Creating Quality in Higher Education Admissions: Increasing Institutional Effectiveness

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.

Institutional Effectiveness

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

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.

An essay that requires the student to explain their motivation for applying to the school and why they are a good candidate allows the admissions counselor to make a judgment about institutional fit and at the same time allows the applicant to internalize and express how their goals align with the colleges. Essays can indicate the potential students ability to follow instructions for writing papers and indicate their grammatical ability. The entrance essay can indicate the student’s level of motivation, if the application process becomes delayed by the essay requirement that indicates that the student either needs encouragement, further educational support, or lacks the motivation to the complete the essay in a timely manner.

The GPA requirement can vary among schools depending on the degree and type of school. The requirement varies from a minimum GPA to be able to perform college level work to more specific transcript and grade requirements. The minimal purpose would be to not admit student who appear to be incapable of performing college level work an school policy that closely relates to entrance GPA. Other programs may need to see an overall good GPA in addition to specific grades and types of classes taken, in the case of engineering degrees.

Reference letters help colleges see if anyone will vouch for you and who vouches for you. To ensure proper good institutional effectiveness the school would like to see that the student has already begun to network in the right places or that they are least networked. What a school many times does not want to deal with someone who creates problems everywhere they go and has no one willing to refer them.

Assessment results typically come from SAT or ACT achievement test. Schools that work with older non-traditional students will many times find other assessments because of the time lapse from when the student was in school and when they were last assessed. Although assessment results are important, they are a piece of the whole picture of the student’s ability and fit for an institution.

The experience admission requirement helps ensure that the student has the ability to perform the profession that the school will be teaching. Many degree programs do not have specific experience requirements, however, the experience aspect can be imperative for some degree programs. Several programs that require experience are MBA (Masters of Business Administration), MFA (Masters of Fine Arts), and other specialty programs for both undergraduate and graduate levels.

The admission requirements help the school identify ideal students for the their program. Many times schools find their specific niche appeals to a specific type of student looking for a specific program. Once the student and the programs for the school are identified, the school can create programs to increase the effectiveness of the pairing of the school and the student. For instance if a school specializes in educating underprepared students the college can create methods to help the student through programs, remedial classes, tutoring, and vocational preparation. The schools can also build sections of the needed training into the curriculum of the classes.

Continuous Improvement

The need for continuous improvement in the quality of higher education admissions will help universities to adapt to the changing needs of the school and students. The expectations for higher education have changed over the years to have a vocational emphasis, which merits different assessment of effectiveness than how education was assessed in the past. Quality in admissions will help align the goals for the school and student to accomplish the shared goals. For example the current trend of measuring education institutions by the percentage of graduates acquiring jobs in that should lead Universities to cultivate relationships with employers in the areas that the school specializes in.

Conclusion

Quality in admissions for higher education comes from proper alignment between the student and the school. This alignment should be cultivated in an enrollment and marketing plan that clearly articulates the unique programs the school offers and excels. The plan should also include the detailed segmentation of ideal students. The increased attention on higher education’s effectiveness comes from marketing schools as one sized fits all for one-sized fits all students. The needs for the alignment will change as the students needs change while at the same time different industries will change.

The difficult part would be to focus on unique programs instead of popular programs. For schools to stand out from other schools they must provide something in a way that another college does not offer. Many schools will want to offer the popular and general education courses to not loose potential students while at the same time they will need to place emphasis on their unique programs.

One of the challenges would be the impression of higher educations view of the admissions office. The admissions office needs to be able to advise schools on issues further than sales and marketing. Specifically, with higher education admissions, academics, institutional effectiveness, and educational rigor are all interconnected. The more emphasis that colleges place on their unique programs coupled with admission requirements that admit the best students for the programs will increase the colleges retention and institution effectiveness numbers. With better retention and institution effectiveness, the school will attract more ideal students, which will create a stronger program. Implementing quality seems difficult in the beginning and requires support from senior leaders. However, the difficulties are worth the results.

Higher Education as Service Trade Exporter In South Africa

Introduction

Whilst it is recognized that South Africa is still in a process of transition regarding higher education to address the imbalances of the past, it should also be emphasized that Institutions of Higher Education in large are still underplaying the importance of higher education as commercialized commodity in the global world. This resulted in a low commercial higher education presence in the global world, a limited capability to attract quality students from foreign countries and a national oriented education approach. Even the school law that will soon be introduced in South Africa to address the imbalances of the past may have a negative effect of institutions of higher education to play a significant role in the commercialized educational world. The proposed new law emphasized adherence to the principles of equitability, rectification and representativeness above competence in the appointment of teachers. This may undermine the quality of education firstly, in schools and later in institutions of higher education in South Africa.

This is in sharp contrast with international trends signaling that the international higher education market is becoming more competitive as education competes as export and import commodity. Figures available indicate that higher education export represents on average around 6.6% of total student enrollments in 2000. This figure can still not be matched b South African Institutions 5 years later. In countries like Switzerland, Australia and Austria these figures were above 11% in 2000 making these countries the highest internationalized higher education countries in the world. Similarly, educational services in Australia, New Zealand and the United States of America respectively represent the third, fourth and fifth largest service export sectors. This clearly provides evidence that these countries realize the significance of higher education to transfer intellectual capital and enhance the economic competitiveness of nations.

Interventions required

It is important that Institutions of Higher Education in South Africa position themselves as nodes in an increasingly seamless knowledge base in the global world, which could have a greater interface with the knowledge-driven global economy. Therefore, Institutions of higher education in South Africa should given even more attention to integrate with influential international institutions that will enable them to internationalize higher education.

