Staffordshire University: Balanced Scorecard and Business Management

This report examines the application of the balanced scorecard as a strategic management tool, focusing on its implementation within Staffordshire University. It analyzes the university's performance through non-financial areas such as marketing, human resources, and research & development. The marketing department's role in representing the organization to customers and adapting to market trends is discussed, along with its importance in increasing customer engagement and loyalty. The human resources department's function in monitoring organizational working, developing strategies for improved productivity, and adapting to external environmental changes, like the shift to online classes during COVID-19, is also highlighted. Furthermore, the report explores the internal business process perspective, particularly the role of the R&D department in developing new products and integrating technological advancements, including the importance of communication with other departments. The report also touches upon the customer perspective, emphasizing the provision of technical studies and the use of new technologies to enhance customer experience and loyalty. This analysis provides insights into how the balanced scorecard supports strategic decision-making and performance evaluation within an educational institution.