MGMT1001: Analysis of University of Canberra Campus of Future Project

This report provides a detailed analysis of the University of Canberra's 'Campus of the Future' project, employing both SWOT (Strengths, Weaknesses, Opportunities, and Threats) and PESTEL (Political, Economic, Social, Technological, Environmental, and Legal) frameworks. The introduction outlines the university's profile and the project's goals, which include developing an integrated learning community with health precincts and residential areas. The SWOT analysis identifies strengths like services for Aboriginal and Torres Strait Islander people and diverse course selections, while weaknesses include inadequate labor and resource planning. Opportunities encompass the light rail network and research centers, while threats involve inadequate meetings and communication. The PESTEL analysis explores external factors influencing the project. The report concludes with recommendations, such as seeking federal government support for the rail network, strategic planning for daily operations, and enhanced communication. The analysis underscores the importance of risk assessment, community involvement, and continuous improvement for the project's success, supported by numerous academic and non-academic references.

Running head: MANAGEMENT
ISSUE ANALYSIS OF THE UNIVERSITY OF CANBERRA
Name of the student:
Name of the university:
Author note:

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Table of contents
Introduction................................................................................................................................2
Company profile.....................................................................................................................2
An insight into the issue.........................................................................................................2
SWOT analysis...........................................................................................................................3
PESTEL Analysis.......................................................................................................................5
Recommendations......................................................................................................................5
References................................................................................................................................10

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Introduction
Company profile
The University of Canberra is counted among the top 10 universities in the
threshold of Australia. In terms of ACT in graduate employment, The University is
ranked number one. As per the reports of QS WORLD University Rankings 2019, the
University is considered to be the Fastest Rising University in the World. In the
statement of Times Higher Education World Rankings, the University is accounted
as the top one percent as compared to the other universities of the world
(Canberra.edu.au 2020). The students get the guidance of skilled and qualified
professors, which helps in attaining academic excellence. Along with this, the
customer service executives take special care for addressing the queries of clients
and customers. The process of applying to the courses is simplified for the students
through the online processes. Diversity prevails in the choice of the courses and
offers, which is a means for influencing the purchasing power and decisions of the
clients and customers. Staff directions are maintained by the administrative
personnel for providing relevant services to the students according to the identified
educational needs (Canberra.edu.au 2020).
An insight into the issue
The University of Canberra has undertaken the project of New Campus
development entitled Campus of Future. According to the plans, a new model of
community would be developed by 2030. For this, the main requirements are health
precincts and residential community consisting of more than 3300 residences. The
main aim of this project is to develop an integrated learning community, which would
be effective for enhancing the corporate social responsibility (Canberra.edu.au
2020). Consciousness towards the implementation of principles relating to co-

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creation and collaboration would result in innovation into the standards and quality of
the educational services. National and international partnerships, transformed
research and enriched learning experiences are the main themes, which have been
developed for making the Campus of Future project a successful one. One of the
aspects of this project is that of the commercial networking activities, which would be
effective for expanding the scope and arena of the supply chain network. The
achievements from the project would be aligned with the strategic objectives and the
“endowment funds” (Canberra.edu.au 2020). As a matter of specification, the plan is
to open an integrated UC campus with the surrounding campus in the district of
Belconnen. In this, the partnership with local education and professional institutions
are mandatory. The immediate impact of this development project would be
achieving the satisfaction of the suppliers.
SWOT analysis
This section would attempt to conduct an analysis of the University of
Canberra with main focus on strengths, weakness, opportunities and threats.
Strengths
 Services for the Aboriginal and
Torres Strait Islander people-
This is one of the greatest
strengths, which makes the
University one of the most
preferred among the students
(Canberra.edu.au 2020).
 Diversity in the selection of the
Weakness
 Inadequate labour- In order to
work for the project, the University
current suffers from inadequate
labour supply (Canberra.edu.au
2020).
 Imbalance in the students
studying in the main campus-
The project has been planned

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courses- The students can select
their preferred courses, which
influences their purchasing power
and decisions (Canberra.edu.au
2020)
 Safe community- The students
are provided with safe platforms
for conducting researches for
enriching their experiences about
the studies (Canberra.edu.au
2020)
without deciding the steps on the
handling of the 10000 students,
studying in the main campus. This
issue can be a problem in
managing the project work and the
daily services (Canberra.edu.au
2020).
 Inadequate resource and
planning- The project for the new
campus development needs
adequate resources and planning
for handling the operations, which
is missing in the current stage of
the project
Opportunities
 Light rail network- The
establishment of the rail network
would support the population flow
easy along with the buses plying
from the College Street. The rail
network is to be constructed within
400 metres of the university,
connecting east west areas, north
south between Gungahlin and
Woden (Canberra.edu.au 2020)
Threats
 Inadequate meetings- Not
conducting frequent meetings
would compel the staffs to
encounter difficulties in
maintaining the balance in the
operations (Canberra.edu.au
2020)
 Inadequate planning- Not
constructing architectural planning
can aggravate the complexities in

