Management

Executive Summary:

This report presents an outline of the effective management structure of APU (Asia Pacific University of Technology and Innovation) in Kuala Lumpur. The internal and the external environment affect the business activities of the organization. The internal factors like SWOT analysis, management changes, students’ moral, cultural changes, financial changes affects the business activities of the University. The external factors (political, technological, social, economic, environmental, legal) influences the business activities of the organization. This report also explains the responsibilities of the HR department. The reports also depict the fact that how communication method and the active strategy can influence the business activities of the University. The operational strategies of the University define by several attributes. Those are international positioning, quality learning, research and people, quality infrastructure management, equity, and access. In order to become one of the leading Universities in the worldwide, the University needs to implement certain strategies. APU needs to develop quality research activities, advanced technology, hiring experienced professionals, proper infrastructure, and different study programs. APU also need to improve its operational strategy by giving the quality infrastructure and quality learning to the students. This will help to increase the performance of the University in the long-run.

 

Table of Contents

Executive Summary: 2

Part A: Effective management structure. 4

Introduction: 4

i) SWOT Analysis of APU Kuala-Lumpur: 4

ii) POLC of APU Kuala-Lumpur (short term and long term): 6

iii) Business environment factors: 8

Management changes: 8

Students’ morale: 9

Cultural changes: 9

Financial changes: 9

External environment: 10

Political factors: 10

Economic factors: 10

Social factors: 10

Technological factors: 11

Environmental factors: 11

Legal factors: 11

Iv) Active Strategy and structure: 11

Structure of APU Kuala-Lumpur: 12

v) Controlling management: 13

Vi) HR management: 13

Vii) Communication methods (internal and external): 13

Internal communication method: 13

External communication method: 14

Viii) Recommendations: 14

Use of advanced technology: 14

Developing research activities: 14

Hiring experienced faculties: 15

Improve Infrastructure: 15

Implement different study programs: 15

Conclusion. 15

Part: B Operational Goal and Strategies of the APU University. 16

Quality Learning, Research, and People. 16

International Positioning. 16

Quality Infrastructure and Management 16

Equity and Access. 17

Recommendations Regarding Operational Strategy. 17

References: 19

 

 

 

Part A: Effective management structure

 Introduction:

This report presents a framework of the effective management structure of APU ( the Asia Pacific University of Technology and Innovation) in Kuala Lumpur. This is a private University. This report also presents a SWOT analysis and short-term and long-term strategies of APU Kuala-Lumpur. This report depicts the fact that how the business environment factors affects the organization. This report explains that what strategies and structures the organization needs to follow in order to increase the performance of the organization. This report defines that what communication methods needs to be followed by the employees to accomplish the responsibilities. This report also illustrates the fact that what responsibilities should HR management follow in order to increase the efficiency and effectiveness of the people (Abolghassemi Fakhree and Jouyban, 2011).

i) SWOT Analysis of APU Kuala-Lumpur:

Strength (internal)	Weakness (Internal)
It is a very strong research university under the guidance of experienced professor The location of the University Quality, growth and comprehensiveness of online education Overseas campuses Partnerships with several renowned universities In both undergraduate and postgraduate level interdisciplinary and experiential education Faculty service to the university and the larger community Strong bond exists between students and faculty Enormous resources and capabilities of the student create competitive advantage Several centers and institutes have created for excellence (like institute for environment and development, Institute of the Malay world, etc.) Unassailable research undertakings due to the efficient professors guidance (Agasisti and Ricca, 2015) . Underfunding in many programs and departments For faculty scholarships lack of financial support Understaffing at many levels For recruitment, marketing, retention, and advising department inadequate resources are there Lack of infrastructure Underdeveloped facilities and campus life Not enough undergraduate degree programs Shortage of cohesive multidisciplinary research team Inadequate cutting edge curriculum
Opportunities (External)	Threats (External)
For intellectual enrichment continuing education for all the people Worldwide online opportunities Downtown presence for graduate students Throughout the country, opportunity to build an undergraduate experience by using the best practices In integrated and interdisciplinary learning becoming a leader Exchange programs and off-campus and international study Regarding tourism increase the educational opportunities Opportunities to explore cross-cultural research themes Opportunities to enhance the economy and national developments Opportunities to concretize relationship between industries and universities In Kuala Lumpur public funding of higher education is reducing As compared to other universities risk of losing prominent faculty and staff  is increasing for genuinely better opportunities In Kuala Lumpur the competition from nearby public universities is growing Due to vigorous competition-stability of the workplace can be hampered Increasing demand for off-shore academic programs

