[CHOICE] - Institute of Technical Education

A n I n s t i t u t i o n o f
[ C H O I C E ]
ITE College East FY 2004
COLLEGE YEARBOOK

Contents
C O L L E G E Y E A R B O O K F Y 2 0 0 4
ITE COLLEGE EAST
2
4
9
13
17
21
25
29
35
39
Our Hear tbeat
Principal’s Message
Our Management Team
Key M ilestones
Our Distinguished V isitors
Key Per formance Review
College Profile and Strategic Link ages
Student Value Add
Global Capability Development
Leadership and Future Orientation

2
Our Heartbeat
ITE’s Mission
ITE COLLEGE EAST
To create opportunities for school leavers
and adult learners to acquire skills,
knowledge and values for lifelong
learning in the global economy.
ITE College East’s Vision
To become an institution of choice for
post-secondary technical education;
a new benchmark for transforming
technical training in Singapore.

Our Heartbeat
3
Our Core Values
Integrity
Teamwork
Excellence
CARE

A n I n s t i t u t i o n o f
Principal’s Message
[ C H O I C E ]

Principal’s Message
5
Introduction
FY 2004 was a very special year for all of us at ITE College East as it marked the beginning of a new era of
Technical Education in Singapore. The timely completion of our new campus at Simei Avenue in August
2004 not only enabled ITE to increase its annual intake capacity by 25%, more importantly, it allowed ITE
to redefine the teaching and learning of technical skills and showcase its world-class technical education
to both the local as well as international communities.
The new campus – constructed within a short contract period of 80 weeks – was handed over to the ITE
College East Management team on 4 Aug 04. Since then, the challenge for the College Management
team has been to fully exploit the best-in-class training facilities and student amenities to offer a
comprehensive range of learning programmes and to develop a supportive and conducive learning
environment for our students.
We are pleased to report that the pioneer team of staff has succeeded in its mandate to set up the
new campus and the College successfully enrolled its first intake of students in January 2005. The
overwhelming response from the secondary school leavers for training places offered by the College,
the positive feedback given by the students in their first semester of training, the commendations
received from the local as well as overseas visitors and the endorsement given by the media, not only
on our physical facilities, but also on our training concept and student development programmes are
strong indicators that the new College has started off on the right track.
In this inaugural Yearbook of the ITE College East, we would like to present the achievements of the
College in its maiden intake exercise in January 2005 and to share the underpinning educational belief
and philosophy. Additionally, we would like to present to our partners and key stakeholders, our vision
and strategies to develop the ITE College East as an Institution of Choice for post-secondary technical
education, thereby setting a new benchmark for transforming technical education and training in
Singapore.

6
Principal’s Message
Building a New College
The journey of building the new ITE College East began with the selection of a ‘Choice’ vision and
College culture. The pioneer team of staff pledged their commitment to make the new College
the Institution of Choice for school leavers in search of a good quality technical education. To
achieve this vision, the College has identified the following strategic initiatives as the key focus in
its development plan:
• Providing a holistic learning and development experience for our students to maximise
their talents and potentials;
• Building a strong technological capability to ensure the responsiveness of the College in
meeting the future challenges;
• Developing the competency standard of our staff to achieve excellence in Vocational and
Technical Education; and
• Promoting a unique brand of technical education to build up the image and identity of the
new ITE College East.
ITE COLLEGE EAST
Holistic Learning and Development Experience
As a comprehensive technical college with 4 schools offering a wide range of Nitec and Higher
Nitec courses under one roof, ITE College East is committed to providing all its students with
a holistic learning and development experience. We see our students as young adults who
aspire to achieve excellence in their technical careers and to serve the society and community
well. Besides the opportunities for multi-disciplinary and cross-level learning within the College
and with our external training partners, students in the College can also look forward to many
other enrichment programmes and activities. Student Enterprise Education & Development,
Leadership Development, Joint Industry Technology Certification Programmes, Survival/Life
Skills Development and Overseas Internship Programmes are some of the new initiatives being
developed and implemented to add value to our students’ educational experience.
Technological Capability
Recognising the dynamic nature of technical education and training, the 4 Schools in ITE College
East have identified their own niche areas and formulated their technology roadmap to build
up their capabilities. A key strategy in our technology capability development process has
been to collaborate with industry players renowned globally for their technology innovation
and capability to set up Centres of Technology on campus. These Centres of Technology have 3
common key features: namely technology transfer from industry partners to ITE College East and
from ITE College East to SMEs, Joint ITE-Industry Technology Certification Programmes and last,
but not the least, Joint ITE-Industry Project Development and Student Internship Programmes.
Such close collaboration between the College and the industry will help the College to be better
able to respond to the industry changes.

