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Application of the Layton model to the US higher education system. credit: macromarketing journal (2024). DOI: 10.1177/02761467231222540
Recent technological advancements and new players are having a major impact on various industries such as entertainment and transportation. These same changes are currently impacting American higher education. A new study from Vanderbilt Business uses Layton's marketing systems theory to understand disruptions in the academic system.
The article “The U.S. educational structure is under stress: Exploring the destabilizing system settings of academia” macromarketing journalemphasize that although educational leaders do not directly control these changes, their decisions can influence the outcomes and structure of the U.S. higher education system.
This study, co-authored by Jen Riley, Morgan M. Bryant, Kate Naiswitz-Scott, Amy Watson, and Tiffany Turner-Henderson, examines how the U.S. higher education system is responding to these disruptions. The purpose is to analyze. The authors discuss three major power shifts that are impacting how education is marketed and provide resources for academic leaders to make decisions and take action in response to these changes. .
“By combining historical perspectives with the demands of today's evolving context, our research critically examines these changes and highlights the need for change in higher education,” Riley said. says.
What is Layton's Marketing Systems Theory?
Layton's marketing systems theory is a framework that considers how changes in power, technology, and social values act as catalysts, setting off a chain of events within a system. This system involves the exchange of goods, services, or ideas. Once a catalyst occurs, opportunities and threats arise, and people and organizations respond based on self-interest, mutual benefit, and morality. As a result, marketing systems will be transformed, impacting services and how they contribute to community well-being. Layton emphasizes adapting to these changes in order to remain relevant and impactful.
The authors discuss how America's Industrial Revolution served as the “technological shock” that transformed higher education into what it is today. In the early 20th century, many prominent American universities were founded with an emphasis on applying science to industrial needs.
Higher education is currently facing a new revolution characterized by technological, economic, and cultural changes. These changes call into question the value of interactions between society and U.S. higher education, leading to shifts in power on many fronts. This tension is driving changes in the type of education offered and causing traditional educational institutions and degrees to lose their perceived and real value.
“To remain relevant, higher education must evolve and adjust its program offerings to meet current market needs,” Riley says. “Evolutionary failures can lead to declines in relevance and impact as societies seek greater value elsewhere.”
What are the governance and political influences on higher education in the United States?
Recent scandals such as the “varsity blues” and partisan politics have eroded trust in university leadership, as political influence on universities has increased. This effect is exemplified by examples like former Sen. Ben Sasse, who became president of the University of Florida amid protests.
Political appointments to university boards have increased, and student contributions to university budgets have doubled over the past 40 years. But even with declining allocations, states retain significant influence. Recent legislative efforts target tenure, DEI initiatives, and spending. The Supreme Court's ruling supports conservative positions and has implications for affirmative action and race-conscious admissions, leading to calls to end similar programs at educational institutions.
Is accreditation important in the U.S. higher education system?
Accreditation signals quality and legitimacy, especially the AACSB designation for business schools. Maintaining this accreditation places an emphasis on faculty research, creating a disconnect with student-centered goals. Although being a good researcher does not necessarily correlate with practical teaching, there is value in linking research and teaching, especially experiential learning.
However, a systematic focus on research poses challenges. Increasing public distrust of scientists is impacting perceptions of the value of high tuition fees that fund scientific research, with faculty in particular shifting expectations for research productivity and prioritizing student payments. Critics argue that research is not necessarily beneficial to student learning when doing so.
“The current structure creates a tension between resource allocation and student success,” the authors write. “Given the imminent threat of declining enrollment due to population decline, it is important to prioritize student outcomes and retention.”
How does macromarketing affect the desire for higher education in the United States?
Previous research has shown that one of the macromarketing (big picture, economic, and social) effects of successful higher education marketing systems is evidence of improved community quality. But Americans are losing faith in the economic benefits of higher education and questioning its rewards, affordability, and access.
Recent research shows that enthusiasm for college has declined among Gen Z, with 50% believing a college degree is unnecessary. The decline in national birth rates since the 1960s is posing challenges, leaving a dearth of young workers to replace retiring baby boomers and threatening the historically countercyclical nature of the economy and demand for education. It is. And despite the growing demand for skilled workers, many Americans feel that colleges and universities are not adequately preparing graduates for the workforce.
How has competition, especially technology, affected higher education in the United States?
Google, a leading digital marketing company, has introduced an affordable career certificate to replace traditional degrees, making education more widely available. Google has partnered with universities to transfer classroom responsibilities to outside parties. Google is a curriculum provider that works with universities to bridge the gap between professorial expertise and current industry practices. This partnership transfers traditional classroom responsibilities from the professor to an outside commercial entity.
Google's approach, outlined in the company's marketing materials, encourages teachers to provide “comprehensive support” for curriculum that they do not participate in creating or delivering. Similar models have been adopted by other companies such as Ziplines Education (formerly GreenFig), which partners with prestigious educational institutions to support or replace traditional education.
Guild Education, a for-profit company, brokers employer-sponsored education benefits and directs millions of adult learners into carefully selected programs. Industry leaders like Bloomberg and Salesforce offer branded certificates that emphasize skills over degrees. As a power player in the education world, Guild Education's influence is significant, impacting millions of credit hours.
Despite having limited partnerships with less than 1% of four-year degree-granting institutions, we manage tens of millions of credit hours and establish ourselves as a key player in education. It focuses on employer-supported adult learners and positions guild education as a disruptive force. As a result, many companies, including Google, are no longer requiring degrees for all hires, valuing skills and experience, and further emphasizing the importance of guild education and similar opportunities.
The shift to skills-based employment and the adoption of technology in education is reshaping the values and demands of higher education. In addition to making the presentation of personal skills through certificates more salient and desirable, the pandemic has accelerated the shift to online learning and the need for educators to adapt to modern tools and experiential teaching methods. It was emphasized. Additionally, COVID-19, which has led to a switch to online learning, has reinforced the theory that traditional classroom learning environments are no longer sufficient, and universities are moving beyond in-person learning, especially given the high cost of higher education. We now show how we can provide value to our students. .
How will Layton's model and industry changes impact higher education?
The changes described here place a significant responsibility on the academic community to make informed strategic choices to maintain the status quo. Layton's model illustrates the unidirectional nature of the system configuration arrow and emphasizes the need for adaptation.
The introduction of simulations and new technologies can divide leadership and require critical examination of traditional market system structures. Proposing innovative models that optimize self-interest, mutual benefit, and morality can make traditional institutions more adaptive. The proposal for professors and industry leaders to collaborate has the potential to close knowledge gaps and reduce university overhead costs.
“This manuscript highlights the urgency for academia to evolve in meaningful ways and address current challenges,” Riley says.
For more information:
Jen Riley et al., The U.S. educational structure is under stress: Exploring the destabilization of academia's system settings, macromarketing journal (2024). DOI: 10.1177/02761467231222540