40 Recipients Chosen For Three Award Categories

WASHINGTON, D.C., September 27, 2024 — UPCEA, the online and professional education association, has announced the recipients of the 2024 Excellence in Enrollment Management Award, the Excellence in Diversity, Equity, and Inclusiveness in Marketing, Enrollment, and Student Success Award, and the Excellence in Marketing Award. 

All three awards are sponsored by UPCEA’s Marketing, Enrollment, and Student Success Network. Recipients will be honored at the 2024 UPCEA MEMS: Marketing, Enrollment Management and Student Success conference, December 3-5 in Philadelphia, Pennsylvania.

“The extraordinary accomplishments of these individuals and organizations in higher education marketing, enrollment, and diversity, equity and inclusion continue to inspire us,” said the members of the 2024 MEMS Awards Subcommittee. “We proudly celebrate your outstanding contributions to shaping the future of our field!”

The UPCEA Excellence in Enrollment Management Award recognizes an outstanding online and professional continuing education organization (unit or individual) that models best practices and combines process excellence with superior results in enrollment management. 

The 2024 recipient is: 

  • Academic Planning Coordinator Unit, Division of Extended Learning
    SUNY Oswego


The
UPCEA Excellence in Diversity, Equity, and Inclusiveness in Marketing, Enrollment, and Student Success Award recognizes institutions or departments that have dedicated their time and efforts to promoting diversity, equity, and inclusion throughout their marketing, recruitment, communication, programming, student success/services and/or enrollment efforts. This award focuses on a commitment to equity, representation and inclusion in a school’s marketing, enrollment and/or student success/services. Award recipients will have shown increased and sustained success in recruiting and retaining underrepresented populations based on their marketing and/or student success/services.

The 2024 recipient is: 

  • Advancing Education in Anti-Black Racism
    McMaster Continuing Education

 

The UPCEA Excellence in Marketing Award recognizes marketing campaigns that excel in creativity, execution, and impact. Regardless of institution size or budget, the award focuses on outstanding and effective marketing in the higher ed industry based upon overall creativity, messaging, results achieved by the campaign, and level of design.

The 2024 recipients are: 

GOLD

  • #HESProud Campaign
    Harvard Extension School
  • “This Career or the Next”, Ole Miss Online Fall 2023
    The University of Mississippi

 

SILVER

  • You’re Built To Learn. We’re Built For You. Fall 2023 Advertising Campaign
    The G. Raymond Chang School of Continuing Education, Toronto Metropolitan University
  • A Path for You
    University of Washington Continuum College
  • Digital Mavericks: Kent State Online & The College of Arts and Sciences Unite!
    Kent State University
  • Introducing Community Art at UTSA: A Brand Campaign
    Professional and Continuing Education (PaCE) Marketing Team – Jeff Berry and Abigail Hallmark
    University of Texas at San Antonio
  • Awareness & Positioning Campaigns
    Washington University in St. Louis – Continuing & Professional Studies
  • The Marketing Revolution of The Education Revolution
    Asaf Wolff
    University of the People
  • McGill SCS Branding Campaign 2023-2024
    The McGill University School of Continuing Studies
  • UCLA Extension Magazine
    Eric A. Bullard, Emily K. Olson, Benjamin Russell, Christopher Durbin, Paul Gillis, and Gloria Johnson
    UCLA Extension
  • Transforming Futures: Kent State Online & The College of Education, Health and Human Services Unleash Innovation in Graduate Education
    Kent State University
  • Harvard DCE Professional & Executive Development Webinar Strategy
    Jacqueline Brinkhaus, Corinne Canning, Whitney Delaney, and Susan Hackney
    Harvard University Division of Continuing Education
  • SCU Online
    Toby McChesney, Minh Virasak, Olivia DeGraca, and Jess Hay
    Santa Clara University
  • Creating a Sense of Belonging: MS State Online Revamped Orientation
    Mississippi State University
  • Arizona Online Marketing
    University of Arizona
  • MSW Designed For You Campaign
    Louisiana State University Online & Continuing Education
  • Reinvent Your Career – Annual Marketing Campaign
    Karen Hamilton, Darya Garbo, Denise Higginson, Hinal Pithia, Wil Reyes, Liv Tassone, and Manpreet Minhas
    McMaster University Continuing Education
  • ‘So SoPA’ Brand Recognition Campaign
    Tulane SoPA Marketing Team
    Tulane University School of Professional Advancement


