Lisa Qing, Lisa Geraci

1. eab.com
COE Forum
Industry Futures
Presentation to ISSIP Education and Service SIG
April 2, 2014
Lisa Qing
Senior Research Analyst
lqing@eab.com
Lisa Geraci
Research Consultant
lgeraci@eab.com

2. ©2013 The Advisory Board Company • eab.com
2
Creating T-Shaped
Professionals
Reboots for
Pre-Mid-Careers
Five Opportunities Worth Senior Attention
The News This Cycle
Where Can Colleges and Universities Do Well and Good?
Hyper-Stackable
Emerging Careers
Flexible Content for
Multiple Entry Points Enabling New
Industries
Building Brand
and Regional
Skills Base
Second
Bachelor’s
Degrees
Design Thinking
Business
Programs
Multi-Track
Cybersecurity
Pathways
Second
Careers in Aging
Services
Certificate
Degree
?
Liberal arts
Technical

3. ©2013 The Advisory Board Company • eab.com
3
Source: Neeta P Fogg and Paul Harrington, “The Employment and Mal-Employment Situation for Recent
College Graduates: An Update,” Center for Labor Markets and Policy, June 2012; Don Peck, “How a New
Jobless Era will Transform America,” The Atlantic, March 2010.
Underemployment’s Long Shadow
Failure to Land Strong First Job Depresses Earnings Throughout Career
Beneath the Headlines
Unemployment Masks Larger Problem
Labor Participation by Age Group, 2012
7.3%
40.7%
4.7%
31.5%
Unemployed
Mal-employed
Age 20-24 Age 25-29
Unemployed
Jobless, but available
to work and actively
seeking work
Underemployed
Working at a job that
does not require
college-level skills
Professor Lisa Kahn
Yale University
For every percentage
point in national
unemployment
Starting income drops
seven percent and
rarely catches up
across a career
Unemployment
Starting Income
Present Value of Lost Income
Lasting Consequences to A Slow Start
1%
- 7%
- $100K

4. ©2013 The Advisory Board Company • eab.com
4
Casualties of the Great Recession
Large Pool of Late-Twenties Grads Seeking Career Reboot
Source: Heidi Shierholz, Natalie Sabadish, and Nicholas Finio, “The Class of 2013:
Young Graduates Still Face Dim Job Prospects,” Economic Policy Institute, April 2013.
5%
10%
15%
20%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Percent Unemployed Percent Underemployed
1.4M
The “Lost” Class
No to Baristadom
“Three years in, grads
who haven’t found steady
work realize they need a
different education to
open doors.”
Program Director,
Public Research University
college
graduates

5. ©2013 The Advisory Board Company • eab.com
5
Source: Morten T. Hansen, “IDEO CEO Tim Brown,” Chief Executive.net, January 2010; “Bolder by
Design: Strategic Framework for Advancing Michigan State University,” February 2013.
Wanted: T-Shaped Professionals
Employers Promote New, Measurable Rubric for Employee Quality
What’s Your T-Score?
Universal competencies in management,
empathy, cross-cultural experience
Entering University Parlance
Founders’ Day Address, 2013
“[We must] lead the nation in our reputation
for graduating T-shaped people whose
frame of reference and skills are a
combination of broad and deep—people
who are work-ready and highly sought after
in the new global, intensively technological,
data- and innovation-driven workplace.”
Lou Anna K. Simon
President, Michigan State University
Mastery of a
skill, process,
product, or
body of
knowledge
T-Top (for Collaboration)
T-Stem
(for Innovation)
 IBM “road shows” in higher education
 Developing rubric to “T-score” resume

6. ©2013 The Advisory Board Company • eab.com
6
National Online CS Post-Baccalaureate
Oregon State Launches Program Expressly to Meet Computing Workforce Needs
Start-Up Costs: $450,000
 Seed funding from Associate
Provost; 20% of tuition revenue
returned to central budget
 Tenured faculty paid $15,000 to
develop each course
 10 teaching assistants and 1
advising FTE in first year
Flexible Program Structure
 60 quarter-credits
 1-year intensive and 2- to
4-year part-time tracks
 15-minute online modules, mixed
in with summative activities
Minimal Marketing
 Google keyword SEO,
perhaps hub airport ads
 County workforce agencies
for financial aid assistance
 Alumni notified in newsletters
and social media
Post-Baccalaureate B.S. in Computer Science
Source: “Professional Computer Science B.S. Degree – Future Students,” Oregon State
University; Education Advisory Board interviews and analysis.

