UWS Quality Forum 9th November 2012
MAPPING THE PATH FOR UWS
Professor Janice Reid Vice-Chancellor
9 November 2012
SETTING THE SCENE
Professor Janice Reid –Vice‐Chancellor 1 UWS Quality Forum 9th November 2012
UWS 2012 : CURRENT REALITY
OUR CONTEXT –UWS: CREDIBLE AND PURPOSEFUL
• Success – UWS has grown, matured and gained widespread respect over the 2000s
• What kind of University? –when this question was originally asked we struggled to respond –we now know our ‘true north’
• A shared vision – almost 90% of staff express a strong commitment to the University’s vision and values
• Reputation –we are recognised and highly regarded for our values and for the progress we have made.
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Professor Janice Reid –Vice‐Chancellor 2 UWS Quality Forum 9th November 2012
OUR CONTEXT –A ‘FORK IN THE ROAD’
• The field of forces in play are causing a seismic shift in all domains of higher education
• What this means for UWS and how we respond will define the University’s long‐term future
• The context and competition are increasingly international and diversified
• We do not have an exclusive franchise or monopoly on growth in our Region
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UWS : CAUGHT IN THE HEADLIGHTS?
Professor Janice Reid –Vice‐Chancellor 3 UWS Quality Forum 9th November 2012
SOME HOME TRUTHS
• We are in danger of losing our edge in ‘our region’ –this is not just because of what other universities are doing –it is as much about what we are doing or not doing.
• Doing what we have always done to attract students (as for 2012) is not enough.
• 2012 is the first year of a new order –and we did not fare as well as we thought we would (and should).
• The financial implications of this shortfall in student interest in UWS mean we have to be much more focused and efficient to remain competitive.
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INTERPRETING THE DATA :
The data tell us: • We cannot rely on our geographic advantage as place becomes virtual and technology drives innovation and student preferences
• ‘Next generation’ students are seeking out flexibility, relevance, employability and responsiveness
• Competition is not only with us but intensifying exponentially and globally
• The traditional concept and role of a university is being reinvented.
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Professor Janice Reid –Vice‐Chancellor 4 UWS Quality Forum 9th November 2012
WHAT DOES THIS MEAN FOR UWS
• Our income is not secure – competition is our reality
• We must identify, refine and exploit our competitive advantage
• Believing we can ride out the storm is not an option
• This means that transformation is critical so that UWS continues the momentum in its development as an institution of standing
To achieve this transformation we must be efficient operationally to free up resources for innovation in learning and teaching, to fund investment in research and to support our engagement with the region
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A TRANSFORMATIVE AGENDA: OUR FUTURE PROGRAM
The Our Future program was formulated following the Senior Management Conference and has been endorsed for implementation by the Board of Trustees. It focuses on:
• Learning and teaching flexibility: beyond the classroom • Optimising the academic year and infrastructure • Staffing for development • Financial sustainability • Academic programs and pathways • Marketing the University – branding and image
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Professor Janice Reid –Vice‐Chancellor 5 UWS Quality Forum 9th November 2012
WHAT DOES IT COVER?
• Finding an effective and attractive balance between local (on campus) and digital (e‐learning) –our blended learning strategy
• Equipping our current staff and employing a new generation of staff to embrace, enable and extend the blend of learning options
• Identifying and prosecuting our competitive edge: the UWS story and our promise to our students and the region
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WHAT DOES IT COVER (cont.)?
• Reviewing and reshaping our academic program for relevance, attractiveness, resilience and efficiency
• Providing a robust suite of high quality distance education offerings developed in‐house or in a strategic partnership with an established provider
• Purposefully mining and adapting the excellent curriculum material now available internationally online
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Professor Janice Reid –Vice‐Chancellor 6 UWS Quality Forum 9th November 2012
WHAT DOES IT COVER (cont.)?
