Wayne State University Foundation Board
The session began with a presentation of demographic trends in Southeast Michigan from Kurt Metzger, formerly of the Wayne State Center for Urban Studies. Following the presentation, the Foundation Board identified several key trends that may impact the university in the next five years.
- WSU needs to be highly visible on the Internet to effectively compete with other universities.
- Importance and value of WSU education is not currently well-recognized.
- Rising educational costs may result in more students attending WSU rather than going away to school.
- Declining state and federal support will continue to impact WSU.
- Need to respond to changing demographics of Southeast Michigan and Detroit and the shift in population to the outer edges of the tri-county region.
- Permanent loss of manufacturing jobs due to downsizing in the auto industry and the emergence of the global economy may create new opportunities for WSU to develop responsive programs.
- Position WSU as an educational provider to retrain those who have lost jobs due to outsourcing and downsizing.
- Provide loans and/or financial assistance to those who want to pursue a college degree after losing manufacturing jobs.
- Transplant companies moving to Michigan are bringing high technology jobs requiring highly skilled professionals.
- Need to identify alternative transportation systems for students and staff due to lack of mass transit systems.
- Fewer foreign students coming to study as a result of new restrictions following 9/11.
- Capitalize on the upcoming Super Bowl in Detroit as an opportunity to market WSU.
- WSU can play a leading role in addressing issues associated with the current health care crisis.
- Marketing needs to address the city’s negative image by stressing the university’s academic excellence and economic contributions to the state and region.
- Co-op programs need to be expanded.
- Examine the use of Division I sports as a marketing tool bringing greater recognition to the university.
- Address the needs of an aging population and develop programs to meet their needs.
- Obtain data on the employment success of WSU graduates.
- Respond to the continuing decline of the auto industry and its broad impact on the Michigan economy.
- Develop expertise in the distribution of manufactured goods – an increasingly important business process in the global economy.
- Recognize the shift of political power in Michigan.
- Provide the highest quality educational experience while ensuring access to university education to students from diverse backgrounds.
The Foundation Board then identified several responses to changes and trends that may impact the university over the next several years.
- Expand the university beyond the main campus with special focus on Macomb County.
- Increase marketing efforts and launch targeted campaigns aimed at recruiting growing ethnic groups, responding to increased competition from other universities, and aggressively emphasizing the success and contributions of our alumni.
- Create marketing aimed at undergraduates based on an opportunity theme.
- Develop marketing aimed at graduate students based on the excellence and high quality of the university’s programs.
- Develop opportunities for lower cost education such as Internet and computer-based instruction and services.
- Look beyond traditional academic calendar and provide flexible class schedules.
- Explore centrally located, yet underutilized locations for classes such as UAW training centers and hotels and conference centers.
- Partner with foreign universities to provide classes to students overseas through the use of advanced communication technologies.
- Use athletics to advance WSU and promote greater recognition.
- Launch proactive marketing campaigns aimed at state legislators to highlight the vital contributions made by WSU graduates to improve and enhance the quality of life in Michigan.