The concept of the "student as the consumer" has become increasingly important in the higher education landscape, as students have become more discerning about their choices and more vocal about their expectations. In this blog post, we'll explore how this concept should influence practices in student recruitment and registration, as well as what institutions should consider during the student journey to enhance the perceived value of the chosen qualification.
The Student As Consumer
The concept of the student as the consumer refers to the idea that students are no longer passive recipients of education, but active consumers who make informed choices about their educational experiences. According to a survey conducted by Hanover Research, 94% of college-bound students consider themselves to be consumers, and 70% view higher education as a financial investment. This shift in perspective has implications for how institutions approach student recruitment and registration, as well as how they provide support and resources throughout the student journey.
Student Recruitment and Registration
In order to attract and retain students as consumers, higher education institutions must be responsive to their needs and preferences. This means investing in marketing and communication strategies that resonate with prospective students, such as personalized messaging, social media outreach, and interactive campus tours. Institutions should also prioritize transparency and accessibility in the registration process, providing clear information about program requirements, costs, and financial aid options.
The Student Journey
Once students are enrolled, institutions must continue to prioritize the student experience in order to enhance the perceived value of the chosen qualification. This can involve providing high-quality academic programs and resources, as well as supportive services such as career counseling, mental health support, and student organizations. Institutions can also foster a sense of community and engagement by promoting opportunities for student leadership and participation in extracurricular activities.
Research has shown that students who feel connected to their institution are more likely to persist and complete their degree. According to a study conducted by the Higher Education Research Institute, students who reported a high level of institutional support were more likely to persist to graduation than those who reported a low level of support. Institutions can enhance the perceived value of the chosen qualification by prioritizing student engagement and success throughout the student journey.
The concept of the student as the consumer has important implications for how higher education institutions approach student recruitment and registration, as well as how they provide support and resources throughout the student journey. By prioritizing transparency, accessibility, and student engagement, institutions can enhance the perceived value of the chosen qualification and attract and retain students as informed and empowered consumers.
References:
Hanover Research. (2017). Student Perceptions of Higher Education as a Financial Investment. Retrieved from https://www.hanoverresearch.com/media/Student-Perceptions-of-Higher-Education-as-a-Financial-Investment.pdf
Higher Education Research Institute. (2015). The American Freshman: National Norms Fall 2015. Retrieved from https://www.heri.ucla.edu/monographs/TheAmericanFreshman2015.pdf