Continuing Education: The Key Collaborator
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What things should you think about for the future of continuing education units in higher education institutions - both colleges and universities? Through the lens of product, platform, and services, check out some considerations and ways to move forward.
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Continuing Education: The Key Collaborator
- 1. Continuing Education The Key Collaborator Sasha Thackaberry, PhD Edusasha.com sashatberr@gmail.com
- 2. Journey Today & Goals • What is the horizon in the evolution of continuing and online education to meet the needs of today’s learners and workers? • What are the implications for higher education institutions, employers, learning and development professionals, and learners themselves? • What lessons can we learn from marketplace signals, learner preferences, and emerging cross institutional / business partnerships? • Where is the intersection of institutional mission, differentiation, and smart risk? • How does collaboration with external partners drive relevant, career-focused education forward? • What is your institutional tolerance for risk?
- 3. Product Platform Services An approach to partnership collaboration Platform Services Product
- 4. PPS where most continuing ed units focus Platform Services Product what most continuing ed units have but don’t know it what most continuing ed units could do, but don’t
- 5. Platform Services Product PPS Business & tech training on standard business & tech tools Website Registration systems Social media presence Career coaching Career placement services Skills matching Resume writing, LinkedIn profiles, Indeed,, etc. Custom & created workshops (B2B & B2C) 3rd party content
- 6. Horizon of continuing ed What is the horizon in the evolution of continuing and online education to meet the needs of today’s learners and workers?
- 7. Horizon of continuing ed College prices down over past 2 years Overall higher ed down 6.6% over past 2 years* POIs fared best, up .4% overall Consolidation in higher ed online markets Platform Services Product * https://www.nytimes.com/2022/01/13/us/college-enrollment-2021- omicron.html#:~:text=Total%20undergraduate%20enrollment%20dropped%203.1,6.6%20percent%20%E2%80%94%20or%201%2C205%2C600%20students.
- 8. Demographics
- 9. Learner Expectations 87% of adults know they need to develop more skills * 1 62% of adults strongly prefer nondegree programs and skills training over degree programs** 2 *https://www.pewtrusts.org/en/trend/archive/spring-2020/lifelong-learning-will-be-the-new-normal-but-are-we-ready **Strada Education Network https://www.insidehighered.com/news/2020/06/24/americans-seeking-change-job-fields-prefer-nondegree-training-make- jump
- 10. Horizon of continuing ed Platform Services Product
- 11. Marketplace Signals What lessons can we learn from marketplace signals, learner preferences, and emerging cross institutional / business partnerships?
- 12. Marketplace signals > platform (appverse)
- 13. Education as a benefit • College and University brands are trusted • Existing relationships with employers can be in place • Opportunity to move from local to national to international market
- 14. Marketplace signals • Bootcamps $$$$ • MOOC-based $ • Industry credentials $ • Self-paced short-form $ • Free short-form Platform Services Product
- 15. Implications for collaborations What are the implications for higher education institutions, employers, learning and development professionals, and learners themselves?
- 16. Implications for collaborations • Outsourcing VS DIY? • Branding? • Institutional identity? • Revenue share models? • Contracting? • Exclusivity? • Academic program overlap?
- 18. Implications for collaborations Platform Services Product Created by LSU Created by LSU (stacks into degree) Fullstack Bootcamps Mindedge
- 20. Services innovations that CE units can use • Career services and placement services front and center • All about that automation for support at scale • Chat and chatbots • Meeting the “learner as consumer” expectations
- 21. Mission, differentiation & smart risk Where is the intersection of institutional mission, differentiation, and smart risk?
- 22. University or college brand trust Brand & mission meaning Ability to leverage brand Uniqueness
- 23. How to succeed in the brave new world…
- 24. Collaborate • Think through product, platform & services • Where to collaborate inside & outside of the institution • Play to your strengths • Take smart risks & pivot
- 25. Continuing Education The Key Collaborator Sasha Thackaberry, PhD Edusasha.com sashatberr@gmail.com
Editor's Notes
- Horizon of continuing ed is inextricably linked to college enrollments generally Also linked to enrollments in online courses and programs
- College prices are down when adjusted for inflation over the past 2 years Overall, since 2019, there has been a 6.6% decline in students going to college – over 1.2 million students going POIs (primarily online institutions fared best over past 2 years) Three institutions responsible for the majority of the growth in online education
- Competition Increasing The coming demographic cliff will increase competition in the online marketplace Gen Z heads to college Increase in diversity of potential college-going students Decrease in preparedness for success in college-level work WICHE Report: Knocking at the College Door 2019
- 87% of adults know they need to develop more skills (Pew) 62% of adults strongly prefer nondegree programs and skills training over degree programs (Strada) Continuing Ed units are therefore uniquely positioned to meet the needs of these populations *https://www.pewtrusts.org/en/trend/archive/spring-2020/lifelong-learning-will-be-the-new-normal-but-are-we-ready **Strada Education Network https://www.insidehighered.com/news/2020/06/24/americans-seeking-change-job-fields-prefer-nondegree-training-make-jump
- One mechanism for doing that is tying continuing ed programming into the larger degree and certificate journey Align with stacks of skills and credentials
- The marketplace signals are driving the opportunity for CE units in terms of a platform of multiple brands and opportunities It is the app store for future career-relevant education edX is an example of using multiple brands on their platform Udemy is the etsy of online continuing education – anyone can create and sell a course at scale These have more in common with consumer app experiences that with traditional CE Course ratings, reviews, sales are all part of it
- Everyone is in the education-as-a-benefit space Partnering with college and university brands are a good bet for these other providers Existing, long-standing relationships can beleveraged for scale
- The decline in traditional college attendance and the slow down in growth for traditional online enrollment has coincided with the huge growth in credentials in the “Shadow Education Sectors” and non-degree providers Those range from high-cost, intensive and short bootcamps to free short-form training with paid assessments to gain certification This represents an opportunity for what continuing education units do best
- Continuing Ed units are getting into the game – Partnerships are expanding with things like Bootcamps
- Adding brands to your brand can create a platform options Moving from product only to a platform of products From a single educational experience to a lifetime of upskilling Kennessaw State University (Ed2Go, etc.) coursera
- Example from LSU What we did and what we did not do (no reviews, upvoting, quality control was in place) Variety of revenue share models
- Continuing Ed units typically don’t think of themselves as providing services Uniquely positioned at the intersection of the community and professional education Can leverage resources & expertise to solve the challenges of talent recruitment, upskilling, reskilling, and retention
- Instead of career-services, could we become placement and recruitment centers for businesses Automation is needed to meet student needs at scale – technical infrastructure is needed ISAs – Income Share Agreements – with guarantees for job placement at specific salaries University of Phoenix – career services for life
- What does your brand mean? Locally? Regionally? Nationally? What is your institutional mission? Is it recognized? What restrictions are there on how you position your offerings and leverage them for partnerships? What landmines could you step on? Do you need to ask for permission? Know the political landscape What sets you apart? What can make you different? What is the value add that you bring? (Sometimes it is employer and alumni relationships.)