Changing the Academy: Exploring the potential of Product Based Analysis to model strategic change Virginia King Centre for Educational Research Coventry University

Why model strategy? To communicate a vision graphically; To summarise the written version for debate; To provide a map of the route from where we are to where we want to be; To test viability and options: alternative waypoints, stakeholder engagement.

HE Context Issues Matrix of responsibilities at all levels; Multiplicities of stakeholders; Conflicting pressures for staff: research, teaching, learning, income generation and internecine competition; A late-comer to strategy tools & techniques (Kubler & Sayers with Watson, 2010).

Product Based Analysis (PBA) Developed in 2006, drawing on the PRINCE2™ Product Based Planning Technique (King, 2006; OGC, 2009); Complements other strategy tools and techniques; Captures: the drivers for change, the ultimate strategic objective, key points on the way.

PBA Continued Differentiates aspects which are within the influence of the strategy’s author/s from those outside their control; Not prescriptive: Encourages strategists to include changes in behaviour and ethos as well as physical and structural changes; Provides a focus for debate amongst stakeholders; Trialled locally and internationally.

Symbols used in a PBA model 1. Strategic Driver (text arrow): 2. Product implicated (text oval): 3. Product created (text box): 4. Sequence (solid arrow line): 5. Others’ Input or Output (dotted arrow line): Product Name Product name Driver Name

PBA demonstrated through Boyer Inclusive View of Scholarship Necessary Changes in Ethos or Behaviour? Reconsidered Scholarship Restricted view of Scholarship Input from Colleagues Embedded Scholarship of Discovery Ernest Boyer (1990) Scholarship Reconsidered … Embedded Scholarship of Application Embedded Scholarship of Teaching Embedded Scholarship of Integration Necessary Organisational or Physical Changes? Other Changes? Underpinning Research

Changes in Ethos or Behaviour? “Our strategy is unique; we are the only university taking an institutional and holistic approach integrating social enterprise into our student offer, into teaching and learning and research, and working with local authorities, businesses and the wider community, to deliver improvements to Northamptonshire.” The University of Northampton: (June 2011)

Organisational or Physical Changes? The Library will transform itself into a strategic service, working in collaboration with others and providing leadership in the development and management of the University information environment.” The University of Warwick: asics/about/aims/stratplan.pdf (June 2011)

Choose a PBA example …… Individual: preparing a case for professional recognition Individual Research Group: a strategy for sustainability Research Group Faculty: embedding a new pedagogy Faculty

HEA Recognition Scheme Step 1Complete the application form. Step 2Ask your referees to read your application and the Guidance notes for referees write their reference and return either an electronic or hard copy to you. If they wish the reference to be confidential it should be placed in a sealed envelope. Step 3 an electronic copy of your completed application form to us, together with the two references. Step 4You will normally be notified that your application has been received within two weeks of receipt. If your application is incomplete, you will be asked for the missing documents. We cannot evaluate your application until it is complete. Step 5A panel of accreditors will assess your application. We will normally notify you of the outcome within twelve weeks of receipt of your application. Step 6Once your application has been accepted you will be sent a request for the recognition fee. Your certificate of recognition will be sent to you once payment has been received and the funds have cleared. basis_experience_associate

Individual: professional recognition Professional Recognition Potential Referees Supportive Referees Selected Professional Body Intrinsic Drivers Completed Submission Assembled Evidence Guidance from Professional Body Extrinsic Drivers Guidance from Mentors Successful Application Approval by Professional Body Effective Reflection and Self-critique Changed practice

Research Group: planning for sustainability Hosted academic events Sustainable research group Selected group sharing mechanisms External research contacts Active research network Managed output strategy: impact case studies, journal papers, edited books &/or journal special issues Secured research funding Demonstrable research impact Established research profile Agreed plans and managed financial targets Host department strategy External pressures Group track record Technical options and platforms Collaborative Bids and Research Outputs

Faculty: Introducing a new pedagogy Embedded Change Staged Activity Led Learning Implementation Activity Led Learning (ALL) Resources ALL Pedagogy Aligned with Student- facing Systems & Processes Improved assessment grades Enhanced staff- student relationships Satisfied Students Reduced Drop- out Rate Agreed Budget & Measures of Success Institutional Objectives Student Satisfaction Retention Rates International Collaborators ALL Enhanced by New Learning &Teaching Spaces Evaluated Activity Led Learning Engaged Staff

Stakeholders’ Feedback Critique: … a tool for ‘Management’, … text is better, … it’s just a fancy plan, … over-simplifies a strategy, … helpful to have a 1-page summary, … works for me. Future work: Use colours to show which products have already been created?

References Boyer, E. (1990) Scholarship Reconsidered : Priorities of the Professoriate. San Francisco: Jossey-Bass. King, V. (2006) Modelling new directions with product- based planning. Critical Visions, Proceedings of the 29th HERDSA Annual Conference, Western Australia, July pp Kubler, J., & Sayers, N. with Watson, D. (2010). Higher education futures: Key themes and implications for leadership and management. London: Leadership Foundation for Higher Education. Office of Government Commerce (OGC). (2009) Managing successful projects with PRINCE edition. London: The Stationery Office.

Changing the Academy: Exploring the potential of Product Based Analysis to model strategic change Virginia King Centre for Educational Research Coventry University