Millennials and the Higher Education Industry

GENERAL TRENDS IN HIGHER EDUCATION

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MORE MASTER’S DEGREE SEAKERS

• Decreased opportunities in the job market • More students opt to stay longer at school • Millennials with master’s degrees earn 23% more than their

counterparts in 1984 • A demand in master’s classes among higher education institutions • Higher education institutions need to open more graduate programs to

attract students

source: http://www.pewresearch.org/fact-tank/2014/02/28/for-millennials-a-bachelors-degree-continues-to-pay-off-but-a-masters-earns-even-more/

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MORE ONLINE LEARNING EXPERIENCES

• MOOC (Massive Open Online Courses） • The proportion of all students taking at least one online course is at an all-

time high of 32.0 percent • The perception of chief academic officers of the acceptance of this learning

modality by faculty has decreased in the most recent year • However, students still consider face-to-face teaching most effective • In terms of different forms of online learning, students prefer online lectures

over recorded classes

source: http://www.onlinelearningsurvey.com/reports/changingcourse.pdf

http://iisit.org/Vol9/IISITv9p195-207Wong113.pdf

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OTHER TRENDS

• Recruitment are different now • More international students • More non-traditional and adult learner • More ethnically diverse • More students are attending multiple universities to pursue a degree

• Newer methods of online and technology‐enhanced course delivery,

including “flipped classrooms” and gamification

source: http://www.hanoverresearch.com/media/Trends-in-Higher-Education-Marketing-Recruitment-and-Technology-2.pdf

FACTORS INFLUENCING COLLEGE CHOICE DECISIONS

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PERCEPTION OF THE SCHOOL

• Media coverage and legislative attention are shaping public opinion

about the value of a college degree • Information from the school website • Generation C (C means connected) can check particular institutions’

reputations at any time and from different sources, such as social

media and word-of-mouth communications • A visit to the school also affects a student’s choice • Appearance of the school • Personalized attention before enrollment

source: http://www.hanoverresearch.com/media/Trends-in-Higher-Education-Marketing-Recruitment-and-Technology-2.pdf https://www.ruffalonl.com/documents/shared/Papers_and_Research/2012/2012_Factors_to_Enroll.pdf

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REPUTATION OF THE SCHOOL

• Academic reputation is the No.1 factor that influences their

college choice • Rankings are more and more important to students, but not the

most powerful force • A school’s reputation for social activities also matters

source:http://www.hanoverresearch.com/media/Trends-in-Higher-Education-Marketing-Recruitment-and-Technology-2.pdf

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OTHER FACTORS

• Cost • College tuition are climbing steadily • Whether financial assistance is provided or not

• Location • The college’s graduates’ employment status • Size of the college • The percentage of students that graduate from this college • High school teacher’s and counselor’s advice • Recommendations from parents and relatives • Ability to take online courses

http://www.hanoverresearch.com/media/Trends-in-Higher-Education-Marketing-Recruitment-and-Technology-2.pdfhttp://www.usnews.com/education/blogs/college-rankings-blog/2014/03/13/freshmen-cite-reputation-cost-factors-in-college-choice-survey

source：

https://www.ruffalonl.com/documents/shared/Papers_and_Research/2012/2012_Factors_to_Enroll.pdf

FACTORS INFLUENCING COLLEGE RETENTION

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STUDENTS SEEKING COLLABORATIVE LEARNING EXPERIENCES

• Millennials want to work collaboratively with their teachers and

classmates • Retention soared when learning experience is more collaborative

• Study group led to 50% of retention • Practice by doing led to 75% of retention • Retention jumped to 90% when students are engaged in a teaching

role • Millennials want to play a more active role in learning • Millennials like to take control over their own educational journey

source:http://www.nyu.edu/frn/publications/millennial.student/Challenges%20and%20Implications.html

SUGGESTIONS FOR HIGHER EDUCATION MARKETING

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SUGGESTIONS

• Online and digital spaces are the largest area for innovation and

growth • Millennials are connected 24/7, so make sure to use social media • Build an intuitive and effective website—the brand statement • However, the most effective way is event-based: direct interaction

with potential students • Use data to customize communication with students

source:http://www.hanoverresearch.com/media/Trends-in-Higher-Education-Marketing-Recruitment-and-Technology-2.pdf