BRONZE

  • Northwestern University College Preparation Program Campaign
    Brad Farrar, Liz Ostermann, Jean Kim, Nicki Charles, Emily Cypher, Mariela Perez, and Polymyth Productions
    Northwestern University School of Professional Studies
  • Revolutionizing Student Engagement: MS State Online’s Journey to Strategic Online Communication
    Mississippi State University
  • Email Marketing With Intention
    McMaster University Continuing Education
  • Masters on the Mind and Channel Surfing
    University of Phoenix
  • Tulane SoPA $5K Scholarship Giveaway
    Tulane SoPA Marketing Team
    Tulane University School of Professional Advancement
  • Your Time To Shine
    Loan Vo and Anju Coleman-Nakai
    University of California, Irvine Division of Continuing Education
  • Marketing Minute Newsletter – Internal Awareness Campaign
    McMaster University Continuing Education
  • McMaster Continuing Education Website Launch
    McMaster University Continuing Education
  • Don’t Sleep on SoPA
    SoPA Marketing Team
    Tulane University School of Professional Advancement
  • ElevateYourSkills
    McMaster University Continuing Education
  • ‘Fast-Track Your Career’ Video Series
    Karen Hamilton, Darya Garbo, Denise Higginson, Mahdi Eskandari, Wil Reyes, Hinal Pithia, and Liv Tassone
    McMaster University Continuing Education
  • Re-envisioning the Online Programs eBrochures
    University of Louisville, Delphi Center for Teaching and Learning
  • Prehospital Education Marketing
    Enrollment and Marketing Team
    Sacramento State University College of Continuing Education
  • 2022-2023 Academic Year in Review
    SoPA Marketing Team
    Tulane University School of Professional Advancement 
  • Your Future Starts TUday!
    SoPA Marketing Team
    Tulane University School of Professional Advancement
  • Brand Awareness Campaign: Connect Your Path
    Akanksha Sharma, Qihang Zhou, Matthew McGrath
    York University School of Continuing Studies
  • FLSA Marketing Campaign
    Enrollment and Marketing Team
    Sacramento State University College of Continuing Education
  • Brand Awareness Email Campaign
    Enrollment and Marketing Team
    Sacramento State University College of Continuing Education
  • Non-stop Service to a Better Career
    UC Davis Continuing and Professional Education, Enrollment Management
    University of California, Davis
  • Marketing Performance Optimization
    Marketing and Communications | Jim Hsia
    San José State University, Professional and Continuing Education (PaCE)

Congratulations to all of the 2024 Award recipients!

# # #

About UPCEA

UPCEA is the online and professional education association. Our members continuously reinvent higher education, positively impacting millions of lives. We proudly lead and support them through cutting edge research, professional development, networking and mentorship, conferences and seminars, and stakeholder advocacy. Our collaborative, entrepreneurial community brings together decision makers and influencers in education, industry, research, and policy interested in improving educational access and outcomes. Learn more at upcea.edu.

 

CONTACT:

Molly Nelson, UPCEA Vice President of Communications

[email protected]

Major Updates

Reporting Deadline on GE and FVT Pushed to 2025
The Department of Education (ED) has announced a further delay in the reporting deadline for Gainful Employment (GE) and Financial Value Transparency (FVT) until early 2025. Initially extended to October 1, 2024, the deadline has now been pushed to January 15, 2025. This follows a series of calls from institutions and organizations including UPCEA, as well as a recent letter from a group of bipartisan senators asking for additional clarification and time to implement this reporting, especially given issues with FAFSA. ED aims to release the first complete GE/FVT results in time for the next award year to guide students’ college decisions. Read more.


A Collection of FAFSA Updates and Resources

  • The Long-Awaited FAFSA Autopsy Is Here (Inside Higher Ed)
    • “A government watchdog’s investigation into last year’s rollout of the new Free Application for Federal Student Aid found that Education Department officials failed to properly test and prepare the form and launched it despite signs that it was not ready for wide release—an oversight that proved disastrous.

      The department’s missteps are detailed in two documents from the U.S. Government Accountability Office released Tuesday. Their findings were at the center of a House higher education subcommittee hearing Tuesday that featured testimony from two GAO officials, where lawmakers on both sides of the aisle pressed for answers about who was to blame for the failures and called for accountability.” Read more.