Principal’s Message 7
Staff Competency
As an education institution, the quality and competency of our staff is a major factor in determining
the success of the College. A world-class institution must be supported by highly competent staff. The
introduction of the 4 career-track structure has provided the College a good framework to develop its
staff competency standards. Six key competency areas have been identified, and core development
programmes formulated to develop our staff and to develop their competencies in accordance with
the needs of their respective career-tracks. The 6 competency areas/focus are: Technology, Pedagogy,
Student Management, Functional Skills, Management & Leadership and Culture & Ethics.
Branding and Image Building
The new ITE College East has been hailed by the media as the ‘Ultimate Campus’ for technical training. It
won the admiration of many local and overseas visitors and changed the perception of the public towards
technical education and training. Notwithstanding these accolades, it is the quality and professionalism
of our graduates that will make a difference for the College. Guided by ITE’s Hands-On, Minds-On and
Hearts-On education model and the ITE CARE Values, ITE College East will build up its student image
through its ‘Choice’ Culture. This culture is one in which all students will be invited to pledge their
choice and commitment to maintain good and professional behaviour inside and outside the College.
Each of the 4 Schools will further inculcate the relevant professional ethics and conduct of the specific
occupational fields that their students are being prepared for.
The College has developed a new Experience ITE Programme to impress upon the secondary school
students the value of an ITE education, the good career prospects enjoyed by ITE graduates, the
varied and enriching campus life and the comprehensive range of courses and programmes offered by
the College. The new programme was a hit among the secondary school students and was regarded by
many official visitors to the College as a “best practice” in marketing technical education and training.
Development of Training Resources
Operationally, FY 2004 witnessed a period of hectic setting up of training and support facilities to
prepare the College for its first intake of students in January 2005. Some $18m worth of training
equipment was procured and set up in the various laboratories and workshops within a short 6-month
period. Another $4.5m worth of training equipment was transferred from other ITE Colleges following
the transfer of relevant courses to ITE College East.
Concurrently, some 100 new staff were recruited during the FY to join the 231 existing staff transferred
from other ITE establishments as the pioneer team members of the College.
Our Score Card

8
Principal’s Message
ITE College East got off to a flying start when it first opened its doors in December 2004 for
the GCE ‘N’ level students to apply for its Nitec Courses under the January 2005 Joint-Intake-
Exercise (JIE). 3,563 JIE applicants selected courses offered by ITE College East as their first choice
programmes, compared to 1,760 training places planned for the intake. The response represents a
2.02 subscription rate. As a result, ITE College East had to stretch its intake capacity and eventually
enrolled 2,210 new students.
763 training places were taken up under our January 2005 intake for Continuing Education and
Training (CET) Programmes. To remain relevant, ITE College East will strategise a new approach and
offer new areas of training based on its core competencies to complement the regular trademark
CET programmes offered by the other 2 more established ITE Colleges.
Future Direction
ITE COLLEGE EAST
Moving ahead, ITE College East will continue to focus its efforts on building a New College,
developing a New Culture and achieving a New Vision. Each of the 4 Schools in the College will
focus on a specific flagship project to develop its core competency and identity. More importantly,
a comprehensive programme will be developed to prepare our students and staff for the global
economy, and to build ITE as a Global Leader in Technical Education.
Acknowledgement
The success of the ITE College East in FY 2004 is to a very large extent, attributed to the strong
commitment, passion and dedication of the pioneer team of staff. As in many other start-up
operations, the pioneer team of staff have performed beyond their normal call of duty and
exhibited great team work to make things happen for the College.
On behalf of the ITE Management and my Directorate colleagues at ITE College East, I would like
to thank each and everyone of them for their contributions in building up the new College. I am
confident that they will be able to rise to the new challenges ahead and help to develop the
College as ‘An Institution of Choice for Post-Secondary Technical Education’.
TAN SENG HUA
Principal
ITE College East

A n I n s t i t u t i o n o f
Our Management Team
[ C H O I C E ]
Front Row (L - R) : Dr Lim See Yew, Director/School of Info-Comm Technology; Dr Ang Kiam Wee, Director/School of
Applied and Health Sciences; Dr Ricky Tam Yin Jun, Director/School of Engineering; Mr Tan Seng Hua, Principal/ ITE College East;
Ms Vivienne Teo Wi Huang, Director/Administration; Mrs Tan-Lim Lai Soon, Director/School of Business; and Mr Chong Leong
Fatt, Director/Student and Academic Services.
Middle Row (L-R) : Mr Lee Chee Hian, Manager/Academic and Organisation Excellence; Ms Florence Ang Bee Eng, Manager/
Human Resource and Administration; Ms Kok Kah Wan, Manager/Academic Services; Ms Jacqueline Tham Wai Wah, Manager/
Customer Service and External Relations; Ms Gwee Mui Boon, Course Manager/Health Sciences; Ms Candice Chin Siew Foong,
Manager/Student Services; Mr Raymond Ong Beng Chee, Course Manager/Physical Education and CCA; and Mr Kong Chee
Seng, Course Manager/Electrical and Mechanical Engineering.
Back Row (L-R) : Mr Soh Guan Kiong, Course Manager/Electronics Engineering; Mr Samuel Wee Thiam Teck, Course Manager/
Lifeskills; Dr Derek Yeo Seng Ann, Course Manager/Life Sciences; Dr Lim Soon Huat, Course Manager/Info-Comm Technology;
Mr Lee Khuang Choo, Manager/Continuing Education & Training and Industry Liaison Office; Mr Darrel Kon, Course Manager/
Business Studies; Mr Szeto Yee Jean, Manager/Estates and Facilities Management; and Mr Loh Kum Fei, Course Manager/
Building Services Technology.
Not in picture : Mr T Mathews Mathew, Course Manager/Multimedia Technology

10
Our Management Team
School of Applied & Health Sciences
Dr Ang Kiam Wee Director (right)
Ms Gwee Mui Boon Course Manager
Health Sciences (centre)
ITE COLLEGE EAST
Dr Derek Yeo Seng Ann Course Manager
Life Sciences (left)
School of Business
Mrs Tan-Lim Lai Soon Director (right)
Mr Darrel Kon Course Manager
Business Services (left)

Our Management Team
11
School of Engineering
Dr Ricky Tam Yin Jun Director (right)
Mr Soh Guan Kiong Course Manager
Electronics Engineering (3rd from left)
Mr Kong Chee Seng Course Manager
Electrical and Mechanical Engineering
(2nd from left)
Mr Loh Kum Fei Course Manager
Building Services Technology (left)
School of Info-Comm
Technology
Dr Lim See Yew Director (centre)
Mr T Mathews Mathew Course Manager
Multimedia Technology (right)
Dr Lim Soon Huat Course Manager
Info-Comm Technology (left)

12
Our Management Team
Administration Division
Ms Vivienne Teo Wi Huang Director
(back row, left)
Ms Florence Ang Bee Eng Manager
Human Resource and Administration (front row, right)
Ms Jacqueline Tham Wai Wah Manager
Customer Service & External Relations (back row, centre)
Mr Szeto Yee Jean Manager
Estates & Facilities Management (front row, left)
Mr Lee Chee Hian Manager
Academic & Organisation Excellence (back row, right)
ITE COLLEGE EAST
Student and Academic
Services Division
Mr Chong Leong Fatt Director
(3rd from left)
Ms Kok Kah Wan Manager
Academic Services (left)
Mr Raymond Ong Beng Chee
Course Manager
Physical Education & CCA (2nd from left)
Ms Candice Chin Siew Foong Manager
Student Services (4th from left)
Mr Lee Khuang Choo Manager
Continuing Education & Training and
Industry Liaison Office (5th from left)
Mr Samuel Wee Thiam Teck
Course Manager
Lifeskills (right)

A n I n s t i t u t i o n o f
Key Milestones
[ C H O I C E ]

14
Key Milestones
FY 2004 was an exciting year in which
the College transited from ideas to
reality.
4 Aug 04:
The Move to Simei
4 Aug 04 marked the official move to the College’s brand-new campus at Simei. A convoy
of cars departed from ITE HQ for ITE College East at 9am for the handover ceremony. The
occasion was signified by the presentation of the College East Key by Kajima Overseas Asia
to Dr Law Song Seng, Director and CEO of ITE. This was followed by a staff-led entertainment
event to commemorate this special day.
ITE COLLEGE EAST
28 Sep 04:
College East’s Orientation Programme for Transfer Students
To familiarise 1,200 transfer students from the Ang Mo Kio, Bishan and Yishun campuses with
the new facilities and provide them a chance to meet up with the academic and administrative
staff of ITE College East, a special student orientation programme was held.
Some of the highlights of the programme included teambuilding activities and a music and
dance concert. At the end of it, students expressed satisfaction with the “mega campus” and
its various facilities.

Key Milestones 15
14 & 15 Oct 04:
The Amazing Challenge
A whopping 1,200 graduating secondary school
students visited ITE College East during “The Amazing
Challenge” sneak preview on 14 & 15 Oct 04. This
event was the first of two major events to introduce
ITE College East to the public.
More than 90% of the students surveyed found the
event to be well organized and enjoyable. 85% of
them indicated an interest in applying to the campus
for a training place.
10 – 13 Jan 05:
ITE College East
Freshmen Orientation
The College held its inaugural freshmen
orientation from 10-13 Jan 05 for the ‘N’ level school
leavers. Our freshmen were given ample time to
make new friends, tour the campus facilities and
meet the academic advisors and staff.
A welcome speech by ITE College East Principal,
Mr Tan Seng Hua, stressed the responsibilities
associated with higher education and how this
college environment would enable them to
mature as better citizens apart from occupational
and ambitious pursuits.
The fun element of an orientation was not
forgotten. It came in the form of games and team
building sessions. All these activities flagged the
students off to a great start.

