Quality in Higher Education
Higher education is a service. Defining quality in a service can be more difficult than defining quality for a product. Quality in service has to do with accomplishing objectives while at the same time satisfying the customers’ perceptions of the service. Delivering quality can be difficult as objectives and perceptions change as the needs for customers change.
Many colleges have departments dedicated to quality assessment and improvement, focused on the institution as a whole. Quality in college admissions is required to make sure the student and school are a good fit for each other. Ensuring the best fit between school and student improves retention and ensures that the student is prepared for the area of study. Students who become part of a degree program is a good fit helps in leading people into a good fit for future profession in the area that the student is pursuing their studies.
There is an increased emphasis on institutional effectiveness for higher education. Institutional effectiveness measures the percentage of graduates that receive jobs within their field of study from each institution. The growing concern over institutional effectiveness comes from the combination of high unemployment rates, concerns with student loans, and the national level of student loans.
The use of intuitional effectiveness gives students and schools a qualitative measure of quality among colleges. Colleges can benchmark their institutional effectiveness as compared to similar colleges. When superior results for a similar college are identified; other colleges can study that college as a model of how to improve their own institution. Higher education institutions can become aware of what programs are performing best in placing students into jobs after graduation; the results may indicate an area that the school can give more emphasis.
Quality in Advertising
Institutions can promote quality through advertising. Informing potential students how the college and degree programs attempt to achieve the potential students desires can achieve quality. For example if a student would like to become a mechanic, the school can illustrate how they are qualified to help a student become a mechanic. The advertisement could discuss the background of the college and the instructors. The advertisement could give examples of past students results after finishing the program. The ad could include information about the programs institutional effectiveness.
Colleges can proactively pursue students that are a good fit for the institution through accurate advertisements and promotions. The promotional material can take a bigger emphasis on what career the programs prepare the student for instead of promising career possibilities. Advertisements can be targeted the segment of students that would be ideal candidates for the program with information in promotional material that discusses the type of student the program was designed for.
The content of advertisements are of extreme importance to convey accurate information and set expectations for students and parents; however, where colleges advertise is of extreme importance also. It would be better for Seminaries (graduate school for pastors) should target people that are involved in a specific church or denomination. For the colleges that work with traditional students should advertise among young adults aged 16-20, where as schools geared towards non-traditional students would target an older demographic.
Admission requirements can assist in ensuring proper alignment between the college and potential student. Admission requirements that help ensure proper alignment can include grade point average (GPA), assessment results, essays, reference letters, or experience. The college needs to understand their typical student and their challenges. Some colleges specialize in helping underprepared students excel through specialized programs to prepare those students for further academic programs and vocational aptitude. The college needs to define whom the school fits in demographic and academic terms.