Societal bias against college

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Ken Steele led a group discussion with the "Veteran" recruiters at the Ontario College Recruiters' "Boot Camp" at the Kempenfelt Conference Centre in Barrie Ontario, September 2010.

The military theme was a little over the top, and Ken emphasized that it was just intended for humorous effect, and to jumpstart conversation. The group concluded with observations that ultimately, colleges and universities are peer institutions seeking the best for students, not competitors who should see each other as "the enemy"...

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Societal bias against college

  1. 1. Intelligence Briefing:Societal Bias Towards University, Against College<br />Ken SteeleSenior Vice-President, Education Marketing<br />Liaison Boot CampSept 2010 | Barrie ON<br />
  2. 2. 1<br />Meet Your Opponents:Universities<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  3. 3. Universitàdi Bologna<br />Ken Steele | Emerging Trends 2009<br />Copyright ©2009 Academica Group Inc.<br />1088 AD<br />
  4. 4. Université de Paris<br />Ken Steele | Emerging Trends 2009<br />Copyright ©2009 Academica Group Inc.<br />1150 AD<br />
  5. 5. University of Oxford<br />Ken Steele | Emerging Trends 2009<br />Copyright ©2009 Academica Group Inc.<br />1167 AD<br />
  6. 6. Seminaire de Quebec(Université Laval)<br />Ken Steele | Emerging Trends 2009<br />Copyright ©2009 Academica Group Inc.<br />1663 AD<br />
  7. 7. University of New Brunswick<br />Ken Steele | Emerging Trends 2009<br />Copyright ©2009 Academica Group Inc.<br />1785 AD<br />
  8. 8. University of King’s College, Halifax<br />Ken Steele | Emerging Trends 2009<br />Copyright ©2009 Academica Group Inc.<br />1789 AD<br />
  9. 9. Georgian College<br />Ken Steele | Emerging Trends 2009<br />Copyright ©2009 Academica Group Inc.<br />1967 AD<br />
  10. 10. Stanford University | :30<br />
  11. 11. Ken Steele | Emerging Trends 2009<br />Copyright ©2009 Academica Group Inc.<br />
  12. 12. Fanshawe College | 2007 | :55<br />
  13. 13. Colleges and Universities<br />Universities about 1,000 years old<br />Prestige<br />Faculty-driven Senates<br />Discipline-oriented programs <br />Colleges about 50 years old<br />Prejudice<br />Program advisory committees<br />Labour market driven<br />Ken Steele | Emerging Trends 2009<br />Copyright ©2009 Academica Group Inc.<br />
  14. 14. Our Recruits are Vulnerable<br />25% of applicants to both<br />ACCC found 42% of college applicants consider it a “stepping-stone” to university<br />2+2 transfers – BC, Alberta, NB<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  15. 15. 2<br />Society’s Assumptions<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  16. 16. ?<br />What do you hear on the front lines from students and parents about university vs college?<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  17. 17. University vs College<br />From Colleges Ontario, 2007 Environmental Scan<br />
  18. 18. Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  19. 19. Societal bias for university<br />Profs have become “reluctant gatekeepers of the middle-class”<br />Universities are a “universal panacea for employment success”<br />Labour shortages blooming for skilled trades, IT, agricultural specialists, mining <br />Ken Steele | Emerging Trends 2009<br />Copyright ©2009 Academica Group Inc.<br />
  20. 20. University sacred in our society <br />Fall asleep in the pews, simply show up<br />"Supreme authority to determine what's going to happen in your lifetime." <br />“There's something desperately important about everything to do with the institution that's devoted to saving your soul."<br />Ken Steele | Emerging Trends 2009<br />Copyright ©2009 Academica Group Inc.<br />
  21. 21. Surging Careerism<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  22. 22. Ken Steele | Emerging Trends 2009<br />Copyright ©2009 Academica Group Inc.<br />