• Developing a new compact with our staff in which they know they are valued, and there is a shared focus on a culture of adaptability, consistency, pride and contribution.
• Ensuring financial sustainability through open and constructive examination of proposals and of ways to be more productive and efficient.
• Embracing and adapting to open admission to improve enrolments, integrate pathways and develop direct relationships with prospective students.
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FOOD FOR THOUGHT
Some givens: • We cannot stay as we are –we will be left behind
• There are no rules in this new environment
• Change will be exponential and we must be agile, student‐centred, responsive and open
• Technology is ubiquitous and not only must be embraced but is the future
• We must generate additional income as well as living within our means
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Professor Janice Reid –Vice‐Chancellor 7 UWS Quality Forum 9th November 2012
2013 –THE WAY FORWARD
• The Our Future program will be the organising framework for our strategic development and all areas of the University will be involved, responsible and accountable for its success.
• Targeted funds have been included in the budget to allow ‘business as usual’ while we implement the strategic projects in this program
• The Executive and Deans will take the lead to promote, support and implement the program
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UWS : WHAT DO WE KNOW FROM THE DATA?
Professor Janice Reid –Vice‐Chancellor 8 UWS Quality Forum 9th November 2012
DEMAND – 2002 to 2012
Year % 1st preferences % 1st to 3rd preferences 2002 13.5 39.8 2005 13.2 39.0 2009 17.7 48.0 2011 16.2 45.8 2012 15.3 44.0
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SOME OBSERVATIONS ‐ DEMAND
• Total preferences to UWS in 2012 were less than in 2002 after a significant increase in 2004. This shows the growing level of competition in the sector.
• There has been a steady increase in the number of higher preferences (1st to 3rd). But the percentage of 1st to 3rd preferences went backwards in 2012.
• The proportion of school leavers to non school leavers has changed significantly between 2002 and 2012.?
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Professor Janice Reid –Vice‐Chancellor 9 UWS Quality Forum 9th November 2012
UWS MARKET SHARE – 2002 to 2012
18.0%
17.0%
16.0%
15.0%
14.0% 1st Preferences 1st‐3rd Preferences 13.0%
12.0%
11.0%
10.0% 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
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SOME OBSERVATIONS: OUR MARKET SHARE
• UWS market share of 1st to 3rd preferences has not really changed between 2002 to 2012. We have grown with the sector but nothing more than that.
• UWS market share in our region (GWS) has been gradually decreasing over the same period. In 2012 there was a slight increase. At the same time other universities have improved their share of GWS load markedly.
• UWS made more offers to first preferences –a good sign but depends on the eligibility of applicants and still below the sector average.
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Professor Janice Reid –Vice‐Chancellor 10 UWS Quality Forum 9th November 2012
UWS MARKET SHARE –GWS, 2002 to 2012
44.0%
42.0%
40.0%
38.0% 1st Preferences
36.0% 1st‐3rd Preferences
34.0%
32.0%
30.0% 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
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GWS: GROWTH IN TOTAL PREFERENCES?
