• Assessing the possible potential of implement [sic] a CRM system into the University of Chester

      Page, Steve; Azadpour, Amir (University of Chester, 2007-09)
      Today technologies and computer based systems are helping managers to achieve their organisation goals. However, strategies and tactics which organisations have to adopt depend on the short or long- term plans and visions which change the concept of using models and technologies in information system areas in an organisation. Managers believe that the HI sector is changing. Students are becoming more demanding and looking for added value from their education. Also Universities are now having to become more competitive and responsive to the needs of students. Nowadays, because of demand, there is a requirement for HEI's to be competitive and their future business success depends on developing beneficial relationships with student. One of the most useful systems for this reason is CRM. Today more than 80 Higher Educational Institutes (HEI) in the UK use all or some functions of the CRM system (Agresso newsletter, 2007). It seems that, in order to achieve their goals, senior managers in HEI's should integrate systems to collect, keep and use historic data and use students life cycle to be able to generate types of data which informs their marketing strategy. This strategy will also feed into a HEI's strategic plan. The ability to develop successful customer relationships lies in an organisation's ability to understand its customers and their needs. Indeed, organisations need to identify "real customers and individual basis" and communicate with them appropriately (Mitussis, 2006). The collection, analysis and use of information to identify, understand and meet customer need is crucial to the successful implementation of a CRM system. As a result, technology, initially in data base format, is widely regarded as a core component of CRM as the data used aims to build a long-term connection between the company and customers. As such, CRM can be regarded as a "business strategy that uses information technology to provide an enterprise with a comprehensive, reliable and integrated view of its customer base" (Zikmund et al., 2002). This documentary -based study uses qualitative method for data collection from utilising CRM for University of Chester as a case study. The researcher used empirical research and 3 exploratory study in order to discuss the possible potential of utilising the CRM system with regards to vision and strategy in the University of Chester. Indeed, to examine other HEI's experience implementing CRM systems, the researcher chose Roehampton University because it had similar characteristics, demographics and background to the case study. In order to avoid the problems and decrease the risk of the implementation CRM system in the University of Chester with regards to plans and activities which an organisation has to do, the following are the recommended key steps to a successful CRM strategy: Strategic context. The organisation should understand how CRM fits into the context of the company's overall business strategy, Capabilities assessment. The assessment is to be done to confirm the company's current CRM capabilities. Business case development. The organisation needs a good reason to implement CRM other than simply following new technology trends. Implementation plan creation. Create and execute a plan which clearly defines how to achieve the goal and execute it. (Nguyen, 2007) Competitive advantages that organisations could gain from CRM systems include the following: increase in customer loyalty, superior service, superior information gathering and knowledge sharing and organisational learning. This study highlights potential benefits, limitations and general features about a CRM system at strategic level that might be taken into consideration in case CRM system is be implemented in University of Chester.
    • International student recruitment at the University of Chester

      Waddington, Richard (University of Chester, 2009-06)
      The University of Chester is a higher education institution in the North West of England. Traditionally it recruits most of its students from the UK with few coming from outside the EU. With limits to the number of EU students that the University can recruit being imposed and with little very little non-teaching income, there is very little opportunity for growth in core business. With no restrictions as to student numbers, increasing student numbers from outside the EU would seem to be a potential strategy for the institution. This study involved semi structured interviews with University staff and questionnaires distributed to existing international students at the University. The study found that the University lacked a cohesive, embedded international strategy and was dependent on individual interest within academic faculties, however those faculties that made efforts to market their courses did manage to recruit satisfactorily to them. It also found that support services were not designed around the needs of International students and that there was a lack of international community at the institution.
    • "Internationalisation of higher education": An evaluation study of internationalisation efforts at the University of Chester

      Rajkhowa, Gautam; Jofin, John (University of Chester, 2009-11)
      "Higher Education" is considered to be the most internationally traded commodity in the era of Globalisation. The proposed research study aims at understanding the various theoretical concepts of "Intel-nationalisation of Higher Education" around the globe and in particular to "Internationalisation of Higher Education" among the UK universities. The research aims at comparing the internationalisation efforts at a group of sample universities located in different parts of UK and University of Chester. Based on the comparative analysis, the researcher lists out the major findings of this study regarding the effectiveness and drawbacks of the current level of internationalisation at the University of Chester. The researcher also tries to suggest appropriate recommendations for improving the "Level of Internationalisation" at the University of Chester in the years to come.
    • Students perceptions of service quality at University of Chester Seaborne Library

      Webb, Paul; Velayudhan, Satish (University of Chester, 2009-11)
      Delivering high levels of service is becoming increasingly important in a number of settings, particularly if an organisation is facing increased competition. This report examines the issue of how service quality can be assessed and delivered within the context of a library setting. It achieves this by examining the literature regarding service quality measurement and delivery. It then implements a modified version of the SERVQUAL / libQUAL+ instrument in order to identify the levels of service quality being delivered in specific library - the University of Chester Seaborne library. From this, conclusions are made regarding the suitability of the modified instrument for service quality measurement, and the particular service issues that University of Chester Seaborne library faces. The report concludes by making recommendations for service improvement, based on the findings of the literature review.