Page 199 - Crisis in Higher Education

170 • Crisis in Higher Education

securing these jobs. COOP jobs often pay thousands of dollars for working
during a 16-week semester. Internships are usually for-credit courses, so stu-
dents are required to pay tuition; therefore, funding is available for this activ-
ity. Universities already spend money on placement, and these funds could
be transferred to and spent by programs and colleges. A modest amount of
additional funding may be needed, but it would be money well spent.

8.4 DRIVING FORCES FOR CHANGE

Universities through their strategic planning process should carefully
evaluate the needs of students and potential employers and recognize both
as customers with mutually beneficial relationships. This becomes clear
when universities examine the reasons why applicants want to attend a
particular university and the students’ parents, other family members,
and friends are willing to pay a big part of the cost. Jobs are at the top of
the list. Applicants and their support groups must make it clear to univer-
sities that they expect graduates to have good jobs. Applicants and their
support groups must hold universities accountable for deficiencies in this
important outcome area. Also applicants must hold themselves account-
able for making their best effort to perform well in the classroom and do
all they can to take advantage of the services offered.

8.5 IMPACT OF BUILDING BRIDGES TO POTENTIAL
EMPLOYERS ON HIGHER EDUCATION OUTCOMES

Considering potential employers as customers is a fundamental step to
improve higher education, and it requires universities to focus on their
role as a mediator of the relationship between students and employers.
The following list examines how this element of the solution impacts the
root causes, which are discussed in Chapter 4:

1. Lack of understanding—Who is the customer? (root cause 1): As
potential employers are recognized as customers and included in
the process of transforming applicants into graduates, universities
make better choices about customers’ needs and desired outcomes.