The main purpose of this report is to identify the key challenges the client is facing and the areas of importance. The client is Regent College. This repost is based on the initial sales presentation to convince the client. Based on extensive secondary research this initial report is prepared to understand the challenges the client is facing. The report is divided into three main sections. The first section focuses on the clients’ problems which key areas of importance is discussed in section 2. The final section is based on top three priorities.
An overview of the client
The Regent College is an academic institution that offers Master, Bachelors and HND courses in the subjects of the business, engineering and computing, health and law. The Regent College was established in 2000. The Regent College was founded by the Pankaj family. The academic staff at the Regent College is 150. The number of administrative staff at the Regent College figures at 189. The number of students at the Regent College is 2171. The challenge that the Regent College faces now is the shunted organizational growth. The following section breaks down the challenge into three individual problems.
Key Client`s problems
Based on the initial research to deliver a sales pitch and further research on the client challenges the following problems are identified:
1.One of the major problems that are faced by the Regent College is the decrease in the admission of international students. It is because the growth in the revenue of academic institution is associated with the registration of the online students and the lack of such students are stalling the revenue growth at Regent College. Similar evidence can be observed in the works of Weber et al. (2023) as the author suggest that half of the revenue hike is driven by the admission of the international students. It is evidenced by the fact that the admission of the international students at college in UK has decreased by 140000 (Economictimes, 2023).
2. Another major problem that is witnessed by the Regent College is the fall in the number of student admission that belongs to the BAME community. It is because the presence of the student from the BAME community plays a crucial role in implementing inclusive learning practices, reduced bullying due to low cultural diversity tolerance and the lack of such students is proving to be a challenge for implementing these policies. In the works of Broadhead et al. (2020) it is supported that the growth in the cultural diversity in academic institutions is explained by the increased admission from BAME community.
3. Another critical issue has been the absence of highly qualified teacher and domestic student enrollment at the Regent College. It is because the presence of highly qualified teacher and students are extremely important for building a good brand image and a high satisfaction score amongst the students and its absence makes it improbable for the Regent College to build on high satisfaction score. Suarman et al. (2013) have supported that the hiring of quality teachers or academic experts share a positive relationship with the growth in the student satisfaction as it has the highest mean value of 3.21 amongst the other factors. Furthermore, the availability of the highly qualified teachers in UK has decreased from 65% to 59% (Epi, 2023).
Critical analysis of the areas of importance
Competitors
The high competition has been responsible for influencing the absence of highly qualified teacher at Regent College. It is because competitors such as London college and have been providing higher wages than the Regent college and have been able to attract the highly qualified teachers and hire them in their payroll. Similar evidence can be observed in the findings of Lin (2019) as the author suggest that significant portion of the highly qualified teachers consider salary as a major factor when it comes to accepting employment offers from the academic institutions in teaching roles. Therefore, it is analysed that the competition has a positive influence on the third issue and serves as a major area of importance that needs to be looked after.
The misinterpretation of the target audience is a causative factor behind the issue of decreased admission of BAME students. It is because the Regent College developed the fee structure for their courses that were suitable to the audience of the middle-ranged income families, however, this fee structure is not feasible for the financially deprived BAME students. Therefore, the target audience strategy in terms of pricing is the area of importance that needs to be considered.
External influences
One of the major factors that has led to the first problem is external influences. It is because the international students need CAS issuance and VISA clearance from the government for studying in Regent College, however, the formation of Brexit has complicated the process of approving student visa and delayed their issuance, which in turn, has influenced the student to apply for other foreign college. It is evidenced by the fact that the number of CAS issuance and VISA issuance for international students in UK has decreased by 64% and 71% respectively (Dhawan, 2023). Therefore, it is analysed that the external influences of delayed VISA issuance by UK government have driven the problem of reduced admission of the international students at Regent College.
Top 3 priorities and raking
Priority 1: Absence of high-quality teachers
The absence of high-quality teachers is assigned with the top priority ranking. It is because the academic institution is only valued when the taught courses content are of high quality, which requires the presence of highly qualified teachers for imparting such high quality knowledge and their absence deteriorates their academic reputation significantly. Analogous observation are accounted in the work of Sarbabidya and Rashid (2018) as the authors suggest that the academic valuation of an institution is positively influenced by the availability of highly expertise and qualified teachers. Furthermore, Chakraborty and Halder (2019) have opined that several of the students prefer admission in colleges with highly skilled faculties. On the contrary, Qazi et al. (2021) have argued that the academic performance emerges as the highest influencing factors in driving reputation of the institution as compared to the other factors. The previous statement is limited in terms of credibility as the researcher has not performed data triangulation which undermines the viability of the statement significantly. Therefore, the reduced reputation of the college justifies as the reason why the absence high quality teachers at Regent College is assigned with the top priority ranking.
Priority 2: Lack of international student admission
The lack of international student admission is allocated with the second priority ranking. It is because the Regent College can only run its academic operations properly if they have enough financial revenue and the tuition fees from the international students make up for a significant portion of the revenue in academic institutions, however its absence renders the Regent ineffective in generating and running daily operations effectively. In the findings of Topaler and Kayabaşı (2023), it is observed that the revenue is crucial for the existence and proficient operation of academic institutions. Therefore, it is observed that the incapacity of running academic operations has served as the reason why absence of international student enrollment is ranked with second priority ranking.
This issue has been placed below the first priority rank. It is because if the high quality teachers are not available in the schools, there would not be many educational courses to run and henceforth, the significance of the revenue would be irrelevant as there would be no area of academic operations to invest in. Therefore, the lack of high quality teachers supersedes lack of international student admission as an issue and the prioritization of the lack of international student admission as the second issue in terms of significance is justified.
Priority 3: Lack of students from the BAME community
The lack of students from the BAME community is recognized as third priority issue. It is because the other colleges have gained a competitive edge from Regent College in terms of inclusive learning as they have lower number of students from BAME community as compared to other colleges since the existence of students from BAME community share a positive association with the growth in adoption of inclusive learning practices. A critical study conducted by Rana et al. (2022) supports that the BAME community is a significant contributor when it comes to driving increased tolerance to cultural diversity, which is an important aspect of inclusive learning. Therefore, it is analysed that the increased difficulty for deploying the inclusive learning has posed as the reason why lack of students from the BAME community is tagged as the third priority issue. The issue has been placed at the last priority. It is because this issue would not matter if there are no teachers and students to work with in the first place. Hence, the lack of international student admission and high quality teachers supersede the lack of students from the BAME community as an issue and its allocation as third priority is justified.
Conclusion
The findings of the report indicate that the three problems for the Regent College are the decreased international students, fall in the number of student admission that belongs to the BAME community and absence of highly qualified teachers. The results of the report suggest that these issues are caused by the external influences of delayed VISA issuances, competitive practices of hiring quality teachers and the misinterpretation of the target audience. The outcomes of the report proclaim that the absence of highly qualified teachers, decreased international students and fall in the number of student admission that belongs to the BAME community and absence of highly qualified teachers are positioned as the first priority issue, second priority issue and third priority issue respectively.
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References
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