 

ii) POLC of APU Kuala-Lumpur (short term and long term):

APU Kuala-Lumpur	Short-term
Planning	Delivering highest quality research work Across the full range of particular subjects meeting the international standards of excellence The world-class researchers make a provision for delivering excellent education to the students Through effective engagement and communication with the communities strengthening the reputation for excellence nationally, regionally and internationally
Organizing	Organizing the best educational program for the students in order to increase the excellence of the students Organizing seminars for research activities Organizing the experienced faculty members in order to deliver the exact knowledge and skills (Ahmad, 2013)
Leading	Within the next five years, APU Kuala-Lumpur  will become the top universities in Malaysia, Kuala Lumpur Leading in the worldwide research activities in some particular subjects
Controlling	The quality of research activities and other programs needs to meet the standard of quality Gather and assess the information that helps to foster the growth Assessing performance and costing techniques in order to make the best decision Developing new strategies for the management in order to improve the performance of the students

 

APU Kuala-Lumpur	Long-term
Planning	Becoming a cutting-edge research and educational university internationally Offer modern equipment and facilities to the students Presenting itself as a cohesive cultural community globally Based on the highest quality of research establishing a systematic development of research activities Along with the international cooperation with other universities improving qualitative progress In an international context becoming a prestigious university Strengthening the position of APU Kuala-Lumpur  as a leading internationally recognized research university To focus on those fields where the University currently achieves excellent outcomes For scholarly and research activities establish an adequate and effectual model for the allocation of institutional funding resources Develop the configuration of the large research center Strengthen the collaboration between quality public research and university departments
Organizing	Organizing the require resources to implement the plans The opportunities presented by national programs, the university, should make maximum use of it
Leading	Within the next ten years becoming the best research university in worldwide. Reduce the competition in the international marketplace
Controlling	The standard of quality in the research activities need to be high Assessing the necessary information in order to control the management activities

 

iii) Business environment factors:

Two business environmental factors are affecting the business activities of the organization those are following:

Internal environment: The internal factors that affect the business environment of the organization are following:

Management changes:

The change management process is the internal factor that affects the business activities in the organization (Asiimwe and Khan, 2013). The changes would be faculty members, advanced educational program, academic culture, infrastructure, and technology. In a specific institution, this changes needs to be made in order to increase the performance in the long-run. In order to improve the research activities or research programs in the APU Kuala-Lumpur efficient and experienced faculty is needed (Attaoui and Poncet, 2013). Strong knowledge and skills are necessary for the students in order to improve their effectiveness in the long-run. Other changes like broad inclusion in decision-making and planning, goodwill of the company are affecting the activities of the organization.

Students’ morale:

In any University, the students’ morale is the very important factor that needs to take into consideration. By sharing the knowledge and experience, the faculty members can increase the students’ efficiency. If the performance of the students is improving day by day, then their confidence level will also be increased. With the help of the advanced technology and better infrastructure, the students can increase their competencies (Damanpour, Magelssen and Chiu, 2013).

