Competition on Quality, Service, and Price

A couple of weeks ago I was at a meeting where a higher education spokesperson flat-out stated there was no market demand for student learning data. His group had done focus groups, he said, and it just wasn't as high on their list as other things. His point would be fair, even if true, if there was real, meaningful data available on student outcomes in higher education. Instead, his argument is a chicken-and-egg conundrum. We have no meaningful data, so students and parents don't request it. Students and parents don't request it, so colleges don't provide it.

Luckily, consumer preferences can change. Automobile companies told Ralph Nader that safety didn't sell. He shamed them into understanding it can, and now car commercials are as much about side-impact safety beams as they are about horsepower. The automotive industry wasn't about fuel economy when gas prices were cheap, but all of a sudden we're seeing advertisements extolling a vehicle's miles per gallon. Ford went to Congress today hat in hand promising to develop electric vehicles and sell the Hummer brand.

All this is to say that we don't always have to accept $6 million buildings only for tutoring athletes or $55 million dorms complete with Coldstone Creamery, 7/11, state-of-the-art gym (pictured), grocery delivery, room cleaning, and laundry service as the sole basis on which colleges compete for students. They could, you know, compete on quality, service, and price.

For more on this topic and many others, listen to today's Education Sector event, "Is Technology the Answer to Rising College Costs," below: