This blog post first appeared on the Times Higher's website and can be found here.
The full text is ...
Universities have formed part of our landscape for almost a
thousand years. Today, the higher education sector is populated by over 20,000
universities with various rankings that permit potential staff,
students or research funders to make comparisons. Despite clear differences in
research intensity, size and age, most universities share four common
assumptions about how they deliver undergraduate education. Students generally attend
campus; where fees are being paid, they are paid directly to the university; the
default setting remains full-time study and all of the credits for your
qualification usually come from the same provider.
Predicting the future of a sector isn’t easy. After all, most
of us are struggling to create free time rather than worrying about how best to
spend the time saved by flying cars and domestic robots. Nevertheless, higher education does feel like
it is poised on the edge of a revolutionary period. Some institutions have
tinkered with the four assumptions set out above, whilst others like Woolf are making more radical moves. It
may be timely to explore each of these assumptions in turn and see what lessons
other industries might offer.
Going to university has always been something of a rite of
passage; leaving home for the first time, making new friends and fending for
yourself. All of this was easier when financial support, in the form of grants,
was widely available. Today’s students, and their families, make major
financial investment decisions when choosing where to go and what to study. The
movie business has been facing a similar “place” challenge for at least two
decades. If you wanted to see the latest release, there was no choice but to
travel, pay for a ticket and watch on the big screen. The advent of video
rental and now streaming has fundamentally changed the assumption that they
customer has to come to your premises. The result has been an arms race. Movie
theatres introduced IMAX screens, reclining seats, 3D systems and the like.
Individual customers can mimic surround sound and big screens in the comfort of
their own home. In higher education, distance and online learning have thrived
in the postgraduate market but most undergraduates aren’t yet making the
decision to learn at home rather than paying the sticker price for the full
campus experience. Perhaps because of this, universities and private firms are
building student accommodation blocks on the basis place will continue to be
important.
A second assumption is that the transaction for a degree is
between the student and the university with the academic as a salaried employee.
There are subtle differences where funding comes direct from the government as
is the case in Scotland but even there, the fees flow to the university which
in turn hires academic and professional service staff to deliver the
educational experience. In sports and entertainment, the power of the
individual has grown whilst that of the corporate provider has weakened. Image
rights and royalties now tend to flow to a smaller number of elite performers
meaning that a higher proportion of the “fee” flows direct to the “talent”. The
twenty teams in the English Premier League have a collective wage bill of a
staggering £48m per week. Star academics do get well paid but imagine a parallel
YouTube world, where the individual educator was selling their content direct
to the student and keeping most of the fee. Surely that would be unworkable? Yet,
Woolf is attempting to create a blockchain university with low operating costs
and the majority of the money flowing to individual academics for the delivery
of the educational experience.
This links to the third assumption, that students study for
the totality of their degree with a single provider. Yes, it is true that most
institutions will accredit prior learning to enable students to transfer in
from another university but this is the exception not the norm. Health issues
or simply realising that your first choice of degree wasn’t for you tend to be
one-off situations looked at sympathetically on a case-by-case basis. The music
industry operated with a similar mentality where customers had to buy a whole
album until iTunes came along, allowing them customers to buy individual
tracks. Since then, the ground has shifted again to subscription-based
streaming from Spotify and other providers. What if you could build your own
degree by choosing the best courses from a range of universities? In effect,
you’d be creating your own academic playlist.
Finally, whilst post experience students studying MBAs and
other postgraduate qualifications on a flexible, part-time basis, most
undergraduates are still full-time students. The introduction of graduate
apprentice degrees is chipping away at the accepted norm of full-time study
followed by full-time employment for first degrees. Indeed, Sam Gyimah has already said that three year,
full-time degrees should not be the norm and of course they aren’t in Scotland
where undergraduate degrees tend to take four years. But both pattern and pacing
count. A generation of students raised with the expectation that you can binge
watch an entire series on the day of its release, or just as easily pick something
up seamlessly after a lengthy break might begin to think about their degree
studies in the same way. The traditional TV broadcasters have had to adjust
their mindset in response to the bold strategic moves of new entrants like
Netflix. Could universities cope with a mix of starting points and a range of
paces from binge educators to meandering laggards?
Some of these assumptions are being stretched and tested by
individual universities. Where it gets really interesting is looking at the
assumptions as an interlocking set. IKEA, Amazon, Google and other global
behemoths came at established markets with a distinctive reconfiguration the
business norms used by existing providers. Other sectors have said it can’t
happen here. Just ask your local bookseller, if you still have one. What if one
university, a new entrant or an established player, were to revolutionise the
university sector by offering more choice, more flexibility, lower cost and
higher quality? Allowing students to pick and choose individual courses from
leading experts at a range of universities, accrediting these to validate a
degree that flexes from lightening quick to slow roast depending on
circumstances and offering the option of dropping into and out of campus-based
experiences as required. Then we’d all be losing sleep. Unless of course, we
were working for the university that was reinventing the game.