Effectiveness, Diversity and the Millennial Student

Presented byKevin J. Manning, Ph.D.

PresidentStevenson University

January 8, 2009

Marketing is a central activity of modern institutions, growing out of their quest to effectively serve some area of human need. To survive and succeed, institutions must know their markets; attract sufficient resources; convert these resources into appropriate programs, services, and ideas; and effectively distribute them to various consuming publics. These tasks are carried on in a framework of voluntary action by all the parties. The modern institution relies mainly on offering and exchanging values with different parties to elicit their cooperation and thus to achieve the institution’s goals.

Strategic Marketing for Educational Institutions, Philip Kotler and Karen Fox, 1985

Fall 2003

Fall 2004

Fall 2005

Fall 2006

Fall 2007

Fall 2008

Number of full-time Commuter Students

1,697 1,580 1,535 1,398 1,353 1,313

Number of Full-Time Undergraduate Students

2,060 2,128 2,293 2,411 2,546 2,596

Full-Time Undergraduate Commuter Students Vs. Total Full-Time Undergraduate Students

Fall 2003 – Fall 2008

Source: Frozen Student Files

Millennial Childhood Location in History

Boomer Childhoodc. 1945-65

X-er Childhoodc. 1965-85

Millennial Childhoodc. 1985-today

History & Events

Era American High Consciousness Revolution

Culture Wars & Roaring Nineties

Presidents Truman to Kennedy LBJ to Carter Reagan to Bush

Confrontations Abroad Korea to Cuba Vietnam to Iran Iraq to Kosovo

Economy Affluent Society Stagflation Long Boom

Popular Phrases Cold War

Ask Not…

Pax Americana

I Have A Dream

Great Society

Hell No!

Limits to Growth

Malaise

Morning Again

Kinder, Gentler

Family Values

Culture Wars

Millennials Rising. Neil Howe and William Strauss, 2000

Boomer Childhoodc. 1945-65

X-er Childhoodc. 1965-85

Millennial Childhoodc. 1985-today

TechnologyElectronic Products Broadcast TV

78s and LPs

8mm film

Vacuum Tubes

Mainframes

Cable TV

Cassettes and CDs

VCRs

Transistors

Calculators

Interactive TV

Streaming and MP3s

DVDs

Microchips

Personal Computers

Consumer Products Made in the U.S.A.

Sedans and Station wagons

Electric Ranges

Room Fans

Imports

Beetles and Hatchbacks

Microwaves

A/C Units

Global Production

Minivans and SUVs

Delivered food

Climate Control

Public Infrastructure Test Satellites

B-52s

Interstate Highways

Moon Launches

ICBMs

Telecom Satellites

Space Shuttles

Stealth and Smart Bombs

The Internet

Millennial Childhood Location in History

Millennials Rising. Neil Howe and William Strauss, 2000

Millennial Childhood Location in History Boomer Childhood

c. 1945-65

X-er Childhood

c. 1965-85

Millennial Childhood

c. 1985-today

Society & CultureChild Nurture Relaxing Underprotective Tightening

Family Stability High, Starting to Fall Falling Low, Starting to Rise

Family Policy Priority Needs of Community Needs of Adults Needs of Children

School Emphasis Excellence Liberation Standards

Crime and Drugs Low, Starting to Rise Rising High, Starting to Fall

Popular Culture Homogenizing Confrontational Fragmenting

Gender-Role Gap Wide Narrowing Narrow

Racial Goal Integration Assertion Diversity

Immigration Low Rising High

Income Equality Rising Peaking Falling

Fiscal Tilt To Working-age Adults To Retirees To Kids

Public Generosity to Poor

Rising Peaking Falling

Millennials Rising. Neil Howe and William Strauss, 2000

Generational Comparison

Traditionalists (born 1900-1945) Loyal

Baby Boomers (born 1946-1964) Optimistic

Generation X-ers (born 1965-1980) Skeptical

Millennials (born 1981-1999) Realistic

When Generations Collide, Lynne Lancaster and David Stillman

Clash Point Around Rewards

Traditionalists The satisfaction of a job well done

Baby Boomers Money, title, recognition, the corner office

Gen X-ers Freedom is the ultimate reward

Millennials Work that has meaning for me

When Generations Collide, Lynne Lancaster and David Stillman

Clash Point Around Balance

Traditionalists Support me in shifting the balance

Baby Boomers Help me balance everyone else and find meaning myself

Gen X-ers Give me balance now, not when I’m sixty-five

Millennials Work isn’t everything; I need flexibility so I can balance all my activities

When Generations Collide, Lynne Lancaster and David Stillman

Clash Point Around Feedback

When Generations Collide, Lynne Lancaster and David Stillman

Traditionalists No news is good news

Baby Boomers Feedback once a year, with lots of documentation

Gen X-ers Sorry to interrupt, but how am I doing?

Millennials Feedback whenever I want it at the push of a button

Clash Point on Training

Traditionalists I learned the hard way; you can too!

Baby Boomers Train ’em too much and they’ll leave.

Gen X-ers The more they learn, the more they stay.

Millennials Continuous learning is a way of life.

When Generations Collide, Lynne Lancaster and David Stillman

Millennials are Sheltered

They expect to be kept safe

Wellbeing of children dominates legislation

Presentation by American Student Assistance, www.amsa.com

Millennials are Confident Bayer/ Gallop “Facts of Science” Survey

86% believe someone in their generation will be the next Bill Gates

60% believe they personally know that person 25% believe that they are that person

1999 Public Agenda/ Horatio Alger Survey 90% of teens are personally happy and excited about their

future

Presentation by American Student Assistance, www.amsa.com

Millennials are Team Oriented

Team Sports Team Learning/ Presentations Team Grading Connected by:

Cell Phones Internet/ Chat Rooms

“Just Do It” becomes “Let’s Do It”

Presentation by American Student Assistance, www.amsa.com

1997-2015

1997

28% Students of Color

72% Caucasian

2015

36% Students of Color

64% Caucasian

National Center for Education Statistics, 2008 Stamats, Inc. -10