Securing Successful Futures - Staffordshire University

Securing Successful Futures 

STAFFORDSHIRE UNIVERSITY PLAN 2012-2017

Introduction 

from the 

Vice-Chancellor 

I am delighted to introduce this new University Plan 

as Vice-Chancellor of Staffordshire University. It sets 

out the mission, ambitions and strategic objectives 

for the University for the next five years. 

These next few years will be a period of 

unprecedented change and challenge for the 

higher education sector and this University. New 

Government policy means that the external 

environment will be more difficult and more 

competitive than ever before. 

There will be fierce competition for students 

(undergraduate, postgraduate, professional and 

business), staff, reputation and resources from 

traditional and new providers of higher education, 

including further education colleges, for-profit 

providers and international, particularly European, 

universities. 

Student expectations will continue to grow. 

There will be increasing demands to deliver the 

programmes, experience, knowledge, attributes 

and people to meet the needs of a rapidly changing 

society. 

Whilst no one can predict the future, I believe we 

can ensure that we are in a position to meet these 

challenges if we are agile, responsive, innovative 

and operationally efficient and effective. 

Our one overriding ambition must be to put students 

at the heart of everything we do. By working with 

our many partners, both at home and overseas, I 

believe we will have the capacity and strength to 

provide high quality, accessible higher education 

to even more students than we do in 2011/12. The 

benefits that successful partnership can bring must 

be recognised and embedded. The rewards flowing 

from partnership are achieved though shared goals 

and ideals, openness, mutual understanding and 

trust and the willingness to learn from each other 

and grow the relationship. Partnership provision will 

transform lives and businesses. 

2 University Plan 2012 - 2017

Analysing sporting performance. 

Octagon building, Stafford Campus. 

This Plan is rightly ambitious. The journey we will 

travel together will not be easy. It demands courage, 

bravery, engagement, commitment, determination, 

and preparedness to embrace change and to make 

strategic choices, as we seek to spread the benefits 

of engaging with our University. This Plan is the 

result of extensive internal and external analysis. 

We will be supported in its delivery by a series of 

implementation plans and faculty/school service 

plans. These, along with the Plan itself, will be 

monitored regularly and reviewed annually. 

University Plan 2012 - 2017 

3

I believe that higher education is a learning process 

that places the student at or near the cutting 

edge of the subject and whereby a range of key 

intellectual skills (e.g. synthesis, analysis and critical 

appreciation of knowledge) and key personal 

skills (e.g. oral and written presentation skills) are 

acquired alongside an understanding of the skills of 

employability, enterprise and entrepreneurialism and 

that this thereby fits a graduate and postgraduate 

for a range of activities including employment, 

self-employment, further study or 

caring responsibilities. 

My vision is for us to be an excellent 

teaching-led university that, through the 

commitment and engagement of our staff, justifies 

the investment that students and others make by 

engaging with us. We, the University, will make a 

difference for and by our students and graduates. 

They will be known and respected by employers 

for the key graduate attributes that appear in the 

Staffordshire Graduate, specifically the particular 

emphasis on the 3Es of employability, enterprise 

and entrepreneurialism. A teaching-led institution 

must have a deep and real commitment to 

knowledge generation and exchange through 

scholarship and research, in its broadest sense, that 

underpins the curriculum. 

I want us to be an award-winning university that 

relishes and meets the challenges of competition. 

I want us to respond to competition with 

determination, commitment and a desire to make 

a real difference. We must be talked about and 

recognised for what we do and the difference we 

make. We must be inspired and inspiring so that we 

can build the confidence and ability of our students 

and customers so that they and we can create a real 

difference for the benefit of society, the economy 

and our communities. 


“Partnership provision will transform 

lives and business.” 

Product Design Technology student. 


5

I want us to strengthen and grow our many local, 

national and international partnerships so that, as 

a group of like-minded individuals and institutions, 

participation is widened and even greater 

opportunities are created for people from all walks 

of life to experience the transformative power of 

higher education. The Staffordshire approach to 

higher education means more students, studying in 

a way, in a place and at a pace that suits their needs. 

This will include the development of the unique 

Staffordshire Global Award which will recognise 

those students who complete a Staffordshire 

University award having studied in at least two 

different countries. 

