Business plan on International Business Strategy
This business plan for Swinburne International to focus on AusAid sponsored students in the Papua New Guinea (PNG) Higher Education export market. The methods of analysis include historical records and observations. Other observations include analysis of trend data from DEEWR and Scholarships PNG office and SWOT analysis of Swinburne University. The analysed data are found in the appendices.
The results of data analysed indicates that Swinburne International needs to have physical representation in PNG to attract more students. Swinburne’s major threats are from competitors in Victoria, Queensland and New South Wales.
We note that the number of AusAid sponsored students enrolled at Swinburne has been inconsistent over the last few years. Swinburne International needs to be represented fully at Australian Education Road-shows and an appointed agent with established local training and education institutions to further its interests. Some of the most critical areas that require further analysis and action include:
- Involve meaningfully in the Australian Education Road-shows conducted in June each year.
- Partner with am RTO in PNG to represent Swinburne.
- Engage an external event marketing company to sell Swinburne
- Utilise Swinburne Alumni Association to promote Swinburne.
The observed limitations to the Business are availability of financial data from Swinburne University to do the cash flow analysis. The analysis is limited to 3000 words (± 10%).
Swinburne International will increase the number of enrollments for AusAid sponsored students from Papua New Guinea to Swinburne University of Technology by 50 percent. This will be done through engagement of an external event marketing company and the appointment of an RTO with knowledge to represent Swinburne in PNG. The latter will be used as a leverage to tap into others education and training opportunities in PNG.
We want Swinburne to be recognized as the preferred provider of higher education and TAFE training in Victoria and Australia by PNG students on AusAid sponsorship.
- Effective promotion and marketing campaign using external professionals
- Competitive pricing to suit the niche PNG market
- Partnerships and strategic alliances with recognized RTOs in PNG
- Utilize existing Swinburne Alumni networks
The International & Development section of Swinburne University is to facilitate the exercise. According to Jeffrey Smart, Vice President, International and Development, the division “enables the realisation of Swinburne’s aspirations through the provision of high quality services in new student attraction, marketing, internationalisation, offshore business development and program management. Our areas of expertise include: marketing, international and domestic student recruitment, admissions, student mobility, and international partnerships. We advance Swinburne’s brand and develop marketing and public affairs campaigns that communicate the university’s position” (About Swinburne, 2011, Senior Executive Staff Profile).
Swinburne partly government funded and public university registered in the State of Victoria. Its ABN number is 13 628 586 699. Swinburne is “an innovative education institution [and] is committed to delivering excellence in higher education, vocational training and research” (About Swinburne, 2011). According to Swin Quick Facts, 2011, Swinburne was considered the large TAFE education providers in Australia in 2009 and was ranked among the top global universities. It has done more research than others in the last eight years compared to G8 Group and is the biggest dual sector education provider in tertiary and TAFE education in Australia.
Swinburne is a publicly funded university in Melbourne. It was established under the Swinburne University of Technology Act 1992 by the Victorian Parliament. The governing body is the University Council that manages all the affairs of the university. The Chair of the Council is the Chancellor. The Vice Chancellor is delegated the authority by the Council to manage the university and is ‘accountable to the Council’ (About Swinburne, 2011).
The Academic Senate governs the academic forum and this includes TAFE, higher education and Swinburne College. They include the Vice Chancellor, Deputy Vice Chancellor, Pro-vice Chancellors, Vice Presidents and the Financial Controller (ibid). (Refer to Swinburne Organisation Chart in Appendix 18.1 for details).
Swinburne was initially established as an Eastern Suburb’s Technical College for eastern suburbs of Melbourne’s in 1908 by George Swinburne. In 1913, it was renamed Swinburne Technical College. By the1950s and 1960s, a Student Representative Council was formed and set a precedent by enrolling overseas students. Swinburne was recognized as a University on 1 July 1992.
- passionate about excellence in higher education, vocational training and research.
- flexible in its teaching and learning, focused in its research and engaged with both industry and the community.
- committed to a sustainable university
Swinburne has the following objectives to achieve by 2015:
- increase student movement between TAFE and university through our Pathways Program
- increase the number of students participating in professional practice programs like Industry Engaged Learning
- ensure that Swinburne students have more options – from vocational learning through to postdoctoral studies
- be one of the top ten research institutes in Australia
- increase the number of our world-class research facilities
- be at the forefront of innovative, world-class research
- internationalise the university community and its activities
- increase our international partnerships both in Melbourne and offshore
- increase the percentage of students gaining an international study experience
1.7.4 Engaging with Industry and Community
- increase our industry partnerships
- ensure that innovation and commercialisation sit side by side
- continue to prepare industry-ready graduates that can meet future challenges
- implement a detailed Social Inclusion Strategy
- be operating in an environmentally sound manner that minimises pollution and reduces our use of natural resources
- have made a significant investment in sustainable infrastructure and training
- be recognised as a national leader in sustainability education
Swinburne main campus is located at Hawthorn, East Melbourne, Victoria. “In 1998 Swinburne expanded its reach into Melbourne’s eastern suburbs by amalgamating with the Outer Eastern College of TAFE. [The] five campuses that make up Swinburne today [are] Croydon, Hawthorn, Lilydale, Prahran and Wantirna. In 2000 Swinburne expanded internationally [and opened the Sarawak campus in Malaysia]” (About Swinburne, 2011).
