White Paper. Educational Services Support Quest to Engage and Retain Students
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1 White Paper Educational Services Support Quest to Engage and Retain Students
2 FOREWORD Because the world of education is changing quickly, Cengage Learning paired experts with educators to produce a suite of services designed to help instructors make a seamless shift from print to digital teaching. Our goal was not to just provide services that enhance education, but to provide real people Cengage Learning employees whose focus is to improve the educational experience. Our efforts have resulted in extremely high levels of customer satisfaction; more importantly, we continue to see improved student engagement and better learning outcomes tied directly to the use of our online solutions. Our customers from administrators to faculty members to students are at the heart of everything we do. We continue to make them part of our development and feedback loop so that we are always in a state of continuous improvement. David Geppert Senior Vice President, Engagement Services, Sales To validate the need for educational services, Cengage Learning engaged an independent research group in 2013 to survey students, faculty, and institution administrators at two- and four-year public and private colleges and universities. This paper summarizes key findings as well as Cengage Learning services that address the needs identified by participants. Changes in the evolving higher education landscape have spawned institutional and instructional needs in a new area educational services. In a 2013 survey conducted for Cengage Learning, two-thirds of faculty participants noted the importance of services in their adoption decision. Not surprisingly, the number one desire cited was help increasing student motivation, preparedness, engagement, and retention. The link between engagement and student success has been demonstrated in decades of research, so finding new ways to engage students is important, albeit challenging. Today it is increasingly vital as institutions faced with economic pressures, completion-based funding, and a job skills gap have an even higher stake in enrolling new students, moving them efficiently through the curriculum, keeping them engaged so they persist and graduate, and arming them with the skills that employers demand. Hindered by budget and staff constraints, some institutions lack the resources to cost-effectively implement initiatives that will help them increase completion rates and achieve their goals. Cengage Learning s Engagement Services Team bridges the gap by delivering a range of services through an in-house staff of more than 500 professionals. 2 Learn more at
3 Student Engagement and Preparedness the Crux of the Matter Instructors concerns about student motivation, preparedness, engagement, and retention aren t surprising. Their importance is front and center in the National Survey of Student Engagement (NSSE) Annual Results In the foreword, State Higher Education Executive Officers Association president Paul E. Lingenfelter writes that an unengaged undergraduate education will ultimately prove disappointing both to students and those who employ them. He goes on to state that pursuing higher levels of student engagement will pay dividends in learning, retention, persistence, and completion. Engagement Services can support institutions as they grapple with engagement and student performance, Cengage Learning s peer-to-peer faculty development group, is made up of education professionals who specialize in active learning strategies, student success, retention, and assessment. The team works closely with instructors to share ideas and techniques for engaging students and promoting better outcomes. TeamUP programs include conferences, webinars, consulting, and online professional development modules that offer insights into topics such as online teaching, developmental education, and working with adult learners. The number one desire cited by instructors was help increasing student motivation, preparedness, engagement, and retention. Addressing Achievement Gaps through Course Redesign Administrators are most concerned with course outcome evaluation and student remediation; institutions are challenged to determine the best ways to address gaps in student achievement. Remediation in math, reading, and writing is widespread. Their concerns are echoed by the Association of American Community Colleges (AACC). The AACC s recent report, Reclaiming the American Dream: Community Colleges and the Nation s Future, highlights the need for community colleges to increase completion rates, dramatically improve college readiness, and close the American skills gap by preparing students with knowledge and skills that align with current and future jobs. To meet their challenges head on, many institutions are re-examining and often transforming the way they teach. For instance, on the readiness and developmental learning front, some institutions are moving to a flipped classroom model or integrating developmental reading and writing to move students more quickly through the curriculum. Engagement Services curriculum development experts can collaborate with institutions to design outcomes and/or curriculum, create customized course materials, train faculty to teach using these new methodologies, and conduct research to measure the impact of the redesigned curriculum. 3
4 Assessment Support from Products and Services The availability of services is an important factor in the adoption decision of 66% of participating faculty. Faculty noted that they would like help with assessments citing topics such as the need for thorough and accurate homework and question banks and easyto-use exam building tools, help ensuring academic integrity, and access to more analytics. Cengage Learning offers discipline- and text-specific online resources such as computerized test banks that simplify the test-creation process, and gradebook tools that allow instructors to easily monitor student and class performance. On a broader level, Engagement Services instructional designers can help institutions develop meaningful assessment tools, and TeamUP experts can provide training on assessment strategies. Educators Show Broad Interest in Services Administrators and faculty expressed interest in a variety of services, many of which are related to areas in which institutions are experiencing change. The availability of services is an important factor in the adoption decision of 66% of participating faculty. Services of highest interest to faculty relate to: Custom creation of learning materials (print and digital) Faculty development in the instructor s course area and/or discipline Online/hybrid course development Administrators are most interested in services related to: Mapping course materials to desired learning objectives Student engagement Overall student performance Outcomes-based tools Student retention and recapture/early alert programs Career services for students Student recruitment Customized Support Extends Institutions Resources Cengage Learning s suite of Engagement Services helps instructors and institutions efficiently manage their stated challenges in the areas noted above, among others. The team includes experts in student engagement, readiness, retention, online and hybrid course development, professional and career development, workforce development, and other areas. Services support instructors before, during, and after they adopt a Cengage Learning product, with a focus on helping them transition from print to digital resources. The team acts as a virtual expert staff for institutions stretched thin and unable to fully accomplish their objectives with limited time and resources. 4 Learn more at
