A MATTER OF MOVING UBSS FORWARD 2021-2024 - Andrew West Greg Whateley June 2016 Revised October 2016 Revised February 2017
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A MATTER OF MOVING UBSS
FORWARD 2021-2024
Andrew West
Greg Whateley
June 2016
Revised October 2016
Revised February 2017
Revisited May 2017
Revised October 2017
Revised October 2018
Revised February 2020
Revised September 2021
A Matter of Moving UBSS Forward 2021-2023
Contents
Introduction ................................................................................................................................ 3
COVID-19 Impact......................................................................................................................... 4
TEQSA Decisions.......................................................................................................................... 5
Context ........................................................................................................................................ 6
Strategic KPIs as at Q3, 2021 ...................................................................................................... 7
Product ...................................................................................................................................... 12
Location..................................................................................................................................... 13
Modes ....................................................................................................................................... 14
Other Recent Developments .................................................................................................... 15
2| P a g eA Matter of Moving UBSS Forward 2021-2023
Introduction
This update of ‘A Matter of Moving UBSS Forward’ builds on the previous seven versions
written by Emeritus Professor Greg Whateley. It is the first revised edition since the impact of
COVID-19 on UBSS in March 2020.
Against this externality impacting overseas student arrivals to Australia, and thus student
numbers, there have been various positive outcomes and initiatives by UBSS of which to take
advantage when overseas student arrivals return. COVID-19 has also impacted on the delivery
of higher education and the associated expectations of students moving to an online/hybrid
mode. With the investment in technology by GCA and changes to the pedagogy implemented
by UBSS, we are well placed to take advantage of these shifts.
In the February 2020 forecast, it was proposed that UBSS would reach 3,050 students by the
end of 2022. With overseas students likely to return from early 2022, COVID-19 has had a 2-
year impact on operations. UBSS is well-placed to reach the forecast of 3,050 two years later
than initially forecast - that is, by the end of 2024.
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COVID-19 Impact
On March 23, 2020, New South Wales went into lockdown due to COVID-19. This was Week 8
of Trimester 1, 2020. Within a week, all UBSS classes moved to an online delivery mode. Since
then, the online offering has been developed, with lecture rooms converted to lecture studios -
tracking cameras, high quality sound, use of smart boards and other enhancements improving
the online student experience. Throughout COVID-19 and the current lockdown in Sydney, as
authorised workers, lecturers have continued to deliver from the 233 Castlereagh Street lecture
studios.
Against all academic metrics, the transition to online has been a success. SFUs have remained
at 4.3-4.4 (out of a possible 5) each trimester. QILT results in 2020 remained at a constant high -
the latest survey taken in August 2020 during the COVID-19 impact. Progression and overall
grades have improved during this time. Staff survey results have remained at the long-term
trend of 4.38.
Most telling, over the last 4 trimesters, are the student responses. The students have been
surveyed on a number of occasions and asked if they would prefer to remain online or return to
campus. Consistently, 91% have preferred to remain online. In the current Trimester 3, 2021
(and during lockdown), this has increased to 93% due to safety concerns and high levels of
satisfaction with the online delivery.
UBSS has successfully moved to online delivery.
4| P a g eA Matter of Moving UBSS Forward 2021-2023
TEQSA Decisions
After 19 months of a pending registration, on June 30, 2021, TEQSA made the decision to re-
register UBSS 4 years to June 30, 2025. There are 3 conditions on the registration which require
external experts and reports to TEQSA by September 2022. UBSS is well placed to meet these
conditions and then request they be removed.
TEQSA also re-accredited the 9 courses (the 3 programs and their nested qualifications) for 4
years to June 30, 2025, with no conditions. This means the MBA has never had conditions
placed on it since its initial approval in 2014 and is eligible to be self-accredited.
The CRICOS application to have 500 international students in Melbourne has also been
approved. The Melbourne CBD Campus at 158 Swanston Street began operations in Trimester
3, 2021.
This provides certainty for UBSS in its regulatory and compliance obligations to 2025 and a clear
pathway over the medium term. The additional CRICOS places also provides an opportunity for
growth in the onshore international student market.
5| P a g eA Matter of Moving UBSS Forward 2021-2023
Context
In the last edition of ‘A Matter of Moving UBSS Forward’ (February 2020), the view was
expressed “that growth, diversity and development require a combination of three key elements
- multiple products, multiple sites and multiple modes of delivery. If all three are harnessed,
significant growth and development is not only feasible - but likely. I have demonstrated this on
a number of occasions in a number of settings (both within university and Private Provider
contexts).”
