The State Of Higher Education In 2012

Abstract

The higher education sector is experiencing an escalating pace of change. Even colleges and universities with the greatest resources and strongest brands are confronting change, particularly as a result of the digital revolution that is radically impacting modes of learning and accessibility to knowledge. These changes are driven by market pressures i.e., by the demands and expectations of students and faculty. At the same time, all of higher education continues its evolution in response to ongoing price pressures, to reduced governmental support, to growing competition from the for-profit higher education sector, to its own ethical challenges, and to changes in the regulatory environment. Boards, presidents, provosts and CFOs are addressing these risks and challenges with new strategies and unique action plans that are a far cry from traditional approaches to higher education.

Social media interaction, the university brand and recruitment performance

“…Students are amongst a demographic that openly affiliates with a variety of consumer brands, showing their support by following organizations and their brands on social media or by becoming members of brand communities. Kurre et al (2012) consider how social media impacts on the look and feel of higher education and for "creating communities of learners where education and contemporary culture intersect."(p.237). Kurre et al (2012) also report that difficult times lie ahead for many institutions, as they have very similar services delivered in very similar ways.…”

“…Kurre et al (2012) consider how social media impacts on the look and feel of higher education and for "creating communities of learners where education and contemporary culture intersect."(p.237). Kurre et al (2012) also report that difficult times lie ahead for many institutions, as they have very similar services delivered in very similar ways. Can universities mitigate the threat of increased competition and engender liking and loyalty from the student body (and therefore improve institutional performance) with branding activity?…”

“…Corporate branding is the most appropriate branding orientation for HEIs to establish differentiation and preference at the level of the organization rather than at the level of individual products or services (Curtis et al, 2009), many of which have similar or identical titles (consider degree programmes or individual modules). The corporate brand operates across borders and Kurre et al (2012) discuss how higher education disassociates with geographic limitations. As well as recruiting students globally and delivering courses through multiple channels (such as face-to-face, online, and distance learning) to students in disparate geographies, institutions are also opening sites and offices overseas.…”

Ranking Meets Distance Education

“…This shortcoming affects the representation and visibility of online universities, especially in terms of quality; they have quite specific features that set them apart from traditional universities, even though they share many of their goals. Thus, the need to have tools specifically designed to measure and compare the quality of the online services offered by HEIs is emerging with a certain urgency (Kurre, Ladd, Foster, Monahan, & Romano, 2012;Marginson, 2007).…”

The impact of social media engagement on university student recruitment

“…They openly associate with brands, show support and follow organizations and brands on social media or become members of brand communities i.e. following or liking brands on social media (Kurre et al, 2012). Social media affects higher education institutions and their brand reputation and has a role in "creating communities of learners where education and contemporary culture intersect" (Kurre et al 2012).…”