Our approach is underpinned by the quality and 

relevance of the student and other customer 

experience whether it be, for example, on campus, 

at home, in the workplace, at a partner institution 

or elsewhere. We will be demand-led and our 

responses will be swift and always customer 

focused. 

The student and customer experience will be 

underpinned by our entrepreneurial character, 

enterprising spirit, business focus and core expertise 

in knowledge generation and exchange. Our status 

and reputation will be built on our ability to apply 

these characteristics to the needs of our various 

partners from enriching the curriculum to providing 

consultancy and bespoke courses for corporate 

clients for the purpose of innovation, knowledge transfer 

and higher skills development so as to drive their 

operations forward. 

Through our wide and diverse network of partnerships I 

want us to demonstrate our commitment to cultural and 

knowledge exchange in order to effect a positive impact 

on the social, economic and civic spheres of life of our 

students and our localities. 

To achieve our mission and vision, I want us to work 

together to ensure that our objectives are met and that 

all our ways of working are as effective and efficient as 

they can be. Together, we, the staff of the University, can 


deliver this plan provided we work together, live by our 

values, respect each other’s contribution and believe in the 

difference that our University can make for the benefit of 

others, the economy and society. 

Professor Michael Gunn LLB 


7

Staffordshire University Science and Technology Centre located within the University Quarter. 

Forensic Science students investigating findings in the University’s 

crime scene house. 


What the 

University 

will look 

like in 2017 

Transforming people and communities by 

delivering accessible, high-quality, higher 

education through partnership-working 

with our students, our customers and 

our staff. 

Mission 

In 2017, the University will be a leading provider of 

higher education. This will have been achieved by 

being an excellent teaching-led university, with staff 

delivering excellence in programmes and support 

for students who are at the heart of all University 

activities. All our programmes will be producing 

graduates with subject specific knowledge and 

skills and the attributes set out in the Staffordshire 

Graduate, in particular the 3Es of employability, 

enterprise and entrepreneurialism. Our programmes 

will be based on a deep and real commitment 

to knowledge generation and exchange through 

scholarship and research, in its broadest sense. 

More students will be graduating with Staffordshire 

University awards having studied on campus, with 

our further education college partners and with our 

overseas partners. We will have graduates from our 

Staffordshire Global Award. We will have grown 

our part-time, particularly our online provision and 

will have increased our fast-track full-time degree 

provision. Through a renewed focus on social 

mobility and inclusion, we will have significantly 

contributed to the increased engagement in higher 

education of people who traditionally have not 

engaged. 

Businesses will have turned to us to utilise our 

expertise in assisting them to meet their targets 

through staff and leadership education and product 

differentiation on the basis of our focused and 

excellent knowledge exchange. 

Our academic staff will have a reputation for 

excellence in teaching and supporting learning and a 

reputation for scholarship and applied research that 

makes a difference to the curriculum we offer and to 

the businesses that engage with us. All our staff will 

be as skilled as we can support them to be. We will 

have worked together to deliver the Plan. 


9

Product Design student, Sylvie Richardson, explains her design 

concepts to Ben Clifford, Product Design Manager of Exspect. 

Engineering students testing their ideas using industry-standard equipment in our 32-workstation mechanical laboratory. 


“We strive for the highest standards 

and levels of achievement both 

academically and as a business.” 

Values 

We are a values-led organisation and will operate as 

a responsible and sustainable business. Our values 

will underpin what we decide to do in implementing 

this Plan and in our ways of working. 

Partnership 

Partnership for us means working with others with 

diligence, application, openness, transparency, 

integrity, honesty, professionalism, in collaboration, 

and with a commitment to intercultural dialogue and 

freedom of areas of inquiry. 

Innovation and enterprise 

Being innovative, enterprising and entrepreneurial 

for us means encouraging creativity and taking 

balanced risks. It requires a supportive environment 

for the development of ideas and new business. It 

requires a commitment to evidence-based work, 

taking opportunities as they arise, agility, supporting 

creativity and being effective and efficient. 

People-focused 

Being people focused for us means respecting and 

valuing everyone’s contribution to our University 

community. We have a long-standing commitment 

to equality, diversity, social inclusion and mobility. 

We see these are central to our success in building 

an inclusive and welcoming environment for all. We 

are a people organisation and it is we, the staff, who 

will make the difference and deliver this Plan. 