This remains our opinion.
The product mix of a Bachelor of Business and Bachelor of Accounting, and a Master of
Business Administration with two discipline streams of Accounting and Entrepreneurship, is
the right one. This would be complemented by the addition of an IT Stream.
UBSS is now operating in two locations - Castlereagh Street Sydney and Swanston Street
Melbourne. There is also an Overseas Study Centre model, currently in Bangkok, that could be
replicated in other overseas locations. The MBA Executive Delivery is currently in Sydney and
Melbourne, with Brisbane the most likely progression. Due to the off-campus delivery in 5 Star
hotels, this could operate in other major cities around Australia.
UBSS has transitioned to an online mode within the traditional trimester structure -12 weeks X
3 hours. The MBA Executive Delivery is a blended mode with 6 study periods per annum. When
COVID-19 restrictions are lifted, UBSS is well placed to offer a hybrid mode of both face-to-face
and online simultaneously. During COVID-19, UBSS has been able to provide a proof of product
and viability of these modes.
The proposed combination of 3 products (with 3 streams), 5 locations, and 3 modes of delivery
would be an effective model for moving forward and providing growth, diversity and
development.
The February 2020 projection was to go close to doubling our size (to c3,000 students) within
three years from this point (that is, by the end of 2022). Due to the 2-year impact of COVID-19
restrictions, we see this being achieved by the end of 2024.
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Strategic KPIs as at Q3, 2021
Student numbers have remained at a solid level, with only a marginal decline in numbers. From
a high level in 2019 of 1,657 students, 2020 was only slightly impacted by COVID, with a
reduction in numbers to 1,568 students. The impact of COVID-19 has been greater in 2021, with
a steady decline each trimester to 897 in Trimester 3.
The revenue calendar YTD to August of $8.97m has ensured the impact of Net Profit Before Tax
has been minimized, with a calendar YTD of $129,700.
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Even though the student numbers have decreased, the diversity of nationalities has increased
to 31, with the countries over 10 students at 9. Diversity, then, remains high.
The MBA has increased to 61.3% of the total student population. It is expected that with the
growth in the IT Stream, Executive Delivery and online student preference, the mix will head
more to 70% at postgraduate level in the near future.
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The quality remains high, meeting most of the KPIs - the student surveys are indicative of this.
Due to the decrease in student numbers, the student to staff ratio has decreased to 17.3.
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There are a further four industry presentations planned for Trimester 3, so all Entrepreneurship
KPIs will be met.
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All measures of benchmarking will be met by the end of the year.
We deal with each of the three essential elements in turn –
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Product
It is our view that UBSS is well placed for product availability, and we would not suggest any
further programs be developed for the next three years.
The current 4-year re-accreditation with no conditions is for 9 courses - the Master of Business
Administration (with Graduate Diploma and Graduate Certificate options); the Bachelor of
Business (with embedded Associate Degree and Diploma); and the Bachelor of Accounting (with
embedded Associate Degree and Diploma).
As indicated, the MBA (IT stream) is currently being developed. This is expected to commence
in Trimester 1, 2022. This IT stream will complement the current streams of Entrepreneurship
and Accounting.
The addition of the IT stream provides 3 additional products –
MBA (IT stream), 16 subjects
Graduate Diploma in Business Administration (IT stream), 8 subjects
Graduate Certificate in Business Administration (IT stream), 4 subjects
The MBA (IT stream) will meet the Immigration Skills Assessment for ICT Security Specialist and
other ANZSCO professions. This will be attractive to international students.
The strength of the programs and the attractiveness to students is based on the Professional
Accreditation of the programs. The Bachelor of Accounting and the MBA (Accounting stream)
are currently accredited with CPA and CA ANZ.
We are currently a professional partner with IML. Now that GCA is re-registered, we have re-
commenced the international Chartered Managers Institute (CMI) accreditation for the MBA
(Entrepreneur stream).
There is no intention to register with the Australian Computer Society (ACS) for the MBA (IT
stream). The requirements for ACS professional accreditation are onerous, with at least 3 full
time academic staff and other research output requirements for accreditation.
There are currently no institutes of Higher Education with ACS accreditation, but many offer IT
related bachelor and masters programs. Other IT related professional accreditation will be
investigated.
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Location
Sydney CBD Campus continues to be the cornerstone of the UBSS operations, student numbers
and revenue. Due to minimizing the impact of COVID-19 through the commencement of new
students and retention of continuing students (since March 2020), this has minimized losses
and funded other projects.
