Mia Aston, whose popular YouTube channel details her daily life as an NYU film student, shares her best advice for college preparedness, career development, and financial literacy.
What advice do you have for students trying to find the right balance between passion and practicality in their college and career choices?
Finding a balance between passion and practicality is actually something that I still struggle with today. Amidst the competitive job hunt with graduation approaching this May, I am often questioning why I have led myself more with my heart rather than my head. Many college students choose a major strictly based on how much money they will make or what their working hours will look like. That feels practical. As a film student, I was so in love with storytelling that I dove straight into New York University, blinded by passion. I think any art student has to be somewhat delusional in that sense, but at the end of the day, it comes down to your priorities in life. I would try and figure out what you need to both sustain yourself and be happy. Is a corporate job with a steady income more important to you than an exciting job that initially might not pay the bills? Are you willing to work multiple jobs? Do you have the financial support to even start your career on a lower-paying salary? Can you pursue a more practical career path and still nurture your passions as hobbies?
The best advice I can give is to be honest with yourself. You will always have to make sacrifices. Personally, I cannot imagine doing a job that I am not passionate about. I probably will struggle immediately after graduation, but I would be miserable if I did not let myself work in a creative field. This is the unsettling sacrifice, or rather gamble, that I am making.
How can students make the most of their college experience — both inside and outside the classroom — to set themselves up for success?
The best way to make the most of your college experience is to be proactive in learning and pursuing new opportunities. I always feel the most enriched when I am allowing myself to try new things and remain curious about my major. Attend school events, open lectures, galleries, film screenings, office hours, resume clinics, and more. The community around you can be inspiring and informative as well. There is such an endless array of resources available to you as a student. Take advantage of everything.
Networking is obviously also essential for your professional success. However, I have found that networking is the most enriching when you don’t approach it as a tool to meet an employer, but as an opportunity to learn from someone who has made it to a position that you hope to be in one day. Utilizing college as a learning experience outside of just the classroom can only help you.
What’s one piece of advice you wish you had received when you were preparing for college?
In the same way that I followed my heart into a film degree, I often let my enthusiasm lead me astray. When I started college, I wanted to be a part of so many different school clubs and work opportunities that I ended up spreading myself too thin. I wish someone had told me to commit to one or two clubs or jobs and let the rest go. I ultimately realized it’s better to give your best efforts to one thing rather than do a half job at seven different things.
What are the biggest challenges you faced when navigating both academic and creative fields, and how can you overcome them?
The biggest challenge I faced when navigating academic and creative fields was time management. The workflow and obligations of my academic and film classes can be extremely different. Managing your time in college is tricky regardless of your major, but when you have to write, shoot, and direct a short film on the same day that you have a research paper due for another course, it can be a little overwhelming. I overcame this by being diligent about my due dates and learning from trial and error. At the end of the day, my work will get done because it has to and because I will not let myself turn it in late. Additionally, managing my time between the two realms of academia and art becomes easier after every project I complete. As you learn more about your creative process and how long you need for each stage of production, you can begin to map out your workload schedule ahead of time. Sometimes I will start writing a paper over a month in advance because I already know that production for a film will be intense and demanding by the time that the paper’s due date rolls around. I am basically always trying to predict the future.
What role do financial literacy and budgeting play in college preparedness, and what resources would you recommend for students?
Financial literacy and budgeting play a huge role in college preparedness, but it looks different for everybody. There are so many factors to consider, and it is important to understand what your financial situation requires. NYU’s tuition is very expensive. In regard to my financial standing, I got lucky during my admissions process and was offered a full-ride scholarship from Tisch based on the portfolio I submitted. Therefore, I am able to cover my additional financial responsibilities through YouTube and freelance film jobs. When browsing through potential schools, I would research scholarships and apply to any offered by the college and external organizations. If you need to make money while you are a student, see if you can get an on-campus job. These jobs are great because they should be more flexible with your class schedule and coursework demands. Some of my friends are resident assistants at dorms. They are compensated through university housing and meal plans. I have other friends who work one or two service jobs to pay their bills. There are a variety of ways that you can navigate financial literacy as a student, depending on what you need. One piece of advice I would recommend is understanding what those budgetary restrictions look like for you and honoring them, even though students around you may have different spending habits. Be honest with yourself about the best way to responsibly manage your own money.
Reaching today’s college and university students, most of whom belong to Generation Z, requires more than a digital presence. It requires cultural fluency, authenticity, and a deep understanding of how this generation engages with the world.
Gen Zs, typically identified as those born between 1997 and 2012, are the first true digital natives. They’ve grown up with smartphones, social media, and streaming content, not as novelties, but as fixtures of daily life. According to Pew Research, nearly 95% of teens have access to a smartphone, and more than half report being online almost constantly. These habits carry into their post-secondary years, where connectivity is an expectation, not a luxury.
