Benchmark This!

Latest Trends Impacting Marketing and Higher Education
from Director of UPCEA's Center for Research and Strategy, Jim Fong

UPCEA/Pearson Report: Demographic Shifts in Educational Demand and the Rise of Alternative Credentialing, Changes from 2016 to 2017

We live in an age where the pace of change is pounding ahead all around us. For society to survive, universities and their learning programs must adapt to this acceleration or risk losing the central position they hold.

Many of the megatrends that framed and motivated the 2016 version of this study have only grown and accelerated:

  • Demographic shifts and economic changes have witnessed Baby Boomers become the largest segment of the gig economy, while Gen Z (“digital natives”) and Millennials grow to become the largest segment of the workforce.
  • The pervasiveness of digital experiences on our phones, in games and all around us has spilled over into learning and, along with it, expectations are changing about how learning experiences and formats should evolve to incorporate new behaviors and expectations from our digital lives.
  • Changes in the labor economy and the relationship between employers and workers have driven the rising expectation that individuals must keep themselves upskilled to stay employed.
  • The skills gap reported by employers continues to grow with more urgency, while at the same time new collaborative models emerge that show new ways for universities and employers to work together to bridge these gaps.
  • In response to these drivers, the explosion of alternative education providers has continued and, along with it, new and creative models for collaboration are emerging between online learning groups, companies and universities.

UPCEA Members: Click here to login to CORe to download the complete PDF of the report.

Not an UPCEA Member? Fill out the form below to download your copy of the report: 

Jim Fong, UPCEA

Lead consultant Jim Fong, the founding director of UPCEA’s Center for Research and Strategy, has extensive background in marketing at Penn State, as well as experience in private industry. Jim brings a rich understanding of the dynamics driving today’s higher education leaders, providing research-driven strategy and positioning. Jim often presents at UPCEA’s regional and national conferences, sharing vital information with attendees.

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