Excellence 

Our commitment to excellence demands that, 

through continuous improvement and transformative 

change, we strive for the highest standards and 

levels of achievement both academically and as a 

business, seeking to be enterprising and responsible, 

and at the forefront of the sector. 


11

The Staffordshire Graduate will: 

Partnership 

with 

students 

We will put students at the heart of everything we 

do and work with them to provide an excellent 

student experience, which supports them in 

achieving their academic and personal goals. 

We will do this by: 

Ensuring that the academic portfolio is dynamic 

and responsive, demand-led, underpinned by 

scholarship and research, in its widest sense as 

understood by leading practitioners and academics 

and including practice research, and delivered by 

qualified, skilled and experienced staff. 

Ensuring that through their studies our students 

develop a coherent set of skills, attributes and 

capabilities that will enhance the life chances of the 

Staffordshire Graduate. 

The Staffordshire Graduate represents a set of 

qualities that we passionately believe is necessary 

for success in the 21st Century. The Staffordshire 

Graduate is a reflective and critical learner with a 

global perspective, prepared to contribute in the 

world of work. 

Have an understanding of the forefront of 

knowledge in their chosen field 

Be prepared to be work-ready and employable, 

and understand the importance of being 

enterprising and entrepreneurial 

Have an understanding of global issues and of 

their place in a globalised economy 

Be an effective communicator and presenter 

and able to interact appropriately with a range 

of colleagues confidently 

Have developed the skills of independence 

of thought and, where appropriate, social 

interaction through teamwork 

Have the ability to carry out inquiry-based 

learning and critical analysis 

Be a problem solver and creator of 

opportunities 

Be technologically, digitally and information 

literate 

Be able to apply Staffordshire Graduate 

attributes to a range of life experiences to 

facilitate life-long learning and life-long success. 


“Staffordshire has one of the best 

Law Schools in the country and my 

lecturers use real case examples to 

give a genuine insight into working 

in a law firm and what it will involve. 

The course is helping me develop the 

skills I’ll need as a solicitor.” 

Amy Birch, LLB(Hons) Law 

Music Technology students learning how to use 

state-of-the-art production systems. 

Ensuring that our postgraduate, professional and 

business provision focuses on the application and 

further extension of specific Staffordshire Graduate 

attributes to higher level or research-based specialist 

areas of study. 

Providing a vibrant, healthy, safe, accessible, 

inclusive, equitable and sustainable learning 

environment and access to a wide range of cultural, 

social and sports opportunities. 

Creating an academic community that values our 

students as partners and co-producers of their own 

learning and actively involved in decision-making, 

curriculum design and enhanced service provision. 

Continuing our commitment to social inclusion and 

mobility, reaching out to people from all walks of life 

and providing the opportunities to study in a way, in 

a place and at a level and pace that suits individual 

needs. 

Working in partnership with the Students’ Union 

Executive on all aspects of the work of the University. 

This will include membership for that Executive or its 

nominees of all committees, so that we effectively 

hear the student voice and are truly responsive. 

Law students try out their mooting and advocacy 

skills in the Law School’s mock courtroom. 


13

The 2011 Celebrating Staff Success awards. 

University teaching staff are specialists in their chosen field and are actively involved in research, which keeps course content 

relevant and up-to-date. 


“Partnership working across the academic and professional service boundary 

has always been a distinctive feature of this University. 

Partnership 

with 

staff 

I strongly believe that working together within a learning community for the 

benefit of our students will be increasingly important and will be a real strength 

as we go forward into a challenging future.” 

Dr Steve Wyn Williams, 

Director of Academic Policy and Development 

We are a people business. Our staff have the 

fundamental role to play in the effective delivery of 

our high quality services to students and customers, 

wherever they may be. Our professional, engaged, 

committed and diverse staff will be central in 

differentiating us from our competitors and driving 

the University forwards. 

We will continue to develop a partnership style of 

working with our staff. 


Recognising that we work together within an 

employment contract and also in a mutually 

supportive environment based on a shared 

understanding of, commitment to, our values. 

Working together to increase the engagement levels 

of our staff and to provide an inclusive and equitable 

working environment. 

