News & Articles About College & University

New Study From Eduventures Defines Employer Preferences For College And University Certificate Programs

Boston (PRWEB) November 15, 2006 -- In its most recent report, Employer Preferences for Certificate Programs, Eduventures, the leading research and consulting firm for the education industry, found that between 50 percent and 70 percent of the 731 corporate and government employers surveyed are likely to purchase, endorse or recommend higher education certificate programs as a learning and development vehicle for their employees. Level of interest in certificate programs among employers depended largely on the delivery format and ability to customize.

"Employers are demanding short, accessible types of learning and development that have a tangible outcome and help employees expand their skills base and continue their education," said Sean Gallagher, senior analyst for Eduventures' Learning Collaborative for Continuing and Professional Education program. "This makes the corporate market ripe for certificate programs, provided colleges and universities can align programs with the needs of various employer types and industries."

Corporate education and training executives surveyed by Eduventures indicated that they are most interested in certificate programs that address business-related subject areas, such as business management and administration (59 percent), communications (46 percent), information technology and computer science (45 percent) and leadership (41 percent). Regardless of the subject area, respondents indicated it is critical for colleges and universities to incorporate certain skill areas in their certificate programs, including problem-solving, interpersonal communication and teamwork/collaboration skills. Program delivery also ranked high in importance among employers, as they increasingly demand more flexible, nontraditional delivery options. In fact, employers are more likely to purchase or endorse a hybrid (68 percent) or fully online (66 percent) certificate program, compared to a program delivered in a traditional on-campus format.

"The winning formula for attracting employers to certificate programs requires colleges and universities to better align their certificate programs with labor market needs, embed certain skill areas within the curriculum, and offer programs in more flexible formats," Gallagher said. "They also need to take a more active, sales-oriented approach to their marketing efforts."

When selecting a college or university as a certificate program provider, employers give priority to the skills and the content covered within the program, followed by the quality and relevant experience of faculty teaching the program. Employers also suggest that colleges and universities raise awareness of their certificate programs through "active" sales and marketing activities, such as working with professional associations and conducting in-person visits, as opposed to more passive approaches.

"Overall, this research suggests that developing and marketing certificate programs to employer audiences requires a greater level of flexibility and risk tolerance than serving individual consumers," Gallagher said. "Survey responses indicate that colleges and universities with the capacity and will to adapt to employers' expectations and innovate within their programs and marketing stand a much better chance of success with certificate programs."

Eduventures' report, Employer Preferences for Certificate Programs, assesses the market landscape for certificate programs to help colleges and universities improve the development, positioning and delivery of these programs. It is based on a national survey of 731 education and training decision-makers at corporate and government employers. The report is available exclusively to members of Eduventures' Learning Collaborative Program for Continuing and Professional Education (CPE). For more information on these reports or Eduventures' Learning Collaborative programs, contact Peggy Kelleher by e-mail or 617-532-6015.

ABOUT EDUVENTURES, LLC
For more than a decade, Eduventures, LLC, has been the most trusted name in education market research, consulting services, and peer networking. Its clients include senior administrators and executives from leading educational institutions and companies serving the K-12, higher education, and corporate learning markets, as well as decision-makers in government agencies and the investment community. For more information, visit www.eduventures.com.

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