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 Research centre- Along with the
new campus, the University plans
to establish a Cancer research
Centre, residential aged care
home and Child Care Centre,
which would cater to all of the
needs of the clients and
customers (Canberra.edu.au
2020).
 Meeting with the ACT
government- Meetings would be
effective for discussion on the
progress of the project and
feasibility of the proposed rail
network (Canberra.edu.au 2020)
planning the route. This can also
be an issue in terms of planning
the accommodation of the nearby
communities (Canberra.edu.au
2020)
 Frequent communication- The
channel of social media
marketing, if not adopted, can
degrade the stability in the public
relationship with the clients and
customers (Canberra.edu.au
2020).
Table: SWOT Analysis of the University of Canberra
(Source: Canberra.edu.au 2020)
PESTEL Analysis
PESTEL analysis is the main theme of this segment, which enhances the
awareness of the readers regarding the external challenges, affecting the operations
of the University of Canberra.
Political Economic Social Technolog
ical
Legal Environme
ntal
 Political
instabilit
ies
 Unrests
 Taxatio
 Inflatio
n
 High
exchan
ge
 Changi
ng
lifestyle
of the
clients
 Soci
al
medi
a
mark
 Grants
and
permiss
ion
 Copyrig
 Soli
d
wast
e
man

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ns rates
 Fluctua
ting
prices
of the
raw
materia
ls
and
custom
ers
eting hts and
patent
age
men
t
tech
niqu
es
Table: PESTEL Analysis for The University of Canberra
Recommendations
Inquiry for the rail network to the Federal government would be effective in
terms of developing authenticity and reliability into the project of new campus
development. Taking permission from the government agencies for the
establishment of the light rail network would align with the standards and protocol of
the ethical code of conduct. Grants and its copies are extremely important for
averting the illegal instances and scandals. In order to manage the daily educational
services and the project work in a systematic manner, effective strategic planning
can be conducted. For example, the classes can be shifted to other locations, where
the students can take the classes and do the research work, without any
disturbances. According to the propositions of Ardito et al. (2019), the plans for
conducting Cancer Research Centres, Aged Care Homes and Child Centres needs
to be revised with due consideration to the labour availability. Consideration of the
communication channels like social media and emails would be effective for
disseminating the essential information to the clients and customers.
Planning for the services like sporting clubs, commercial offices and health
precincts would be effective for catering to the specific needs, demands and
requirements of the clients and customers. Organizing events would increase the
sales revenue and profit margin of the University. Plans can also cater to the
provision of environment friendly transport facilities for the students. Rhéaume and

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Gardoni (2016) are of the view that this approach would be effective for contributing
to the reduction of the environmental pollution. Communicating the students about
the route changes and the class shifting on the social media would be a productive
approach for maintaining the balance between the daily operations and the project
work. This approach would also act as an agent in terms of averting any kind of
misunderstanding and conflict (Pivovarova 2018).
The rail line is supposed to pass through Bourke Street Mall. This would need
appropriate architectural planning, so that the services are not affected. The plans
are in progress regarding accommodating the pedestrians into the campus
operations. Systematic progression and planning of this plan would expand the
scope and arena of the supply chain network of the University. For this, Scholz
(2017) proposes that differentiation in the services need to be expanded. Risk
assessment and management is extremely important for assessing the impact of the
new campus development on the operations. Continuous improvement is being
planned in the services of cultural programs and services for attracting more
customers towards the brand image.
Experiments with the rail routes would be effective for assessing the feasibility
of the functionalities planned. Hiring skilled and efficient engineers and experts
would help the university personnel in detecting the changes which needs to be
made before launching the plans for the clients and customers. One of the important
stages of the planning stage is that of the involving the communities in the decision-
making process. This process possesses flexibility to avert the misunderstanding,
conflicts. In this context, according to the opinions of Shahrabi, Tahmasebi-Limooni
and Razavi (2019), mention can be made of the Equality Act, which reflects the
implications of equality among the students and the community members.

