Never has the difference been more stark. In fairness to the publics, the legislatures are reducing their budgets in unprecedented ways. However, they need to learn some lessons as well:
- Programs with high demand and high costs (nursing) need to have higher tuition than say social work. The payoff in the end is much higher.
- Programs with low demand need to be dropped at the majority of schools. If they cannot sustain costs, what is the use? Perhaps if these programs were only offered at one school, they would have sufficient enrollment to cover their costs.
- Put some emphasis on student outcomes - retention and job placement specifically. When I went to college, finishing in 4 years was expected. Now they measure 6 year completion rates. Ridiculous. The point of an education is to make a well rounded person. This is something universities do quite well. However, you also do it to get a job in a field that you find interesting. The schools need to follow the career colleges in this manner.
- Understand customer service. I once heard the U. of Phoenix President give a speech to a bunch of educators at the NCA Higher Learning Commission meeting in Chicago. She talked about customer service being important. They practically booed her off the stage.
Interestingly, the public universities initially did a better job in embracing online education than did the private sector. In fact, they probably do better still than most career colleges. However, the U. of Phoenix Online, Grand Canyon University, to name just two, have smoked the publics. DeVry University purchased U.S. Education in 2008 for nearly $300 million. That is about 20 career colleges to go with DeVry, Chamberlain, and Ross University. This is an education juggernaut. Aggressive marketing, top notch facilities, and measured outcomes have made a tremendous difference. Look at their stocks - they have been one of the few bright spots - for a reason.
In the end, public education is what helped spur this country and will continue to do so. However, they need to demonstrate their relevance at a time when they are needed more than ever.
