Can the structure, strategies and culture of international offices be applied to other university entities? The experience of Monash University and Swinburne University of Technology

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Title: Can the structure, strategies and culture of international offices be applied to other university entities? The experience of Monash University and Swinburne University of Technology
Author(s): Slatter, Brett; Smart, Jeffrey; Hansen, Janelle
Abstract: Swinburne University of Technology has undergone a recent restructure, with the previous offices of Corporate Marketing (domestic recruitment, marketing and communications) and Alumni & Development now joining Swinburne International in reporting to the PVC International and Development from December 2006. Subsequently, domestic prospective enquiries and direct applications were also brought under the portfolio’s umbrella. The process and outcomes of the review and restructure were primarily based upon the good practices and lessons learnt from the previous restructure of Swinburne International in 2004-5. As presented at AIEC 2006, the Swinburne International restructure in 2004-5 reaped phenomenal improvements in terms of student recruitment, in process, systems, focus and ultimately student numbers. Growth in the student program has far outstripped that of national figures. The success of International since its restructure was seen as good practice to emulate across other areas, in particular the application of the following: case management; external client focus; customer service; strategic and systematic approach; clear and open communication; clear outcomes; use of e-business strategies, techniques and systems; data-driven basis for planning and marketing; focus on market segments; relationship management; team-based approach; use of technology to manage workloads, improve consistency and quality; underpinned by quality assurance; recognise, foster and build on whole of student life experience. Why are these traits found in successful international offices at Australian universities? Are they found elsewhere on campus? Can they be transferred to other business units within universities?
Publication type: Conference paper
Research centre: Swinburne University of Technology. Swinburne International
Source: Paper presented to Quality and Outcomes: Fulfilling the Promise: the 21st Australian International Education Conference, Melbourne, Victoria, Australia, 09-12 October 2007
Publication year: 2007
Keyword(s): Australia; Case studies; Colleges; Higher education; International students; Management; Monash University; Student recruitment; Swinburne University of Technology; Universities
Publisher: IDP Education Australia
ISSN: 2002-0509 (series ISSN)
Publisher URL: http://www.aiec.idp.com/past_papers/2007.aspx