2013: A Year in Review
The Future of Higher Education
AUDIO | Traditional Institutions Will Close, Number of Colleges and Universities Will Rise (Richard DeMillo | Director of the Center for 21st Century Universities, Georgia Institute of Technology)
While the number of traditional institutions is going to plummet in 50 years’ time, niche institutions will spring up to take their place, increasing dramatically the number of colleges and universities in the higher education marketplace.
Five Ways Higher Education Marketing Will Change in 10 Years (Craig Maslowsky | Vice President of Enrollment Management and Marketing, Excelsior College)
Looking ahead, it is critical for higher education institutions’ marketing units to know which communications and promotions tasks would be better to outsource to marketing solutions providers.
Higher Education in America 2064: Goodbye Humanities, Hello Business 101 (Frank McCluskey | Vice President and Scholar in Residence, American Public University System)
The year is 2064, and the higher education industry is vastly different from what it was in 2013.
Commoditization and Competition of Higher Education
AUDIO | Commoditization Reduces Uniqueness But Increases Affordability (Paul LeBlanc | President, Southern New Hampshire University)
As higher education becomes more commoditized, what’s lost is the uniqueness and individuality of different programs. In return, however, the system gains greater efficiency in producing and disseminating content.
AUDIO | Name Recognition is Key to Competing and Succeeding (Lisa Verma | Director of Custom and On-Site Programs, Louisiana State University)
Colleges and universities have many resources to compete in the highly competitive professional development marketplace, and having name recognition is an added bonus for larger institutions. The biggest drawback, however, is the inability of these institutions to dedicate large numbers of full-time staff to these training endeavors.
On the Internet, Will Anyone Know You’re An Ivy? (Richard Katz | President, Richard N. Katz and Associates, Inc.)
As digitization grips the higher education marketplace, the differences between prestigious institutions and the rest of the market are becoming less pronounced.
Financial Support for Non-Traditional Students
AUDIO | Finding the Right Degree Pathway (Mark Milliron | Chief Learning Officer, Civitas Learning)
Traditional degree programs do not necessarily provide students with a more cohesive learning pathway than a mosaic approach would.
Three Tips for Non-Traditional Students Seeking Financial Assistance (Jayrod Garrett | Student, Weber State University)
Non-traditional students should do their research and work with an advisor to ensure they understand the financial assistance options available to them.
Is Tuition to Blame for Rising Student Debt in the United States? (Sandy Baum | Research Professor, George Washington University)
Adults in the United States have been significantly challenged by the rapid increases in tuition fees, but the value of higher education is still widely accepted.
The 60% Degree Completion Initiative
AUDIO | Behind the Target: Understanding 60 Percent (Dewayne Matthews | Vice President of Policy and Strategy, Lumina Foundation)
The 60 percent attainment target, based on international trends and labor market projections, is critical for the American economy, society and individuals.
AUDIO | Just-in-Time Learning Flies Under the Radar with Completion Target (Bob Mosher | Chief Learning Evangelist, Ontuituve)
Integrating just-in-time learning and prior learning assessment into degree programs will help the 60 percent completion initiative with its goal of strengthening the workforce.
Certificate or Degree? The Eternal Question Solved (Kevin Currie | Executive Director, Northeastern University Online)
Degrees and noncredit certificates and certifications have their own benefits and values, but the best option depends on the individual’s situation.
Lessons from Other Industries
What Do Diapers, Banking and Continuing Education Have in Common? (Karishma Furtado | Continuing and Online Education Forum Senior Analyst, Education Advisory Board)
In a commoditized marketplace, the product a particular company is selling becomes less important than the services or supports they can bundle it with.
AUDIO | Looking to the Newspaper Industry to Understand Higher Education’s Transformation (Byron White | Vice President for University Engagement, Cleveland State University)
It may be more beneficial for smaller colleges and universities to focus on equipping students to use the knowledge available to them rather than on purely disseminating ideas.
What Can Higher Education Learn from Digital Cameras? (Jaigris Hodson | Instructor, Ryerson University)
By failing to recognize the evolving needs of their customer base, Kodak and Blockbuster found themselves obsolete; a critical lesson for higher education administrators.
