STUDENT STUDENT

OUTCOMES OUTCOMES Issues, Issues,

Drivers & Drivers & StakeholdersStakeholders

Presented byPresented byMichael J. CooneyMichael J. Cooney

Vice Chair, Educational Approval BoardVice Chair, Educational Approval Board

Published by

What’sWhat’s HappeningHappening ??

What’s Happening What’s Happening in the Career College Sectorin the Career College Sector??

• End of hyper-growth in the sectorEnd of hyper-growth in the sector

• Lead cost growingLead cost growing

• Market expansion has peakedMarket expansion has peaked

• Tuition increases under scrutinyTuition increases under scrutiny

• Transparency for all of higher educationTransparency for all of higher education

• Non-profits and public institutions are gettingNon-profits and public institutions are getting better at marketingbetter at marketing

• Bricks and clicks, here come the big publicsBricks and clicks, here come the big publics

Sector Challenges:Sector Challenges:• High employmentHigh employment

• No new technologyNo new technology

• No new societal trendNo new societal trend

• New student behaviorsNew student behaviors

• Tuition growth beyond funding availableTuition growth beyond funding available

Medical/Clinical Assistant 573

Business Administration and Management, General

391

Accounting 282

Medical Administrative/Executive Assistant and Medical Secretary

267

Computer Systems Networking and Telecommunications

266

Massage Therapy/Therapeutic Massage

248

Pharmacy Technician/Assistant 221

Medical Insurance Specialist/Medical Biller

220

Medical Insurance Coding Specialist/Coder

207

Administrative Assistant and Secretarial Science, General

206

CCA Members Top Programs 2005CCA Members Top Programs 20051,107 CCA member colleges reporting

+92

+45

+279

+92

The lesson of the year:The lesson of the year:

It is not a It is not a “hot”“hot” course, or course, or marketingmarketing,, but the but thetotal execution of the education experience thattotal execution of the education experience thatseparates the successful college organizationseparates the successful college organizationfrom all the others.from all the others.

Marketing-admissions-enrollment-education-retention-graduation-job placementMarketing-admissions-enrollment-education-retention-graduation-job placement

ENGAGEMENTENGAGEMENT IN THE CAREER EDUCATION PROCESSIN THE CAREER EDUCATION PROCESS

Family - Student - Faculty - Staff - EmployersFamily - Student - Faculty - Staff - Employers

Relevance &Relevance &

Post-Secondary EducationPost-Secondary EducationIssues Issues

ACCESS

AFFORDABILITY

ACCOUNTABILITY

ACCREDITATION

ARTICULATION

ACCESS

AFFORDABILITY

ACCOUNTABILITY

ACCREDITATION

ARTICULATION

Post-Secondary EducationPost-Secondary EducationIssues Issues

ACCESS

AFFORDABILITY

ACCOUNTABILITY

? ACCREDITATION

? ARTICULATION

ACCESS

AFFORDABILITY

ACCOUNTABILITY

? ACCREDITATION

? ARTICULATION

Secretary Spellings’Secretary Spellings’

Commission on the Commission on the Future of Future of

Higher EducationHigher Education

Shocked Out of Complacency:Shocked Out of Complacency:

Inadequate academic preparation has become a majorbarrier to college access, particularly for minority andlow-income students.

Tuition has outpaced inflation, health care costs andfamily income, leaving graduates with five-figure debts.

Many college graduates have "not actually mastered thereading, writing and thinking skills we expect of collegegraduates," according to the Commission.

AccessibilityAccessibility40% of college freshmen need remedial work

AccessibilityAccessibility40% of college freshmen need remedial work

AffordabilityAffordabilityIncreased need-based aid and simpler applications

AccessibilityAccessibility40% of college freshmen need remedial work

AffordabilityAffordabilityIncreased need-based aid and simpler applications

AccountabilityAccountabilityVoluntary reporting of cost, quality and outcomes

MR. ZREMSKI: As you know, the growing for-profit higher education system has been the subject of a lot of controversy recently. A lot of these schools are dogged by lawsuits and investigations. How concerned are you about these schools? And does this problem threaten to get worse if Congress takes new steps to encourage them through more inclusive approaches to research funding, et cetera?

SEC. SPELLINGS: Well, clearly that's one of the major things that my Department is charged with doing is making sure that those institutions who receive federal financial aid are ethical and viable and high-quality institutions. And we will continue to do that. We have a very sophisticated monitoring system of oversight.

But I would also say that I am encouraged that some of the pioneers, some of the innovators in higher education, are for-profit institutions and organizations that understand that higher education has to be delivered when and where people need it. And I'm encouraged by some

of the things that I see in that arena. But when there's bad acting, we'll obviously provide strong oversight to those institutions.

National Press Club Q & ANational Press Club Q & A

The 4 Lessons The 4 Lessons That Community Colleges Can LearnThat Community Colleges Can Learn

From For-Profit InstitutionsFrom For-Profit Institutions

Why do students choose to pay 10 times as much for an essentially equivalent education?

