective of lifting Quality”

• 5-year Agreement • 4 Intakes per Year • About to start Intake 16 • 40 students per Intake • 250 students at all times • Rolling Timetables • Large Class Sizes • Online Delivery • Optional Tutorials

Hopkins Model

Major Recommendations • Reduce Grad Cert Entries to 25% • Undertake Corporate Marketing to lift student quality • Interview students to assess English Language skills • Shift more responsibility to tutors for managing Discus-

sion Boards • Course Facilitators to “Skype” in to first Tutorial in each

delivery • Increase fees by 10% • Quarterly Information Sessions

MBA

Page 7

Growth Products

• Graduate Certificate in

Sustainable Business • Chinese Academy of Social

Sciences (Beijing) • New Corporate MBAs • Santos MBA

MBA

Financial Strategy

M B A . . . . . & t h e I G S B

The existing University Financial Systems provide no meaningful data

to enable the Program Director to financially manage the MBA,

either in relation to revenues or costs.

Dimensions of the MBA ● Total Revenue $8m

● Number of Students: 1,150

● Delivery Modes: 6

● Annual Course Deliveries: 120

MBA

And then we can all smile….

Financial Strategy

M B A . . . . . & t h e I G S B

The key Performance Metrics we need, but don’t have

• Monthly actual revenues by MBA Delivery mode • Monthly actual costs by MBA Delivery mode • Budgetted Fixed Costs by MBA Delivery mode • Contribution margins by MBA Delivery mode • Marketing costs per MBA enquiry • Marketing costs per MBA conversion • Average Teaching costs per delivery in each Delivery mode • Assets Employed for the MBA by Delivery mode • Return on Assets for the MBA by Delivery mode • Cash Flows (including debtor levels) for the MBA

MBA

“The honour we enjoy as a 5-Star MBA, carries a burden of

responsibility around quality….not just to maintain

quality, but to be a market leader in the quality of everything we do,

from the first contact with each potential student, right through to

their life as an Alumni. To aspire to anything less than this quality

goal, is to have failed”

Where do we stand on Quality GMAA 5-Star Ratings

Only 3 MBA Programs in all of Australia have stayed in the 5-Star Band, the last 4 years: • UniSA • University of Melbourne • University of Queensland

Financial Review BOSS Rankings

• Overall

6th in Australia • Did I like my School

3rd in Australia • Did I get a pay rise

7th in Australia

MBA

AS AN APPLICANT

Integrity of Marketing Materials

Enquiry Response times <24 hours

Application Process-ing <48 hours

100% website Accuracy

AS A STUDENT

Teaching complaints <2 per Study Period

Feedback complaints <2 per Study Period

Enquiry Response times <48 hours

MBA

Marketing Strategy for the Adelaide MBA

Brand Strategy

Advertising

MBA Information Session Dinner

Relationship Marketing by PD

Word of Mouth & Referrals

Flexibility Quality Application

MBA

Marketing Strategy for the Online MBA

Brand Strategy

MBA Expos Word of Mouth & Referrals

Virtual Information Sessions

Relationship Marketing by PD

Flexibility Quality Application

MBA

Marketing Strategy for the Chinese MBA

Partner decides Marketing Plans

Referred to TSS Annually

Referred to MDU For “review”

Applications to PD

Partner Marketing Activities

MBA

New Marketing Strategy for the HKG (Hopkins) MBA

Brand Strategy

Email Mailing Lists

Print Advertising

Internet Advertising

Brochure Kit Mailed Out

Quarterly Information

Session (PD)

Direct Corporate

Marketing (by PD)

Relationship Marketing

New

New

New

Growth Strategies for the Graduate Certificate in Sustainable Business

1. Develop a specific Value Proposition focused on Australia’s emerging Policy Debate around GHG, CO2, and Resource Taxes.

2. Focus that Value Proposition at Board Level

3. Initiate Corporate Marketing of the GCSB Product

4. Use the Online delivery mode as the USP

Two intakes annually. Each Intake comprising up to 15 Santos executives and 5 par-ticipants from “related” cor-porations. Program runs for 18 months

Mixture of online courses and

intensive face2face courses.

Participants graduate with both: Master of Business Admini-

stration (UniSA), and

Graduate Certificate in En-ergy and Resources (UCL)

Cost is A$4,000 per course

Participants undertake two

courses simultaneously

Program Description

Special points of interest:

Market this to: ElectraNET

PIRSA AGL

PETRONAS BHP BP

ETSA ENVESTRA

PWC SA WATER

$4K

Growth Product.. Corporate MBAs

MBAs with a blend of our Core Courses, and Electives relevant

to certain Industry Sectors.

Electives may be offered by UniSA, or Partner

Universities. Some options:

● Mining Industry (ANU) ● Defence Industry (Cranfield)

Special Projects (aka “Value Adds”….

around the MBA

• Experiential Learning • Board Observants • Consulting Projects • Industry Internships

• MBA Citizenship Awards

• Mentoring Program • Visiting CEO Program • MBA Advisory Board • MBA Careers Workshops • MBA Professional Development

Workshops

MBA

Our greates…..our grea

Strategies for t

Academic Leadership (Level E) • OB/OD/HRM • Strategy

• Sustainable Business

MBA

st resource… atest problem

the “Right Team”

Professional Staff Stability • Bi-lingual Program Management • Interest & Skills in Online Education

• Corporate Experience/Focus

2011 Planning Day

Documents

Transcript of 2011 Planning Day