Strategic Planning Practices at a Malaysian Private University: The OUM Experience

• Main Authors: Ramli Bahroom,, Latifah Abdol Latif,, Rozila Abu Zarin,
• Format: Article
• Subjects: LC5201 Education extension. Adult education. Continuing education; LB2300 Higher Education
• Online Access: http://library.oum.edu.my/repository/563/1/Strategic_Planning_Practices.pdf; http://library.oum.edu.my/repository/563/

OUM is unique in that it is a private university but owned by a consortium of 11 Malaysian public universities. Starting from a humble intake of 753 learners in 2001, OUM’s cumulative intake is now over 90,000. Currently, OUM offers more than 70 programmes in various disciplines and at various levels ranging from Diplomas to PhDs. It has more than 60 learning centres throughout the country. OUM is the first Open and Distance Learning (ODL) University in Malaysia with the primary role to democratise education in line with its motto: “University for All”. To stay ahead of its competitors, OUM must have a holistic and farsighted view of the needs of its students, which can only be achieved through a sound strategic planning process. At OUM, the Corporate Planning Unit (CPU) is entrusted to manage its annual planning and budgeting exercise, which is an important and integral component of the overall university’s long-term strategic plan. This paper describes the annual strategic planning and budgeting exercise as practiced by OUM. It describes the key steps involved, identifies the critical success factors and highlights the major challenges faced. The use of the balanced scorecard and blue ocean strategy frameworks in the university’s planning and budgeting exercise is also highlighted.