Higher Education Needs an Audit

edsurge | March 28, 2019

In the fallout from the college admissions scandal, one striking element has been the absence of checks and balances in the system.As Jon Reider, a former Stanford admissions officer from 1985–2000, said on the To The Point podcast, “There is a surprising amount of trust in the whole admissions world. “Surprising indeed. Reider said that while he was an admissions officer, they would catch someone fabricating significant details about themselves in an effort to gain acceptance once every two years or so.But as Jeff Selingo wrote in The Atlantic, “Admissions counselors are not hired to be detectives.” At some elite colleges, applications are reviewed in eight minutes or less. The chances of catching larger problems are scant.Although one might trust that coaches would not push to accept students who did not play the sport they coached—thereby losing talent on their team and, theoretically, hurting their team’s chances to win—that’s evidently a false assumption (including the bit about hurting a team’s chances to win, as shown by Yale’s women’s soccer team making the NCAA tournament).Given the stakes riding on admissions decisions for elite universities—with the sorting and signaling function they play in society more broadly—you would think that elite colleges would use internal auditors to ensure that there are controls in place to, as Ryan Craig wrote, “maintain and enhance the trust.”

Spotlight

Content—and how brands use it to interact with buyers at all stages of the engagement journey—has fundamentally reshaped every business’ go-to-market strategy. This shift has been particularly challenging for “top-of-the-funnel” demand generation marketers, most of who are under tremendous pressure to produce results. One study found that 70% of marketers surveyed expect their demand generation budgets to increase in 2018, with one-third expecting them to increase by more than 20%.1 Of course, generating demand is the job of marketing writ large. Marketers make markets. They work to create groups of viable buyers where none existed before.

Spotlight

Content—and how brands use it to interact with buyers at all stages of the engagement journey—has fundamentally reshaped every business’ go-to-market strategy. This shift has been particularly challenging for “top-of-the-funnel” demand generation marketers, most of who are under tremendous pressure to produce results. One study found that 70% of marketers surveyed expect their demand generation budgets to increase in 2018, with one-third expecting them to increase by more than 20%.1 Of course, generating demand is the job of marketing writ large. Marketers make markets. They work to create groups of viable buyers where none existed before.

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