Goal Atlas announces the publication of its new report “University Strategy 2020: Analysis and benchmarking of the strategies of UK Universities”.

What is a university strategy? What does it contain? How should it be developed? How should it drive change?

This report is based on an analysis of the published strategies of 52 UK universities and interviews with 28 university leaders. Building on Mike Baxter’s background in higher education and research, and drawing from his 18 years of business consultancy for some of the world’s leading brands, the report highlights key strategic issues for universities and describes best-practice tools and processes aimed at guiding and informing senior leaders and those involved in shaping the strategic direction of universities.

Click here to download your complimentary copy of the report.


“This report will be of great value to university leaders and their advisers. At times it will be uncomfortable reading because it has a ruthless focus on what is important in good strategy. It shines a light on the weaknesses and strengths of existing university strategies and will hopefully help the next tranche of missions, values, visions, performance indicators and the like all line up to much greater effect.”
Lord Jim Knight, Chief Education and External Officer, TES Global Ltd

“This is a very interesting and insightful report, especially for those of us in the sector whose roles are about helping our universities to shape their future.”
Dr Richard Hutchins, Director of Strategy, University of Warwick

“The need for a UK university to have a purposeful strategy which is comprehensible to its staff, students, and other stakeholders has never been greater. Mike Baxter provides an evidence-based framework that will enable institutions to develop a strategy that is clear and accessible, and consequently will help them to achieve their ambitions.”
Dr Mark Skippen, Head of Marketing Intelligence, Swansea University

“Given the maelstrom universities are currently working within, this modern, up-to-date guidance around strategy development is timely. The insights are delivered in straightforward and clear language.”
John Britton, Head of Planning and Intelligence, Cardiff University

“Mike’s report is a thorough and detailed survey of HEI strategies; it is insightful in many ways and a very useful reference for anyone engaged in strategy development and implementation.”
Steve Chadwick, Director of Strategy, Planning and Change, University of Bristol

“This report provides a unique overview of strategic plans in the UK higher education sector, highlighting good practice and common pitfalls. The proposed Strategy Design Framework should be a useful tool for universities, guiding the sector towards a more mature approach to strategy development”
Dr Hulda Sveinsdottir, Director of Planning, University of Aberdeen

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