Institutional VVM Statements on Websites

Abstract

Educational leaders rely on compelling statements of institutional beliefs, strategic direction, and purpose (i.e., values, vision, and mission statements or VVM statements) as the three major pillars by which to launch new program/service initiatives, to enhance academic and administrative operations, and to chart sustainable options in building future institutional capacity for change. This study surveyed the various VVM statements found on an institution's website. Through this primary information source those statements identified were assessed as to their accuracy against established VVM definitions, and their rate of occurrence was also noted. The case is put forward that an institution that has developed and articulated informative VVM statements can assist its constituent groups in having greater confidence in its strategic direction (vision) as well as having an unambiguous sense of purpose (mission) as clearly defined by its common values. ********** Powerful statements around an institution's values, strategic direction, and mission can have a dramatic effect on what an institution actually does, what actions it takes, and based upon those actions what intentions can be inferred. Colleges and technical institutes have long maintained a broad mandate in terms of the educational programs offered to learners, their connection to business and industry in order to important training initiatives, and the variety of support services for diverse student groups whom they serve. Not long ago, program growth and operational expansion were the main driving forces as institutions across the country responded to the education and training needs of various stakeholder groups. Basically, it was a develop and deliver philosophy for educational institutions. However, today fiscal issues and enrolment challenges have now forced colleges and technical institutes to seriously reconsider the outdated working philosophy of being things to all people and to re-examine their beliefs, strategic direction, and sense of purpose, which is their values, vision, and mission. An institution needs to openly and clearly articulate its values, vision, and mission (Calder, 2007). These cogent statements should be highly visible for all to read and embrace (Bart, 2001). An institution's values are a basis for any strategic planning process and assist in the way an institution conducts its educational business. The vision, on the other hand, while an ideal, provides an answer to the question, What does success look like? And the educational mission, which is the most misunderstood statement of purpose, addresses the results of an institution's work for its customers (e.g., learners, government). Barr (2000) says, A mission statement helps those who work at, teach at, contemplate attending, and support an institution, understand what the institution is attempting to accomplish (p. 26). All too often the mission is written in such a way that reflects an institution's activities or actions, like the acquiring of new equipment, facilities, or forging new partnerships rather than the outcomes for the customers (Calder, 2002). One way to collect data on institutional VVM statements is to see how they are communicated to various stakeholders via the Internet, which is a contemporary and very convenient medium for this expressed purpose. The belief that VVM statements need to be pervasive throughout an organization supports their strategic placement on an institution's website. Study Design This study is an observational and evaluative design which came about as an applied research interest in identifying established VVM statements from colleges and institutes across Canada as recorded from their websites and how these statements met their articulated definitions as noted by writers in the field. All institutions in this study are members of a national postsecondary education association (Association of Canadian Community Colleges). …