Human Resource Development Model for Improving Private University Competitiveness

Today, competition among private universities (read private higher education institutions) to attract prospective students has become much tougher. The competition is not only among the private universities themselves but also between them and the public ones. The main cause of this competition is that prospective students are now becoming much more selective in choosing universities. In fact, public universities are the first choice of the prospective students. Consequently, private universities must equip themselves with strong competitiveness. Otherwise, they will lose the competition. One of the strategies to gain the competitiveness is to develop the lecturers. According to research findings, lecturer professionalism is one of the elements that prospective students highly demand. This paper discusses about how to develop university lecturers. The development model suggested in this paper is the one that is based on the concept of AMO performance.