The Rising Tide of For-Profit Universities: Ebb and Flow Management for Academic Advisors

Abstract

While public universities grapple with sharp budget cuts from state legislatures and private colleges face the ongoing challenges of competitive student recruitment and retention activities, for-profit universities have been growing rapidly. Much of the for-profit growth is attributed to a perspicacious student-as-customer approach, a well-defined target market, and significant legislative influence. Urban and metropolitan universities with significant numbers of nontraditional and minority students are most affected. As enrollment in for-profit universities continues to increase, attention to student advising and other forms of student support services could be a key comparative advantage for traditional postsecondary institutions.