Millennials are pursuing more master's degrees and online learning opportunities due to decreased job opportunities and the ability to earn higher salaries with an advanced degree. They also prefer collaborative learning experiences over traditional lectures. Higher education institutions need to expand their online and graduate programs to attract these students. When choosing a college, millennials consider academic reputation, cost, career outcomes, and opportunities for collaborative learning to be most important. Schools must market themselves using social media, personalized interactions, and data-driven communications to appeal to millennial preferences.

1. Millennials and the Higher Education Industry

2. GENERAL TRENDS IN HIGHER EDUCATION

3. Fuseideas Copyright 2015 | Confidential | Supplemental Page
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/

4. Fuseideas Copyright 2015 | Confidential | Supplemental Page
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

5. Fuseideas Copyright 2015 | Confidential | Supplemental Page
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

6. FACTORS INFLUENCING COLLEGE CHOICE DECISIONS

7. Fuseideas Copyright 2015 | Confidential | Supplemental Page
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

8. Fuseideas Copyright 2015 | Confidential | Supplemental Page
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

9. Fuseideas Copyright 2015 | Confidential | Supplemental Page
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.pdf
http://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

10. FACTORS INFLUENCING COLLEGE RETENTION

11. Fuseideas Copyright 2015 | Confidential | Supplemental Page
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

12. SUGGESTIONS FOR HIGHER EDUCATION MARKETING

13. Fuseideas Copyright 2015 | Confidential | Supplemental Page
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