  • Secretary’s Cover Letter: A Focus on Improving the FAFSA Experience (US Department of Education)

 

Other News

The accounting profession is undergoing transformation as technology rapidly reshapes the field. The job outlook for accountants over the next decade remains generally positive but varies based on the profession’s ability to adapt to these advancements. While automation may reduce some traditional roles, there will continue to be strong demand for accountants with advanced skills and strategic expertise. This briefing examines the future of accounting, focusing on the key trends, challenges, and opportunities that will define the profession in the years ahead.

Key takeaways for this sector:

  • Employers will increasingly seek candidates with a broader skill set, encompassing both accounting operations and technological proficiency. This will cause a narrower focus on specific accounting skills, like accounts payable, to diminish in priority.
  • As the finance industry moves toward more strategic roles, such as financial analysis and planning, companies will prioritize these higher-value functions and traditional back-office skills may receive less focus.
  • The widespread adoption of AI, machine learning, and automation will reshape routine tasks like bookkeeping and data entry, leading to reduced demand for manual roles but increasing the need for accountants proficient in data analysis, financial software, and emerging technologies.

 

Read the full Briefing on the future of Accounting occupations here.

 

This post is part of an occupational focus series from UPCEA and Lightcast. See prior Briefings on Legal Professions, Criminal Justice and Marketing

The state-of-art of Generative Artificial Intelligence (Gen AI) is changing at lightning speed. Advances come by the hour, not just by the day. How might this play out in higher ed?

As Senior Fellow at UPCEA, the online and professional education association, and Professor Emeritus from the University of Illinois Springfield, I am fortunate to devote recent efforts to track, analyze and project the impact of technologies in higher education. Beginning with my first instructor appointment in 1972 and continuing throughout the ensuing 52 years, I have closely followed, administered, researched, published, and taught about the application of technologies in enhancing learning and teaching in higher education.  It has been an exciting ride from analog technologies such as film and audio tape of the early years to digital transformations that brought the Web and online learning to students and faculty worldwide supported by a host of platforms and supportive technologies. Now, in a convergence of Gen AI technologies bringing the agency, autonomy, and even robotic embodiment, we face a moment that promises to dwarf that half century of advancements and higher education changes in the space of the coming months and grow through the years ahead.

To effectively envision the near future of Gen AI in higher ed, we need to at least briefly consider the context of the broader economy, the general fiscal condition of higher education, the state of development/deployment of new and emerging AI technologies, and the emerging demand for graduates, upskilled and reskilled workers with certificates from colleges and universities.

In general, we see evidence in the broader business and industrial world that there is an enthusiasm for AI as a way to attain efficiency and effectiveness, even in roles traditionally held by humans. The shift is already taking place in the tech field.  In this column, we have previously documented instances of corporate leaders of IBM, Cisco, Microsoft and TurboTax have justified massive layoffs to launch AI initiatives in which AI has taken over duties that were previously held by people. In an article, “Generative AI Update for 2024,” in the European Business Review earlier this year, my colleague Katherine Kerpan of the University of Illinois Chicago and I documented the beginnings of this movement, including strategies for ethically supporting workers with out-of-date, less-efficient, skills and approaches to their work. Suffice it to say that the competing forces of efficiency and innovation are driving the adoption of these technologies beyond the academy.

Meanwhile, a significant number of institutions of higher education are suffering from lower revenues and operating margins.  Last month, Forbes released its “Forbes College Financial Grades” List, noting, “About 55% of schools, or more than 480, earned a C or worse, compared to only 20% in fiscal 2021. One hundred and eighty-two schools earned a D, the lowest possible grade, up from 20 in fiscal 2021.” Earlier this year, John Marcus wrote in the Hechinger Report that “Colleges are now closing at a pace of one a week.” Marcus documents that in far too many of the cases, surprised students are left in the lurch with a difficult road forward to completing degrees and certificates. Accrued student debt remains staggering, currently at one and three-quarters trillion dollars! A looming student “demographic or enrollment cliff” is scheduled to reach higher education in the next year. As a result of these factors, there is awareness and some anxiety in our field that we must become more efficient and effective in order to meet prospective student expectations and the intensity of competition that grows in our field as the number of institutions shrink.