Cultural changes:

The cultural changes in the APU Kuala-Lumpur are affecting the business activities of the organization (David, 2013). The people of Malaysia possess a different culture. The culture of the different faculty unit is different, and that needs to be understood by the management of the organization. According to their culture, the faculty will share knowledge and skills with the students (Duan, 2011). This will be very helpful for the students because they will get to know about the different cultures and background of the study. The cultural changes can raise the conflicts between the faculty members. This may lead to work against each other within the organization (Dawid, Kopel and Kort, 2013).

Financial changes:

The financial changes of the University refer to the changes in the fee structure of the research program, postgraduate program, and undergraduate program (Gandellini, Pezzi and Venanzi, 2013). If the University is increasing the fee structure of the different study programs, then the University needs to provide all the necessary facilities that are required for the students. Suppose the brand value of the APU Kuala-Lumpur is increasing by delivering the good faculty members and varieties of research programs then more students will enroll their name in this university (Zou and Ingram, 2011). The management needs to invest more in the infrastructure and technology in order to increase the profitability of the organization (Estes, 2011).

External environment:

Several external factors affect the business environment of the organization. The external environment is analyzed through PESTLE. Those are following:

Political factors:

The political environment of Malaysia affects the business activities of the organizations (Geraci and Degli Esposti, 2011). The government of Malaysia took some initiatives to improve the Private universities. The Malaysian government has set some rules and regulations for all the universities that need to be maintained by them. The government has changes to the skills that are required for the faculties (Gong, 2013). With short lead times, certain change (changes in the curriculum) has been made by the Malaysian government. The Malaysian government states some requirements to the universities that requirement for self-managing and self-financing. Due to the corruption in the country, the parents are not allowing to take admission in the APU Kuala-Lumpur (Heyden, 2012).

Economic factors:

Over the past years, the economic growth of the country has averaged 8% per year. With the increasing growth of the economy, the investors are ready to invest in this country (Tsinopoulos and McDougall, 2011). Therefore, this place is ideal for the international trade. The funding decision of central or local government affects the establishment finances. The competition has increased due to the over provision of university places in the particular area from neighboring Universities (Holotescu and Grosseck, 2013).

Social factors:

The population of the country is changing (increasing or decreasing). Demographic changes may affect the Universities in Malaysia (Tilahun and Ong, 2013). The qualification of the people will depend upon the income of the people. The APU Kuala-Lumpur needs to incorporate the needs or requirements of the students. That influences the decision of the parents. Parental references are another factor that influences the decision of the parents regarding admission (Ishaq Ahmed Mohammed, 2012).

Technological factors:

Proper standards and equipment are required in order to develop advanced technology within the University premises (The Analysis and Research of College Students Grassroots Employment Via SWOT, 2013). At the time of change, there will always have some risks of selecting the technology. The operational activities may affect the new computer viruses. The security measures need to take into consideration as some illegal or disturbing images on the Internet may affect the image of the University. Increase the e-book readers.

Environmental factors:

The new highway near the University can create danger for the students. For this reason, the local bus routes may change. The green space reduction is increasing for other activities in the University premises (Kirtikara, 2012).

Legal factors:

New policies and procedures of the University may create some risks of non-compliance with the law. Health and safety legislation needs to be developing in order to create safety measures within the university premises.

 iv) Active Strategy and structure:

APU Kuala-Lumpur is maintaining an ‘I’ module. This model consists:

• Through the innovation of design of curriculum, consists several learning approaches
• In order to interrelate knowledge and work with multidisciplinary teams, APU develops integration of capabilities
• In order to communicate persuasively and effectively proper, information and knowledge are required
• Through the use of advanced technology interactivity or teamwork skills can be increased
• In relation to new application and solution imagination is necessary

The active strategies of the APU Kuala-Lumpur are following:

1) At various levels of research activities, a team of competent research personnel is required

2) In order to become international leader niche areas of research activities needs to implement

3) Based on promoting good research practices, conducts, and policies quality research management needs to be there

4) Knowledge sources, current and comprehensive information, are improved and incorporated

