the rise of the enrollment profession: a tri-country perspective

The Rise of the Enrollment Profession: A Tri-Country Perspective

Paul AbelaExecutive Director

Australia and New Zealand

Association for Tertiary Education Management (ATEM) Overview• 37 years old• Only Association representing the entire professional

sector including enrolment managers, DVCs, PVCs, marketing, finance, faculty management)

• Australia and New Zealand (Chapter in Papua New Guinea commenced in September 2012)

• 1350 members, 76 corporate members• 100 Professional development activities each year• Tertiary Education Management Conference (TEMC)

the largest conference for TE in Australia• Incorporates three sectors Universities, TAFE

(Community Colleges) and the private sector

16th April 2013Association for Tertiary Education Management - AACRAO 2013

Non academic to professionalThe rise of the professional manager in

tertiary educationVolume and money - the changes since 1988International student (and some tips on how Australia conquered the world)Studying our professionATEM’s role

The enrolment professional as a case study

Association for Tertiary Education Management - AACRAO 2013

Volume and moneyProfound change to universities

since 1988• Government amalgamations create

mega institutions (1988)• Massification of Tertiary Education• Need for graduates• Increased complexity • The finance imperative


Amalgamations- three into one will go.

• Increased size the “Massification” of tertiary

education –driven by equity and workforce demand

• Increased complexity • Increased managerial responsibility• Increased budgets• Corporitisation


Internationalisation• The rise of the International Office• Focus on the enrolment professional, speed

and accuracy• Major economic imperative for the

institution• Business method as employed, marketing,

agents


Australia’s International moveAustralia first, institutions secondRecruitment agenciesMoving away from our backyardMarketing as consortiumsLifestyle and toleranceNo criticism or talking down of competitors.Multimillion dollar businesses, multifaceted,

multi campus and multi national


Carol Graham, University of Technology Sydney• Professionals crucial in all aspects of the

student experience• Retention rates• Admissions• Enrolment• Advising• Achieving positive student outcomes• Understanding values and mission


Celia WhitchurchUniversity of London· Bounded professionals, who located themselves within the

boundaries of a function or organisational location that they had either constructed for themselves, or which had been imposed upon them.

· Cross-boundary professionals, who recognised, and actively used

boundaries to build strategic advantage and institutional capacity, capitalising on their knowledge of territories on either side of the boundaries that they encountered. As in the case of bounded professionals, boundaries were a defining mechanism for them.

· Unbounded professionals, who displayed a disregard for

boundaries, focusing on broadly based projects across the university such as widening participation, and on the development of their institutions for the future.


ActivityDimensions

Characteristics of bounded Professionals

Characteristics of Cross boundary professionals

Characteristics of Unbounded Professionals

Spaces - trusteeship(knowledge;budgets)- safety (audit;assurance)prescribed/closed off (processes;systems;regulations)- space used toposition/frameidentity- ‘own’ spacedifferentiatedfrom ‘other’Space

Boundaries used as deviceto:. traverse space. facilitate interpretationbetween functions. translate functionalknowledge intoinstitutionalknowledge. offer signposts

- a disregard forboundaries- functional spaceoverlapsand merges- few fixed points- create new activityand knowledge space- accommodatecomplexity- little differentiationbetween internal andexternal space- offer a compass

Typology of professional identities


ActivityDimensions

Characteristics of Bounded Professionals



Relationships

- based onservice/support- formal,hierarchical- clear distinctionbetweenacademic andprofessional roles- strong ties withinboundaries oflocale- minimal weakties- potential for ‘us’and ‘them’positionings

- negotiated acrossboundaries- politically astute- used to buildadvantage- opportunistic- strong ties withinprimefunctional area (s)- weak ties toinstitutional,sector and externalnetworks

- based on ability toenter and understandacademic discourse/debate- alliances with keysupporters of blendedactivities- facilitation ofautonomy of own staff- construction of newinstitutionalnetworks- strong ties to thesenetworks- weak ties to externalprofessional arenas



ActivityDimensions

Characteristics of bounded Professionals



Knowledges - process,information-oriented- technical- regulatory- represent fixedcore;institutionalmemory- reflect history;precedent;continuity

- drawn from multipleorganisational spaces- cross-functional- applied/‘mode 2’knowledge- interpretive;translational- can be politically-oriented- can involve negotiatedtrade-offs

- building interfaceknowledge- embedding,integratingprofessional andacademic knowledge- research into blendedactivity- creating interactiveknowledgeenvironment



Recognition Credentialing, our own discipline area eLAMP Recognition -ATEM awards


ATEM/Campus Review Best Practice Awards1. Excellence in Student Administration and Customer

Service2. Excellence in Marketing, Communication and Public

Relations3. Excellence in Innovation4. Excellence in Leadership5. Excellence in Research Management6. Excellence in Financial Management7. Excellence in Human Resource Management8. Excellence in IT Management9. Excellence in Community Engagement10.Excellence by a New Entrant in Tertiary Education


What’s in a name?• Non academic staff• Administration staff• Support staff• General Staff• Allied staff• PROFESSIONAL STAFF• Auckland, Flinders, ANU change to name

‘Professional’


Questions


the rise of the enrollment profession: a tri-country perspective

Documents

tertiary educationvolume

professional manager

international student

used boundaries

case of bounded professionals

unbounded professionals

entire professional

new zealandassociation