Dr. Sean Carton from idfive looks at the history of higher education development—where we are now and what's coming next. http://idfive.com/the-brand-of-higher-education-context-for-the-conflict/

1. July whitepaper by Dr. Sean Carton
The Brand of Higher
Education: Context for
The Conflict

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The brand of higher
education is torn
between two extremes.

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Increasing student loan debt,
uninspiring employment rate
for recent graduates, and ever-
increasing tuition costs.
Extreme #1

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College is still essential.
College graduates still, on
the average, make more
money than non-graduates
Extreme #2

5. In fact, according to some,
not enough people are going
to college: it should be
universal!
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Extreme #3

7. Even with the bad press, 94% of
the U.S. parents with children 17
years old or younger expect their
kids to go to college.
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At least the American
public can agree on
something…
Pew Research Center

8. But despite that statistic, many parents
still aren’t “happy” with college
2015 Robert Morris Polling Institute
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Less than half were
satisfied that schools were
paying attention to current job
market trends in order to
prepare students for life
after graduation
57% of Americans felt that
higher education fails to
provide students with good
value for the money they
and their families spend.
75% felt that college has
become too expensive for
most Americans to afford

9. So, if it’s not working, then
what should college do?
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There are two ideas…

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46% of parents believe
that college is about job
preparation
39% of parents believe
college is about personal and
intellectual growth

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Parents aren’t the only
ones who don’t agree.
College Presidents don’t
agree either.

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50% of Presidents
believe college is about
personal and
intellectual growth
47% of Presidents believe
that college is about job
preparation
Pew Research Center

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Misdirection and inconsistency is hurting
the higher ed brand. Making headway
against these forces is tough, but it can be
done.
But before we look at how
we can get there, lets look
at how we got here.

14. The Rise of Higher
Education in America: A
Brief History
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The first Boston Latin School was founded in
1635 as a place to train the sons of the wealthy
for leadership positions in the church, the
government, or the judiciary.

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By 1647 the Massachusetts colony passed a law mandating
that every town with 50 or more families must hire a
schoolmaster in order to teach their children, and that every
town with over 100 families had to hire a Latin Grammar
school master to prepare them for Harvard College

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By 1693 the Southern
colonies caught up
As the mercantile class began to develop, there
was enough wealthy sons to warrant the opening
of the College of William and Mary in Virginia.

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There was also more to teach. European Enlightenment
in the 18th century brought more ideas to into public
education (arts, philosophy, sociology, humanities).

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Then came the the American Revolution.
Independence. New ideas. And a need to
create a well educated American public.

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By 1885 mandatory public primary
school laws had been passed by 16
of 38 states — 33 years later the rest
of the states caught up.
The next step was higher
education for more people.

21. The Land Grant Act of
1862 donates public
lands to the states for…
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the endowment, support, and maintenance of
at least one college where the leading object
shall be…to teach branches of learning…in
order to promote the liberal and practical
education of the industrial classes in the
several pursuits and processions in life.
This act essentially provided
the foundation of the state
university system
“
”

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By 1910 72% of all American children
attended school of some kind, and
9% of young adults had earned high
school diplomas.
By 1935 the number of high
school graduates jumped
to 40%.

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As public education grew in America so did
the number of people going to college
Year BA degrees MA degrees PhD degrees
1870 9,400 NA 1
1890 15,500 1,000 149
1910 37,200 2,100 440
1930 122,500 15,000 2,300
1950 432,000 58,200 6,600
1970 827,000 208,000 29,900
1990 1,052,000 325,000 38,000
2009 1,600,000 657,000 67,000
US Census

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This growth has tracked pretty
closely with education policy
decisions that increased the pool of
potential undergraduates.

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26. While it’s easy to see the impact of policy
changes on higher education in the US, what’s
a little more difficult to see is why these changes
occurred. The answer, as it turns out, has a lot
to do with how technology and culture
collide.
June whitepaper

27. The
Industrial/Educational
Revolution
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28. Resume for the educated
Industrial Revolution worker:
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Compliant with a hierarchal structure
Familiar with factory equipment
Understand the importance of time
Know my place in the great machine of the industrial
age

29. Public education prepared students to be good
workers and higher education prepared others
to be good managers, bankers, lawyers, doctors,
and others in the “professional classes”
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30. Additionally, funding provided by the government in the
form of land grants, and direct funding for certain types
of education, helped build foundations for state
systems of higher education while funding scientific
research and teaching from industrialists like
Rockefeller and Carnegie.
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As industry exploded from the demands of material during World War II
and technological advancements drove more the more of the economy,
it became clear that higher education needed to be more affordable
and accessible in the Atomic Age.

32. This much needed democratization of
higher education—and the creation of the
educational system of today—was born
with the GI Bill of 1944 and the National
Defense Education Act of 1958.
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Millions of returning GI’s flocked to
colleges and universities after the war,
graduating into managerial, technical
and scientific professionals that fueled
the great boom years of the 1950’s and
early 1960’s

33. But as the American Dream became more accessible,
eventually the parents benefiting from the GI bill boomed
sons and daughters who needed a way to pay for college. And
colleges needed students to fill the classrooms they built.
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34. Introducing…. The
Higher Education
Act of 1965
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low-interest loans to students
more money for universities
Scholarships for students
Launched the National Teachers Corps

35. This was the answer for the time.
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An increasingly technologically-
driven society needed an ever
increasing number of college
educated people to keep it running
ahead of competing nations.
An expanding population
was creating an expanding need
for social scientists,
providers of social services,
and teachers.

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But that was then, and this is now.

37. Education in Post-
Industrial Confusion
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38. Education changed during the
Industrial Revolution because the
needs of industry, government, and
society changed.
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Today, we find ourselves facing
the same kind of transition as we
enter the Digital Age…and
transitions aren’t easy

39. While higher education over the past century or so
evolved to meet the needs of an industrial society by
focusing on creating people who could work and lead
and create in a somewhat hierarchical, centralized
world driven by linear ideas, and measures of
productivity tied to output and profit tied to scale…
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The digital age demands new
skills and a new way of thinking

40. Whereas the scaling of production was often enough to
maintain profitability in the Industrial Age, now both cost
advantages and growth is almost always based on
continuous innovation. In such a world there are no
sustainable competitive advantages. Time and novelty are the
sources of profit, and such profits are temporary, at best. This
development characterizes the innovation-based economy.
At this stage, workers need to become innovators. The
balance shifts from the integrating function of education
towards the diversifying function.
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Learning and Education After the Industrial Age, Tuomi, Ilkka
and Miller, Riel (Oy Meaning Processing, 2011) p. 6

41. The reason that the higher education
market is so confused today, why the
brand is taking such a beating,
isn’t, at its heart, about student debt,
rising tuition costs, MOOCs, badges,
or any other buzzwords that gets
tossed around.
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The reason is that we’re in the middle of a
massive transition just as large as the
transition from an agrarian society to an
industrial society.
We’re trying to force a system
based on the needs of one era to
meet the needs of a new one.

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As educational methods change it will be
imperative to position your school as a
cure to the conflict.

44. Read the full
whitepaper at:
July whitepaper
http://idfive.com/the-brand-of-higher-
education-context-for-the-conflict/

45. Sign up for idfive’s
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