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GRADUATE SCHOOL: IS IT WORTH IT?Presented by: Alexa DiGaetano, Russel Turco, Alyssa Bartels, Chelsey Kiefer, Erika Bliszcz and Kara Nesbitt
Background
• NACE’s history • Current problem: NACE wants to encourage students and employees to continue their education with graduate schooling and continued higher education.
• How many majors offer a master’s degree?
• Financial outcome-better or worse?
• State funding
Issues
Media coverage regarding higher education remains negative.
The United States economy remains in a recession, limiting student and parent funds.
Student loan providers further limit the number of loans.
The American public, particularly undergraduate students, lacks information regarding the benefits of higher education.
Vocational school enrollment remains on the rise due to quicker schooling and a less competitive job market.
NACE board members threaten to leave the organization.
Primary Research
Survey TARGET: College seniors who attend school in the north, south, east,
west, and central America TOTAL 1,750 Students = 350 Students from each University: Random
Sample Given after students applied for graduation
UNIVERSITIES: New York University (NYU) – EAST University of California Los Angeles (UCLA) – WEST Michigan University (UM) – NORTH University of Houston (UH) – SOUTH Colorado State University (CSU) – CENTRAL
Questions: What is your current major? Are you considering graduate school right after college?
If yes, why? Are you considering graduate school a few years after college?
Primary Research
Results: RIGHT AWAY
80% of students said NO 20% of students said YES
EVENTUALLY 45% of students said NO 55% of students said YES
Students studying any type of medicine (doctor, surgeon, dentistry,
pharmacy), law, business (business consulting, business administration, economics), engineering (civil, software), and psychology consider graduate school
WHY –TOP 4 ANSWERS 1. “I will not get a job without it.” 2. “I will make more money.” 3. “I do not want to start paying off student loans.” 4. “I want to further my studies.”
Secondary Research
1996: students with a master’s earned 24 percent more than a college graduate with a bachelor's degree
Master’s recipients earn a lifetime salary of $3.3 million.
Graduate school enrollment increased by 3.8 percent per year in the decade before 2010
During the recession, applications for Master’s degrees increased by 8.4%
Secondary Research
2010: over half a million graduates entered marketplace with advanced degrees
2 in 25 people age 25+ highest degree: master’s about the same number as bachelor’s in 1967.
2009: average Master’s degree salary 26% higher than those with only a bachelor’s degree
Wages of recent college graduates likely to remain depressed for the next 10-15 years due to economy.
Secondary Research
2006 study: Graduate students’ self-worth increased Graduate students’ sense of self-worth
measured through academic success Graduate programs must assist graduate’s
lives
Secondary Research
Vocational vs. Traditional College Bachelor’s degree=more opportunity Traditional college: critical thinking and
higher thinking capabilities College graduates earn higher-level jobs Earnings higher for those who hold at least
a bachelor's. 2009: individuals with a bachelor's degree had
a median weekly income of $1,025, while those with an associate degree earned $761.
Audiences
External
•Undergraduate Students•College Professors •University/College Administrators•Professionals
Intermediary
•Parents of college/high school students•College Professors•University/College Administrators•Graduate students
Internal
•NACE board members•NACE members
Special
•Companies hiring recent grads/employing people without master’s degrees•Hiring agencies•Education Media•Student loan providers
Audience Ranking Chart
Must Influence (Priority Target)
Should Influence (Secondary Target)
•Undergraduate Students•University/College
Administrators•NACE board members
•NACE members •Parents
•Graduate students•College Professors•University/College
Administrators
•Education Media•Student loan providers
•Companies hiring recent grads/employing people
without master’s degrees•Hiring agencies•Professionals
Maximum PR Effort Significant PR Effort
Likely to Influence
Unlikely to Influence
MAC TriadMessage Audience Channel
A master’s degree improves chances of earning a higher income, obtaining a secure job and increasing self-worth.
Undergraduate Students, Professionals,
Graduate Students, University/College
Administrators, University Professors,
Parents, Education Media
Social media campaign, university publications, email campaign, meetings
Students going to graduate school increase college/university profit and advance the education of Americans.
NACE board members, NACE members,
University/College Administrators, Student
loan providers
Brochures, meetings
Many options remain available to pay for graduate school.