Globally, Swinburne is a ‘member of the European Consortium of Innovative Universities and the Community College for International Development…and a partnership with Northeastern University in Boston delivering the Global Leadership Program” (About Swinburne, 2011).
The learning and research facilities are modern and well equipped. The library is the only in Melbourne that is open 24/7. Metro train network runs through the university and is 15 minutes by train to Melbourne CBD.
Swinburne has a comprehensive website that outlines the programs and services its offers and can be accessed at www.swinburne.edu.au/
Swinburne offers programs and courses in both Higher Education and TAFE to local and international students and is one of the fastest growing universities in Australia. Today, Swinburne is “an internationally-recognised provider of quality education, an institution with a rich legacy of industry collaborations, and have a reputation for high-impact focused research” (About Swinburne, 2011).
Swinburne offers various programs and short industry based courses in both the higher education faculties and the TAFE College schools.
1.10.1 Higher Education
The Higher Education division has the following faculties:
- Faculty of Business and Enterprise
- Faculty of Design
- Faculty of Engineering and Industrial Sciences
- Faculty of Higher Education, Lilydale
- Faculty of Information & Communication Technologies
- Faculty of Life and Social Sciences
1.10.2 TAFE Education
Swinburne College has the following schools:
- School of Business
- School of Creative and Service Industries
- School of Engineering, Technology and Trades
- School of Health and Community
- School for Sustainable Futures
The strategic focus for Swinburne University by 2015 demonstrates its competitive advantage over other higher education and TAFE colleges in Australia. The recent positive ratings for Swinburne are an advantage.
The sales and marketing literature that Swinburne developed shows that it is an institution with a vision to offer quality education and be able to sustain itself. It shows the value of research and service it is committed to deliver to its clients. Swinburne intends to accomplish this through billboards, workshop brochures, seminar flyers, press releases, new training manuals, email marketing campaigns, website content, education road shows and sponsorship of events. The PNG market is reached through education road-shows, sponsorships, and web-content.
Swinburne offers its services internally to all its clients. The only strategic alliance is with Northeastern University to deliver its Global Leadership Program. While Swinburne delivers all its programs on campus, few are offered online. In future, some short courses will be outsourced to strategic alliances.
Technology management in all aspect of its operation is considered the key to Swinburne’s success. Swinburne uses state of the art technology in delivering its services on its LAN/WAN and WiFi network. All academic work, including library search is done through Blackboard. Free WiFi internet access is given to all students on campus. Students access their account from anywhere in the world using the Internet.
Swinburne is in the forefront of research and development into new areas compared to the so called Group of 8 universities in Australia. Its efforts in the sustainable programs are well received by industry and government and had been awarded grants by the Federal and Victorian Governments. The high impact research centers and institutes are established to meet industry and government need.
1.15.1 Swinburne Research Centres and Groups
- Asia-Pacific Centre for Social Investment and Philanthropy
- Australian Graduate School of Entrepreneurship
- Brain and Psychological Sciences Research Centre
- Business, Work and Ageing Centre for Research
- Centre for Advanced Internet Architectures (CAIA)
- Centre for Astrophysics and Supercomputing
- Centre for Atom Optics and Ultrafast Spectroscopy
- Centre for Computing and Engineering Software Systems
- Centre for Enterprise Performance
- Centre for Micro-Photonics
- Centre for Molecular Simulation
- Centre for New Manufacturing
- Centre for Sustainable Infrastructure
- Environment and Biotechnology Centre
- Industrial Research Institute Swinburne (IRIS)
- Information Security Research (iSECURES) Laboratory
- Institute for Social Research
- Sensory Neuroscience Laboratory
1.15.2 Collaborative Research Centres
- Australian Advanced Manufacturing Research Centre (AusAMRC)
- Defence Materials Technology Centre
- Melbourne Centre for Nanofabrication
- National Centre for Sustainability
1.15.3 Cooperative Research Centres (CRCs)
- CRC for Smart Services
- CRC for Advanced Manufacturing
- CRC for CAST Metals Manufacturing
- CRC for Polymers
- CRC for Advanced Automotive Technology
1.15.4 National Centres of Research Excellence
- ARC Centre of Excellence for Quantum-Atom Physics
- ARC Centre of Excellence for Ultrahigh-bandwidth Devices for Optical Systems
- ARC Centre of Excellence for Coherent X-ray Science
- ARC Centre of Excellence in Creative Industries and Innovation
1.15.5 National Health and Medical Research Centre of Excellence
- Australian Centre for Radiofrequency Bioeffects Research
Swinburne management philosophy is based on mutual respect and a commitment to deliver on promise. We value teamwork and workplace diversity. Our employees at Swinburne want to work here because of our approach to fair employment practices. We attract the best in the industry because our salaries and benefits are competitive. We provide them with training and resources and give them the opportunity to contribute their best.
Swinburne University of Technology that provides higher education and TAFE training programs that are government and industry focused. Swinburne’s recognition as one of the best provider of quality training and sustainable research in Melbourne and abroad is an advantage. The executive and senior management team at Swinburne International is capable of achieving the objectives of this business plan. Furthermore, external professionals are engaged to further ones interest. Swinburne will utilise the services of ETHOS Event Marketing Company and a relevant RTO in the PNG market to help foster its interest in this niche market.