1. Evolllution Story
January 21, 2015
Winners & Losers:
How Continuing Studies Will be Indispensable to Universities in the Future
Universities across North America will face big challenges in 2015 as the ground
continues to shift under them. The decade long concern about declining enrollment, the
value and relevancy of degrees and very purpose of universities will intensify in the
future.
Universities are in a bind. They must increase enrollment but their traditional student
market – 18-20 year olds – is tapped out and shrinking. To make matters worse,
increasing numbers of their market, and more specifically the parents of their market,
are questioning the return on investment of a university degree.
At the same time universities are struggling with technological changes, and the
technological expectations of its students. Today’s students are digital natives. They are
comfortable with technology and expect it in the classroom. They are demanding
changes to centuries old university teaching and learning formats. At the same time
many faculty are digital immigrants, newcomers to technology, and shun it in the
classroom and lecture hall.
Reduced government funding means a growing number of universities are facing
budget deficits. As the population ages across the continent government funding
priorities have shifted from education to health care, putting added stress on universities
struggling with deficits and faculty opposition to priority planning. The result is a an
increase in reduced and closed low enrolment programs.
To make matters worse too many universities are offering too many of the same
programs to the same shrinking market. Institutions that adapt to the changing PSE
reality will win. Universities that don’t will lose and perhaps fail.
Universities must reach out to and collaborate with their Continuing Education (CE)
units to attract and retain older, non-traditional, post graduate and job focused students.
A focused CE unit that develops and offers innovative, technologically-advanced career
and professional certificates, diplomas and courses is something all universities should
consider.
With their strong connections to industry, expert instruction and comprehensive
marketing CE units offer practical, “real world” certificates, diplomas and courses that
translate into high graduation rates and jobs.

2. Offering flexible consumer-friendly experiential programs and courses CE units build on
their university’s academic strength by providing their students a value-added
education. For example, according to grads, Vancouver’s Simon Fraser University CE
Public Relations Certificate, a six week full time program with a practicum, acts a “finish
school” for the university’s Communications degree.
CE units are experts at developing timely and financially successful programs aimed at
labour market needs. They give universities “curb appeal” for new and current students
by offering programs and courses that tap into market changes, social trends and
community interest.
SFU currently offers more than 300 and 30 programs - from a one day SEO boot camp
to a new Craft Beer and Brewing Essentials Certificate to a 14 month online Business to
Business Content Marketing Certificate.
Peter Walton is an Associate Director in the Career and Professional Programs area of Continuing Studies at Simon
Fraser University. He manages the Public Relations, Business to Business Content Marketing, Digital and Mobile
Marketing and New Media Journalism programs as well as the SFU Boot Camps.