Staying Relevant in a Changing Higher Education Market

Introduction 

Higher education is at a crossroads, marked by declining public trust, diminishing enrollments, substantial budget cuts, and increased scrutiny on post-college outcomes. Recent research from UPCEA underscores growing skepticism about the value of traditional degrees, driving institutions and learners alike to explore innovative educational pathways and revenue models (UPCEA, 2025). To address these challenges and future-proof both institutions and students’ careers, consider these five strategies.

1. Diversify Educational Offerings

In a survey published by Inside Higher Ed, 73% of high schoolers reported viewing a certificate program as good or greater in value as a college degree. In response to shifting student expectations and workforce demands, institutions must expand beyond traditional degree programs. Specialized certifications and microcredentials offer learners practical skills in shorter timeframes, appealing to students seeking immediate employability. 

This national conversation has gained momentum with the April 2025 White House Executive Order on Preparing Americans for High-Paying Skilled Trade Jobs of the Future. The order underscores the need for flexible, career-focused training pathways that can accelerate entry into high-demand fields. By diversifying program portfolios to include stackable credentials, trade-focused certificates, and industry-aligned microcredentials, colleges and universities can both respond to federal priorities and attract learners who value practical outcomes. Institutions that act quickly will strengthen their relevance and broaden their appeal to non-traditional learners, adult upskillers, and workforce partners alike.

2. Prioritize Affordability And Accessibility

Affordability remains a top concern for today’s students, and addressing it is essential to improving access and retention. The State of Continuing Education 2025 report highlights how cost sensitivity is pushing learners toward alternatives outside degree pathways. Paired with disruptions to FAFSA and financial aid processes, many students are left questioning whether higher education is worth the investment. 

Institutions that can reduce cost and time barriers — without compromising quality — will be better positioned to meet student needs and expand their reach. Flexible payment options, accelerated pathways, and programs designed to minimize debt are increasingly crucial.

Institutions that ignore the affordability crisis risk losing students not just to competitors, but to the growing number of learners who opt out of higher education altogether.

3. Enhance Career Readiness

Students increasingly prioritize programs that align with real career opportunities and equip them with in-demand skills. Embedding real-world training, tools, and industry connections into educational offerings ensures graduates are prepared to excel in competitive job markets. UPCEA’s Accreditation and Skill-Based Learning policy brief points to a national shift toward skills-first approaches, where success is measured less by degrees awarded and more by post-college employment outcomes. 

To remain competitive, institutions must embed practical experiences, workforce tools, and employer engagement directly into curricula. Structured externships, applied learning labs, and access to industry-standard technology can differentiate programs. Institutions that fail to integrate career readiness into the student experience risk declining enrollments as learners migrate to providers who guarantee stronger career connections.

4. Leverage Industry Partnerships

Strategic partnerships with industry stakeholders are critical to aligning academic programs with market demands. The Accelerating Institutional Capacity for Employer Engagement in Credential Innovation report emphasizes that employer partnerships are no longer optional — they are essential. Schools that establish strong employer relationships can more effectively tailor curriculum and directly connect students with job opportunities. 

Higher education institutions that embrace partnership models, whether through formal employer advisory councils, industry-recognized credential programs, or sector-specific workforce alliances, position themselves as hubs of talent development. By bridging the gap between academia and industry, colleges can ensure graduates are not just educated but employed, equipped with the skills to succeed in dynamic, evolving job markets.

5. Embrace Non-Traditional Revenue Streams

Budget cuts and declining enrollments are straining institutional finances. According to UPCEA’s State of Continuing Education 2025 report, professional and continuing education units are often the most financially efficient divisions within higher education, with some generating $5 in gross revenue for every $1 invested. 

The healthcare sector provides a particularly strong opportunity. Lightcast projects a 10% growth in certified medical coder demand through 2035. Financial sustainability in higher education increasingly depends on diversified revenue sources that can withstand enrollment and funding fluctuations. Workforce-aligned programs offer opportunities to generate new revenue while serving growing segments of learners.

Conclusion

Institutions that embrace these strategies will be better positioned to weather industry disruption, maintain relevance in a competitive marketplace, and meet the evolving needs of learners and employers alike. Leveraging partnerships with organizations can offer proven pathways to deliver industry-recognized credentials, attract diverse learners, and ensure graduates are ready for career success.

About the Author

Leonta Williams, MBA, MHA, RHIA, CCS, CDIP, CPC, CPCO, CRC, CEMC, CHONC, is senior director of education at AAPC. She holds multiple credentials across several professional organizations and has more than 20 years of health information management experience as a coding director, auditor, educator, trainer, practice manager, and mentor. Williams is founder and past president of the Covington, Georgia local chapter and served as secretary on AAPC’s 2018-2021 National Advisory Board.