5) Through internal and external sources continuous availability of research funding

6) Up-to-date facilities and support and adequate space

7) All university researchers need to promote full and active participation

8) All partially funded and fully funded research administered and optimally coordinate

9) In strategic research areas needs to establish center of excellence

10) To the private and public sectors through strategic partnerships, provide consultancy services and excellent collaborative research

11) To enhance the quality of life with active contribution and propagation of knowledge

(Source: Kirtikara, 2012)

v) Controlling management:

In an organization different person, hold a position that has some specific responsibilities. Like in the APU Kuala-Lumpur, the Deputy Vice-Chancellor of Research and Innovation has some specific role. He/she is controlling the departmental research activities (Krasman, 2013). On the other hand, coordinator HICO/UMCOE has other responsibilities. He/she coordinate with all the departments and see whether all the activities are smoothly going or not. The responsibility of Dean is planning and coordinating with all the departments in order to increase the performance of the University. The role of director in the research activities is to advise on policy initiatives; give enough support to the students and the supervisors (Kuah and Wong, 2011).

Vi) HR management:

For all the personnel matters, the human resource division of APU Kuala-Lumpur is responsible. Through the staff, development policies and implementation of recruitment the human resource department is endeavoring to accomplish an experienced, cutthroat and effective workforce (Liu, 2015). The main purpose of the Human Resource department is to attain the best-qualified personnel in the various areas of the proficiency. There are several units in the human resource department of APU Kuala-Lumpur (The Analysis and Research of College Students Grassroots Employment Via SWOT, 2013). Those are recruitment and career enhancement unit, organization and information management unit, policy and general administration unit and service unit. This unit has different responsibilities. The respective persons will handle the responsibilities in different areas (Ren, 2013).

Vii) Communication methods (internal and external):

There are two types of Communication Method, University is following over the years, and those are following:

Internal communication method:

In order to interact with the students, the administration has created students portal from where the faculty and students can directly interact with each other (Shen and Jiang, 2013). If the management has some information to share with the students, then they will give notice and circular in the form of print or online media. With the help of the print or online media, it will be very easy to interact with the students within a much-stipulated time. The faculty of the university may interact with the students by email (Sato and Sawaki, 2013). Various departments like finance, HR, the administration needs to interact with each other in order to share the relevant information.

External communication method:

The external communication method of the APU Kuala-Lumpur is mainly between the stakeholders and the suppliers, research councils, research sponsors, local communities, and employers (Tasselli, 2013). The external communication is being done by using several media like a telephone, email, and fax. This process is necessary in order to maintain a cordial relationship between the university and other external stakeholders. With the help of the different communication method, proper information can be shared with each other. This will foster growth in the long-run.

Viii) Recommendations:

Use of advanced technology:

The APU Kuala-Lumpur should use advanced technology in order to improve the performance in the long-run. With the help of the advanced technology, it can improve the efficiency and effectiveness of the students. In today’s world, advanced technology is required in order to compete with others. This technology will help to integrate all the procedures within the university. If any system fails then, technology can identify those measures and monitor the whole system within stipulated time.

Developing research activities:

The research activities of the University need to be developed to a high standard with excellence quality of work. This University is mainly known for its research work activities. If the research work is not maintained with a high quality of standard, then the brand image of the University will decrease day by day. With the help of the various research activities, the University can increase its standard in the worldwide. Strategic research activities will help to maintain the center of excellence.

Hiring experienced faculties:

In order to improve the research work, increase the performance of the University, increase student morale, experienced faculties would be necessary. The experienced faculties will share the knowledge and skills to the students that will help to increase the competencies of the students. The different faculties have possessed different cultures. By diversifying the knowledge and skills with the students, it can help to increase the proficiency of the students. Full and active participation of the students in several academic activities can be increased with the help of the experienced faculties.