16
Key Milestones
21 Feb 05: The Opening of the ICT’s Centres of Technology
21 Feb 05 saw a milestone strategic alliance formed between ITE College East and two information
technology giants, namely, Microsoft Singapore Pte Ltd and Sun Microsystems Pte Ltd and a group
of co-partners such as IBM, Dell, CISCO, SAP, Oracle and PTC. The signing of these two Memoranda
of Understanding with our partners resulted in the completion of ITE College East’s Centres of
Technology at the School of Info-Comm Technology.
These centres were set up for technology transfer, joint curriculum development and industry
placements for staff and students.
ITE COLLEGE EAST
30 Mar 05: The Opening of the Retail Training Centre
The ITE 77 th Street Inc. Retail Training Centre
was launched on 30 Mar 05. It is now home
to the latest youth fashion merchandise like
funky urban street wear, colourful sling bags,
sporty backpacks, trendy SIGG water bottles
and a wide range of fashion accessories, and
a vibrant cosmetic range by Red Earth. This
Centre simulates the reality of a retail shop
floor for the students.

A n I n s t i t u t i o n o f
Our Distinguished Visitors
[ C H O I C E ]

18
Our Distinguished Visitors
International Visitors
[August 2004]
ITE College East received its first group of visitors
on 16 Aug 04 – a 28-member team who were participants
of the Suzhou international symposium
on “Vocational Education – Challenges & Strategies”.
A week later, we received our second group of
Chinese visitors, comprising the Principal, department
heads and academic staff from Wuxi College.
Both visits have established strong links with the
College for future collaboration projects.
ITE COLLEGE EAST
[December 2004]
[February 2005]
With its world-class facilities and systems, ITE
College East has drawn interest from around the
world. On 7 Dec 04, we hosted UAE delegates who
were guests of ST Kinetics.
ITE College East received its first group of visitors
on 16 Aug 04 – a 28-member team who were participants
of the Suzhou international symposium
on “Vocational Education – Challenges & Strategies”.
A week later, we received our second group of
Chinese visitors, comprising the Principal, department
heads and academic staff from Wuxi College.
Both visits have established strong links with the
College for future collaboration projects.

Our Distinguished Visitors 19
World Bank Visitor
[March 2005]
16 Mar 05 saw us hosting Mr Gerald Pillay,
Consultant with the World Bank, who was appointed
to carry out a World Bank survey on technical
and vocational education and training systems.
Local Polytechnics
[October 2004 &
February 2005]
We hosted the management team from Nanyang
Polytechnic and Ngee Ann Polytechnic
on 14 Oct 04 and 23 Feb 05 respectively. Apart
from showcasing the comprehensiveness of our
training facilities, we also shared with them our
training philosophy and directions so as to build
even greater understanding of our training
capabilities.
Community Leaders and
Ministries [February 2004]
Establishing networks and building close links
with the community is a priority for the new
College. On 14 Feb 05, we welcomed Professor K
Satkunanantham, Director of Health Service, the
Ministry of Health (MOH) and Ms Ang Bee Choo,
Chief Nursing Officer, MOH. A special tour of
our nursing training facilities was conducted to
give both guests a better understanding of how
training and education was conducted for our
students.
[October 2004]
On 29 Oct 04, we organised a visit for the management
team from MENDAKI, led by its then
CEO, Mr Rozlan Giri. The visit was significant as
we hope to work closely with MENDAKI for
community support for our needy students
and their total development.

20
Our Distinguished Visitors 12
[February 2005]
On 26 Feb 05, we invited Mr Matthias Yao, Mayor
of the South-East Community Development
Council, as our VIP guest at our first College Open
House. Mr Yao met with the student leaders and
also mingled with them as he toured the activity
booths.
ITE COLLEGE EAST

A n I n s t i t u t i o n o f
Key Performance Review
[ C H O I C E ]

22
Key Performance Review
“Success is not a place at
which one arrives
but rather the spirit
with which one
undertakes and continues
the journey.”
- Alex Noble
The FY 2004 Key Performance Indicators (KPIs)
set for ITE College East reflect the aspirations
of the College management and staff to set
new benchmarks in technical education.
As the College only started its
training operations officially on 10 Jan 05, the
only strategic focus applicable at the time of
reporting is that of “College Favourability”.
The KPIs achieved by the College are:
Strategic Focus Key Performance Indicator (KPI) FY 2004 Target FY 2004 Actual
1 Number of Applications 1,760 3,563
ITE COLLEGE EAST
1 PET College
Favourability
2 Total Student Enrolment –
Year 1 + Year 2 Students
(include traineeship)
3 Total Student Intake –
Year 1 Students
(include traineeship)
2,986 3,209
1,760 2,210
4 Subscription Rate 1.0 2.02
2 CET 5 Total Student Enrolment 1,300 763
PET (FULL-TIME TRAINING)
Breaking New Frontiers
The physical infrastructure of ITE College East was completed in August 2004. Equipped with facilities
to cater to 7,200 full-time students and 8,100 part-time students, this latest addition to the ITE family
opens a new chapter for Singapore in technical education. It presents expanded opportunities for
innovation in educational approaches, systems and processes.
1 PET stands for Pre-Employment Training, i.e. students enrolled in full-time training with ITE.
2 CET stands for Continuing Education & Training, i.e. students enrollled in part-time training with ITE.

