In a world reshaped by digital innovation, the traditional landscape of higher education is undergoing a transformative shift. The way we connect, consume information, and learn has changed dramatically, prompting universities and educators to reassess their approaches.
I had an absolute blast in this conversation with Kyle Campbell, the voice behind the Education Marketer Newsletter, where critical insights were shared about the future of education, the challenges faced by instructors and institutions, and the potential opportunities that lie ahead.
I had wanted to get a “non-academic” perspective on the space for a while. Rather than getting a company trying to soft-sell during a conversation, this was an opportunity to pick the brains of someone who’s job it is to watch, observe and explain the trends of companies and universities trying to attract and keep the attention of students. I learned a lot during this chat, and I hope you gain something too!
Part 1: The Changing Face of Higher Education
The concept of treating students as consumers, a concept borrowed from the business world, has gained prominence as a potential game-changer in education. Just as businesses carefully consider customer preferences, needs, and experiences, educational institutions are being encouraged to adopt a similar mindset. This approach involves offering free introductory content followed by premium offerings, a strategy akin to models commonly found in the consumer market. Kyle made reference to universities already trying to mimic this and suggested that universities can provide students with a taste of their educational offerings before enticing them to invest in a comprehensive educational journey.
This is, on the face of it, nothing new. We have seen Open days become more lavish and indulgent over the past few years, with more effort (and resource) being diverted into the recruitment and retention of students. The change in this model comes with the mindset – thinking of a fully fledged “try-before-you-buy” version of your university course is a bit strange at first.
Companies like Springpod have sprung up to fill this gap for institutions by providing the content and audience for these pre-university courses.
Part 2: Embracing Consumer-Centric Approaches
The prospect of embracing a consumer-centric approach to education is both exciting and met with skepticism. On one hand, this shift could empower universities to engage students more deeply by catering to their individual learning styles and preferences. Acknowledging that the student body has evolved and now includes non-traditional learners seeking specialized skills or knowledge, this approach could resonate with a broader demographic.
However, the path forward is not without its challenges. Concerns about the risk of commercialization, overselling, and potential alienation of students underscore the need for a thoughtful and balanced approach.
I have always felt great resistance from the academic body as a whole to treating students as consumers. Whether that motive be philosophical, practical or emotional, the general response to these arguments have been, in my experience, to keep universities protected from the whims of “the market”. I don’t think Kyle is suggesting a free-market system for European academia – I think he’s advocating for a more prominent role for the student perception and experience of Higher Education.
Whilst Student experience continues to grow in importance for many universities, there are still (probably) too many academics out there who mutter the phrase “student satisfaction” with more than a bit of disgruntlement.
Part 3: Academics as Content Creators and Change Agents
Within this shifting landscape, educators possess untapped potential to become content creators and influential thought leaders. Instructors, often experts in their respective fields, can leverage digital platforms to share their expertise, insights, and passion for their subjects. Kyle emphasizes the transformative power of instructors transforming themselves into content creators, producing engaging videos, podcasts, articles, and other media that showcase their unique perspectives. This approach not only enables educators to connect with students on a personal level but also enhances their own reputation and influence.
There is much to be learned from the Covid pandemic across the board, but the transition to being content creators for most academics was sudden and forceful. It might be a challenging idea to think of yourself as such, but you’ve possibly created more content during the Remote teaching years than a lot of professional creators do! Lean into it – you’re much better at it than you think!
Navigating the Future: From Concerns to Opportunities
As universities navigate this evolving landscape, the challenge lies in finding a delicate balance between adopting consumer-centric models and upholding the integrity of education. The integration of artificial intelligence and digital platforms adds another layer of complexity, offering both new opportunities and potential challenges. While AI-generated content can provide information, instructors possess the unique ability to generate new insights, stimulate critical thinking, and foster meaningful discussions. The key lies in effectively communicating these insights to a wider audience and utilizing digital tools to amplify their impact.
My conversation with Kyle Campbell underscores the multifaceted journey that universities and educators must undertake. It called for a willingness to adapt to changing student expectations while harnessing technology for more effective engagement. By focusing on the creation of dynamic content that resonates with students' needs, instructors can forge deeper connections and spark intellectual curiosity. Amidst the reshaping of the role of higher education, the imperative to deliver valuable, accessible, and impactful learning experiences remains at the forefront of our collective mission.
Maybe it’s time you started thinking about the unique qualities you have, the key message you want to spread and where you want to talk about it!
If you’re looking for somewhere to express yourself – my interview chair is just an email away!
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