National Study of Prospective Adult Students - WKU

National Study of Prospective Adult Students

presented by

Dr. Brenda Harms

Vice President

February 2013

Stamats, Inc. Cedar Rapids, IA 52406 (800) 553-8878

About Stamats

Stamats is recognized and respected as the nation's higher education integrated marketing thought leader. Our comprehensive array of innovative services has set the standard for pairing insightful, research-based strategic counsel with compelling creative solutions. We promise our clients the highest level of professional service and attention to detail in the industry because, in the end, we know our success is measured entirely by theirs.

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Research, Planning, and Consulting Brand clarification and development Image and perception studies Recruiting and marketing

assessments, plans, and counsel

Tuition pricing elasticity and brand

value studies

Strategic Creative Institutional, admission, and

advancement websites

Mobile and social media solutions Recruiting and advancement

campaigns and publications

Virtual and experiential tours Full-media advertising campaigns

Understanding the Adult Student and Their Role in Higher Education

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2009 ? The Perfect Storm

A confluence of three gales: Changing demography Rising cost to attend Increased competition for students

...and a fourth ? the economy

Add to the confluence: Colleges and universities increasingly unable (unwilling) to make the tough decisions that will truly differentiate them from their competitors The rise in for-profit education and their intentional efforts to serve underserved populations

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2013 ? The Unthinkable Future

Massive Open Online Courses (MOOC) The American Council on Educations College Credit Recommendation

Service on Feb. 7, 2013 announced that it is recommending credit for the initial five MOOCs it has been evaluating since late last fall

Technology, innovation, human talent, money, policy, and competition

merge ? the new world of higher education

Ivy league schools are getting involved and sometimes even leading the way

(Stanford, Princeton, Duke ? FREE online courses)

"The main shift is away from what I'll call a teacher-in-classroom-centric

model" ? Scott Benson, a program officer at the Bill & Melinda Gates Foundation

"The old model of getting educated in four years and coasting for the next

40 years" is growing increasingly less relevant ? Andrew Ng, co-CEO and cofounder of online education startup Coursera

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But Most Importantly...

"There is indeed a transformation coming in American higher education," writes Louis Soares, a special policy adviser to ACE

president, Molly Corbett Broad. "It is not driven by technology or MOOCs, though these tools abet the change. It will be driven by the rise of post-traditional

learners."

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Projected Change in H.S. Graduates to 2018?19

+6 -9

+15 +34 +4

+59

+11

+53 +30

+33

+5

-19 -6

-20 0

-11 +6 +1 +6 +40

-1

-12

-8

+4

+10

+7 +15 0

+5

+13 +3 +18

+22

+33

+11

+7

+8 +11 +41 -9

+23

-13 -16 -8 -6 -21 -4 -1 +17 -7 -19

> 20% +11% to +20% 0% to +10% Decreases

Source: U.S. Department of Education, National Center for Education Statistics, December 2008

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