The Management structure and organisational identity development programme strengthens the common direction of the Higher Education Group

The key objective of the Management structure and organisational identity development programme is to create management structures and agile operating models that support common strategic goals and to strengthen an operating culture based on cooperation. The aim is that the operating methods, policies and principles of the Universities Group form a coherent entity that supports the higher education institutions in Jyväskylä. At the same time, the development programme supports national and international attractiveness and the comprehensibility of the Universities Group's operations.

The development programme includes the alignment of the policies, principles and guidelines of the higher education institutions in the appropriate parts, a common brand strategy and model, a parallel strategy and strategy renewal process, a parallel strategy steering model, and a transition from a project management structure to a more permanent Group management structure. The project proposal for coaching leadership has been transferred to the Capable and thriving university community
development programme.

Strategy work progresses by building a common understanding

The strategies of the university and the university of applied sciences are renewed through a parallel and interactive process, in which part of the work is done together and part of the work is carried out based on the organisations' own starting points. The Group's targets are formed together and in a uniform manner. The result is a structurally and content-wise, interconnected strategy entity that enables uniform strategic steering and the transition from development programme-based group development to the normal strategic and operational management of both higher education institutions.

The aim of the strategy process is to produce a common understanding of the goals and development direction of the Higher Education Institution and to support the uniform steering of the Group-level goals.

Brand work is a key focus of the development programme

The brand strategy has been prioritised as the most important development idea of the development programme. The goal is to build the Group's brand strategy and brand model, which is built on the complementary strengths of both Jamk's and JYU as well as separate own brands. The starting point for the preparation is a unifying group brand, alongside which the university and the university of applied sciences' own identities, target groups and strengths will be preserved. In addition to existing target groups, brand work identifies common and new target groups in Finland and internationally.

The brand working group prepares the principles and boundary conditions for the tendering of the agency partner. A market dialogue is about to begin.

Decisions

• Management structure and organisational identity development programme as a whole was approved for implementation.
• The costs of the development programme are EUR 220,000, and the costs are divided in proportion to the FTE figures.
• The report on the current state of financial steering will be presented separately for decision-making at a later date.
• The costs of the brand strategy are included in the approved development programme as a whole.