AUA Development Conference 2012 - Brian Hipkin
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Fifty Shades of Grey – The Marketing of the Student Experience and other myths.
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Transcript of AUA Development Conference 2012 - Brian Hipkin
Fifty Shades of Grey – The Marketing of the Student
Experience and other myths.
Why the Student Experience is Higher Education’s Zeitgeist for 2012 -13
HE’s ‘value’ quantifiable via fees since 1998
Student Experience becomes a ‘product’
Tripling of fees = tripling of expectations?
Students start to become customers
The Marketing face of the Student Experience
Understanding the Student Experience
Individual preconceptions + reasons for choice + interactions with people, systems, buildings and the unknown x every student x every minute of everyday spent as a student both on and off campus. Reduced to…
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Measuring the Student Experience
Take a small group of students ask them questions not all of which are relevant for 15 minutes two and a half years after they start and release the results 3 months after they have left.
The Impact of the NSS Reactive measurement of the Student Experience = NSS,WIZ,KIS
Leads to a focus on changes that only impact on scores that impact on league tables
Where do we fit into the Student Experience?
• Look at things from the student’s perspective
• Take the ‘bigger’ picture of your role but remember the everyday encounters
• Have a realistic model of students as customers
Models of understanding the Student Experience.How to place yourself and others
• Unconsciously incompetent ?• Consciously incompetent ?• Consciously competent ?• Unconsciously competent ?
The Student view of the organisational structure of HE
The reality of the organisational structure of HE
Universities are designed, organised and conceived for a different age.
If this is so then perhaps what students often experience is the disjuncture between the historically defined drivers of our structures in HE and ways of working that are possible in today’s society
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Student Experience ‘filtered’ by the technology of today
Changing the Student Experience
Delusions and frustrations
Students are ‘customers’ but not as we know them
A new model of influence?
Prepare for the next HE Zeitgeist
• Retention?
• MOOC ?
Any Questions ?
Brian HipkinVice Chair AMOSSHE
Dean of Students Regent’s College
