Students are aware that their college degree is an asset and not only the reward for their intellectual efforts. The prestige of a recognized university constitutes an intangible asset that after graduation can be translated into tangible outcomes.
One powerful reason to pursue academic degrees is related to the future gains in employment opportunities, making more money and reaching a desired social status.
Likewise, the competitive environment of many disciplines forces the new professionals to identify new ways of excelling and increasing his/her bargaining power during an interview with an interested employer.
A Marketing Focus
This marketing focus on today's workplace has forced educational institutions to recognize the power of financial and professional aspirations, in addition to traditional academic values.
Having to deal with these social transformations, universities are challenged to manage themselves like social enterprises. That means managing their operations with the market awareness and efficiency of corporations.
Nowadays, excellence is considered a synonym with quality of studies and is used as a basic marketing tool. Also, the level of employability and success of their alumni are measured and promoted to attract prospective students and collect applications.
Prestige as a competitive advantage
Many students do not enter an institution just in order to acquire the intellectual purpose of a degree, to elevate their knowledge, and increase their critical thinking. The prestige of a recognized university constitutes an intangible asset that after graduation can be translated in tangible outcomes.
For students pursuing careers in a competitive marketplace, the most promising institution is the one which is most attractive to companies who would employ them. Corporate managers have shifted their focus from what is taught inside a classroom to skills developed and the ability to apply the acquired knowledge.
Universities and colleges that understand and fulfill these market values better serve these prospective students.
University Ratings
Thus, students who will be competing for the same corporate positions, need to pay attention to the institutions' after-graduate market appeal. Also important are the rating of the university in general and of the specific program they plan to attend.
Students need to consider their degree as an asset and not only as the reward for their intellectual efforts.
However, there is no misconception of the role universities play today. As different values penetrate an academic institution, its stakeholders integrate academic and social roles. Students still should enter a classroom ready to discuss, listen, and share their opinions and beliefs.
Whether the existing academic environment promotes this intellectual exchange is important for students to shape their characters and professional value systems.
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