7. ©2013 The Advisory Board Company • eab.com
7
Source: “Professional Computer Science B.S. Degree – Future Students,” Oregon State
University; Education Advisory Board interviews and analysis.
Upside Surprises Across the Board
Post-Baccalaureate Reaches Graduates with Diverse Backgrounds
0
480
900
Launch 2013 2014E
Doubling Enrollment Expectations
CS Post-Baccalaureate Enrollment
Students with humanities or
social sciences backgrounds40%
Appeal Beyond the Target Demographic
Student
Composition
Student
Outcomes
Students with STEM or
business backgrounds60%
Median student age (more
career changers than expected)29
Percent of students working
20+ hours per week50%
Percent of students residing
outside Oregon60%
Percent by which post-bac
students outperformed CS
undergrads on assessments
7%
Percent of post-bac graduates
seeking jobs who received offers
100%
Per-Credit Tuition: $461

8. ©2013 The Advisory Board Company • eab.com
8
Customer Intimacy = Innovation
Electronic Intimacy With Customers is Top Priority of Business Leaders
Innovate or Die…
Source: Brad Brown, Johnson Sykes, and Paul Willmott, “Bullish on Digital:
McKinsey Global Survey Results,” McKinsey & Company, August 2013; Tyler
Cowen, Average Is Over, Dutton: 2013.
Getting Close to Customers
McKinsey Global Survey of CEOs, August 2013
15%
16%
19%
20%
31%
Automation
Digital Engagement of Employees
Big Data and Advanced Analytics
Digital Innovation of Products
Digital Engagement of Customers
Percent of surveyed CEOs who
consider digital engagement of
customers a top 10 priority
56%
Creativity at a Premium
Dr. Tyler Cowen
George Mason University
Marketing Is Everything
“Despite all the talk about STEM fields, I
see marketing as the seminal sector for
our future economy….The growing
importance of marketing integrates two
seemingly unrelated features of the
modern world: income inequality and
increasing pressures on our attention.”
From Average Is Over (2013)

9. ©2013 The Advisory Board Company • eab.com
9
Source: LinkedIn; myblogyourmoney.com; Innovation Consultancy, Kaiser Permanente
Innovation Specialists Joining the C-Suite
Large Corporations Create Roles to Enrich Customer Experience
Companies with “Chief Innovation Officers”
Consumer Goods
 Procter and Gamble
 Kraft
Financial Services
 Fidelity Investments
 Bank of America
Health Care
 Humana
 Kaiser Permanente
Design Thinking Roles and Goals
Kraft: Senior Manager, Innovation
 8 years’ experience; MBA preferred
 Translate customer insights into business
opportunities
 Direct rapid R&D and product testing; sell vision to
management
Bank of America’s Keep the Change
 Debit card mimics change jar, automatically deposits
change from transaction into savings account
 10 million new customers attributed to program
Kaiser Permanente’s Journey Home
 Innovation team creates visual communication tool
based on pre- and post-natal interviews with new
mothers
 Improves patient satisfaction and clinical revenue

10. ©2013 The Advisory Board Company • eab.com
10
Source: Kathryn Roethel, “Stanford’s Design School Promotes Creativity,” SFGate,
November 2010; Education Advisory Board interviews and analysis.
Design Thinking Defined
Left and Right Brain Meet in the Studio
Design Typical Design Thinking Modules Business
Visual
Arts
Graphic
Design
User
Interface
Fine
Arts
Finance Operations
Strategy Marketing
Brain-
storming
User
Observation
Business
Constraints
Prototyping
Visual
Communi-
cations
Game
Design
Highly Experiential: Collaborative studio
work in teams, capstone e-portfolios
Aspirational: Sustainability, extreme
affordability, social entrepreneurship
Artistic sensibilities
harnessed…
…for companies
and start-ups

11. ©2013 The Advisory Board Company • eab.com
11
Source; “Design MBA Programs,” California College of the Arts; Education
Advisory Board interviews and analysis.
Design MBAs
Rebranding Business School for Designers
MBA in Design Strategy
 Full-time, 2 years, hybrid
Business Courses
Blended
Design Thinking
In-Studio
Managerial Economics
Financial Accounting
Operations & Systems
Strategic Management
Innovation
Market Insight
Sustainability
Customer Experience
Why Hybrid?
 Constrained studio space Greater geographic footprint
 60 credits, $83,000
Fast Growth in an Underserved Market
DMBA Enrollment 2012-14
?
Design Strategy New Specializations
Design
Background
(67%)
Non-Design
Background
(33%)
Public Policy Design
Strategic Foresight
120

12. ©2013 The Advisory Board Company • eab.com
12
Source: “MBA Certificate in Design and Innovation Manangement,” Kendall College of Art and Design of
Ferris State University; “MOOC: Innovation and Design Thinking,” University of Cincinnati Distance
Learning & Outreach; Education Advisory Board interviews and analysis.
Short-Program Stacks
Letting Students Apply “First Trials” to MBAs
Design Thinking MBA Certificates Freemium MOOCs
KCAD–Ferris’ Design and Innovation Certificate Cincinnati’s Design Thinking MOOC2Degree
 4 hybrid courses, 2 semesters
 Design thinking, plus communication and leadership
 In-person weekend sessions team-taught by Kendall College
of Art and Design faculty and industry practitioners
 Credits apply toward Ferris State University’s MBA
 Combines content from marketing and engineering courses
 Launched with online enabler Academic Partnerships
 Promoted through LinkedIn Innovation Groups, Twitter
 Completers may apply course towards MBA and MEng
programs, saving $1,600
MBA Certificate Cohort
50%50%
Certificate
only
Enroll in
MBA
Design Thinking MOOC Participation
Enrolled in
course
2,550
Recently
logged in
880
Actively
engaged
320
Seeking
certificate
(credit eligible)
179