In order to survive, colleges and universities must offer something that appeals to “customers” (students) who are willing to pay tuition, and to “investors” (philanthropists and others) who are willing to make donations to support their operations. Institutions respond to a changing marketplace by developing new programs and services. For this question, address the following:
- In what ways do colleges and universities change in response to market forces, including the needs of students, philanthropists, employers, and governments?
- How do you think the face of higher education and the characteristics of the student population will change as a result of changes in the marketplace?