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Higher Education: Overhaul or Digital Upgrade? (Industry Perspective)

To what extent do colleges need to become digital, and to what extent will new models of digital education enhance or disrupt traditional universities’ ability to attract and educate the nation’s brightest?

In a New Yorker article profiling the culture of Stanford University and its relationship with Silicon Valley, Ken Auletta notes that digital disruption is normal, and even desirable. It has shifted many traditional industries, including publishing, retail and travel. The question hinted at, though, is will it deeply disrupt higher education?

This is the question on the minds of many administrators — to what extent do colleges need to become digital, and to what extent will new models of digital education enhance or disrupt traditional universities’ ability to attract and educate the nation’s brightest?

Accenture recently completed a survey of 1,500 college-bound students across five countries (300 students per country), including the United States. It found that in the U.S., 86 percent of college-bound students said that digital capabilities, such as the integration of technology into the classroom, virtual coursework and online classes are a top determinant in choosing which university to attend. This trend was consistent with the views of current students and recent graduates, with the majority (70 percent) calling for greater use of digital tools for learning and content delivery.

The Price of Higher Education

Industries disrupted by digital transformation have often been at the mercy of new business models that substantially reduce price and increase convenience — while still providing value — for consumers. For example, millions of consumers have opted to purchase from amazon.com versus heading to the store; others have forgone print newspapers for free online versions; and few people still work with a travel agent because they can book online. With the average cost of a bachelor’s degree rising to more than $100,000, and even affluent students taking out more loans than ever before, those in the traditional university system have been keeping a keen eye on the progress of new, less expensive online-only universities. 

The Accenture survey found that most students are considering alternatives before deciding to attend a traditional university, with cost of attending a university being the No. 1 driver across all five countries. Fifty-five percent of the U.S. students surveyed said they were considering alternatives to traditional higher education. 

Making the Grade in Digital

The survey also found, however, that many students ultimately opt for traditional universities because they foresee personal benefits in addition to gaining new skills and knowledge. Exposure to new people and new ways of thinking were rated highly important for three-quarters of those surveyed. From the results of the survey, we can conclude that most prefer a traditional university that has taken advantage of technology to enhance student learning.

So what will it take for universities to make the grade in becoming more digital? The higher education community must reinvent teaching, administration and alumni relations for a holistic approach to digital engagement. Key actions include:

  • Delivering on-demand learning. As digital natives, students expect on-demand, self-led learning with access to content and instruction online at any time. In addition, many students have lived lives where everything they do — from learning basic math facts to completing their chores — has involved some sort of gamification, where they’re incentivized, rewarded and engaged constantly. While gamification of higher education might be taking things too far, institutions must enable a type of learning via mobile and social tools that involve video and content curation that make learning highly engaging.  
  • Working with new teaching partners. Education innovation such as on-demand learning models requires different educational delivery systems. No higher education institution will have access to a variety of models without building partnerships and strengthening its ecosystem by collaborating with other universities, the private sector and government.
  • Cultivating lifelong learning. By using digital tools, higher education institutions can extend and strengthen alumni relationships through online and on-demand learning. 
For higher education institutions to remain competitive, they must combine what they do well — providing exposure to new people and ways of thinking — with a practice of broadening and educating minds in new, digital ways that provide a new level of enrichment.

Ryan Oakes is managing director of Accenture’s global education practice.

Ryan Oakes leads Accenture’s North American public sector practice.