2014_10_15

The Dean shared a chart that demonstrates a trend of shrinking numbers of entering freshmen choosing CAS majors (drop from 62% to 48% over five years)

The Chair asserted that the figures do not give cause for panic. Rather they document increases in professional school enrollments. He noted that the university made a conscious shift to expand and promote Nursing, Engineering, and other professional and pre-professional programs. The Chair noted that the percentages listed on the chart are misleading.

Members discussed the Dane Report from 25 years ago. It advocated for stability for the College and growth for professional schools. The

Dean reported that he is under pressure to increase applicants to the College, and that a separation of schools in the College is being looked at as a possible solution to dropping numbers of majors.

Members discussed the feasibility of mandating an increase in CAS enrollment while simultaneously pushing for growth in professional schools.

The professional schools should stress and articulate the importance of the Core, as does Nursing for example.

Marketing the core is not the same as marketing the College. In addition to promoting the Core, we would do well to demonstrate the value of majoring in the college: the experience of a 4-year liberal arts education. Our grads are employed (96.6% of college employed) at similar rate to prof school. We have impressive grads with impressive careers. We should work with admissions to market these facts.

You can go to professional schools at Fairfield and still get a strong liberal arts education. Let’s turn this model around. Double major in the College and pick marketing, for example.

Recession changed the higher education reality. Students are still worried about employment after graduation. Accounting majors can envision specific career paths: accountant. Journalism too (Journalist). We need to market the College with specific tie-ins to career.

Focus students on marketing their degree as a job search and interview strategy. (“it’s not the major, it’s the degree” ). The College allows students to go to what they love, not what the market wants at this moment. The College majors feature flexibility, team-focused work, and interdisciplinary knowledge and skills.

Is it possible that university marketing may inadvertently discouraging CAS-oriented students (e.g. promotion of professional programs as a dissuading factor)?

We have new mission statement for CAS… but we do not have a marketing person dedicated to the CAS and its mission. The College needs someone to make our case through marketing. The Dean will meet with marketing next week to discuss these concerns and College-specific marketing strategies.