Seeing Students as Consumers
The Attraction of Online Shopping (Shaul Kuper | Chief Executive Officer, Destiny Solutions)
E-commerce solutions might provide higher education leaders with the key to success in this highly competitive marketplace.
The Student Customer Service Imperative: A Short Trip into Academic Heresy (Albert Powell | Director of Learning Technologies, Colorado State University)
Inside the classroom, students are students. However, outside the classroom, it’s critical for institutions to treat their students as customers to ensure retention and future enrollments.
The Changing Role of Students in the Customer-Oriented Higher Education Marketplace (Edward Abeyta | Director of K-16 Programs, UC San Diego)
Higher education institutions must upgrade their approaches to business management to keep up with the demands of today’s students, who behave more and more like customers.
MOOCs Under Fire
MOOCs: Facts and Myths (John Ebersole | President, Excelsior College)
Before MOOCs can gain any more ground in the higher education space, it’s critical to understand what they can deliver on and what may simply be an empty promise.
Context over Content in the Age of MOOCs (David Grossman | Retired University Continuing Educator)
If institutions refuse to focus on differentiating themselves with content, they will quickly find themselves unable to compete in the commoditized higher education marketplace.
Free Online Courses Increase Accessibility To Higher Education At The Expense Of Quality (Bhupesh Shah | Social Media Program Coordinator, Seneca College)
Free online courses are providing skilled workers with an accessible pathway to advance their skills and knowledge but are not in a position to change traditional higher education as yet.
Inter- and Intra-Institutional Collaborations
Inter-Institutional Collaborations Critical to Compete (Mark Sarver | Chief Executive Officer, eduKan)
By collaborating on major ventures, institutions can expand their offerings and programs beyond any internal limitations in expertise without having to break the bank.
AUDIO | The Inter-Institutional Approach to Massive Open Online Education (Barbara Allen | Executive Director, Committee on Institutional Cooperation)
By partnering together, institutions have the ability to innovate in the development of their courses and share ideas and resources.
Increasing Efficiency and Reducing Inter-Institutional Silos (Margaret O’Hara | Director of E-Learning, University of North Carolina System)
By promoting cross-campus collaborations, higher education institutions can reduce prices for students and costs for institutions while increasing offerings and efficiency.
The Power and Promise of Higher Education
AUDIO | Working Mothers Still Face Challenges in Higher Education (Rebecca Chopp | President, Swarthmore College)
While there are more mechanisms in place to support parents as they work towards a higher education credential, pursuing a degree while supporting a family is still a very challenging proposition.
AUDIO | From Non-Traditional Student to System President (Sandra Woodley | President, University of Louisiana System)
After her own experience as a non-traditional student, Sandra Woodley plans to ensure that institutions that serve mainly non-traditional student bodies are recognized for their good work during her presidency of the University of Louisiana System.
One Adult Student’s Return to Higher Education (Crystal Trotter | Student, Eastern Illinois University)
Earning a higher education degree gives adult students more than just a credential for the workforce; it provides critical experience graduates can translate into much-needed soft skills to succeed in the labor market.
Higher Education and the Workforce
AUDIO | Aligning Higher Education with the Globally Competitive Workforce (Gavin Newsom | Lieutenant Governor, California)
Employers are beginning to look internationally for talent, so higher education institutions must ensure they are producing graduates with workforce-relevant skills.
AUDIO | How Governments Can Facilitate Public Higher Education Growth (Thomas Lukaszuk | Deputy Premier and Minister for Advanced Education and Enterprise, Province of Alberta)
Higher education institutions have a critical role to play in developing the future workforce and in allowing a province or state to capitalize on its natural resources. Funding is often used as an incentive for institutions to pursue this type of development.
AUDIO | A Federal Perspective on Expanding LiLAs (Erik Paulsen | Congressman for Minnesota’s Third District, United States House of Representatives)
The federal government could have a role in supporting LiLAs by incentivizing individuals and employers to invest in ongoing education and training to ensure everyone is prepared to meet tomorrow’s workforce needs.