Analysis of the strategic management issues in private universities of Bangladesh

Abstract

An Analy,is of tILeStrategic Management I.,"e, in Private Uni-cr,ilies of Bangladesh Bangladesh is a densely populated country with population of ahout 130 million, The demand for higher cdUCa!lOnis large and is Increasing day by day. But the number of seals at the public universities is very limlled. Therefore, huge number of students remains away from admission in the higher ed\lc~tion instillilions and human capital is not converting into human resources. To overcome this dire Situation of higher education enrollment, the Government of Bangladesh passed a Bill of Private Universities in Bangladesh. Under this Private University Act in 1992, 53 private universities an; operating in the country. Recently. quality of education in private university has become the burning iSSlleof higher education. To meet the qllality in education. the writer has emphasized on several strategic management issues which university should pursue to remain cornpetlti'-e and to sustain in the eompetltive market. These are: (1) Quality Education Strategy (ii) Teaching & Learning Stralegy (iii) Quality Function Deployment (iv) Human Resource Development Strategy (v) Marketing Strategy (vi) Quality of Research & Education Strategy and (vii) ISO 9000 in Highcr Education. Quality Education Strategy focuscs Oil cllt'ricuhnTI, libral)' faCilities, equity, foreign academic collaboration, credlt hour system, awards, industrial attachment etc. Teaching and Learning Strategy focus 0 n class-room 1eetmes, s imlllation exercise, homework & quiz, visual aid, model test, study tour, tcacher'~ evaluation etc. Quality FunctIOn Deplo}TI1entfocuses on customer (student) expectations, often referred to as the voice of the customer. It is a planning tool used to fulfill student expcctations. Human Resource Strategy focuses on recmitment, trainmg and development, appraisal, and promotion of emplQyees. Marketing Strategy focuses on relationship marketing amI theories of marketing in higher edueation_ Quality of Research & Education Strategy focuses on nation system for quality education and internal system for education quality management. lSO 9000 Strategy basically deseribcs how its various elements can be fitted and eontrihnted towards quality education in private um versitics' settings.