Undergraduate Students, Professionals,
Graduate Students, University/College
Administrators, University Professors,
Parents, Education Media
Social media campaign, university publications, email campaign, meetings
Professionals with a master’s degree know more about their field and maintain a higher self-worth.
Companies, Businesses, Hiring agencies
University publications, meetings, media
Issue: The American public, particularly undergraduate students, lacks information regarding the benefits of higher education.
Objective 1.0 : Increase number of students interested in grad school by 50% in one year.
Strategy 1.1: Measure interest through Social Media campaign (request info)
Tactic 1.1.1: Administrator trade show Tactic 1.2.1: Brochures Tactic 1.3.1: Social Media Tactic 1.4.1: E-mail campaign
Issue: The American public, particularly undergraduate students, lacks information regarding the benefits of higher education.Vocational school enrollment remains on the rise due to quicker schooling and less competitive job market.
Objective 2.0: Increase number of enrolled graduate and undergraduate students nationally by 15% in one year
Strategy 2.1: Use social media and face-to-face interaction to improve awareness of higher education versus vocational school.
Tactic 2.1.1: Social Media campaign Tactic 2.1.2: Brochures Tactic 2.1.3: National Surveys of schools Tactic 2.1.4: University publications Tactic 2.1.5: E-mail campaign
Issue: Media coverage regarding higher education remains negative.
Objective 3.0: Persuade media coverage to positive stories/reports about higher education by 75% over 3 years
Strategy 3.1: Quarterly content analysis
Tactic 3.1.1: Vocus Tactic 3.1.2: Google Alert Tactic 3.1.3: Meetings with media Tactic 3.1.4: Admin trade shows
Issue: The United States economy remains in a recession, limiting student and parent funds.Student loan providers further limit the number of loans.
Objective 4.0: Persuade student loan providers to offer more student loans for grad school students by 20% in a year
Strategy 4.1: Compare number of loans given out to graduate school students currently versus 10 years ago
Tactic 4.1.1: Use media to increase awareness Tactic 4.1.2: Review loan records of government
agencies and banks providing student loans
Issue: NACE board members threaten to leave the organization.
Objective 5.0: Maintain 100% of NACE membership and increase positive internal opinion of NACE by 75% in three months.
Strategy 5.1: Routine member evaluations and outreaches conducted every month.
Tactic 5.1.1: Surveys Tactic 5.1.2: Interviews Tactic 5.1.3: Events
Budget
Activity Estimated Cost
Social Media Campaign-Including Speaker
$100, 000
E-mail Campaign $0
NACE Member Outreaches
$100,000
Meetings (luncheons) $200,000
Informational Brochures $15,000
Media Kits $2,750
FINAL COST: $417,750
Evaluation
Objective 1.0 : Increase number of students interested in grad school by 50% in one year. –MET Social media campaign: result of 60% of students interested
Objective 2.0: Increase number of enrolled graduate and undergraduate students nationally by 15% in one year. – MET Social media & face-to-face interaction: result of 18%
increase enrollment in one year
Objective 3.0: Persuade media coverage to positive stories/reports about higher education by 75% over 3 years. – MET Content analysis: media coverage during the fall for
application
Evaluation
Objective 4.0: Persuade student loan providers to offer more student loans for grad school students by 20% in a year. – MET Loan records review: offer of 35% more student
loans
Objective 5.0: Maintain 100% of NACE membership and increase positive internal opinion of NACE by 75% in three months. – MET Member evaluation proved positive results
internally; just meeting the goal
Potter Model
LoyaltiesYes – Increasing attendance at
universities will increase revenue – keeping the universities in
existence and maintaining NACE members jobs.
No – Vocational schools give students opportunities
universities do not offer.
PrinciplesYes – Kant’s Categorical
Imperative: “What is good for one is good for all.”
No - Rawl’s Veil of Ignorance: “Eliminate roles to justly decide.”
ValuesYes – The end result makes the time and money spent worth it.
No – Students receive an education specifically in his or her
program of study while saving money and time.
DefinitionYes – Higher education results in better education, higher salaries
and higher self-worth.No – Students spend more
money and time attending a university rather than a
vocational school.
Is it ethical to persuade students to obtain higher education rather than attend a vocational school?