5 Student, Alumni, and Administrative Services of Interest to Administrators 100% Faculty 90% development, 80% 70% 60% 50% 40% 30% 55% 30% 25.3% 15.3% including keeping faculty up-to-date with technology and their discipline, is 20% 10% 0% Student Retention and Recapture Career Services for Students Student Recruitment Workforce Development Services and Solutions a common issue administrators would like help addressing. Three services were indicated as being of very high interest (ranked #1 or #2) when instructors were asked to rank six student, alumni, and administrative services in the order of most interest. Student retention and recapture was ranked #1 or #2 by 55% of respondents. Other high-interest topics (such as mapping of course materials and student engagement) were identified in survey questions concerning content management services, assessment services, and analytics services. Consequently, the results could not be integrated into the chart above. TeamUP: Peer-to-Peer Faculty Development Program Accommodates Interest in Professional Development Faculty development, including keeping faculty up-to-date with technology and their discipline, is a common issue administrators would like help addressing. Instructors top-rated faculty support and training services relate to faculty development in their course area and/or discipline (first); faculty development on trends, technology, etc. (second); and faculty training on classroom materials (third). Investments in faculty development can deliver benefits in terms of better student engagement and outcomes. Effective Teaching Practices is a new engagement indicator in the NSSE Survey, and the 2013 Annual Results note that faculty who teach their courses with clarity and organization, and provide prompt and formative feedback have a positive impact on the learning and development of their students. 5
6 Career preparation is important to faculty; interest in career services for students (such as career preparation and internships) was ranked first or second by 30% of administrators. Students are also concerned about career preparation and ultimately job placement upon graduation. The TeamUP offers myriad professional development opportunities. One of the most convenient and affordable ways for faculty and institutions to get support is through the TeamUP Professional Development Portal. The portal offers access to self-paced multimedia modules on general and discipline-specific topics, e.g., developmental education, developmental math, effective student practices, and classroom relationships. Instructors can access recordings of TeamUP National Conferences featuring educators who share best practices, current insights, and proven techniques; and interactive webinars, offered live and on demand. All are eligible for continuing education credit. Workforce Development Programs Address Career Prep Demands The AACC report says that a substantial opportunity exists for community colleges to... find ways to align program and degree offerings more closely with labor-market demand, and teach the skills required for a 21st-century workforce that is globally competitive. Another report, the Community College Study of Student Engagement, notes that community college students also benefit from services targeted to assist them with academic and career planning, academic skill development, and other areas that may affect learning and retention. Faculty, administrators, and students are acutely aware of the need. Career preparation is important to faculty; interest in career services for students (such as career preparation and internships) was ranked first or second by 30% of administrators. Students are also concerned about career preparation and ultimately job placement upon graduation, a trend heightened by the increasing number of non-traditional students attending colleges and universities. High interest was expressed in internships and career counseling as it relates to the ability to get a job with a given degree. Many students want to know the courses that will best help them meet their career goals. Cengage Learning Engagement Services can work with institutions to tailor a Workforce Development program, from needs assessment to content development, from delivery to measurement. Institutions have access to regional market research to help identify graduate employment trends, insight into job qualifications and entrylevel salaries for regional occupations, and more. Our Career Transitions program provides students with a simple, step-by-step approach to exploring career options and preparing to land a job. 6 Learn more at
7 Administrators Seek Services Related to Student Outcomes and Retention When asked about their interest in content management services, 72% of administrators ranked classroom content tied to learning objectives first or second. Not surprisingly, student retention (as it relates to persistence and completion) is a common priority among administrators. With respect to academic services, 42% ranked their interest in retention and/or early alert programs first or second. Nearly 55% who answered a question on student, alumni, and administrative services ranked their interest in retention and recapture as first or second. Faculty and administrators agree that student retention is a pressing issue one in which a solution is critical if institutions of higher education are to be successful. High interest was shown for services addressing these needs. Statistics bear out their concerns. Fewer than half of students who enter community colleges with the goal of earning a degree or certificate have attained that goal, transferred to a four-year institution, or are still enrolled six years later. 