About 'us university tuition fees'|More universities opting for �9,000 tuition fees piles pressure on ministers
COMMENTARY | Reuters reports that the University of Phoenix is currently spending $400,000 a day on Google ads in order to compete with other schools for the hard-earned or heavily borrowed dollars from incoming students. Other schools are spending a lot too, with higher education holding a number of spots on Google's list of advertisers. What they really should look at is the cost of tuition. And then they should lower that cost. All of the advertisements in the world won't wipe away the fact that college graduates are having a hard time finding jobs in the current economy. Nor will it change the fact that, given this economy, people can ill afford a degree that was once a ticket to higher wages and their credit and current incomes are not sufficient enough for loans. According to Reuters, many colleges are finally taking the hint by offering specialized certificate programs or by targeting individuals in a certain crowd, such as military or public service workers. The S&P 1500 Education Services index has lost three-quarters of its value since April 2010, and the cutting of tuition fees is predicted to further worry investors. But if colleges are going to stay in business at all, they need to make their product available to as much of the public as possible. And the only way they can do that is to make it affordable and applicable to the reality facing those entering the workforce today. I think it is often these community or technical colleges with workforce specific programs that are actually getting the mess we're in right now. Taking so many credit hours of English and psychology when you're not planning to pursue a career in English or psychology makes no sense when you're going in debt for every class and every semester. Four-year degrees make no sense when you don't have four years to wait before entering the workforce. When -- for any one of a thousand reasons -- you need that good job as soon as possible. I find it rather surprising, really, that -- given the academic expertise that these four-year colleges boast -- they can't seem to come up with an appropriate answer as to what to do in this situation. They can offer degrees in financial services. Business. Accounting and marketing. Yet they can't seem to adapt to the drastic change in society's ability and willingness to pursue degrees. They can't answer the questions as to why we need their services or how. All they seem to be able to see is that we're all on the Internet, and their ads are popping up before our eyes. And some of us might not too wary yet to bite. |
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