We are entering the age of collaboration. Web 2.0 has gone mainstream. An entire generation of students is arriving in our schools and universities, for whom Facebook is their most important source of information and communications.
In the context of education, online learning is a “make-to-order” business whereas instruction through a traditional ground campus falls under the category of mass production. Applying this to business terms, online learning uses a “pull” strategy while traditional (residential) undergraduate education uses a “push” strategy.
As a college president for almost two decades, Roger H. Martin always wanted to learn what his students really had to say about college life.
His good intentions haven’t come easily. On his first night as president at Moravian College (Pa.) in 1986, he stood behind a tree to watch students at a freshman mixer, and was soon asked by a campus security officer for his ID while trying to explain who he was.
America is facing a challenging time. With a weakened economy and limited resources, businesses — regardless of size and industry — need to ensure they are maintaining a positive cash flow. And higher educational institutions are not immune.
The global war on terror has had a direct or indirect impact on countless servicemen and women and their families. Thousands of our finest soldiers have made very significant sacrifices in their service to our country.
Rugged four-hour practices, aggressive recruiting, fierce competition, and the non-stop pursuit of national championships are what you would expect to find on the campuses of college basketball and football powerhouses. But those same elements are in full view at the considerably smaller University of Maryland, Baltimore County, and University of Texas at Dallas, where the world-class chess teams are generating national attention, giving new meaning to sports scholarships, and offering novel ways to recruit high-caliber students.
While academic marketers now can reach prospects through a wider array of channels, the structure of discourse and the content communicated hasn't changed as much. And change might yield deeper connections and better results.
When I applied to colleges 40 years ago, I wrote letters to six schools and received a view book from each with a friendly cover letter, an invitation to visit the campus, an application, and a pointer to an alum or two who would be glad to sit down with me and discuss my future.
The worldwide demand for higher education and lifelong learning has never been greater. Colleges and universities around the globe need to scale up their offerings to cater to a mass influx of students, for whom a degree is their passport to the 21st-century workforce. Yet, they must do this in an environment where funding is often constrained and costs continue to spiral upward.