Page 281 - Crisis in Higher Education

252 • Crisis in Higher Education

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): A fresh
look at goals and expectations forces universities to recognize that
students are primarily interested in securing a job and that govern-
ment and potential employers are important customers.
2. Declining state support for public universities (root cause 2): States
control public universities and can use this to drive changes in cul-
ture and structure.
3. Rise of the ruling class: Administration (root cause 3): As governments
encourage universities to increase productivity, the size and cost of
administration should be reduced.
4. Limited productivity improvements for universities (root cause 4):
Efforts to eliminate waste and increase efficiency of administration
should increase productivity.
5. Rapidly growing costs for books and supplies (root cause 5): As the
attitude of administration changes toward students, universities
should work to reduce the costs of learning materials.
6. Funding finesse—Mixing fees and tuition (root cause 6): As the attitude
of administration changes toward students, fees become optional.
7. Eroding standards (root cause 8): Considering potential employers
as customers and involving them in curriculum should ensure that
standards are strong.
8. Lack of student preparation (root cause 9): Involving potential
employers in setting standards should cause universities to admit
students who are well prepared.

11.9 SUMMARY OF RECOMMENDATIONS
Following is a list of the key recommendations that comprise this element
of the solution.

1. Universities must reconfigure the strategic plan and the strategic
planning process. This means the following:
a. Recognizing there are multiple customers and goals—students
want good jobs and less debt; governments and potential employers
want lower costs and better quality graduates.