Key Performance Review 23
Student Enrolment
In FY 2004, ITE College East received 3,563 applications for the full-time programme. These applicants who
had made ITE College East their institution of choice exceeded the planned intake places of 1,760 by more
than 2 fold. Strategies were adopted to expand the pool of available training resources to enable ITE College
East to accept a larger number of students.
FY 2004 College East PET Student Intake
l
Planned Intake (100%)
Actual Application (202%)
Actual Intake (126%)
500
1000
1500
2000
2500
3000
3500
4000
CET (PART-TIME TRAINING)
Training Placements
The interest of adult learners to take up our CET programmes, on the other hand, was low. This resulted in 550
available training places not taken up in our January 2005 intake exercise.
FY 2004 College East CET Student Intake
Planned Intake (100%)
Actual Application (59%)
Actual Intake (59%)
200
400
600
800
1000
1200
1400

24
Key Performance Review
Reasons for the Low Take-Up Rate
This downward trend in CET enrolment mirrors what is experienced by ITE as a whole. The reasons
for this include:
i. The economic uncertainty faced by Singapore in recent years;
ii.
iii.
iv.
The change in admission policy since FY 2002 to one that emphasises the enrolment of
Singapore citizens and permanent residents in CET programmes;
Declining demand for engineering courses (which constitute 80% of all CET courses
offered); and
Similar learning opportunities available in other educational institutions, community
centres, professional organizations, private schools and individuals in the consultancy
business offering similar courses.
ITE COLLEGE EAST
Improving the CET Programme
To improve the relevance and attractiveness
of its CET Programme, the College has
embarked on the following strategies:
SUMMARY
Adopt a
proactive
marketing
survey to better
understand the training
needs of adult learners.
Explore
new marketing
strategies of
CET courses.
Improving
the CET
Programme
Actively
seek out
opportunities
for partnerships
and tie-ups
with industry and
professional associations.
As a new College, our FY 2004 KPIs were very much centred on the strategic focus of “College
Favourability”, as this captures the first stage of the whole education process. We have attained and
even surpassed most of these indicators in FY 2004, echoing our vision “to become an institution
of Choice”. The College also ascribes importance to the people and the spirit in which these
indicators were achieved. We will continue to work with passion and purpose to help achieve the
other aspect of her vision of setting “a new benchmark for transforming technical education”.

College Profile And Strategic Linkages
A n I n s t i t u t i o n o f [ C H O I C E ]

26
College Profile and Strategic Linkages
ITE College East’s Profile
The ITE brand of education has been widely dubbed “Hands-on, Minds-on, Hearts-on” education.
ITE College East subscribes to and supports this endeavour. In addition to this, the College has
chosen as our tagline, “It’s My Choice” because with the transformation of ITE, an ITE education is
now a very desirable option for post-secondary education. The word “Choice” embodies 6 desirable
attributes that form part of our educational philosophy. They are as follows:
C H O I C E
ITE COLLEGE EAST
Customer Focus
At ITE College East, we believe that when a student makes a wise choice, he will gain solid grounding
for the future.
As part of strengthening our College Profile, the College also develops strategic linkages by
creating an environment that is pro-industry and pro-partners. The paragraphs below elaborate
on this.
Strategic Linkages
Industry Liaison Office
Holistic Education
Opportunities for All
The ITE College East Industry Liaison Office was established with the prime purpose of fostering
industry collaboration, training and technology consultancy projects and student and staff industry
placements. Supported by the 4 schools within the College, it seeks to address the manpower
needs of both mature and emerging businesses in order for the College to stay relevant and
responsive in a knowledge-based and global economy.
The office showcases completed collaboration projects and acts as a first-stop centre for visitors
to view the training capabilities and achievements of ITE College East. It also serves as an effective
platform for the College to interest the lead players of various industries to partner ITE College
East in the training of skilled personnel.
Independent Learning
Community Partnerships
Enterprising Spirit

College Profile and Strategic Linkages
27
Strategic Centres of Technology:
ITE Microsoft Business IT Solutions Centre &
ITE Sun Microsystems Engineering
IT Solutions Centre
In February 2005, ITE College East formed strategic
alliances with two IT giants, namely, Microsoft Singapore
Pte Ltd and Sun Microsystems Pte Ltd and a group of
co-partners such as IBM, Dell, CISCO, SAP, Oracle and PTC
to set up Centres of Technology, the former for business
IT solutions and the other for engineering solutions.
These alliances facilitated the development of joint
certification programmes for our students, the upgrading
and development of the College’s academic staff
and the provision of real-life industry learning opportunities
for our staff and students through industry
projects with Small and Medium Sized Enterprises (SMEs),
internship and attachments with industry partners. The
alliances play a significant role in the transfer of new
technologies from the partners to ITE, and vice-versa,
with a special focus on the SMEs.
In addition to the ITE certification, students who have
enrolled for the training programmes offered by these
Centres of Technology will graduate with a joint certification
issued by ITE and the respective strategic partner.
This would lead to recognition by and an entrance to
the technology leader’s professional development track
and better employment prospects with local and global
companies.
Students will also be exposed to various models of
integrated business and engineering solutions that are
widely adopted in companies; enabling them to identify
and implement the correct IT tools as well as techniques
used to support the various business and engineering
requirements.