Ensuring that all staff have opportunities to share 

their ideas, creativity, insight and innovation on the 

delivery of this Plan and that the staff voice is heard 

in decision-making, curriculum design and service 

provision. 

Increasing the expertise, skills and qualifications 

of staff so that the contribution of every member 

of staff is exceptional and directly impacts on the 

achievement of the University Plan. 

Ensuring a renewed focus on excellence in teaching 

and learning support, and in professional, business 

and support activity. 

Ensuring that the appropriate development 

opportunities and support are available for staff 

successfully to deliver the Plan. 

We will work in partnership across the University, 

recognising the importance of faculties, departments, 

teams and individuals working together to achieve 

our aims. 


15

David Evans, Principal of the Staffordshire University 

Academy. 

Partnership 

with other 

educational 

providers 

The UniQ City of Stoke-on-Trent Sixth Form College. 

Vice-Chancellor Michael Gunn visiting the Global Institute of 

Software Technology (Suzhou, eastern China). 

In order to grow our approach to higher education, 

we need to work even more effectively with our 

various existing and new educational partners. 


Raising aspiration and growing opportunities to 

participate in a Staffordshire University experience 

through a range of partnership arrangements with 

educational service providers at home and overseas. 

Ensuring that the full potential of all our partnerships 

is realised as well as considering new and different 

forms of strategic alliance including merger and/or 

acquisition. 


Completing the University Quarter project through 

cementing relationships with the City of Stoke-on-Trent 

Sixth Form College and Stoke-on-Trent College. 

Continuing our engagement with schools at all stages 

including the sponsorship of academies, such as the 

Staffordshire University Academy in Cannock, and the 

provision of initial teacher training and professional 

CPD. 

Growing our provision at undergraduate, postgraduate 

and professional levels, in partner institutions and 

virtually. In so doing, we will be market and demandled, 

taking advantage of opportunities as they arise 

swiftly and in a planned, agile way. 

Increasing the size and scope of our international 

relationships by supporting the ambitious growth 

targets of our existing partners, strategically 

seeking new partners and developing our presence 

internationally. 

Establishing a Staffordshire Global Award that 

recognises those students who complete a 

Staffordshire University award having studied in at 

least two different countries. 

Developing our partnerships through more active 

engagements and mutual support. 

“I’ve been working with Staffordshire 

University to make the transition 

to the new Academy as seamless 

and comfortable as possible for our 

students and staff.” 

“While we will be looking to new ways 

of teaching and learning, we are 

building on the reputation and work 

of Blake Valley. These are exciting 

times and the new Academy will 

bring fantastic new opportunities 

for students and the wider Cannock 

community.” 

David Evans, new Principal of the Staffordshire University Academy 


17

Partnership 

with 

business 

The University’s relationship with business, industry 

and employers in the public and voluntary sector 

will be key to our success over the planning period. 

By 2017, Staffordshire University will be known as 

one of the leading business and employer-facing 

universities. 

Our increasingly active partnerships will support 

our commitment to the Staffordshire Graduate, 

will drive revenue from knowledge exchange and 

workforce development activities and will ensure 

that the University is creating demonstrable impact 

on the competitiveness of business and the success 

of the local economy. 

We will achieve these goals by: 

Creating a highly effective structure for the 

development and delivery of knowledge exchange 

and workforce development activities to businesses 

and employers. 

Ensuring that businesses and employers are driving 

the University’s commitment to employability, 

enterprise and entrepreneurialism, influencing the 

design of a range of innovative enterprise activities, 

a portfolio of entrepreneurship skills and continuing 

professional development that meets the needs of 

all staff and students. 

Improving graduate employability, employment 

and career development opportunities for students 

by ensuring that links with businesses of all types 

generate job opportunities, placements, internships, 

work-based assignments and volunteering 

opportunities which are accessible for all students. 

Ensuring that the business voice is enriching the 

curriculum, supporting scholarship and staff and 

student engagement with businesses, enabling 

collaboration with employers on workforce 

development, course design and the 

co-development of products and services. 

Contributing to the UK’s long-term economic 

growth and prosperity by creating new businesses 

and investing in our own portfolio of high growth 

companies, growing the value of our intellectual 

property and demonstrating our economic impact 

through innovation, job and wealth creation. 

