The Faculty Development Institute
Co-Sponsored by the
National League for Nursing
and 
Villanova University College of Nursing

Learners of the Future
June 11, 2001

Presenter:
Stephen R. Merritt
Dean of Enrollment Management
Villanova University

The following is for non-profit, educational purposes only and should not be reproduced, published or used in any way without the written permission of the presenter.

Focus of the Review

• Traditional Undergraduate Students
• Non-Traditional Undergraduate Students
• Characteristics of student consumers
• Current challenges for Higher Education
• Marketing issues on the horizon

• GI - 1901-24
• Silent - 1925-42
• Boomers - 1943 60
• 13th/ Xers - 1961-80
• Y - 1981-03... Hero

     Reference: William Strauss & Neil Howe
       .Generations : The History of America's Future, 1584 to 2069
       .The Fourth Turning : An American Prophecy
       .Millennials Rising: The Next Great Generation
       .www.fourthturning.com

Generation Y Characteristics

• Relate to Parents
• Trained to be "Doers" & "Achievers"
• Tremendous Consumers
• Technology Veterans
• Increasingly Diverse
• 70+ million strong

Relate to Parents

• A CLINIQUE Labs study: Mothers and daughters are in sync on everything from values to career choices with 90% reporting that they are "very happy" with their relationship.
• Donald Tapscott, author of Growing Up Digital "there has never been a generation of parents more loving and concerned about doing the right thing for their kids than the boomers."
• MTV’s research: "The ‘us versus them’ quotient is way down." "Now parents are cool."
• Louis Harris Poll of college freshmen: 97% say the key to happiness is close family relationships.
• TRU/STAMATS, Targeting Teens: 65% of teens polled stated: "I really like doing things with my family"
• TRU/STAMATS, Targeting Teens: More than 50% of college bound high school students say it’s their parent’s opinion that matters most to them.
• STAMATS/Ruffalo CODY: When talking with parents, teens discussed school or college 56.5% of the time.

Doing and achieving

• Gratification .. Sports = Teamwork & Winning
• Academics = Acceleration...
• Activities = Recognition & Career Prep

Tremendous Consumers

• 153 billion spent by teenagers
• 124 billion earned by teenagers
• 105 billion of OWN earnings spent by teens
• Average weekly spending is $88.00 per week
• $ Savvy with adult habits
• 66% have savings accounts
• 20% have checking accounts
• 16% own stocks & bonds
• 7 % own mutual funds

           Source: Teenage Research Unlimited

Technology Veterans

Key Concepts : Use, Comfort and Integration

• Forrester Research: "The Net Powered Generation has internalized the Internet and uses it instinctively".
• Fortino Group Research: Current 10-17 year olds will spend 1/3 of their lives (23 yrs.) on the Internet.
• Yankee Group Research: By 2005, 70% of teens will own a wireless phone.

Increasingly Diverse

Reference: New Strategist "Hot Trends for April, 1999"

• "The racial and ethnic diversity of the Millennials will change our society more than any other characteristic of the generation."
• 34% of Millennials are black, Hispanic, Asian or Native American.

Gen. Y (and parents) will be sensitive to issues of diversity and how their society deals with difference.

Expectations of a College Experience

Education is a commodity

• Limitless academic options
• Offer value added courses, experiences, etc.
• Clear investment outcomes… job & grad. school
• Support academic acceleration, i.e. AP credits

Provide integrated information technology

• Access, speed, reliability & user orientation
• IT integration with learning
• Access to information 24 X 7, worldwide
• Connections with friends, faculty & family

Gen Y views IT as a way of developing and nurturing academic & personal relationships!

MORE Expectations of a College Experience

Provide an Opportunity for Growth

• Intellectually
• Spiritually
• Technologically

Non-Traditional Undergraduates

Who are our non-traditional students?

College Board nationwide study; screened 100,000 households/ 50 states for adults >25 years of age who had returned to college

Reference: "Adult Learning in America: Why and How Adults Go Back to School," Carol B. Aslanian, Director, Office of Adult Learning Services, The College Board

Characteristics of Non-Traditional Students

• 85% are white (90%)
• 60% employed full time; 20% part time
• 25% have 4 years of college
• 65% are female (46%)
• 70% seek degrees
• 50%+ are enrolled in shortened or accelerated programs
• 60% describe themselves as "computer literate"

Characteristics...

   Age

• 20% between 25 and 29 years old
• 20% between 30 and 34 years old
• 20% between 35 and 39 years old

Characteristics...

   Influence "driving" their return to college

• 85% career/ job opportunities
• Nearly all had "life changing" events occur

Desired Features of a Learning Environment

• Educational options
• Timely completion of outcome
• Easy access to education for a lifetime
• Outstanding service

Characteristics of College

• "Right" courses and degrees
• Location
• Schedule
• Program quality
• Reputation

Academic Interests (credit)

• 25% Business
• 15% Health
• 11% Social Science
• 8% Education
• 6% Computer/ Info science

Academic Interests (Non-credit)

• Computers
• Health
• Business

The Challenge

• Can Higher Education do it all?

Challenges - Traditional Students

• Can we manage Gen Y's expectations?
• Can we manage their energy & stress?
• Can we manage Gen Y parental expectations?
• >service (x2), safety and state-of-the-art
• >outcomes, outcomes, outcomes!
• Can we manage the costs ($ & HR) of these "traditional" realities?

Challenges - Non-Traditional Students

• Prepared for continued intense competition
• Assuring that distance ed. is readily available
• Providing a focused "Center" for adults
• Provide an annual schedule for adults
• Eliminate administrative "red tape"; add conveniences
• Review traditional/ non traditional mix in classes

Overall Academic Challenges

• Development of contemporary "value added" academic offerings
• Addressing the increasing number of students desiring off-campus learning
• Blending of information technology with classroom instruction
• Competing with self paced/ oriented academic options

Overall Administrative Challenges

• Crafting a "clear and convincing" marketing message about Nursing.
• Management of current & emerging needs in IT
• Management of increasing student service needs
• Management of student discounting
• Supporting an "adult oriented" service environment

Strategic Responses

• Adhere to Institutional Mission & heritage
• Let student learning needs and styles "guide" change
• Enhance and continue outcomes assessment
• Fine tune distance ed./ tech enhanced strategy
• Constantly enhance adult options/services
• Constantly enhance program options/services
• Develop an enrollment & financial model
• Review SOA facilities availability & readiness

The Future of Higher Education

• Developing intelligent learning environments
• Balancing the costs of old/new methodologies
• Focusing on CT and "people" relationships
• Struggling to stay "current" in IT
• Understanding student’s "customized" and "personalized" needs
• Praying for economic stability & growth

Presentation edited by the National League for Nursing