Excerpt:
While there has been much debate on how to attract the dwindling numbers of high school students, there has been much less discussion focused on attracting adult students and corporate partners. To my mind, this is a more important issue. Corporations spend on average $485 billion a year on postsecondary training and development but, currently, little of this money goes to accredited higher education institutions. [2] Combine this market with the 9 million adults already enrolled in higher education and the 80 million potential adult enrollees, and you are left with a big opportunity. [3],[4]
If we are going to attract these students, we need to know more about them, more about how they think and more about how they shop. Here’s what I know: