VIRTUAL: Applying Education

Abstract

This case study focuses on the use of scenario planning to help resolve identity issues of a graduate program in the field of adult learning and human resource development at a public research university in the United States. Traditional strategic planning tools are rooted in stability and provide only single focused forecasting. The graduate program selected a tool that incorporated flexibility and adaptability into their approach so they could better position themselves competitively in the context of a complex, unpredictable, and continuously changing environment. The scenario planning process allows for the development of scenarios based on several possible and desired future environments. The case explores how the faculty of the graduate program implemented the phases of the scenario planning process (Chermack, 2011) including: project preparation, scenario exploration with an in-depth internal and external analysis of the program, scenario development, scenario implementation, project assessment, and then the output of a strategic plan. The results were creating a shared mental model of the program, resolving their identity issues of ‘who they are and why they are here,’ and aligning that with foundational components of their mission, vision, and values. Resolving their identity issues provided a source of competitive advantage, and a focal point for their motivation and energy. The program was able to create more comprehensive actions that were based on sustaining the future of the program by informing the program’s core competencies and capabilities through exploring opportunities for growth; internal and external partnerships with the university, employers, alumni; and establishing a viable marketing plan that effectively communicates their identity and brand.