28
College Profile and Strategic Linkages
ITE COLLEGE EAST
77th Street Inc Retail Training Centre
In line with ITE College East’s strategic programme for Student Enterprise Development, the
School of Business at ITE College East teamed up with 77th Street (S) Pte Ltd to develop a Retail
Training Centre to provide ‘live’ retail experience for our students in the Nitec in Service Skills
(Retail) course.
The objective of the Retail Training Centre is to transform the concept of a training centre beyond
a simulated ‘training lab’. It serves as a platform for students to be engaged in the real-life, practical
applications of retail operations, selling skills and customer service.
Students will also be able to enjoy learning and have the opportunity to carry out a range of retail
functions such as merchandise displays, personal selling, store operations, and stock inventory
management.

A n I n s t i t u t i o n o f
Student Value Add
[ C H O I C E ]

30
Student Value Add
At ITE College East, students enjoy some of the best facilities and systems available in educational
institutions. Harnessing the best of educational research and development, curriculum
and pedagogy are reviewed with inputs from industry and enhanced to meet new demands in
learning and skills training. Leveraging on the College’s modern facilities, ITE College East seeks to
create an environment that cultivates and develops creative, entrepreneurial, knowledgeable and
confident graduates.
ITE COLLEGE EAST
New Courses in the Pipeline
In FY 2004, plans were underway to develop and offer 3 new courses to be launched at ITE
College East in June 2005. Curriculum design and delivery in consultation with industry were
carried out for the new courses, namely,
• Higher Nitec in Biochemical Technology;
• Higher Nitec in Wireless Technology; and
• Higher Nitec in Business Studies (Sport Management).
Total Learning Experience
The total learning experience at ITE College East aims to provide a variety of learning environments
for the development of social and methodological skills to complement the technical skills
provided by the Schools. In today’s work environment, the employees in demand are those who
are technically competent and possess the social and methodological skills to work effectively
with others and progress in the workplace.
The main components of ITE College East’s total learning experience include the following:
Steps to Success Lifeskills Programme
The Steps-to-Success (S2S) is a holistic programme designed to ensure that students graduate as
adaptable life-long learners with good social values.

Student Value Add
31
There are 4 steps in the programme, namely, ‘Realising My Potential’, ‘Shooting for Goals’, ‘Connecting
Well with Others’ and ‘Being Entrepreneurial’. Each step builds on top of another, such that what is
learnt in the foundation modules is revisited and enhanced with additional knowledge and skills in the
subsequent step. In this manner, the desired social skills and mindsets are developed through an
extended period of learning, practice and reflection, with the vision of making our students work-ready,
world-ready and values-based.
A Greater Emphasis on National Education
National Education is infused into the delivery of the
Lifeskills modules in the S2S programme. Students are
encouraged to participate actively in class discussions,
college-wide surveys on national issues and embark on
experiential learning journeys which contribute to their
knowledge of country and community.
Innovations and Enterprise in Learning

32
Student Value Add
Innovations and Enterprise in Learning
ITE College East actively pursues new ways of fostering an innovative and entrepreneurial mindset.
Entreprenuerial exposure and opportunities for business were created during the year for the
students of the College, spearheaded by the Business School.
ITE COLLEGE EAST
The Arts
The ITE Centre for Music and the Arts (CeMTA), located at ITE College East, provided specially
designed facilities for talented ITE students who were keen to pursue their interests in the
performing arts. A vibrant learning environment, where music and the arts thrive, will contribute
to the total learning experience of the students.
Sports & Wellness
With well-equipped sporting facilities, an Adventure Learning Park and a team of qualified and
proficient Physical Education (PE) lecturers, ITE College East students were put through a wide
range of sporting activities including confidence-building challenges, swim and gain an appreciation
of at least 4 games, by the time they graduate from ITE. Of particular importance is the
ITE Sports Excellence Centre (SPEC), located at ITE College East. SPEC was set up to promote and
develop sports; to identify and nurture sports talents; to carry out structured training for the
sports talents; and to incentivise and recognise student athletes.
Co-curricular Activities
Co-curricular Activities (CCAs) form an integral part of the vibrant campus life for students at ITE
College East. The CCAs also provide opportunities for the development of leadership qualities
and other lifeskills in a practical learning environment. All students who enrolled during the year
were encouraged to take up at least 1 CCA of their choice.

Student Value Add
33
Pastoral Care Programme
The quality of pastoral care influences the ethos
of the whole campus. It is therefore important to
ensure that students feel secure, valued as individuals
and encouraged in their learning endeavours, in
a safe and healthy environment.
In FY 2004, the College conducted talks and workshops
on special topics in pastoral care to staff and
students. A dedicated counselling centre called the
We-Care Centre, run by a team of trained counsellors
and paracounsellors was also developed to help
students cope with life’s challenges. a
National Youth Achievement Award
The Physical Education Department at ITE College
East champions the National Youth Achievement
Award scheme. Students who participated in the
scheme were required to provide service to others,
take part in group expeditions with a spirit of adventure
or develop some creative and practical skills. This
forms part of the holistic total learning experience
for students in ITE College East where classroom
lessons are integrated and reinforced in a wide range
of learning experiences within the College as well as
in the community.

