Creating a Culture of Assessment in Higher Education

A report by the National Institute for Learning Outcomes Assessment draws attention to the fact that while 92% of American colleges and universities are now using at least one assessment tool to evaluate academic programs, most colleges are having difficulty integrating the results into a system of continuing improvement. It’s clear that often the roadblock to action isn’t a lack of data, nor is it the lack of an assessment process. The roadblock is the lack of a culture of assessment on campus. As one example, 66% of provosts surveyed said what they needed most in order to translate assessment into action was more faculty involvement. Donald Norris, president of Strategic Initiatives, Inc. and a key thinker on this issue, offers some practical strategies for moving people to take action based on assessment. Dealing with Issues of Turf “Turf battles should disappear based on one simple question: What do we need to do to maximize student success and academic performance?” Donald Norris, Strategic Initiatives, Inc. To adopt a culture of assessment, it is key to relay succinctly — and repeatedly — to all stakeholders the message that what is at stake is the success of the student. Bring the critical question into key […]

Communicating Your Institution’s Value

The College Board’s recent Trends reports on college pricing and student aid have painted a not unexpected picture of rising college tuition coinciding with rising demand for student aid. In this financial climate, it becomes all the more critical for colleges and universities to communicate the value of their offerings clearly to financially concerned prospects and applicants. We asked Robert Massa, vice president for communications at Lafayette College, for some key strategies on how colleges can better convey to their audiences why they are worth the price, even as tuition continues to rise. Massa emphasizes the importance of developing a clear message that connects the cost of education, how the cost impacts price, and the specific value students are getting for that price. Connect Cost, Price, and Value In many cases the public is not aware of everything that adds to the cost of education — faculty salaries, the price of information technology, health insurance, facilities costs, specialized programs such as study abroad or majors with extensive fieldwork. “So first,” Massa advises, “convey the cost.” Second, clarify how cost affects pricing. For private institutions, more of the costs are passed on to the students through tuition; for publics, states are […]