Senior Management Committee Meeting 8-2004

Meeting 8/2004 of the Senior Management Committee was held at 2.15 pm on Tuesday 14 December, 2004 in the Sir George Lush Room, Ground Floor, University Offices Building 3a, Clayton campus.

Professor Stephen Parker: Senior Deputy Vice-Chancellor, Presiding

Professor Richard Larkins AO: Vice-Chancellor and President

Professor Alan Lindsay: Deputy Vice-Chancellor (Academic)

Professor Edwina Cornish: Deputy Vice-Chancellor (Research)

Professor Merran Evans: Director, University Planning & Research and Director, Monash University Centre in London

Professor Graham Webb: Pro Vice-Chancellor, Quality

Professor Max King: Director, Research Graduate School

Professor Phillip Steele: Pro Vice-Chancellor, Melbourne and Academic Director, Berwick & Peninsula

Professor John Redmond: Dean, Faculty of Art and Design

Professor Homer Le Grand: Dean, Faculty of Arts

Professor Gill Palmer: Dean, Faculty of Business and Economics

Professor Tam Sridhar: Dean, Faculty of Engineering

Professor Arie Freiberg: Dean, Faculty of Law

Professor Edward Byrne: Dean, Faculty of Medicine, Nursing and Health Sciences

Professor Colin Chapman: Dean, Faculty of Pharmacy

Professor Rob Norris: Dean, Faculty of Science

Mr Alan McMeekin: Executive Director, Information Technology Services

Mr Greg Connell: Director, Audit and Risk Management

Ms Cathrine Harboe-Ree: University Librarian

Professor Denise Kirkpatrick: Director, Learning & Teaching

Mr John Marshall: Divisional Director, Corporate Finance

Mr Peter Marshall: Divisional Director, Student and Staff Services

Mr Stephen Davey: Divisional Director, Facilities and Services

Mr Renn Wortley: University Solicitor

Professor David Coplov: Senior Advisor on Special Initiatives

Ms Alison Crook AO, Professor Brian Mackenzie, Professor Rob Willis, Mr Tony Pollock, Professor Chris Browne, Professor Ron Weber.

Professor Donald Schauder, Acting Dean, Faculty of Information Technology

Professor Margaret Clayton, Deputy Dean, Faculty of Science

Mr Don Gregg, General Manager, Monash International (for items 3.1, 5.6.1)

Mr Jeffrey Smart, Director, Marketing (for item 5.2.2)

Ms Jill Dixon, Quality Adviser (Support Services), CHEQ (for item 5.6.2)

In welcoming members to the meeting, Professor Larkins advised that:

• A number of members would leave the meeting before its conclusion, due to their attendance at graduation ceremonies.
• Professor Stephen Parker would take up the role of Chair of the Committee, commencing with the current meeting.

Members were also advised that a funeral service for Ms Rebecca Tomilson (former President, Monash Student Association) would be held at Robert Blackwood Hall Saturday 18 December.

The Minutes of Meeting 7/2004, held on 19 October 2004, were confirmed.

Mr Don Gregg reported on a range of issues relevant to the International portfolio:

The Singaporean Government had recently implemented a three pronged quality assurance strategy:

• Assessment of the academic quality of institutions operating in Singapore.
• A process of certification of institutional business/managerial competency.
• Student protection and welfare initiative.

The Government had also developed a tuition protection scheme, through which universities would be required to either purchase insurance or consent to the holding of student fees in escrow, and had introduced a withholding tax on payments ex-Singapore for educational services.

Monash and the AVCC had made submissions to the Government review of ESOS legislation but to date had not received feedback. However, it was expected that greater regulation of activities and extension of ESOS requirements to transnational activities would result from the review.

DIMIA had proposed that overseas agents be registered (and regulated) as migration agents. Mr Gregg observed that, given extant ESOS compliance requirements, such a proposal was unnecessary and would lead to increased costs.

Mr Gregg advised that offers to international students were down 17% on last year, and that less than 5% of offers had been accepted to date (28% behind the same period last year). The Committee discussed a number of issues relevant to the downturn in international enrolments, including:

• The possible trend towards decision-making by students at a late stage.
• The expected downturn had proved to be more rapid than anticipated.
• The equity of introducing measures designed to maximise the conversion of offers to enrolments; whether or not such measures were counter-productive or in Monash’s longer-term best interests.
• That it may be appropriate to offer incentives in targeted/specific areas.
• MI had developed the mechanics of and would be responsible for implementing an incentives process.
• Potential incentives included a reduction of the first year fee; guarantee of campus based accommodation (where provided).
• Indications that the market perceived the best quality education to be offered by the US/UK; therefore, lowering fees for study in Australia would not necessarily increase demand.

Professor Larkins emphasised the importance to the University of maximising international student enrolments, and the key close relationship between the faculties and MI.

Professor Larkins referred briefly to the memorandum from the Executive Officer and attached Terms of Reference (Attachments 2, 2.1) and indicated that the Terms of Reference might benefit from some further specification and articulation of the Committee’s role in provision of advice on the university’s planning and budget processes.

In emphasising the significance of the Committee members observed, inter alia, that:

• The role of the Committee could be included in any review of the university’s budget process.
• Clarification of the distinction between the roles of SMC and the Committee of Deans would be useful.

Professor Parker suggested that:

• Proposed amendments to the Terms of Reference be fed back to him.
• A revised draft be brought to the next meeting.

Professor Larkins invited comments from members.

Professor Larkins reported on a range of senior management matters:

At its meeting of 13 December, Council had approved the appointment of Mr Peter Marshall as Vice-President (Administration).

The Vice-President (Finance)/Chief Finance Officer would be filled at the earliest opportunity.

Interviews for the position of Pro Vice-Chancellor at the South African campus would be conducted during January 2005.

Professor Larkins also advised that Monash’s involvement in South Africa was now viewed very positively by the South African Education Ministry, and that there were approximately 1000 applications from students wishing to commence study in 2005.

Professor Larkins stressed the importance of this item, and advised that at the last Council meeting, the Chancellor had emphasised the best practice nature of the Monash approach. Consideration of this item was then deferred to a future meeting.

Professor Larkins referred to the report of the outcomes of the 2004 review of the Faculty of Information Technology (Attachment 4) and noted that:

• Consultation and communication had occurred throughout the review process.
• A ‘phase in’ of the recommendations (which included a simplified undergraduate course structure) would occur.

Professor Larkins reported that the Director’s proposed resignation had been deferred to mid-2005. Pending his departure, the process for development of the ‘next generation’ institute would be considered.

Professor Edwina Cornish stressed the need for multi-faculty engagement in the process of development of the vision for the future of the institute, and the importance of preserving the Monash environment brand.

Dr David Copolov reported on the CASR application process, and reminded members that DEST deadline for applications was 28 February 2005. He advised members of the following key internal dates:

• One (1) page concepts to Ms Kerrie Edwards by 17 December.
• Ranked proposals to be considered by VCG 22 December.
• Internal application deadline 21 February 2005.

5.2 Senior Deputy Vice-Chancellor

Professor Parker reported that the 2004 University-wide Performance Indicators Report (Attachment 5.1) had been considered at Council’s November meeting. Key features of the revised KPI process were:

• The reporting against both sector-wide and internal performance indicators.
• Inclusion of targets to be achieved by 2008 (Attachment 5.2).

Professor Merran Evans commented on the relationship between performance reporting and planning and also advised that the report had been considered at Academic Board and Administrative Heads Group. During January, faculties would be provided with performance against KPIs for comment.

Professor Cornish reminded members of the need for faculties to feed back information to the Tardis Project, to facilitate the collection and use of campus and faculty-based data.

Professor Parker reported that the 2005 Annual Plan (Attachment 6.1) had been approved at the December Council meeting. In describing the plan’s development process, Professor Parker observed that the Plan spoke to the priorities endorsed by Council at its May meeting.

Professor Parker advised members that the University’s Planning Unit was closely tracking global rankings – in due course, Monash would look to develop its own rankings index of comparable universities.

In emphasising that rankings were having considerable impact within the sector, Professor Evans noted that methodologies differed between ranking systems e.g. Jiao Tong and the Melbourne Institute were fairly heavily research-based.

Mr Jeffrey Smart spoke to the following:

Brand Benchmark 2004 Report (Attachment 8)

The Brand Benchmark study was established to measure perceptions (including changes in perception) of the University among key markets.

The brand map showed the relative levels of association with brand positioning statements.

Monash continued to rate well overall (best performed in 18/26 attributes). Performance against excellence and diversity values was excellent.

RMIT, Deakin and Swinburne were largely undifferentiated, though generally perceived as modern in approach.

VTAC Pop Poll Market Share Report (Attachment 9)

The report summarised Monash’s market share pre-change of preference dates and indicated that Monash had improved its market share of Year 12 preferences. Strong growth in fee paying preferences was also reported.

There had been a 1% overall decline in international preferences, but 1^st preferences were stable.

There had been a decline in several faculty preferences (though faculties reported an increase in applicant quality).

MAPA had implemented a co-ordinated campaign to improve performance.

5.3.1 Enterprise Bargaining Update

Mr Peter Marshall reported that settlement of the EB had been achieved, with a very good comparative outcome for the University. The contribution to resolving negotiations by Senior Deputy President Watson (IRC) had been very positive.

It was hoped that the Heads of Agreement would be signed by the NTEU before Christmas, and that certification of the agreement could be achieved around March 2005.

Mr Marshall also advised that the draft Maternity Leave Policy would be considered by VCG at its meeting of 15 December, and that there would be no backdating of the Policy pre-28 October.

Professor Cornish spoke to the report of the University’s performance in NHMRC and ARC Schemes (Attachment 10) and noted that:

The report summarised performance for grants led by Monash and commencing 2003-2005.

Results of NHMRC Program applications were outstanding, though there was room for improvement in the success rate of Project applications.

The ARC results were generally disappointing and would need to be improved within the next 3 to 4 years.