Improve Infrastructure:

The infrastructure of the University needs to be improved. The university needs to provide the up-to-date facilities and adequate space to the students that will help to accomplish all the activities within the university premises. A proper structure (specific departments’ room, the lab for the students) is required in order to accomplish the required activities.

Implement different study programs:

Different study programs need to be implemented in order to attract more students towards the APU Kuala-Lumpur. In different fields of study, different courses need to be incorporated to compete with other universities. Different study programs can help to increase the capability of the students, and they will gain knowledge and skills that will help to improve themselves in the long-run.

Conclusion

From the above discussion, it can be concluded that the APU Kuala-Lumpur needs to incorporate some strategies for the betterment of the students. The main strengths of APU Kuala-Lumpur are resources, location, strong bond between faculty and students. This attributes will help to become the leading University in Malaysia. Proper planning, controlling of the management is necessary in order to become the leading university in Malaysia. The respective departments (HR, administration, finance) will handle the responsibilities to improve the performance of the University. A niche research activity is needed to be implemented to become the international leader. Thus, experienced professional, advanced technology, proper infrastructure is required.

Part: B Operational Goal and Strategies of the APU University

In order to highlight the current operational goal as well as strategy of APU University, it is require underlining the objectives of the University. The following discussion will highlight the operational goal and strategies of the APU University in Malaysia locations.

Quality Learning, Research and People

During the execution of day-to-day operational function within the University, the APU University will need to establish quality ambiance within the University premises in terms of people, which may help the University to develop better working environment for learning and research (The University of Texas at San Antonio, 2015). In relation to this, it can be also mentioned that the University is also intended to establish better ambiance within the University premises, so that the learners may effectively gather quality knowledge and may ensure quality learning through research and training based activities, which is national as well as international standards (The APU University, 2015).

International Positioning

Moreover, the APU University also intended to establish world class ambiance within the University in terms of research and learning, which may ensure competitive position amid of the amid the globe. In this regard, the University has highly emphasized towards training and learning based programs within the University (The University of Melbourne, 2015). At the same time, APU University also has concentrated on upgrading skills and efficiency of the staff members through conducting varied learning based programs. In relation to this, it can be also argued that the University has focused on the staff-student ratios. Moreover, for ensuring apex international position as well as standard, the University has paid its higher attention towards integrity, excellence, collaboration, respect, inclusiveness and innovation related aspects within the University premises (The APU University, 2015).

Quality Infrastructure and Management

Moreover, with an intention of ensuring high recognition amid the globe, the University has pain its higher attention towards the university’s systems infrastructure. In context, it can be argued that the University has concentrated on establishment of a new research management system, so that the students of the University may gather valuable knowledge and exposure about high education. Moreover, the APU University also intended to ensure its resourcing quality, which may help the University to expansion and diversification amid the globe (The APU University, 2015).

Equity and Access

Simultaneously, the University also tried to ensure its equity and access amid the globe, with this particular aim the University has highly concentrated on its planning, budgeting and financing related aspects (The APU University, 2015). In relation to this, it can be also argued that the APU University of Malaysia also focused on the strategic implementation, risk evaluation and monitoring and supervision related aspects.

Based on these above mentioned assumptions, it can be stated that the University not only concentrated on the above mentioned aspects, rather the University also has taken certain measures, which has helped the organization to ensure its leading position within the globe.

Recommendations Regarding Operational Strategy

With an intention of ensuring the leading position amid the globe, the Malaysian University will need to emphasize towards the following aspects, which may ensure future progress and development for the University.

• Maintaining academic standards for learning
• Effective evaluation of the students before admission and recruiting staff members
• Establish a benchmark in terms of international standards of research for ensuring future excellence
• Maintenance of the University ambiance for establishing safe and attractive campus in terms of social culture
• Encouragement towards internal as well as external stakeholders for ensuring international collaboration, cooperation and engagement
• Develop and implement strategies for ensuring effective governance within the University

 

 

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Management