Enrollment Planning in the Specter of Closure — from insidehighered.com by Mark Campbell and Rachel Schreiber; via GSV
Misunderstandings about enrollment management and changing student needs can make a bad situation worse, Mark Campbell and Rachel Schreiber write.
Excerpts (emphasis DSC):
However, we find that many institutions provide little to no information to prospective students about actual outcomes for graduates. Examples include: What does applying to graduate school look like for graduates? Employment and earning potential? Average student loan debt? What do alumni say about their experience? What data do you have that is compelling to answer these and related questions? Families increasingly ask, “What is the ROI on this investment?”
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Another important issue relates to the unwillingness of leaders to evolve the institution to meet market demands. We have too often seen that storied, historic institutions have cultures that are change averse, and this seems to be particularly true in the liberal arts. This statement might appear to be controversial—but only if misunderstood.
To be clear, the humanities and the arts are vital, critical aspects of our institutions. But today’s prospective students are highly focused on career outcomes, given the financial investment they and their families are being asked to make. We believe that curricular offerings can place a high value on the core principles of the humanities and liberal arts while also preparing students for careers.
By contrast, curricular innovation, alterations to long-held marketing practices, openness to self-reflection regarding out-of-date programs, practices and policies—in short, a willingness to change and adapt—are all key. Finally, vital and successful institutions develop long-term strategic enrollment plans that are tactical, realistic and assessable and for which there is clarity about accountability. Putting these practices in place now can avert catastrophe down the road.