Research and development across the wide field of Artificial Intelligence is taking place at thousands of institutions and start-ups around the world. The recent release of OpenAI o1, is just the most recent, as I write this, of a long litany of incremental developments across platforms from some of the largest tech companies in the world to unleash the potential of AI in a wide variety of forms and ways. Taking just this one new development, we see the advent of “level 2” reasoning. In a report accompanying the release OpenAI writes “OpenAI o1 ranks in the 89th percentile on competitive programming questions (Codeforces), places among the top 500 students in the US in a qualifier for the USA Math Olympiad (AIME), and exceeds human PhD-level accuracy on a benchmark of physics, biology, and chemistry problems (GPQA).” The report goes on to say: “We also evaluated o1 on GPQA diamond, a difficult intelligence benchmark which tests for expertise in chemistry, physics and biology. In order to compare models to humans, we recruited experts with PhDs to answer GPQA-diamond questions. We found that o1 surpassed the performance of those human experts, becoming the first model to do so on this benchmark. These results do not imply that o1 is more capable than a PhD in all respects — only that the model is more proficient in solving some problems that a PhD would be expected to solve.”

While the reasoning of o1 soars, we are witnessing the rise of autonomous artificial intelligent agents that are no longer simple chatbots. Instead, the agents that will be flooding the market this fall and beyond are able to accomplish complex, multi-step, changing tasks. As Amazon Web Services explains it:

“An artificial intelligence (AI) agent is a software program that can interact with its environment, collect data, and use the data to perform self-determined tasks to meet predetermined goals. Humans set goals, but an AI agent independently chooses the best actions it needs to perform to achieve those goals. For example, consider a contact center AI agent that wants to resolves customer queries. The agent will automatically ask the customer different questions, look up information in internal documents, and respond with a solution. Based on the customer responses, it determines if it can resolve the query itself or pass it on to a human.”

Far more complex tasks also can be accomplished. We have seen multiple experiments using such agents in Minecraft as described in Toms Guide. Multiple societies have been formed and fascinating communities have been built by intelligent agents which have been given purposes and goals by humans. They organize and even, in some cases, implement democracies.

That leads us to a glimpse into higher education in the coming year. Given this background, join me in envisioning how we might begin using these technologies. I see us replacing mid-level administrators with intelligent agents which can efficiently and effectively make decisions that are thoroughly documented and adaptive to changing goals and outcomes. Such areas as admissions, financial aid, the division of financial affairs, facilities scheduling, human resources, and many more are offices where some staff may first become artificial staff. 

Startling as it may seem to some, I can see these advanced models, such as those with PhD reasoning, filling adjunct faculty posts while overseen by human professors. The long-running OpenAI funded Khanmigo project demonstrates that key teaching, tutoring and personalization skills can be delivered by Gen AI.

On some enterprising campuses, I can see robotic embodied intelligent agents by the end of 2025. I envision autonomous intelligent robots working shoulder-to-shoulder with students, faculty and administrators in the library, the dining halls, health services, international student services, physical plant, campus grounds, and many other units. 

I hope you will follow the hyperlink citations to learn more about the topics in this column. Then, perhaps, you will begin forming your own vision of how and when these technologies will roll out in your university. This vision will help you to inform your university’s future and your own personal career plans.

 

This article was originally published in Inside Higher Ed’s Transforming Teaching & Learning blog.

The potential for Generative AI (GenAI) to further advance, enhance, and expand higher education in the future is enormous. Meanwhile, few realize how AI already is improving what we do today in a myriad of ways.

Let me begin by noting that I have used GenAI tools to assist in ideation and the search for the best examples in writing this edition of “Online: Trending Now.” As always, I strive to embed sources in all cases where readers may want to dig deeper into my assertions. GenAI has assisted me in identifying such resources.

In nearly all aspects of the operation of colleges and universities GenAI is playing an increasing role. From student learning to faculty efficiency to administrative insights, we see that role has become part of the standard operating practices. We are using the tools to advance our work in the most enlightened and efficient way. Here are some examples.

Faculty, staff and students are utilizing AI-powered Grammarly around the world. This popular, now AI-supported tool, is encouraged by many faculty and used by students worldwide. The company notes that among the AI supported features are compose, rewrite, personalize, reply, and ideate. Lindsay Babcock writes in a report earlier this year “Is Grammarly Worth It for College Students? (2024 Review)”:

Grammarly is worth it for college students because it helps them get better grades and enhances their writing skills. The free version improves one’s grammar and spelling and eliminates wordiness. The premium version makes writing clear, concise, consistent, and compelling. If you’re a student who’s on a shoestring budget, don’t worry! I’ll show you how much you can benefit from using the free version.