Kent Farnsworth Ph.D.University of Missouri, St. Louis

The 4 Lessons That Community Colleges Can Learn

From For-Profit Institutions

Why do students choose to pay 10 times as much for an essentially equivalent education?

1. For-profits view employers, not students, as their primary clients

Kent Farnsworth Ph.D.University of Missouri, St. Louis

The 4 Lessons The 4 Lessons That Community Colleges Can LearnThat Community Colleges Can Learn

From For-Profit InstitutionsFrom For-Profit Institutions

Why do students choose to pay 10 times as much for an essentially equivalent education?

2. Greater ProfessionalismAn insistence that students replicate the

behaviors expected in the workplace

Kent Farnsworth Ph.D.University of Missouri, St. Louis

The 4 Lessons The 4 Lessons That Community Colleges Can LearnThat Community Colleges Can Learn

From For-Profit InstitutionsFrom For-Profit Institutions

Why do students choose to pay 10 times as much for an essentially equivalent education?

3. The best proprietary institutions adhere strictly to established competency standards

Kent Farnsworth Ph.D.University of Missouri, St. Louis

The 4 Lessons The 4 Lessons That Community Colleges Can LearnThat Community Colleges Can Learn

From For-Profit InstitutionsFrom For-Profit Institutions

Why do students choose to pay 10 times as much for an essentially equivalent education?

4. Proprietary colleges often do not requiremuch general education

Kent Farnsworth Ph.D.University of Missouri, St. Louis

What Do Students Want

?

What Do Students Want

?

What Students Tell Me…

“My family is so proud!”

“I can take care of my family.”

“I can buy toys.”

“It’s just so interesting.”

“The teachers really care.”

“Everyone is so friendly.”

“I do my homework with my kids and their grades are much better…. They are so proud of me.”

“It’s fast, affordable and manageable…it fits my life.”

MONEY! Security - Family - LifestyleSecurity - Family - Lifestyle

Educational Outcomes AssessmentEducational Outcomes Assessment

DRIVERS/STAKEHOLDERSDRIVERS/STAKEHOLDERS

Attempting to measure the

“Value Added” of Post-Secondary Education

Expectations vs. Reality

Attempting to measure the

“Value Added” of Post-Secondary Education

Expectations vs. Reality

DRIVERS/STAKEHOLDERSStudent

Parent/Partners/Family

Employer

School Owners & Investors

Federal & State Policy MakersAccreditation, the primary quality control process for post-secondary education, does not provide useful information to the public. It focuses on inputs and on process, not the consumer.

National Accreditation: The hardcore metrics are student outputs and outcomes

DRIVERS/STAKEHOLDERS

StudentsIs it worth it?

Will I have a better standard of living as a result?

Stringent Web-based feedback on faculty and colleges

DRIVERS/STAKEHOLDERS

StudentsIs it worth it?

Will I have a better standard of living as a result?

Stringent Web-based feedback on faculty and colleges

DRIVERS/STAKEHOLDERS

Parent/Partners/FamilyIs it right for my student?

Will they become self supporting and will they be happy because I have to live with them

DRIVERS/STAKEHOLDERS

EmployerWill it produce quality employees?

Grades and degrees are unreliable predictors of a person’s subsequent job performance

DRIVERS/STAKEHOLDERS

School Owners & InvestorsIs our investment paying off?

Tracking all available metrics—admissions, persistence/retention, graduation rate

and graduate market demand,as well as legal and regulatory issues

Federal & State Policy Makers

Are we getting what we paid for?Workforce Development - Betterment of societyInstitutional stewardship of public funds

Will the “value added” of the education we fund keep the country competitive in the world marketplace?

DRIVERS/STAKEHOLDERS

In the world of educational public policy

Everyone is an expert.After all, we all have had some…

LeadsLeads

AppointmentsAppointments

InterviewsInterviews

EnrollmentsEnrollments

StartsStarts

PersistencePersistence

GraduatesGraduates

PlacementPlacement

EmployedEmployedIn field of studyIn field of study

The Career CollegeThe Career CollegeSuccess FunnelSuccess Funnel

LeadsLeads

AppointmentsAppointments

InterviewsInterviews

EnrollmentsEnrollments

StartsStarts

PersistencePersistence

GraduatesGraduates

PlacementPlacement

EmployedEmployedIn field of studyIn field of study

The Career CollegeThe Career CollegeSuccess FunnelSuccess Funnel

The Career CollegeThe Career CollegeSuccess FunnelSuccess Funnel

?

??

DRIVERS/STAKEHOLDERSDRIVERS/STAKEHOLDERS

In the 21st century, for America to stay competitive in theIn the 21st century, for America to stay competitive in thedigital world each institution will need to clearly articulate:digital world each institution will need to clearly articulate:

The value it adds to the graduate’s life in a manner thatThe value it adds to the graduate’s life in a manner thatpromotes promotes understanding, comparisonunderstanding, comparison and and competitioncompetition

among institutions.among institutions.

Changing lives one student at a timeChanging lives one student at a time