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