Babcock goes on to report that Grammarly says more than 250 universities, including, for example, Iowa State University, Chapman University and Indiana Wesleyan University, are providing the premium Grammarly version to all students and staff.

Many readers are familiar with Khanmigo, the AI tutoring tool that was developed by the Khan Academy with funding from OpenAI and is available to students for $4/month. While the tool is most often associated with elementary and secondary school use, the tutor supports learning in advanced math, computer science, the humanities and many other disciplines. This GenAI app is an ever-patient, personalized tutor that guides students through solving problems and achieving learning objectives. This approach to personalized learning goes beyond what a faculty member might be able to provide to personally support each and every student in a large class. The National Council of Teachers of Mathematics reports that GenAI apps from a range of providers offer individualized assistance with explanations and tutoring that can personalize and promote effective learning under the appropriate guidance of faculty members.

A number of popular GenAI tools such as ChatGPT, Gemini, Llama, Claude, and a host of others provide GenAI functions for project conception, graphics, general research, identification of source materials, citations and associated information for both faculty and students. These tools are used at all levels of the research and report-writing processes. Faculty and students can utilize these tools to coordinate their research activities, review literature, identify research gaps, uncover previously unidentified linkages and generate better research hypotheses.

The nature of searching the Web itself is changing. For decades, Google Search dominated the field with a number of other search engines such as Bing and DuckDuckGo. Sites customized their layout and design to optimize the positioning of their results in Google Search using Search Engine Optimization (SEO). With the advent of GenAI tools that search the Web, more users in higher education have begun using such tools as Perplexity iAsk.ai and CleeAI that tend to provide links first to more useful informational rather than product sales sites that have traditionally been given a paid priority in search engine rankings. As a result, university Web development offices, university relations offices and related units are increasingly utilizing Generative Engine Optimization (GEO) principles and practices to elevate their sites for those searching using GenAI tools. In addition, they can utilize graphics, short video and image generators from text prompts.

As reported last month in this column, “AI in a Lingering Age of Loneliness Among Students,” many colleges and universities are offering GenAI apps for students to utilize as a front-line response to students who are unable or unwilling to seek in-person help. These can provide support most particularly to distant online students who cannot easily access campus-based resources.

AI is playing an important role in student recruitment and admissions decisions at many universities. Brennan Bernard writes in Forbes that admissions and records offices have been using AI tools to perform their jobs more efficiently and accurately for several years:

This year, that mystery is more nuanced than ever—some are wondering if humans or machines are deciding their fate. Ultimately, it is not a question of if artificial intelligence will be used by admission offices. The truth is that enrollment managers were employing AI in their work long before the ChatGPT boom last fall. The question is rather one of how much and in what ways this technology will be used.

Of increasing importance are the predictive analytic tools that enable faculty and staff to identify students who may be struggling or are at high risk of dropping out of classes based on data generated by prior students. For example, “poison pair” designations of classes, when taken the same semester result in lower grades for students than when taken in different terms. These analytics can inform academic advising and alert faculty members to potential difficulties prior to their surfacing on grade sheets.

GenAI is facilitating, creating synergies, providing insights, and enhancing the quality of higher education across the curriculum, within the administration, and among faculty and students. Deeptanshu Tiwari, COO of MRCCedtech, describes ways in which AI is used to enhance the university experience:

…. administrators are increasingly turning to innovative solutions, and one such powerful tool is predictive analytics powered by artificial intelligence (AI). With machine learning algorithms, predictive analytics can identify early warning signs of academic struggles or disengagement by analyzing student data, behavior patterns, and historical trends, thus enabling educators to proactively intervene by providing students with targeted support that ultimately improves their outcomes.

How is your university planning and preparing for the advancement of these powerful tools? Are you prepared to take a leadership role in identifying and testing additional tools that may be beneficial as they emerge? How are you ensuring that timely, coordinated decisions are made based on sound knowledge and experience so that you can best serve the mission of your institution and remain competitive with your competition?

 

This article was originally published in Inside Higher Ed’s Transforming Teaching & Learning blog.