34
Student Value Add
Empowering the Student Body –
Electing the President of the Student Council
For the first time in ITE’s history, an election was held for the office of President of the Student
Council. In accordance with the College’s Student Council (SC) Constitution, the student body
cast their votes from 7 to 11 Mar 05 using an e-voting system. Mohammed Fareed bin Mohamed
Yunos, from the School of Applied and Health Sciences, emerged the choice candidate of the
students. As the first President of the Student Council, Mohammed Fareed, has won the respect
of the councillors and the student body alike, by planning, initiating and leading many of the student
initiatives in the College.
ITE COLLEGE EAST
Student Assistance & Award Fund
ITE College East believes that all deserving students should have an opportunity to learn, despite
their financial circumstances. Industry partners and employers have contributed to the Student
Assistance and Award Fund since the fourth quarter of 2004. Funds raised have been channelled
to support students from lower income families. More than 120 students have benefited from the
Fund, since its inception.

A n I n s t i t u t i o n o f
Global Capability Development
[ C H O I C E ]

36
Global Capability Development
At ITE College East, the competency and quality of our staff will be the key to helping the College
achieve its goal of developing its global capability.
Recruitment
The recruitment of staff was carried out through a two-prong approach: Through a series of road
shows with the staff of the other two ITE Colleges and sourced from external organisations. The
mix of both existing and new staff was a deliberate move to leverage on the strengths of both
groups. In total, ITE College East has a staff strength of 331, of which 75% were hired as academic
staff and 25% as administrative personnel.
Of the total academic staff hired, 62 out of 246 (or 25%) were for our new courses in Biochemical
Technology, Wireless Technolgy, Sport Management and other courses like Nursing, Multimedia
Technology and Building Services Technology. They came with relevant industry experience to
help train the students in the respective trade areas.
In terms of academic qualifications, a good 83% of the College’s staff possess a Diploma and above,
and over 50% are degree holders and above.
ITE COLLEGE EAST
Distinctive Practices
With the implementation of enhanced teaching approaches such as the lecture-tutorial and
e-learning modes of learning, ITE College East has achieved a healthy teaching staff to student
ratio of 1:15.
Leveraging on the unique “Under One Roof” concept has further enabled the College to group
non-teaching staff into functional departments to better support the business and training
operations.
Development
ITE College East developed the staff talents through adopting 4 distinct strategies:
Strategy 1: Well-Defined Career Tracks: The 4 Career Tracks
The 4 career tracks in the teaching service, that is, Teaching, Leadership, Specialist and Technologist
tracks, were implemented in FY 2004 to provide more career opportunities for lecturers. To
achieve ITE’s vision of being ‘A Global Leader in Technical Education’, there is a need to build up a
group of expertise in each of the 4 tracks.
At ITE College East, the Staff Capability Framework to develop the knowledge, skills and competencies
of our staff in 6 core areas has been developed and would be implemented with effect
from FY 2005. This framework will enhance the quality of our staff and make the College ready
to take on the challenges of the new ITE Advantage strategic plan. Broadly, the framework is as
follows:

Global Capability Development
37
6 Broad Areas of Staff Competencies
• Technological competency
• Pedagogic competency
• Student management competency
• Functional competency
• Management & leadership
competency
• Work culture & professional ethics
Key Determining Factors
Technology roadmap & staff
competency matrix
CE education philosphy & student
intake quality
Student profiling & support services
Resource optimisation, service
excellence & innovation
Management development & succession
ITE CARE Values & CE choice culture
Strategy 2: Competency-based Performance Management System
The Competency-based Performance Management System (C-PMS) was introduced to enhance the
performance of each academic staff. It uses more objective performance measurements to recognise
staff and creates a pay-for-performance culture. Taken together, the 4 Career Tracks and C-PMS reflect
ITE’s systematic approach towards charting and evaluating staff members’ career paths.
Strategy 3: Commitment to Learning
In FY 2004, the College invested a total of $181,500 ($534 per staff )
in the learning and development of the staff members. 7 of our staff
participated in overseas conferences and study visits and 22 went on
industry attachment stints. As an outworking of our belief in lifelong
learning, ITE College East became a Certified On-the-Job Training
Centre (COJTC) in October 2004.