Ensuring that our applied research and knowledge 

transfer activities are business and commercial 

focused and delivering impact and revenue for 

the University. 


The collaboration between Staffordshire University and Britvic 

Soft Drinks PLC continues to go from strength to strength in 

providing an academic framework which addresses Britvic’s 

immediate and future staff development needs. 

Successful Staffordshire Graduate company Humanoid Productions Ltd have set up their headquarters in MediaCityUK, Salford Quays. 

Staffordshire University works in partnership with the RAF, 

providing industry recognised qualifications 

for service personnel. 


19

Responsible and 

sustainable 

business 

We believe in being a responsible and sustainable 

business. 


Being in active membership of Business in the 

Community. 

Ensuring that our estate, IT facilities and other 

resources provide a vibrant, healthy, safe and 

sustainable learning environment that supports the 

delivery of an excellent student experience. 

Recognising our responsibility to the environment 

and lowering our carbon footprint. 

Increasing our local impact through a range of 

public and community engagements that will 

include volunteering, access to, and use of, sporting 

and other facilities by the general public, and public 

lectures. 

Demonstrating our civic engagement and leadership 

through representing our interests and those of 

our many partners at the highest levels of local and 

national Government. 

Maintaining and improving our long-standing 

commitment to social inclusion and mobility. 

Growing our numbers being led by the market and 

demand. 

Growing by taking advantage of the opportunities 

bid for funded undergraduate numbers, including 

fast-track, with our partner further education colleges 

and on campus. 

Growing our part-time numbers, including distance 

and online learning, by looking for innovative and 

market responsive modes of delivery in areas of 

demand. 

Developing further postgraduate and professional 

programmes. 


“We will be looking to recruit 

high-quality individuals who meet 

the needs of the companies engaged 

in the programme. The interns will 

get practical, hands-on expertise of 

working within a company, as well 

as working in an area that is growing 

rapidly now and will continue to grow 

in the future.” 

Rob McKay, 

Client Manager within Staffordshire University’s Business School 

In February 2011 the University launched an internship scheme to coincide with the Renewable Energies Transfer System (RETS) 

seminars - a major international conference on green energy sources.The scheme will see graduates working for renewable energy 

companies, in areas such as attracting investment and research. 

Working with business to provide creative solutions 

through learning activities that secure business 

imperatives. 

Supporting research that supports the curriculum 

with investment. 

Operating as an enterprising and entrepreneurial 

business and organising ourselves so that we can 

deliver our ambitions efficiently and effectively. 

University ‘spin out’ company ‘Intelligent Orthopaedics’ 

designs and develops orthopaedic devices. As well as 

employing University graduates, industry professionals who 

run the company carry out research at the University. 

To reduce our carbon footprint our fleet of inter site post and 

delivery vehicles are low emission electric. 