  23. 23. Interest in College ProgramsOntario University Applicants, 2005<br />New Cdn / First Generation Cdn:<br />lessinterested in college programs<br />Interest in college increases with age…<br />2005 UAS – survey of 40,000 Ontario university applicantsSpecialized study of New Canadians for Canada Millennium Scholarship Foundation<br />Emerging Trends in Canadian PSE <br />Copyright ©2008 Academica Group Inc.<br />
  24. 24. Interest in College by AgeOntario New Canadian University Applicants, 2005<br />Key Point:<br />As parental influence decreases, interest in college increases.<br />2005 UAS – survey of 40,000 Ontario university applicantsSpecialized study of New Canadians for Canada Millennium Scholarship Foundation<br />Emerging Trends in Canadian PSE <br />Copyright ©2008 Academica Group Inc.<br />
  25. 25. Academica Group Capabilities PresentationCopyright ©2008 Academica Group Inc.<br />
  26. 26. 3<br />Allies of the Enemy:Parents & Teachers<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  27. 27. Ontario Colleges (2009)<br />
  28. 28. BlackHawkParents<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  29. 29. “The Me Generation is raising the Mini-Me Generation”-- Peg Tyre, Newsweek March 2002“Bringing Up Adultolescents”<br />Ken Steele | Emerging Trends 2009<br />Copyright ©2009 Academica Group Inc.<br />
  30. 30. Ontario Colleges (2009)<br />
  31. 31. First Generation (Trend - CAS)<br />
  32. 32. 2010 UCAS Applicant Survey<br />© 2010 Academica Group Inc.<br />
  33. 33. 2010 UCAS Applicant Survey<br />© 2010 Academica Group Inc.<br />
  34. 34. 2010 UCAS Applicant Survey<br />© 2010 Academica Group Inc.<br />
  35. 35. 2010 UCAS Applicant Survey<br />© 2010 Academica Group Inc.<br />
  36. 36. Parental InfluenceOntario University Applicants, 2005<br />2005 UAS – survey of 40,000 Ontario university applicantsSpecialized study of New Canadians for Canada Millennium Scholarship Foundation<br />2010 UCAS Applicant Survey<br />© 2010 Academica Group Inc.<br />
  37. 37. “This whole last dance of parenting turns us all… into stumbling idiots.”<br />“There’s a direct relationship between parental interaction and student stress.”<br />— Jennifer Delahunty, Dean of Admissions, Kenyon College OH<br />Ken Steele | Emerging Trends 2009<br />Copyright ©2009 Academica Group Inc.<br />
  38. 38. Societal Bias for University<br />There is real and measurable parental pressure for Ontario’s youth to attend university, more than college<br />This correlates with parent and teacher influence, but not guidance counsellors<br />Shifting enrolment toward universities<br />Universities wind up with a greater proportion of “Drifters” because of expectation pressures<br />
  39. 39. 4<br />Covert Threats:Guerilla Tactics by Universities<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  40. 40. Emerging Trends in Canadian PSECopyright ©2008 Academica Group Inc.<br />
  41. 41. UNC Greensborough | 2010 | :30<br />
  42. 42. Royal Roads University<br />“Advance in the Workplace”<br />Ken Steele | Emerging Trends in Canadian PSE<br />Copyright ©2009 Academica Group Inc.<br />
  43. 43. Royal Roads University<br />“Special purpose university” est. 1995<br />Clear focus: mid-career professionals,grad degrees, applied/relevant<br />Compressed PT, Blended ModelBAs - Years 3 and 4 in oneMAs - Single year PT<br />Cohort-based, mentoring, teamwork<br />Work full-time while a student<br />Ken Steele | Emerging Trends in Canadian PSE<br />Copyright ©2009 Academica Group Inc.<br />
  44. 44. ?<br />What other offensives have universities launched to infiltrate our territory?<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  45. 45. Harvard University | 2009 | 1:10<br />
  46. 46. 5<br />Defectors:Colleges Fraternizing with the Enemy<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  47. 47. Blurring College/University<br />“The Binary Divide” is being bridged<br />Ontario Joint and Applied Degrees<br />2+2 transfers – BC, Alberta, NB<br />U of Guelph-Humber, Seneca@York<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  48. 48. New Universities<br />Emerging Trends in Canadian PSE <br />Copyright ©2008 Academica Group Inc.<br />