38
Global Capability Development
Strategy 4: Regular Communication Sessions
The Principal held regular dialogue sessions with the staff to share and outline the vision and key
initiatives of the College whilst at the same time eliciting feedback from them on various issues
they may face.
The inaugural ITE College East Strategic Review Workshop and Staff Work Plan Seminar were held
in November 2004 and March 2005 respectively to share with staff members the new strategic
blueprint for ITE, as well as the College’s goals and key programmes. Collectively, the 2005 theme
for the College – “A New College, A New Vision, A New Culture” was conceived.
Acknowledgement
CE Staff Commendation Award Scheme
ITE COLLEGE EAST
A scheme unique to ITE College East was the introduction of the Staff Commendation Award
in November 2004. This quarterly award was put in place to appreciate and recognise staff and
teams of staff which have made special contributions in their own areas of work, gone the extra
mile to provide excellent service or have exhibited the ITE CARE Values.
The College is also proud to acknowledge Ms Nancy Chua, a lecturer from the Nursing Department,
who answered the call of the Tsunami survivors by volunteering her services in Meluaboh,
Indonesia, one of the worst-hit areas.

Leadership And Future Orientation
A n I n s t i t u t i o n o f [ C H O I C E ]

40 Leadership And Future Orientation
“Everything rises and
falls on leadership.”
- John Maxwell
Leaders of ITE College East
The Leadership Team at ITE College East comprises the Principal, the 4 Directors of School, the
Director of Administration and the Director of Student and Academic Services. Together, they set
out the Vision for the College and lead the staff in mapping out strategies for the future of ITE
College East. Some of these strategies are found in the section that follows.
ITE COLLEGE EAST

Leadership And Future Orientation
41
“Where you’ve been
is not half as important
as where you’re going.”
Future Orientation: Scoring With Strategic Moves
- Anonymous
Strategic Review Workshops were conducted between September and December 2004, involving the
Directors, Managers, Section Heads, Lecturers and Officers. Recommendations and insights gained
formed the basis of the ITE College East FY 2005 Work Plan.
ITE College East FY 2005 Work Plan
With the theme “A New College, A New Vision, A New Culture” and the ITE Advantage, the new 5-year
Strategic Roadmap for ITE, ITE College East has charted the direction and goals for the College in FY
2005, with 4 areas of focus. These areas are:
1. Embracing the ITE Advantage;
2. Developing a new College;
3. Building a new culture; and
4. Building the College’s organisational capability.
These areas of focus will not only set the direction and pace for our newly-established College but also
prepare the College as it launches into the frontier of a global economy.

42
Leadership And Future Orientation
Embracing the ITE Advantage
Under the new ‘1 ITE System, 3 Colleges’ governing
structure, the new 5-year strategic plan set by ITE
Corporate Office will be an area of focus for ITE
College East in the coming year. The three strategies
adopted by the College, in support of the plan, are:
a. To put in place processes and frameworks to
ensure that the plan is embraced by staff and
students;
b. To develop and align work processes with the
programmes in the ITE Advantage; and
ITE COLLEGE EAST
c. To champion the development of 3 of the ITE
Advantage programmes, namely the Student
Leadership Development Programme; Student
Enterprise Development and Joint Certification
with industry players.
Developing a New College
ITE College East will actively seek to develop its niche
areas and unique identity to attract students and
enhance their learning effectiveness. In doing so, it
will build internal and external linkages to increase
its presence in the local and global community. Strategically,
this will be carried out in 4 main areas:
a. Course design, development & review;
b. Infrastructure enhancement;
c. College branding; and
d. Process alignment .

Leadership And Future Orientation
43
Building a New Culture
While well-developed programmes and efficient
processes are key success factors for the College, the
desired culture put in place right from the start will
be a seal of assurance for educational and organisational
excellence. The desired culture will be adopted
for both staff and students:
a. Develop a ‘Choice’ culture for staff and students
by a deliberate and careful adoption of the ITE
CARE Values; and
b. Inculcate professional work ethics for students.
s
Building ITE College East’s Organisational
Capability
In FY 2005, the College will continue to focus on
developing the capabilities of the academic staff
as they are the direct point of contact with our customers,
the students. This would, in turn, enable the
respective Schools in the College to define their
core capabilities to be developed in the form of the
School’s Technology Road Map.
With these 3 broad strategies in place, ITE College
East will poise itself to chart new directions
and overcome the challenges in FY 2005.

Acknowledgements
Advisor:
Mr Tan Seng Hua
Principal
ITE College East
Chairman:
Ms Vivienne Teo
Director/ Administration
ITE College East
Editor-in-Chief:
Mr Samuel Wee Thiam Teck
Course Manager/ Lifeskills
ITE College East
Contributors:
Ms Jacqueline Tham
Manager/ Customer & External Relations
ITE College East
Mr Lee Chee Hian
Manager/ Academic & Organisation Excellence
ITE College East
Ms Grace Kwan
Section Head/ Lifeskills
ITE College East
Ms Jaclyn Suares
Customer & External Relations Officer
ITE College East
Ms Joyceline Lau
Academic & Organisation Excellence Officer
ITE College East
Ms Teoh Cheng Ping
Academic & Organisation Excellence Officer
ITE College East
Design and Layout by Tiny Mustard Seed [creative design consultant grace tan]

ITE College East
10 Simei Avenue
Singapore 486047
Tel: 6544 9100
Fax: 6544 2546
Email: college_east@ ite.edu.sg
Web: www.ite.edu.sg