Discussion: Should Your College Exist in the 21st Century?
Mar 10, 2018
"Colleges must understand the institution’s value proposition if the mission is still relevant and differentiated from its peers, and where the college wishes to be in out years. Why should the college exist in the 21st century?"
This comes from an opinion piece written by Brian C. Mitchell (click to access column) and entitled "America's Colleges and Universities Have a Serious Revenue Problem".
We feel this is an extremely important set of questions that campus leaders must ask and answer regularly thanks to the changing world around us. And the best way to answer these questions is to have gathered data from your target audience (prospective students, current students, graduates) as well as faculty and staff, community leaders (corporate, government and non-profit leaders) and industry analysts.
What does the market need now? What will the market need in the near future?
Is our audience large enough to provide us with the opportunity to achieve our goals? What do they want and need? What do they think about our institution? What do they expect from us?
You may need to reposition your institution. Or invest in resources necessary to meet new wants and needs - and opportunities?
But not to ask those questions and to continue working under the assumption that a mission and vision statement that was developed 10, 20, 50 years ago is still relevant is a dangerous assumption to make.
What do you think? Do you agree? Disagree? Why? Has your institution re-evaluated its value proposition? Determined if the mission is still relevant? Differentiated from your peers?
Just comment below and join the discussion.
Patrick McGraw is VP of Higher Educaton Marketing Services and has more than 25 years experience in market research, competitive intelligence, business intelligence including database marketing and CRM, strategic planning, brand development and management as well as operations/campaign management. His work has consistently helped his clients and employers develop and implement more efficient ways to attract and retain profitable customers, enter new markets and launch new products. His areas of focus include the education, hospitality, travel and tourism, hi-tech, telecommunications, financial services, and retail industries on both the agency and customer sides.