A proactive approach to encouraging applications was being implemented. A target of 312.5 applications had been set, and it was hoped that this would translate into 100 grants.

Professor Max King reported that faculties were being encouraged to submit more applications. He also noted that the success of Humanities-based applications had skewed the results away from the Sciences, where the grant size was typically larger.

Subsequent discussion canvassed a range of issues, including:

• The sense of urgency with which faculties are treating applications, and their expectations of staff to contribute.
• The need to place greater public emphasis on Monash’s lead position in medical research.
• Implementation of processes to ensure the quality of submissions.
• The value of establishing close industry links.

Professor Cornish referred briefly to the report on the status of Monash/CSIRO collaborations (Attachment 11) and noted that, whilst there had been much developmental work during 2004, the real work to develop a collaborative focus would be undertaken during 2005.

Mr Alan McMeekin spoke to the briefing paper regarding Enhancements to Internet Services for 2005 (Attachment 12) and reported that a number of initiatives at Federal, State and sector level (investment in AARNet3 and VERN) had resulted in considerable improvements in the provision of data network services to the education/research community:

• No volume base charges for traffic between research and eduction institutions connected to AARNet.
• Increase in reliability and capacity.
• Upgrade of the campus networks would be undertaken.

Mr Marshall reported that significant improvements had been made to the original Policy (introduced (four (4) years ago) resulting in a clearer, more coherent document, which nevertheless continued to encapsulate the principles of the original. The forms accompanying the original had been retained.

The Committee was asked to endorse the draft, following which consultation would occur with the NTEU prior to submission to Council for approval.

The Committee endorsed the draft Paid Outside Work Policy to move to the next stage, subject to clarification of the applicability of the issue of ostensible authority to engagement in private practice and the preparation of a document mapping changes made to the original policy.

Mr Marshall advised members that endorsement was sought to enable the draft to move forward for further, more detailed consultation. He also noted that the policy was intended as a guide for staff in a range of situations including conflicts of interest, dealing with inappropriate conduct.

Members observed that there were a number of areas where the limits of appropriate conduct were already outlined e.g. acceptance of gifts, NHMRC guidelines on acceptable research practice. It was therefore recommended that the document’s next iteration include links to other major policies/guidelines.

Subject to inclusion of appropriate cross-references, the Committee endorsed the draft to move forward to the consultation phase.

Mr Gregg reported further (see also item 3.1) on the outlook for 2005 and emphasised:

• The potential for significant decline in revenue consequent upon downturn in international enrolments.
• The similar position facing other institutions which traditionally recruited large numbers of international students.
• The noticeable drop in demand in the Chinese and Indian markets.
• Key factors influencing the downturn appeared to be:
• Concern over employment prospects at graduate and student level.
• Cost of courses.
• Increased competition.
• Movement of the exchange rate and reduction in rates of granting of permanent resident status.

Of 100,000 international student recruitment prospects:

• 20,000 would apply to Monash.
• 12,000 offers would be made.
• 5,000 would accept the offer.

Key reasons for rejection of an offer included its late arrival, and the lack of ongoing post-application contact. Of those who rejected an offer, one-third claimed Monash as their first choice.

Mr Gregg proceeded to outline the MI plan of action, which included:

• Intensification of communication between Monash and the applicant on several levels.
• Work through shutdown to follow-up applications.
• Several agent-based initiatives.
• Enhanced information provision.

He also advised that a recommendation had been made to VCG to create ‘offered student’ action teams, and indicated that development of strategies to best position Monash in the longer-term was necessary. .

Members canvassed a range of issues in subsequent discussion and emphasised, in particular:

• The desirability of proactive marketing.
• The importance of a long-term market/competitor analysis and strategy.
• The need for better understanding of market segments and product differentiation.
• The barrier to affordability of Australian courses compounded by a rising Australian dollar; the pros and cons of lowering course fees.
• The importance of offering value for money and what this might mean in an increasingly competitive market.

Professor Parker undertook to form a working group to examine and shape issues relevant to international student recruitment and bring the results forward for consideration in a larger forum (to occur after Semester One enrolments). This group would also take into consideration the results of Ms Dixon’s report.

Ms Jill Dixon presented the Report on the Review of International Recruitment (Attachments 15-15.3), reminding members that the review had been initiated as a result of the 2003 Budget Forum.

The 11 steps/activities in the recruitment of international students were highlighted (Attachment 15.1) and reference made to the costs of the marketing and recruitment processes (Attachment 15.2).

Ms Dixon observed that the Report had picked up on the need for strategic and targeted communications and streamlining of admissions processes.

In discussion, Mr Renn Wortley advised members that the Victorian Ombudsman’s review of university complaints and grievance processes would be tabled in Parliament during the autumn session. This review included the availability of such processes to overseas students, in relation to matters such as the overselling of places and credit for prior study.

6. Other Business

Members noted the schedule of Committee meetings for 2005 (Attachment 16).

The next meeting of the Senior Management Committee will be held at 2.15 pm on Tuesday 18 January 2005 in the Council Room, Clayton campus.