Deans Discussion Group Meeting 5-2000

Meeting 5/2000 of the Deans Discussion Group was held between 4.00 pm and 10 pm on Tuesday, 25 July 2000 in the Monash City Office, Level 11, 30 Collins Street, Melbourne.

Phillip Siggins

Secretary

Professor D A Robinson, Vice-Chancellor and President Presiding

Professor P LeP Darvall, Deputy Vice-Chancellor and Vice-President (Research and Development)

Professor A W Lindsay, Deputy Vice-Chancellor and Vice-President (Academic and Planning)

Ms A Crook, Deputy Vice-Chancellor and Vice-President (Resources)

Professor J Redmond, Dean, Faculty of Art and Design

Professor H Le Grand, Dean, Faculty of Arts and Interim Dean, Faculty of Science

Professor G Palmer, Dean, Faculty of Business and Economics

Professor M L Brisk, Dean, Faculty of Engineering

Professor S Willis, Dean, Faculty of Education

Professor J Rosenberg, Dean, Faculty of Information Technology

Professor S Parker, Dean, Faculty of Law

Professor N Saunders, Dean, Faculty of Medicine

Professor C Chapman, Dean, Faculty of Pharmacy

Professor J Anderson, Pro Vice-Chancellor, South Africa Campus

Mr Tony Pollock, Chief Executive Director, Monash International 3.1 and 3.2

Mr Stephen Dee, Executive Director, Public Affairs 3.1 and 3.2

The Vice-Chancellor welcomed Professor Gill Palmer to her first meeting of the Deans Discussion Group.

The notes of meeting 4/2000 of the Deans Discussion Group held 30 May 2000 were received.

The Vice-Chancellor noted:

The Vice-Chancellor also commented on recent visits to London and progress being made regarding the Monash ‘shop front’ and the prospect of staff and student exchanges.

Professor Darvall introduced discussion noting that the aim was for Monash to become a household word presenting a consistent image to the world. Consistency of image and verve in its presentation would add weight to the Monash name. Steps were being taken to advance the presentation of the image with the development of the style manual and other initiatives. Professor Darvall noted that it was possible for the Monash image to be damaged through adverse publicity about external and internal matters. Thinking about the image would need to take account of the diversity of the University, the range of campuses and places in which it operated. There was a need to map the University’s operations and coverage of the use of the Monash name. From such ‘mapping’ courses of action could be identified and implemented.

The Vice-Chancellor explained that the over-arching themes for consideration of the Monash Name were the maintenance, protection and furthering of the name.

Mr Stephen Dee commented on the development of a visual identity manual and advised that the objective of its development was to represent the University as a single, coherent institution. Another major issue was how the University could control those who use the University’s ABN and logo.

Mr Tony Pollock also commented on the need for a consistent visual presentation of the University. However, he noted that Monash was perceived in a variety of ways depending on location and other factors – in some instances, it was perceived as an elite institution, in others as highly accessible and flexible about entry. It was realistic to recognise different perceptions in different groups but imperative to avoid confusion, to encapsulate what Monash stands for and to build icons around that defined understanding.

In drawing the discussion together, the Vice-Chancellor noted that significant amounts were being spent on the Monash image. There was a lack of overall coordination and consultation in marketing the Monash image - the effort was segmented across campuses, faculties, centres, departments and units of the University. There was an emerging need to broadly map who was undertaking marketing and the varieties of marketing that were being pursued.

It was agreed that Mr Pollock and Mr Dee would meet with a group drawn from the membership of the Deans Discussion Group. The Group to discuss the Monash Name would consider:

Mindful of the need to maintain, protect and further the Monash Name and being aware of the tensions/ambiguities that exist in presenting the image of a diverse and complex institution, to a diverse and complex set of audiences, the group would define the core issues and approaches for the Monash Name. Members of the group in addition to Mr A Pollock and Mr S Dee – Ms A Crook, Professor Parker, Professor Palmer, Professor Saunders and Professor Redmond.

Mr Pollock commented on the basis on which Monash International Pty Ltd conducted marketing and recruitment activities on behalf of the University and outlined the activities undertaken at present. The company recruited international fee paying students to its campuses and also operated the admissions process, provided orientation to new students as well as ongoing support in areas related to their special needs as international students ( for example, visa compliance and health insurance). Since its creation, the company had developed additional business activities such as its access division, which operated the Monash Language Centre, Monash College and MUFY. Mr Pollock noted that Monash International Pty Ltd did not have responsibility for brand management and positioning. Its marketing activities were directly focussed on supporting sales strategies. Mr Pollock outlined the strategies, which included:

Mr Dee commented on the role of Public Affairs in marketing and recruitment. The division had responsibility for brand management and development. Activities included marketing Open Day, production of publications including Monash Magazine, Monash News and Monash Voice. The division also took responsibility for visual aspects of the web, assisted with marketing tasks such as Distance Education’s annual marketing campaign and managed the Monash Office for Prospective Students which focused on recruitment of secondary school leavers in Victoria, extending into areas of Southern NSW. A close relationship had been established between the Faculties and the Office for Prospective Students. The division also assisted in marketing and recruitment of the South Africa and Malaysian Campuses.

Major points from the discussion included:

It was agreed that the way forward was to establish a group from the membership of the Deans Discussion Group. The Group to discuss Marketing and Recruitment would consider:

Members of the Group in addition to Mr A Pollock and Mr S Dee – Professor Darvall, Professor Brisk, Professor Willis, Professor Rosenberg, Professor Le Grand and Professor Chapman.

The Vice-Chancellor opened discussion of this topic noting that the papers before the meeting provided a policy framework for the management of Intellectual Property within the University. Professor Darvall and Ms Crook commented on the papers noting that a more coherent approach to management of Intellectual Property was necessary in the current environment.

Members noted that the Intellectual Property Framework Policy provided the context and philosophy within which the University Practice and Paid Outside Work Policy and the Commercialisation Guidelines should be read. The existing Intellectual Property Statute and Regulations completed the suite of papers.

Extensive revisions to the documents were made in the course of discussion and it was agreed that the Secretary would provide a set of amendments for incorporation into the documents. The documents were endorsed for transmission to Academic Board and Council subject to incorporation of the amendments as agreed at the meeting.

The Vice-Chancellor noted that a range of submissions had been received and thanked Deans for their responses to his request for this information.

The Vice-Chancellor requested Professor Lindsay and Professor Darvall to identify major topics/themes emerging from the submissions and to make recommendations on those areas which should be progressed. Further topics suggested by Deans would be welcomed.

This matter would be considered further at the next meeting of the Committee of Deans (22^nd August).

The next ordinary meeting of the Committee of Deans will be held at 2.15pm on Tuesday 22^nd August 2000 in the Sir George Lush Room.

The next meeting of the Deans Discussion Group will be held at 4.00pm on Tuesday 5^th September 2000 in the City Office.

Vice-Chancellor and President
Deputy Vice-Chancellors and Vice-Presidents,