Management Strategies at the UEL
The University of East London is known for giving its students an enthusiasm for new ideas, new knowledge and new learning, and the opportunities to excel in their chosen careers. The school boasts of giving quality education and training which would prepare and mold their students into competent career people in the future. This report will take on the different components of the university which contribute into the forming of a typical or exceptional graduate of the UEL.
To get a better grasp of how the other components of the school contribute into the formation of a quality UEL student, you could relate it to the transformation model, as described by Nigel Slack. According to Slack (1997: 228-229) on operations management, operations produce goods and services by a process of transformation by using their resources to change the state or condition of something to produce outputs.
This concept is central to the general transformation model (See Figure 1), also known as the input-transformation-output model of operations, which is frequently used to describe the nature of all operations, as taking in a set of input resources, and using them either to transform something, or to be transformed themselves, into outputs of goods and services.
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In relation to the University of East London, examples of input resources are its library and research facilities, information technology material, food services and the like. These are some of the areas of the university which contribute to the development of its students. The school acts as the processor for the transformation, and the graduates produced by it is the output.
Another strategy in improving the method of education in the school is by gap analysis. Gap analysis (Marketing Teacher 2009) has been found to be a very useful tool in helping managers decide what marketing strategies and tactics to take. The technique is composed of simple steps presented in a straightforward structure. The first step is to decide how you are going to judge the gap over time. In UEL’s case, for example, it could be the number of students who have enhanced their potential for success. The next step to follow is to ask two question – where are we now?
and where do we want to be? The diagram below shows how the Gap analysis works. The lower line describes where you’ll be if you do not take any action and leave your program as it is. The upper line is your main objective. Your next step is to close the gap. Decide whether you view from a strategic or an tactical perspective. With regards to the example, the UEL strategized a variety of programs that different students could take with regards to their needs. The diagram below uses Ansoff’s matrix to bridge the gap using strategies.
You can close the gap by using tactical approaches. The marketing mix is ideal for this. So effectively, you modify the mix so that you get to where you want to be. The library is a necessity in a student’s life. This is where he or she could acquire unrestricted access to information in various formats and from many sources. Aside from providing materials, they also provide the services of specialists, librarians, and the like, who are experts at finding and organizing information and at interpreting information needs.
The UEL prides itself of libraries, one on each three campuses, which offer a wide variety of materials accessible all year long, including the holidays. The library caters to the school’s staff and postgraduates, students, international students, distance and part-time students, and users with disability and dyslexia. The library of the UEL is a great example of how the university used a gap analysis approach. They wanted to facilitate every student’s needs at different times, so, they have set up different study zones in each of the libraries – the quiet and the silent zone.
If a student is in need of an extremely quiet area to cram for a major exam the next day, the silent zone is the place to go. Mobile phones, music players, food, children and other factors which could cause distraction is firmly prohibited. It is meticulously monitored by the library and security staff to ensure that the rules are strictly followed. However, if a student opts for a more relaxing style of studying, then he or she could stay at the quiet zone where the rules are more lenient.
For students who are usually on the go, they could access the library on the internet and request to reserve a book online. The university’s Library and Learning Services division has also set up a Facebook page where they put updates regarding newly released books, schedules, basically anything related to the library. They have also arranged an Ask-a-Librarian (Library and Learning Services – University of East London 2007) page where people, whether a student or not, could directly ask a library staff questions.
To further improve the services of this division, it has provided a survey and a comment page where patrons could voice out their opinions and suggestions. With the library providing a convenient area so conducive for learning, the students have access to quality resources and an opportunity for better absorption of ideas. In a world where technology is among the main factors in the evolution of the world, a university will never be that competent if it doesn’t keep up with the times.
The University of East London is among the up-to-date universities who believe in the importance of IT in teaching and learning. They have currently 3,000 computers reaching out to more than 19,000 student and staff users (University of East London IT Services 2009). With this innovation, the users have access to the university network and can take advantage of its facilities such as full-scale computing laboratories and fully networked Learning Resource Centers.
Since the university has integrated technology into their campus amenities, the users not only benefit from the convenience of access to information, development of research skills, and tech-know-how. Through this, the users could develop a fascination in technology and be more interested in updating their knowledge about the latest gadgets. Upon their graduation, employers would prefer someone who is technology literate and they will become more competitive and perhaps be a more preferable candidate when applying for a job.
One of the many attributes of the UEL is their learning, teaching and assessment area. Based on the gap analysis method, the school aims to provide its students with a first class learning experience. As such, the school is composed of faculty members and staff who are well equipped to facilitate its students’ learning. They are carefully screened before they are considered to be deliberated. They set a certain standard in selecting their professors and school staff making sure that they are qualified to be the best possible “processor for the transformation” of their desired output.
The University of East London is a classical example of a service delivery process in which they have chosen to evolve and improve the quality of, not only the education, but the experience their students and staff will go through their stay in this university. They have chosen to enhance their management style and have an open mind with whatever option that will make their school one of the best. The graduates that this university has or will be producing will definitely be competent and highly qualified since they have been educated by a school which has always gone for an option that will produce better and more effective results.
Marketing Teacher (2009). Gap Analysis [online] Available <http://www.marketingteacher.com/Lessons/lesson_gap_analysis.htm> May 20, 2009
University of East London (2006). IT Services [online] Available <http://www.uel.ac.uk/it/index.htm> May 20, 2009
Facebook (2009). Library and Learning Services – University of East London 2007 <http://www.facebook.com/pages/London-United-Kingdom/Library-and-Learning-Services-University-of-East-London/9960737623> May 20, 2009
Slack, N (1997). The Blackwell encyclopedic dictionary of operations management. United Kingdom: Wiley-Blackwell