21

Measures 

of 

success 

Students Key targets 

Exceed the UK national average overall satisfaction 

score as measured by the National Student Survey 

by three points by 2017 

Be in the top 50 of universities as measured by The 

Guardian League Table by 2017 

Ensure all undergraduate programmes deliver the 

Staffordshire Graduate from 2012 

Secure a 5% increase each year in outreach activities 

Continue to meet or exceed national access 

benchmarks 

Secure year-on-year improvements in the quality of 

delivery of the Staffordshire Graduate as measured 

through annual monitoring from 2013 onwards 

Facilitate a work-related opportunity for every student 

by 2017 

Achieve 85% students securing graduate employment 

or further study within six months of graduation 

Become a top 40 UK university for graduate 

employability 

Secure an overall full-time undergraduate student 

retention rate of at least 90% 

Secure an annual increase in the number of major 

employers and professional bodies involved in 

collaborative programme development 

Staff Key targets 

Increase our levels of employee engagement as 

measured by the Employee Engagement Survey to 

achieve a Best Companies First Class rating by 2017 

All members of staff to engage in at least one 

pedagogic professional development activity per year - 

pedagogic for academic staff and profession related 

for professional support staff 

All new substantive learning and teaching staff to have 

gained the PgCHPE (Postgraduate Certificate in Higher 

and Professional Education) or equivalent within the 

first two years of employment 

All existing learning and teaching staff to be 

encouraged and supported to attain Fellowship of the 

Higher Education Academy and/or the PgCHPE 

A further five National Teaching Fellows to have been 

recognised by 2017 

Improved performance against national measures 

of research excellence (including the REF, outputs 

produced, conference papers delivered, impact upon 

professions, practice and academia) through increased 

investment and support for key thematic areas of 

research excellence 

Achieve a consistent increase in the numbers of staff 

engaged in curriculum related research (broadly 

defined), enterprise and advanced scholarship towards 

100% participation by academic staff over the planning 

period 


Educational providers Key targets 

Excellence in all roles to be recognized through a 

range of recognition schemes, career development 

and the annual Celebrating Staff Success event 

Ensure that our staff profile improves as measured by 

equality and diversity requirements 

Sickness absence levels maintained at no greater than 

3% per annum 

“I graduated from Staffs with great 

employability skills and an excellent 

portfolio – something that’s essential 

in graphic design. I worked to real 

challenges and live briefs, developed 

great communication and presentation 

skills and won the London-based brand 

agency Coley Porter Bell Shine Award. 

This meant a £3,000 cash prize and a 

three-month work placement. I now 

work for Coley Porter Bell full-time as a 

graphic designer. It’s proper work, with 

real commercial value, for global brand 

owners like Unilever and Nestlé.” 

Jia Ying Gnoh, BA(Hons) Graphic Design. 

Secure 25,000 students studying for Staffordshire 

University Awards at partner institutions overseas 

by 2017 

Establish up to six overseas bases by 2017 

To hold the first annual partnership conference by 

2013 

Complete the University Quarter project by 2017 

Establish a partnership for the delivery of the 

Staffordshire Global Award 

Secure at least 50% increase in the number of students 

studying for our awards delivered by partner FE and 

UK private providers by 2017 

Remain in good standing with the QAA and all other 

monitors of higher education quality across all our 

provision 

Jia Ying Gnoh, BA(Hons) Graphic Design. 


23

Business Key targets 

Sustainability Key targets 

Measures 

of 

success 

Increase by £3m the volume of activity in 

work-based learning, continuing professional 

development activities carried out by the 

Staffordshire University community 

Become a top 40 UK university for graduate 

employability 

Promote 2,000 graduate opportunities with employers 

annually 

Achieve 85% students securing graduate employment 

or further study within 6 months of graduation 

By 2017 ensure that at least 250 academic staff 

participate in business and employer related activity 

Create a business engagement gateway to 

communicate the breadth of support and opportunities 

for our business community and to remove barriers to 

external collaboration 

Stimulate, nurture and support at least 200 new 

commercial and social enterprises founded by 

Staffordshire University students and staff 

Increase by 500% the income derived from the 

commercialisation of Staffordshire University’s 

intellectual assets and invest income generated from 

intellectual property in future knowledge and wealth 

creating activities 

Growth in our, new entrant, funded full-time 

home and EU undergraduate student numbers, 

on campus, in our partners and virtually by at 

least 20% by 2017 

Growth in our postgraduate student population 

by at least 20% by 2017 

10% annual revenue surplus by 2017 

Growth in our international student numbers by 

5% each year in 2012 and 2013 and 7.5% each year 

thereafter 

Growth in part-time numbers by up to 5% per year 

Measure the contribution to the local and national 

economy 

Publish an annual account of our influence on the 

academic endeavour, the economy and society 

Ensure that the information technology securely 

and innovatively supports the delivery of the Plan 

Seek to appoint a strategic partner to help 

transform the systems and processes used in 

the institution in order to improve the student 

experience, increase efficiency and promote 

flexible working 

Total floor space reduced by 20% against the 

space required for delivery in 2012 

Carbon reduction target of 26% by 2014 

To be in the top 20 institutions in the People 

and Planet Green league table by 2017 


Winning the Oscar ® for Achievement in Visual Effects for work on “Inception”, Staffordshire Graduate Peter Bebb, Paul Franklin, Andrew Lockley and Chris Corbould at the ABC Television Network broadcast 

of the 83rd Annual Academy Awards ® from the Kodak Theatre in Hollywood, CA. Sunday, February 27, 2011. 

Credit: Todd Wawrychuk / ©A.M.P.A.S. 


25

M3395 Dec 2011

Securing Successful Futures - Staffordshire University

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