University –growth in total preferences Trend in 2012 Australian Catholic University >50% growth Charles Sturt University >50% growth Macquarie University >50% growth Newcastle University >50% growth University of Wollongong >50% growth University of New England > 25% growth University of New South Wales > 25% growth University of Technology Sydney > 25% growth University of Sydney 7% growth University of Western Sydney 5% growth Total > 25% growth overall 22
Professor Janice Reid –Vice‐Chancellor 11 UWS Quality Forum 9th November 2012
NUMBER OF UWS OFFERS: 2002 to 2012
15,000
14,105 13,734 14,000 13,646
13,000 12,774
12,205 12,043 11,810 11,917 12,000
11,000 10,741
9,958 9,836 10,000
9,000 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
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Institution 2011 Offers 2012 Offers Difference (%)
University of Sydney 10,125 11,902 17.6%
Macquarie University 6,746 7,844 16.3%
Australian National University 2,716 3,129 15.2%
Australian Catholic University 3,105 3,499 12.7%
University of Newcastle 8,813 9,241 4.9%
University of New South Wales 8,146 8,515 4.5%
Charles Sturt University 4,192 4,299 2.6%
University of Wollongong 3,496 3,553 1.6%
University of New England 1,832 1,831 ‐0.1%
Southern Cross University 1,928 1,925 ‐0.2%
University of Technology Sydney 7,036 6,883 ‐2.2%
University of Western Sydney 14,105 13,734 ‐2.6%
University of Canberra 2,713 2,531 ‐6.7%
TOTAL 75,930 79,966 5.3%
Professor Janice Reid –Vice‐Chancellor 12 UWS Quality Forum 9th November 2012
DIRECT OFFERS (OUTSIDE UAC) ‐ PERCENTAGE OF TOTAL OFFERS, 2011
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0% University of Charles Sturt Southern University of University of Macquarie University of University of University of University of New England University Cross Wollongong Newcastle University New South Technology Western Sydney University Wales Sydney Sydney
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GROWTH IN TOTAL UWS STUDENT LOAD *(Includes UWS College from 2008)
32,000
29,842 30,000
28,396 28,000
26,132 26,000
24,568 24,042 24,040 23,951 24,025 24,000
22,000
20,000 2004 2005 2006 2007 2008* 2009* 2010* 2011*
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Professor Janice Reid –Vice‐Chancellor 13 UWS Quality Forum 9th November 2012
WIDENING PARTICIPATION: % LOW SES STUDENTS
24.0% 23.7% 23.5%
22.9% 23.0% 22.6%
22.5% 22.1%
22.0%
21.5% 21.3% 21.0% 21.0% 20.8%
20.5%
20.0% 2006 2007 2008 2009 2010 2011 2012 (p)
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STUDENT SATISFACTION: CEQ ‐ 2004 TO 2011
UWS Sector 90.0%
84.4% 85.0% 84.1% 81.2% 80.0%
75.0% 71.0% 69.7% 69.9% 69.7% 69.2% 69.4% 70.0% 68.4% 65.6% 65.5% 65.0% 62.0% 61.7%
60.0% 55.4% 55.0%
50.0% 2004 2005 2006 2007 2008 2009 2010 2011
Please note the break in series from 2010 which resulted in an increase of approximately 10 – 12% in explicit satisfaction.
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Professor Janice Reid –Vice‐Chancellor 14 UWS Quality Forum 9th November 2012
UWS 1ST –3RD PREFERENCES BY ATAR (60 and Above) ‐ 2006, 2009 and 2012
2006 2009 2012 40.0% 35.1% 35.0% 33.5% 31.2% 30.0% 29.0% 27.2% 26.1% 24.9% 24.2% 24.2% 25.0% 19.6% 20.0% 17.5%
15.0%
10.0% 7.6%
5.0%
0.0% 60 ‐ <70 70 ‐ <80 80 ‐ <90 90 ‐ 100
ACADEMIC PROGRAM CHANGES OVER TIME – 2001 T0 2012
2001 2005 2012
Undergraduate units 2,712 1,453 1,660
Undergraduate courses 265 74 88
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Professor Janice Reid –Vice‐Chancellor 15 UWS Quality Forum 9th November 2012
SOME OBSERVATIONS: ARE WE EFFICIENT?
• The number of units we teach and courses we offer has ballooned in the past five years. We now have 76% of our students in 12% of units. Another way of saying this is that 88% of what we offer attracts just 24% of students.
• The percentage of academic to professional staff improved slightly this year to 53% but not back to 2002 level of 57%. The percentage of casual academic staff is improving but still higher than 2011.
• Academic staff workloads are problematic for both staff and management– in 2012 significantly increased academic staff numbers and unmet student load targets still resulted in an increase in casual teaching
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Professor Janice Reid –Vice‐Chancellor 16