  49. 49. Ken Steele | Emerging Trends in Canadian PSE<br />Copyright ©2009 Academica Group Inc.<br />New Universities<br />Trent in Oshawa<br />Algoma in Brampton<br />Lakehead in Orillia<br />Laurentian in Barrie<br />Laurier in Brantford<br />Nipissing in Brantford<br />McMaster in Burlington<br />Humber in Orangeville?<br />uWindsor in Niagara?<br />
  50. 50. Ken Steele | Emerging Trends 2009<br />Copyright ©2009 Academica Group Inc.<br />
  51. 51. 6<br />College Efforts at Propaganda<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  52. 52. Colleges Ontario OBAY | Feb 2008 | 3:42<br />
  53. 53. Colleges Ontario | 2009 | :30<br />
  54. 54. EDGE UK<br />
  55. 55. ?<br />How effective are these offensives? <br />How long before we achieve an impact?<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  56. 56. 7<br />University Weaknesses<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  57. 57. Ken Steele | Emerging Trends 2009<br />Copyright ©2009 Academica Group Inc.<br />Perceptions of the Humanities<br />
  58. 58. Class Sizes<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  59. 59. High Tuition Fees<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  60. 60. CAUT Almanac of PSE in Canada 2008-09<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  61. 61. Tuition Hike<br />Nov 2009:<br />uAlberta proposes tuition increases for professional programs of up to 66% next year, to bring it in line with other universities. <br />Also considering a “non-academic fee” of several hundred dollars per student to help cover the deficit.<br />+66% tuition<br />Ken Steele | Emerging Trends in Canadian PSE<br />Copyright ©2009 Academica Group Inc.<br />
  62. 62. Tuition Hike<br />April 2010:<br />Law proposes 46.2% tuition increase over 3 years.<br />Business proposes undergrad tuition increase of 54.1% over 2 years.<br />MBA proposes 78.5% tuition increase over 3 years.<br />up to 79% tuition hike<br />Ken Steele | Emerging Trends in Canadian PSE<br />Copyright ©2009 Academica Group Inc.<br />
  63. 63. Tuition Hike<br />April 2010:<br />McGill proposes raising Desautels MBA tuition from $1,672 to $29,500.<br />(Comparable programs are up to $70,000 elsewhere.)<br />Province threatens to penalize McGill for every MBA student.<br />+1664% tuition<br />Ken Steele | Emerging Trends in Canadian PSE<br />Copyright ©2009 Academica Group Inc.<br />
  64. 64. Diminished Career ROI<br />Ken Steele | Emerging Trends 2009<br />Copyright ©2009 Academica Group Inc.<br />
  65. 65. Ken Steele | Emerging Trends 2009<br />Copyright ©2009 Academica Group Inc.<br />
  66. 66. Ken Steele | Emerging Trends 2009<br />Copyright ©2009 Academica Group Inc.<br />
  67. 67. Anti-Intellectual Backlash<br />Ken Steele | Emerging Trends in Canadian PSE<br />Copyright ©2009 Academica Group Inc.<br />
  68. 68. 8<br />Collateral Damage:Students Who Don’t Belong at University<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  69. 69. Surging Careerism<br />57% Careerist<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  70. 70. Surging Careerism<br />“Credentialists” just want the diploma<br />“Careerists” just want what’s relevant<br />Some programs promise 100% employment on graduation<br />uWaterloo touts $70,000 co-op income<br />Dwindling interest in the Liberal Arts<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  71. 71. Disengagement stems primarily from the fact that half of all university students simply don't want to be there<br />A generation ago, they would have quit, failed, or been expelled<br />Ken Steele | Emerging Trends 2009<br />Copyright ©2009 Academica Group Inc.<br />
  72. 72. ?<br />What are the enemy’s weaknesses?<br />How can we exploit them?<br />Emerging Trends in Canadian PSE<br />Ken Steele | Copyright ©2008 Academica Group Inc.<br />
  73. 73. Ken Steele<br />Senior Vice-President<br />ken@academica.ca<br />Subscribe FREE to Academica’sTop Ten <br />www.academica.ca<br />

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