Even if COVID-19 restrictions are lifted in early 2022 (as predicted), due to the early start of
UBSS’ Trimester 1, there will be a further decline in Sydney CBD Campus student numbers in T1,
2022. Student numbers are expected to bounce back from Trimester 2, 2022. This will be
further enhanced by the opening of Melbourne CBD Campus, where there will be an increase
in student numbers in Trimester 1, 2022.
Since the initial proposal from Greg around expansion (June 2016), UBSS has progressed to set
up other locations and develop successful models of operation.
The Executive (Blended) concept of multi sites in Sydney and Melbourne has been delivered
over the past 2 ½ years, with high progression and completion rates. This is a viable model for
other capital cities around Australia, with current interest in Brisbane and Perth.
Over the last year the Overseas Study Centre model has been trialed and further developed.
This is an offshore online student blended model, with lecture content delivered online from
Sydney, with tutorials in the Study Centre. Bangkok Study Centre has been operational
throughout 2021. Other overseas study centres are being considered.
Due to the necessity of moving online because of the COVID-19 restrictions, UBSS has
developed online capability of high quality in teaching and learning. This is a result of the
technology investment in the lecture studios on-campus at 233 Castlereagh Street. Also, the
lecturers have also developed online delivery skills, content and pedagogy enhancements to
better suit online mode.
The academic metrics outlined above clearly show the proof of the online product delivery of
UBSS Online. This will continue into the future with a Virtual (Online) Campus continuing for
both the international and domestic student market.
We agree with the proposed student targets provided in previous editions of this document.
There is a necessary 2-year adjustment due to the 2-year impact of COVID-19 restrictions.
Location Timing Proposed Students 2024
Sydney 2023+ 1,650
Melbourne 2023+ 500
Executive (Blended) 2023+ 100
Virtual (Online) 2024+ 500
International #1 2024+ 150
International #2 2024+ 150
Total By end 2024 3,050
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Modes
In previous editions of this document, it was proposed that ‘traditional’ face to face delivery
would be the dominant mode of delivery. With the changes in student demand to online/hybrid
delivery and UBSS’ move to providing this mode with the lecture studios, the dominant mode of
the future will be hybrid, that is, with students choosing whether they will attend face-to-face
or view the class synchronously online. There will also be recordings of the lecture for later
viewing - this is very useful for revision purposes.
Due to this advancement in the hybrid mode, the modes of delivery (initially outlined) will be
adjusted to:
Mode Timing Proposed Capacity
Hybrid 2023+ 2,150
Executive (Blended) 2023+ 100
Virtual (Online) 2024+ 800
Total By end 2024 3,050
COVID-19 restrictions have provided the opportunity to innovate, and test models of
operations and delivery. These initiatives have been honed over the past 2 years to be
successfully rolled out over the next 3 years.
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Other Recent Developments
The Centre For Entrepreneurship (CFE) has been operational since 2017. This has provided
input from Fellows and provided their insights and practical experience to enhance the student
experience through interviews, case studies, presentations and sitting on academic boards.
The Centre for Scholarship and Research (CSR) - following a similar model to the CFE - was
established in 2021. The objective of the CSR is to continue to build the culture of scholarship at
UBSS, providing a focus for scholarly output. This will further develop the scholarship
capabilities of all staff at UBSS.
UBSS TV Studio - with the move to staff working from home - has opened up office space at
233 Castlereagh Street for other productive use. One of these is the installation of the UBSS TV
Studio on Level 10. This will facilitate professional high quality live streaming of interviews and
presentations from a TV-quality studio. This will also provide video content for the UBSS
website, UBSS social media channels, UBSS Moodle Learning Management System, live stream
interviews with industry and professional body partners.
MBA TV Channel - to ensure the distribution of the video content is accessible to all
stakeholders, the MBA TV Channel has been established. This provides the communication
channel via UBSS social media, including YouTube, Facebook and Instagram. This will be viewed
by current students and staff. It also provides an opportunity to reach a wider audience and
monetise the delivery of content.
Strategic Plan 2022-2024 - the current UBSS Strategic Plan is being updated for the medium-
term period to 2024. This will provide a clear path and KPIs for UBSS as set out and as estimated
in this document.
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About the authors
Professor Andrew West is Dean of UBSS.
Emeritus Professor Greg Whateley is currently Deputy Vice-Chancellor UBSS and an Executive
Director, GCA Board.
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