Methodology for Developing a Strategy for Implementing Digital Technologies: Characteristics of the mission and its formulation

5. Characteristics of the mission and its formulation

The mission of an organization represents the fundamental purpose of its existence, describing what the organization does, for whom, and why. A well-formulated mission statement clearly communicates the organization’s key functions, its users, and the values it upholds. It serves as a solid foundation for strategic decision-making and resource allocation.

The structure of a mission statement usually includes three elements:

target group (whom we serve),
core activity or offering (what we do), and
purpose or impact (why we do it).

When crafting a mission statement, it is recommended to use short and clear sentences, avoid technical jargon, and maintain an inspiring and motivating tone. The mission is generally a long-term statement, but may be revised as needed in different strategic planning cycles. A strong mission answers the questions “Why do we exist?”, “Whose needs do we meet?”, and “What is our contribution?”, while conveying reliability, professionalism, and innovation.
The following table presents examples of mission statements from four Croatian and four international higher education institutions.

Table: Examples of mission statement formulations

Higher Education Institution	Mission	Source
Josip Juraj Strossmayer University of Osijek	"The University of Osijek is an educational institution which, by connecting scientific research, artistic creation, study and teaching, develops science, professions and the arts; prepares students to perform professional activities based on scientific knowledge and methods as well as artistic values; educates the next generation of scientists and artists; participates in realizing the social interests of students; and promotes international—especially European—co-operation in higher education as well as in scientific and artistic activity."	[11]
Faculty of Electrical Engineering and Computing (FER), University of Zagreb	"To educate and inspire students who will drive Croatia’s technological and social development through research-based teaching; to instill entrepreneurial courage and empower them to steer progress responsibly, for the benefit of people, nature and the community; to create new knowledge through internationally recognized research; to advance the economy and public sector through innovation; to be an institution of high academic and ethical values, a place of critical thinking and inquiry and of equality for all members; to be a driving force of the technological development of Croatian society."	[12]
Faculty of Education and Rehabilitation Sciences (ERF), University of Zagreb	"The mission of the Faculty of Education and Rehabilitation Sciences is education based on scientific knowledge in educational rehabilitation, speech and language pathology, and social pedagogy with the aim of including vulnerable/at-risk groups in the community, acting towards the individual and the social environment, and influencing public policies and social well-being, while respecting the principles of professional ethics and responsibility."	[13]
Faculty of Economics, University of Osijek	"The Faculty of Economics in Osijek is a higher education and scientific institution which creates competent individuals capable of meeting various environmental challenges through its educational process and scientific-research work in the field of economics and business economics. We adopt scientific achievements, evaluate them critically, and create new knowledge through scientific-research work in economics and related sciences with the aim of developing the environment. We are a socially responsible, innovative, and open institution of high academic values and ethical principles that ensures equality and prosperity for its staff, students, and society as a whole."	[14]
Illinois Institute of Technology (IIT), USA	"To provide distinctive and relevant education in an environment of scientific, technological, and professional knowledge creation and innovation."	[15]
University College London (UCL), United Kingdom	"Global University of London: a diverse intellectual community engaged with the wider world and committed to improving it; recognized for its radical and critical thinking and widespread influence; with an outstanding ability to integrate education, research, innovation, and enterprise for the long-term benefit of humanity."	[16]
University of Sheffield, United Kingdom	No formal mission, but there is a substitute entitled “Our story,” which infers the university’s purpose.	[17]
The Ohio State University, USA	"The university is dedicated to: - Creating and discovering knowledge to improve the well-being of our state, regional, national, and global communities; - Educating students through a comprehensive array of distinguished academic programs; - Preparing a diverse student body to be leaders and engaged citizens; - Fostering a culture of engagement and service."	[18]