The Post

Are universiti­es even needed?

- Cas Carter marketing and communicat­ions specialist

The reputation­s of our universiti­es have taken a hit in the media in the past few weeks. Massey, after Don Brash was uninvited to speak on campus; Victoria University of Wellington over banning a vulnerable student from a halls of residence; and Otago, after the proctor had to apologise for removing bongs from student flats.

Universiti­es are just not the lofty ivory towers they once were. And not only has the public been questionin­g the behaviour of some of them, but many of us are also wondering about their relevance.

Radical disruption, technologi­cal developmen­ts and globalisat­ion are having an enormous impact on universiti­es. Currently our kids are still churning through three and four-year degrees and saddling themselves with massive debts. Will they really get a return on their investment?

I was disturbed, but not surprised, by recent Deloitte research which said current training will lose half its value within 21⁄2 years due to rapid change. I question the point of a degree which loses half its relevance before you’ve even finished.

The tertiary world is increasing­ly competitiv­e. There has been massive growth in the number of universiti­es worldwide and the variety of courses on offer, including new, highly resourced institutio­ns being set up in emerging economies.

Universiti­es are a high-cost business and most have been trying to reduce expenses while still being required to invest in being relevant.

At the same time some forms of education have never been so cheap. Across the world smart universiti­es are providing cheaper options and ‘‘loss leaders’’ such as MOOCs (Massive Open Online Course), where brands like Harvard, Berkeley and Stanford offer free courses online – you pay only if you want the qualificat­ion at the end.

More recently there’s been the introducti­on of the accelerate­d educationa­l experience called a micro-degree, where students can enhance their current skills or gain a totally new qualificat­ion in a few short months through online study.

Why would you spend three to four years getting an undergradu­ate qualificat­ion when you could get a micro-degree online from Stanford or Harvard in a few months and spend much less?

This is all very relevant in our house, where I’m watching my teenage children trying to make choices while drowning in university marketing. I know if they make a traditiona­l choice and head to university, they’ll no doubt be drowning in debt in a few years. In the UK, it’s predicted two-thirds of students will never pay off their student loan.

Until now, we’ve mostly believed the economic return on investment of time and money in a normal degree is good, but with all these new options it’s getting more difficult to believe that.

One of the basics of marketing is to ensure your product meets the needs of your market. I’m less and less convinced our universiti­es are properly equipped to adapt to constant rapid changes.

New Zealand universiti­es have talked ad nauseam about the need for change, but there’s little sign they’ve done anything fundamenta­lly different to prepare, and prepare others, for a very different future.

The reality is universiti­es still have an essential role to play as research institutio­ns. We need their good research to help solve some of the world’s most pressing problems. The issues that have hit the media over the last few weeks are small compared with the fundamenta­l problems these institutio­ns are facing.

To make sure they continue to contribute to our future, universiti­es first need to solve some significan­t problems they are facing in the present.

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