Postbaccalaureate Futures: New Markets, Resources, Credentials - reviews: the $100 billion opportunity: continuing education - Review

Postbaccalaureate Futures: New Markets, Resources, Credentials edited by Kay J. Kohl and Jules B. LaPidus (American Council on Education/Oryx Press, 2000)

The 1990s were an unsettling time for college administrators. A dip in the number of traditionally aged undergraduate students and an increasing focus on lifelong learning for adults caused many schools to rethink their focus. Even now, maintaining the balance among undergraduate, graduate, and lifelong learning activities is far from easy.

In this latest installment in the ACE/Oryx Series on Higher Education, a variety of authors discuss the challenges and opportunities of postbaccalaureate education, the general category that encompasses graduate and lifelong learning by the adult population. Included are discussions of markets for postbaccalaureate education as well as treatments of important concerns such as funding, technology, and changes in demographics that will bring new populations back to colleges and universities.

It is a mark of how far colleges have already evolved that the book does not include justifications for some of the newer trends in postsecondary education. The editors comment that "distance education, instructional technology, for-profit education providers, and asynchronous learning ... are assumed as context." Instead, the challenge of this volume is to help the reader find ways to use this context to the advantage of the students and the institution.

One of the most interesting chapters comes from Alice J. Irby, president emeritus of the Chauncey Group International, because she looks at the use of certificate programs for employment advancement. Once a relatively small segment of the education marketplace, continuing education is now an approximately $100 billion market. This growing segment has presented opportunities for colleges to collaborate and compete with for-profit education firms. It also has raised the question of credentialing, an area that must be addressed if the certificates awarded are to have any value in the employment marketplace.

Technology is another area that brings as many challenges as it does benefits. Michael Schrage of MIT explains the problem dearly and concisely: "The idea that the academic `establishment' can reach consensus on the role new technologies should play in shaping ... education isn't just wishful thinking; it's delusional to the point of dysfunction." He further explains by posing several scenarios involving technology use that may arise on college campuses. Administrators will find this book well worth the purchase price for these scenarios, any of which would make for fascinating discussion at the next vice presidents' or board meeting.

Additionally, Indiana University President Myles Brand discusses the ways "higher education is becoming a victim of its own success." He postulates that growing awareness of the possibilities and benefits of higher education will draw additional students to campus at various life stages, creating a need for a new, more responsive institution. The move from "just-in-case" programs to "just-for-me" education will doubtlessly cause some growing pains for the institutions involved.

All in all, the future of the university and postbaccalaureate education remains a question. One thing, however, is clear: Institutions that do not confront and take advantage of the opportunities made possible by changes in technology and demographics may be doomed to occupy a diminished role in the future education landscape.

Helping administrators avoid these pitfalls is the strength of a book like Postbaccalaureate Futures. Drawing on the experience and vision of many experts, the book raises important questions and suggests possible answers for the future of higher education. It belongs on the shelf of any administrator whose campus offers, or contemplates offering, a graduate program, distance-learning option, or certificate program.

COPYRIGHT 2001 Professional Media Group LLC
COPYRIGHT 2001 Gale Group