The Pulse of Higher Ed

By Bruce Etter

The state of higher education in the U.S. is tumultuous with no clear and obvious pathway to success.  College and university leaders have never experienced what is currently going on regarding higher education, the economy, and the political landscape.  However, information can guide us, just as it did for UPCEA members coming out of the pandemic. At that time, college and university leaders had no blueprint for post-pandemic education. UPCEA’s Research and Consulting team anticipated significant chaos and confusion in a post-pandemic world, so we made it our goal to provide information to guide us to more stable footing to make better decisions.

Finding solid ground means pouring over the numbers, looking for patterns, and trying to understand what stories the information tells. Having hiked the Appalachian and Pacific Crest Trails end to end, I know that one can easily make a wrong turn, or worse yet, get lost.  We have to look for clues and gather relevant information to get on a stable path or one that gains us a higher reward given the risk.  This last year was full of intriguing clues.

UPCEA’s research from 2024 has been compiled into a single document so you don’t miss out on any of the key findings and can help solve your institution’s own unique pathway. You can access that PDF here.

In 2024, UPCEA partnered with dynamic and diverse organizations to isolate and delve into the trends and challenges in online and professional education. We looked at everything from enrollment funnels to the use of AI, and what we found was both surprising and enlightening. The research from 2024 is a treasure trove of information, and it reveals some interesting trends and opportunities for institutions looking to thrive in the modern educational landscape.

• One of the most striking and consistent findings from the research is the growing importance of offering layers of value. With the number of traditional college-aged students declining, colleges and universities must adapt to meet the needs of adult learners. This means offering more flexible programs, such as stackable certificates and badges, and recognizing prior learning experiences.
• Another key area of focus was the relationship between employers and higher education institutions. Employers are increasingly seeking to be more involved in the training and education of their employees. They want to have input on the curriculum and to improve communication and collaboration with the schools. As institutions shift to incorporate more skills or competency-based education, employers will play a critical role in informing program viability.
• Some of the most significant challenges are the lack of access to real-time enrollment data and the effective tracking of enrollment funnel metrics. Many institutions are not tracking key metrics, such as cost per inquiry (CPI) and cost per enrolled student, which makes it difficult to assess the effectiveness of their marketing efforts. This is a critical finding as institutions move forward in a chaotic environment and having fewer resources at hand.

Here are some additional key findings from the 2024 research:

• Many enrollment funnels are built around institutional preferences, rather than learner preferences.
• Institutions are struggling to establish consistent processes for pricing alternative credentials.
• AI is a growing force in higher education, and institutions need to understand how to use it effectively in multiple areas.
• Many institutional websites are not optimized for the student experience.

The higher education landscape is undergoing a significant transformation driven by demographic shifts, changing perceptions of the value of education, and the rise of new educational models. You know this because you live it! To thrive in this evolving environment, institutions must adapt by focusing on the needs of the adult learner, embrace technological advancements like AI, and prioritize data-driven decision making. By addressing these challenges and embracing a culture of continuous improvement and collaboration, higher education institutions can not only ensure their sustainability but also expand access to education and improve outcomes for all learners. It is my sincere hope that the research UPCEA provides will enable you to advocate and enable change on your campuses for the benefit of your learners.

Lastly, I would also like to thank all of our UPCEA members who took the time to participate in the research that we embarked on in 2024. Your generosity and insights are invaluable to our vision of promoting quality in online and professional continuing postsecondary education and enabling leaders to better serve the needs of learners. I would also like to thank our UPCEA partners for helping to fund the research and ensuring that higher education institutions have the data needed to make informed decisions about the future. Here’s to another round of solving challenges in 2025!