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The details of the proceedings of the meetings can be uploaded on the social
media for enhancing the awareness of the clients about the plans to complete the
project in an efficient and effective manner. Donations are one of the other means
through which financial flexibility, which is needed for introducing effective services
for the stakeholders and shareholders. In the process of collecting the donations,
compulsions are to be averted for ensuing that the standards and protocols of the
ethical code of conduct are maintained. Consciousness in this approach would be
effective for gaining trust, loyalty and dependence from the clients and customers
(Christensen, Gornitzka and Ramirez 2018).
Media coverage for the new campus development would help the University
personnel to gain an insight in top the prospective sources from which sponsorships
can be collected for the project. This approach would be possible through off shoring
and outsourcing the operations into the external environments. As community
development is one of the aims, it would need seminars and lectures for enhancing
the awareness of the members about the project. Cost benefit analysis is needed in
terms of assessing the impact of the campus development and the other operations.
Within this, reference can be cited about the budget, which needs to be planned at
the initial stages of the projects (Omini et al. 2017).
As stated by Pollard (2019), expert sessions can be made frequent, so that
the continuous improvement and development plans can be tracked and monitored.
Using checklists and templates would be effective for assessing whether all of the
parameters have been covered for attaining growth and development. Within this,
product development and diversification would enhance the standards and quality of
the services. As per the propositions of Boris and Ushvitsky (2017), screening of the
architectural plans and the services would help in maintaining the measurability of

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the feasibility of the proposed rail route in terms of enhancing the ease of availing the
transport services.
According to Arkhipova, Nazaykinsky and Sedova (2017), training can be
provided to the staffs for working according to the plans and requirements. In this
context, practical training would be effective for enhancing the preconceived skills,
expertise and knowledge of the staffs. Post training tests would suffice the need for
estimating the nature of business in the upcoming years. Guidelines for project
management can be followed for enriching the information regarding completing the
project activities in accordance to the plans and requirements. Evaluation of the
performance, with consideration to the objectives would develop relevancy in the
operations (Kerzner 2017). Creating action plans would also be effective averting the
instances of delays in submitting the activities within the stipulated time. Maintaining
consistency in execution of evaluation would be effective for tracking the progress
and the changes, which can be implemented in the services for upgrading the
standards and quality of the operations and services (Gabdrakhmanov et al. 2019).

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References
Ardito, L., Ferraris, A., Petruzzelli, A.M., Bresciani, S. and Del Giudice, M., 2019. The
role of universities in the knowledge management of smart city projects.
Technological Forecasting and Social Change, 142, pp.312-321.
Arkhipova, N., Nazaykinsky, S. and Sedova, O., 2017. Transformation of
organizational structure in universities on the back of project management
technology introduction. RSUH/RGGU BULLETIN. Series Economics. Management.
Law, (2), pp.30-42.
Boris, V.P.O.G.O. and Ushvitsky, L., 2017. Strategic management in universities as
a factor of their global competitiveness. International Journal of Educational
Management, 31(1), pp.62-75.
Canberra.edu.au 2020. About us. Available at: https://www.canberra.edu.au/
[Accessed on 9th March 2020]
Canberra.edu.au 2020. Campus development. Available at:
https://www.canberra.edu.au/on-campus/campus-development [Accessed on 9th
March 2020]
Christensen, T., Gornitzka, Å. and Ramirez, F.O. eds., 2018. Universities as
agencies: reputation and professionalization. Springer.
Gabdrakhmanov, N.K., Abilov, A.V., Vershinina, O.A., Novenkova, A.Z. and Yu, M.,
2019. Influence of Supply Chain Management on Universities Development: An
Outward Glance. Int. J Sup. Chain. Mgt Vol, 8(2), p.304.

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Kerzner, H., 2017. Project management: a systems approach to planning,
scheduling, and controlling. John Wiley & Sons.
Omini, A.A., Nnamdi, O.E., Edwin, N. and Gladys, N., 2017. Project cost overrun
management in Universities using partial least squares-structural equation
modelling. American Journal of Applied Mathematics, 5(4), pp.108-113.
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Rhéaume, L. and Gardoni, M., 2016. Strategy-making for innovation management
and the development of corporate universities. International Journal on Interactive
Design and Manufacturing (IJIDeM), 10(1), pp.73-84.
Scholz, R.W., 2017. The normative dimension in transdisciplinarity, transition
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Shahrabi, A., Tahmasebi-Limooni, S. and Razavi, S.A.A., 2019. Study of Effective
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Excellence, 9(2), pp.38-45.