1 Services Ease the Move to Online Learning Faculty and administrators agree that student retention is a pressing issue one in which a solution is critical if institutions of higher education are to be successful. More institutions are moving to online course delivery, in part because they recognize it as a way to grow enrollments, appeal to a more diverse range of students, and contain costs. Instructors in the survey expressed interest in online/hybrid course development, or transitioning on-ground programs to an online or hybrid environment. When asked to rate topics related to faculty support and training services, 35.3% of those who answered the question ranked this area first or second. Through Cengage Learning s Curriculum and Program Development services, instructional designers and subject matter experts partner with higher education institutions and faculty to build new online and/or hybrid programs. For institutions thinking about starting a new program, the team can conduct market research that examines current market conditions, accreditation requirements, and implementation costs. In addition, the TeamUP portal offers five self-service modules on teaching online. 7
8 Comprehensive Services Portfolio Focuses on Varied Customer Needs Cengage Learning is unique in that it delivers services through an in-house staff of hundreds of professional educators, instructional designers, custom digital consultants, implementation and training specialists, and technical support agents. The company also contracts with hundreds of subject matter experts. Engagement Services programs include: TeamUP: Peer-to-Peer Faculty Development On-campus TeamUP events Webinars TeamUP Professional Development Portal National and Regional Conferences Curriculum and Program Development The consultation on course redesign is actually offered by TeamUP Asset mapping to existing syllabi Review and consulting on improving existing courses Syllabi and lesson plan development Online or hybrid course design document Development of new media assets Development of assessment plan and assessments Continuing education and workforce training courses Assistance with grant writing Discipline-specific or competitive market research Regional research on graduate demand and placement Custom Learning Materials (Print and Digital Options) Tailoring of your course materials Inclusion of your own content or Cengage Learning enrichment content Creation of a custom book cover Simplification of access to your digital content Delivery of digital materials through your learning management system 8 Learn more at
9 Digital Course Support Hands-on, start-to-finish support Consultation on selection of digital solutions Course set-up, customization, training, and regular check-ins Personalized technical support website, phone and chat support 24/7 self-service website Course Redesign Consultation and training Faculty development Content mapping State syllabi Development of supporting course documents Data collection and analysis Library Integration Embed world-class library resources into your learning management system or online syllabus Supplement core curriculum with primary and secondary sources. Integrate timely news and topical themes. Online and Hybrid Course Development Regional/discipline market research Curriculum and program development TeamUP Professional Development modules Student Retention Program College Success Factors Index (CSFI) 2.0 Implementation and training Ongoing support Workforce Development Market research Training development Career Transitions (student resource) 9
10 Conclusion Today s higher education instructors and administrators expect more from learning solutions providers than quality content. They also want and need personalized services that support them in creating stronger curricula, improving engagement, and promoting better student outcomes and retention rates and doing so as efficiently as possible. To meet this need, Cengage Learning s in-house team of highly credentialed professionals collaborates with and supports institutions, instructors, and students by delivering customized services that support them both inside and outside of the classroom. 10 Learn more at
11 Methodology In the fall of 2013, Cengage Learning engaged the Grandview Group to conduct a study with students, faculty, and institution administrators at two- and four-year public and private colleges and universities. The primary goal of the research was to identify and validate the need for current and new educational services as determined by the three participant groups. invitations to participate in an online survey were sent to college and universities across the country. Survey questions gathered data from 3,091 respondents on attitudes and preferences, recurring issues, and interest in current product and service offerings. The 1,276 faculty responses spanned the curriculum. Disciplines with the highest response rates included Mathematics/Physical Sciences (24%); Business/Economics (21%); Behavioral and Social Sciences (11%); Health Care and Vocational/Trade/ Career Education (11%); and Computer Science, Computing Concepts, Information Technology, and Software Applications (8%). Another 19% of responses came from 13 disciplines: primarily Education, Life Sciences, and Communication. Participant Groups Students Instructors / Faculty Administrators Overall 4-Year College or University 1,071 (63.6%) 823 (64.5%) 31 (23.5%) 1,925 (62.3%) 4-Year Career, Vocational, or For-Profit School 30 (1.8%) 7 (0.5%) 2 (1.5%) 39 (1.3%) 2-Year College or University 502 (29.8%) 428 (33.5%) 96 (72.7%) 1,026 (33.2%) 2-Year Career, Vocational, or For-Profit School 80 (4.8%) 18 (1.4%) 3 (2.3%) 101 (3.3%) Total Responding 1,683 1, ,091 Following the surveys, Virtual Consults (VCs) were conducted with a subset of administrators to gain a deeper understanding of their needs around educational services. References: 1. Radford, A. W., Berkner, L., Wheeless, S. C., & Shepherd, B. (2010). Persistence and attainment of beginning postsecondary students: After 6 years (NCES ). Washington, DC: National Center for Education Statistics. Retrieved from 11
12 Cengage Learning is a leading provider of innovative teaching, learning, and research solutions for academic, professional, and library markets worldwide. The company s products and services are designed to foster academic excellence and professional development, increase engagement, improve learning outcomes, and deliver authoritative information to people whenever and wherever they need it. Through the company s unique position within both the library and academic markets, Cengage Learning is providing integrated learning solutions that bridge Source Code: 14M-AG0075 ISBN: from the library to the classroom. Copyright 2014 Cengage Learning. All Rights Reserved.
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