Effectiveness, Diversity and the Millennial Student Presented by Kevin J. Manning, Ph.D. President Stevenson 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 1,6971,5801,5351,3981,3531,313 Number of Full-Time Undergraduate Students 2,0602,1282,2932,4112,5462,596 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 Childhood c X-er Childhood c Millennial Childhood c today History & Events EraAmerican HighConsciousness Revolution Culture Wars & Roaring Nineties PresidentsTruman to KennedyLBJ to CarterReagan to Bush Confrontations AbroadKorea to CubaVietnam to IranIraq to Kosovo EconomyAffluent SocietyStagflationLong Boom Popular PhrasesCold 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 Childhood c X-er Childhood c Millennial Childhood c today Technology Electronic ProductsBroadcast 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 ProductsMade 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 InfrastructureTest 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 X-er Childhood c Millennial Childhood c today Society & Culture Child NurtureRelaxingUnderprotectiveTightening Family StabilityHigh, Starting to FallFallingLow, Starting to Rise Family Policy PriorityNeeds of CommunityNeeds of AdultsNeeds of Children School EmphasisExcellenceLiberationStandards Crime and DrugsLow, Starting to RiseRisingHigh, Starting to Fall Popular CultureHomogenizingConfrontationalFragmenting Gender-Role GapWideNarrowingNarrow Racial GoalIntegrationAssertionDiversity ImmigrationLowRisingHigh Income EqualityRisingPeakingFalling Fiscal TiltTo Working-age AdultsTo RetireesTo Kids Public Generosity to Poor RisingPeakingFalling Millennials Rising. Neil Howe and William Strauss, 2000

Generational Comparison Traditionalists (born )Loyal Baby Boomers (born )Optimistic Generation X-ers (born )Skeptical Millennials (born )Realistic When Generations Collide, Lynne Lancaster and David Stillman

Clash Point Around Rewards TraditionalistsThe satisfaction of a job well done Baby BoomersMoney, title, recognition, the corner office Gen X-ersFreedom is the ultimate reward MillennialsWork that has meaning for me When Generations Collide, Lynne Lancaster and David Stillman

Clash Point Around Balance TraditionalistsSupport me in shifting the balance Baby BoomersHelp me balance everyone else and find meaning myself Gen X-ersGive me balance now, not when I’m sixty-five MillennialsWork 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 TraditionalistsNo news is good news Baby BoomersFeedback once a year, with lots of documentation Gen X-ersSorry to interrupt, but how am I doing? MillennialsFeedback whenever I want it at the push of a button

Clash Point on Training TraditionalistsI learned the hard way; you can too! Baby BoomersTrain ’em too much and they’ll leave. Gen X-ersThe more they learn, the more they stay. MillennialsContinuous 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,

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,

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,

% Students of Color 72% Caucasian % Students of Color 64% Caucasian National Center for Education Statistics, 2008 Stamats, Inc. -10