Currently, internationalization of higher education in South Africa happens more by incident rather than through thoroughly planned and organized approaches. If institutions of higher education in South Africa intend to consider higher education as a commercial trade commodity, serious emphasis should be place upon:

· Introducing purposeful policies and strategies that clearly indicate the road forward with regard to internationalization intentions and the specific areas that would need priority attention. However, this should not be developed as separate internationalization strategies, but should e seen as a natural element of the overall strategy of the institute.

· Implementing induction and course programmes that will attract quality foreign students to the institutions.

· Supporting academics to participate in conferences as well as in reputable academic journals to publish research results.

· Ensuring that all course offerings meet international accepted criteria as defined by the leading institutions of higher education in the developed world.

· Creating conducive learning environments equipped with the latest learning technologies.

Internationalization requires that institutions of higher education in South Africa should emphasize a somewhat loosening of the relationship with Government to create new transformational bodies to address the imbalances of the past, but also to broaden this mission to play a more active role in regional economic development. This can be achieved by establishing strong horizontal links with other universities research institutions and industry in the Southern African Development Community. If this can be achieved, the activities of institutions of higher education will no longer be isolated from the marketplace and its outputs could become merchandise products as well. Loosening the relationship with government will not only provide for more freedom to autonomously decide what educational and research outputs to create, but will also increase the pressure on institutions of higher education to perform better as they take up the responsibility to raise funds for projects and salaries.

It is imperative that higher education in South Africa can no longer take the disposition that placed research and development in contrast to one another. Rather, it should take the stand that the outputs of institutions should have a strong:

· Social development and application in which the simultaneous promotion and integration of education, scientific research and production occurs;

· Science and Technology Financial Management Support System in place in order to create a safe and secure research environment for academics; and

· Set of ” Key State Laboratories” where research and education of strategic importance to the development and well-being of the country can be carried out.

Conclusion

South Africa institutions of higher education currently rated only among the top 40 of the world’s host countries. An urgent need exist to rethink and reformulate the educational thinking models of institutions of higher education in South Africa. Because of the changing political situation accompanied by a changing global economy, many traditional ways in which institutions of higher education were previously governed will change. Unless institutions of higher education in South Africa succeed to internationalize successfully, huge opportunities to earn foreign currencies using higher education as a trade commodity will be lost.

Government’s Hold on Higher Education – How Rational and/or Irrational?

The area of higher education is remarkably vast, having a variety of constituents, less or more contributive in nature. Also, like every other part of the social structure, good and bad lie in equilibrium there. Since corruption has radically made it to every sector of our society, there remain all the chances for a sensitive area like education to get affected, no exception.

College managements (private ones, especially) are too big bodies to get stormed away in the fury of corruption. In fact, they need to move with the flow and become a part of corruption in one way or the other. Every now and then, however, the delicate air of the area of higher education can be seen turning out to be insecure for students. Pity!

There is nothing complex in understanding that the weaker unit is always dominated in every social relationship, which students here in this case are. If anything adverse has to happen because of whatever irrational corruption carries along, that will happen to students. Not everyone thinks such thinking is thoughtful, though.

Where the idea of some legal body’s control over higher education institutes comes is the intellectual section of our society. Well educated intellectual people actually care for students, their future and career. They suggest that if there is a body required to govern institutes imparting higher education, it should be government itself. This they believe is the best way to make the control as pure and authentic as it ultimately can be.

Unlike that, those who deny this concept, strongly argue that government’s control on higher education can’t necessarily be transparent and corruption-free. This is exactly when a rich-in-contradiction narrative (always varying from person to person, obviously) of why there should or/and shouldn’t be some decree system to control higher education in India can be felt flowing around.

Is Government’s Control Actually Required?

In December 2010, the All India Council for Technical Education (AICTE) issued its notification with a new set of rules for B-schools. It included instructions to finish MBA entrance exams such as XAT, ATMA and MICAT. It also stated that only MAT and CAT or exams conducted by any state government will be main means of admission in B-schools.

Furthermore, the circular implemented fee related regulations wherein B-schools were denied right to set fee according to their own structure. Also, because of the changes that were introduced, now higher education institutes need to admit students only through a state government controlled process. This is how government has managed to regulate higher education institutes. Though any policy implemented by government can’t be challenged, still common man willing to react on such rules and regulations (to prove them right or wrong in this way?) can’t be ignored. Everything governments do, after all, is for common man.

Mass Reaction – Consensus or Disagreement?

To a reasonable extent, having a regulatory body comprising of an excellent regulatory mechanism to tame higher education institutes is essential. Imparting education to young minds, future pillars of a country, after all, is a task full of responsibility. Then anybody opening up an institute in a residence-like accommodation doesn’t make sense. The worse, they charge enormous fees and provide students with almost negligible facilities and education in this way becomes more of a profit-making thing.

As suggests our original education policy, education can’t be for profit and should be for all, irrespective of which class or caste one belongs to. To make this actually happen, we need a regulatory mechanism in place. Also, this is only through government’s control that we can put a check on low grade and unrecognized educational organizations.

At the same time though, imposing too much regulations is like challenging liberalization. We need to keep in mind that it was economic liberalization which helped India emerge as the fastest growing economy in the world. We can’t, again, set excess of rules and regulations for higher education institutes as they promote innovation. Generally, we don’t see government schools and colleges coming up with new curricula that lead to innovation among students. And when private institutes of higher education want to design and implement new course structure, we deny it in order to defend the rules prevailing for long back. This can’t be called fair, no.

All in all, and for the most part, there is a common belief among us that governments should concentrate on tightening the reins of unrecognized institutes making back-door entries. And if our government, instead, interferes in how established and recognized centres of higher education function, it is completely unfair. Then why do it when nothing worthwhile is going to come out of it?

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