View from the private sector HESA Benchmarking July 2011 Alan Jenkins Exec. Vice President Kaplan Europe

Agenda Overview of KaplanKaplan EuropeBenchmarkingUniversity partnersPathwaysOpen Learning

Kaplan is the largest division of The Washington Post and has grown from a small test prep provider to become one of the worlds largest diversified education companies Overview of Kaplan

Kaplan serves over 1 million students each year from Certificates through to Masters programmes on -campus and online Established in 1938 First European business in Countries 600 campus locations 33, 000 employees 150,000 students in Europe Overview of Kaplan

Kaplan established a major presence in the UK in We have evolved from a specialist accountancy trainer to become one of Europe's largest diversified education companies. VerticalCustomersDeliveryLevelsPrincipal Countries Accountancy & Tax Domestic students Full time campus MastersUK – England, Scotland & Wales Business & Management Major employers Part time campus BachelorsEurope – Ireland & Spain English Language University partnerships Online trainingProfessional awards Middle East – Abu Dhabi LawInternational students Blended learning CPDOther - US, Australia, NZ EngineeringGovernment funded PublishingVocational training Kaplan Europe

The way we benchmark is a function of the quality of data, the scale of our operations and our strategic aims Sometimes it is easy….e.g. UK ACA training VerticalCustomersDeliveryLevelsPrincipal Countries Accountancy & Tax Domestic students Full time campus MastersUK – England, Scotland & Wales Business & Management Major employers Part time campus BachelorsEurope – Ireland & Spain English Language University partnerships Online training Professional awards Middle East – Abu Dhabi LawInternational students Blended learning CPDOther - US, Australia, NZ EngineeringGovernment funded PublishingVocational training Benchmarking Aim To maintain our position as market leaders by achieving above average pass rates and high client satisfaction External Pass rates Internal Pass rates sliced and diced by office, tutor, employer and delivery Multiple student & employer satisfaction surveys

In some other operations benchmarking is a challenge: Benchmarking Lack of external data sources in sufficient depthNo confidence in external data sourcesAvailable data does not meet our strategic aimsMeasurement issues both externally and internallyLack of scale for effective internal benchmarking

Every business unit need some form of effective benchmarking to continually improve Benchmarking Strategic aims Rigorous data collection and integrity Share targets at all levels of the organisation Measure against external and internal benchmarks Use rational thinking to evaluate React Benchmarks matching our strategic aims are wide ranging meeting a range of educational, social and commercial targets including: Best employer Highest student satisfaction Market share SEO ranking

We aim to build high quality, lasting partnerships with good universities. A good university partnership for Kaplan means that the student, the university and Kaplan will benefit. Kaplan will use some aspect of its expertise and scale to do something that meets student demand and the strategic aims of the university. Before entering a partnership we seek to ensure: a)Strategic commitment at a senior level b)Collaborative and long term approach c)Desire to work together to maximise the student experience University partnerships

Kaplan International Colleges partner with sixteen universities providing pathway programmes Pathways UK: Bournemouth University City University Cranfield University University of Glasgow University of Liverpool Nottingham Trent University University of Sheffield Brighton University Westminster University UAE: Institute of Applied Technology US: North Eastern University University of Utah China: Northern Consortium Partner Australia: University of Adelaide Murdoch University We have other University partnerships in the UK and globally on non pathway programmes

KIC looks at a range of indicators – external and internal Pathways Number of partnersGrowth in student numbersNationality mixProgression ratesOffer to registration

Our first UK partner was Nottingham Trent University which has been a success for the university, our students, UK HE and UK plc Pathways Growth in student numbers – CAGR of 38% since 2005 Student mix – Nationalities have increased to 46 from 13 Progression rates – CAGR of 72% - well ahead of intake growth Offer to registration – Now running at 85% - 90%

QuestionTargetExcellent/ Good 1. How do you rate your Student Adviser85%95% 2. How do you rate your Tutor85%92% 3. How do you rate the assessment feedback from your Tutor 85%88% 4. How do you rate the learning platform’s performance85%92% 5.How do you rate the quality of your online learning materials 85%88% 6. How do you rate the quality of your textbooks85%91% 7. How do you rate the usefulness of the seminars85%66% 8. How do you rate the performance of WebEx85%56% 9. How do you rate your overall experience85%86% 10. Would you recommend KOL to a friend or colleague85%90% Open Learning Kaplan Open Learning is a partnership with the University of Essex – It is online, data rich with few opportunities for external benchmarking

Data is reviewed regularly and reported either daily, weekly or monthly but compared to targets not benchmarks Tutor response Student satisfaction Class size Academic support Student satisfaction Retention Progression Class size Study speed Academic s & student support Visits Leads Cost per lead Conversion Retention Student mix Marketing Open Learning

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