But modern college and university-age students aren’t always just online. They’re also highly discerning. They value transparency, social impact, and personalization. They’re quick to recognize inauthentic messaging and even quicker to disengage from it. For colleges and universities, this creates both a challenge and an opportunity: traditional, one-dimensional advertising methods, such as flyers or general announcements, may not cut it anymore, but the right strategy can foster a lasting connection and institutional trust.
This blog post offers a comprehensive guide to understanding and effectively advertising to college students against this backdrop. From leveraging digital platforms to embracing values-driven storytelling, we’ll explore the strategies that resonate with Gen Z and how institutions can adapt to meet them with relevance and respect.
Let’s begin by exploring why this age group deserves special attention.
Why Marketing to College Students (18–24) Matters
Let’s start with a simple truth: the 18–24-year-old demographic is one of the most important audiences for higher education marketers today.
Why? Because this isn’t just the age when students choose a school. It’s when they start forming lasting opinions about the institutions they trust. The connections you build now can influence enrollment, but they also shape alumni engagement, word-of-mouth referrals, and long-term brand loyalty.
Here’s the part that matters: Gen Z is different.
They’re not just digitally connected, they’re digitally fluent. According to a study, young adults between 18 and 24 now spend an average of four hours per day online, much of it on platforms like TikTok, YouTube, and Instagram.
That means your message is competing with algorithmically curated, visually captivating, and instantly engaging content. If your campaign doesn’t speak their language, it likely won’t even register.
And here’s where it gets even more interesting: Gen Z is highly influenced by their peers. One study found that 44% of Gen Zers make purchasing or participation decisions based on influencer recommendations, not traditional ads.
What does that mean for your institution? If students don’t see your message reflected in the voices and platforms they already trust, you’re missing out. Not just on visibility, but on credibility.
We’ve already seen this in action. Consider how Lancaster University in the UK leveraged TikTok to promote its online open days. By collaborating with student ambassadors to create a series of in-feed ads, the campaign achieved over 10 million impressions and more than 90,000 clicks, significantly boosting engagement and interest in their programs.
Advertising to college students is not just about being seen. It’s about being relevant, responsive, and real. When you create campaigns that feel native to their world, not imposed on it, you don’t just attract attention. You build trust.
Where and How to Reach Students in 2025
Reaching college students today is as much about being present as it is about being present in the right places. To effectively connect with this digitally native audience, a multi-channel approach that blends online platforms with on-campus touchpoints is essential.
Where can I advertise to college students? Effective channels include social media platforms (Instagram, TikTok, YouTube, Snapchat), on-campus signage, email and SMS campaigns, and peer networks such as student clubs and organizations. Let’s explore the most impactful channels:
1. Social Media Platforms
Social media is the heartbeat of student communication. Platforms like TikTok, Instagram, Snapchat, and YouTube are where students spend a significant portion of their time. TikTok has become a vital recruiting tool, with two-thirds of teenagers using the platform, making it essential for colleges to have a presence there. Paid advertising and organic content (stories, reels, challenges) on these platforms can yield high engagement.
Example: Oxford University (UK) shared a series of TikTok videos featuring current students offering advice to incoming first-year “freshers,” creating authentic, peer-to-peer content that resonated strongly with its student audience.
When students are researching colleges or looking up information, they often turn to search engines and video platforms. Running targeted search ads ensures your college’s offerings appear when students are actively seeking information. On YouTube, short, engaging pre-roll ads can capture attention. Just remember to keep them concise and relevant.
Example: Randolph-Macon Academy (R-MA) launched an aggressive Google Search ad campaign targeting families seeking strong academics during the COVID-19 pandemic. The effort paid off, R-MA saw tremendous results, enrolling 115 new students from May to August 2020 (boosting overall enrollment) and even doubling their summer school enrollment despite the disruption.
Don’t underestimate the power of physical presence when advertising at colleges. Traditional channels like campus bulletin boards, posters in dorms or the student union, campus newspaper ads, and flyers still have value, especially for promoting campus events.
Modern twists on these include digital signage (screens around campus displaying announcements) and QR codes on posters that students can scan for more info or to RSVP. Being visible where students live and study helps keep your message top-of-mind.
4. Email and Text Alerts: Direct and Personal Communication
Email remains a staple for official communication, and when crafted well, it can be an effective tool for reaching students. Concise, visually appealing newsletters about upcoming opportunities can capture attention.
Additionally, SMS/text message alerts are highly effective for timely announcements, as most students will see a text immediately. Always ensure you have permission to text students and use this channel sparingly to avoid overcommunication.
Example: The University of Texas at Austin runs a program called HealthyhornsTXT through its wellness center, sending students 2–3 text messages per week with health tips, stress-management advice, notices of campus wellness events, and motivational reminders. The messages are written in a friendly, encouraging tone by health educators (e.g., nudging students to take a stretch break or stay hydrated in the Texas heat) and often include interactive elements like a monthly giveaway to sustain engagement.
5. Student Organizations and Influencers: Leveraging Peer Networks
Peer influence is powerful. Partnering with student organizations, clubs, or Greek life groups can amplify your message. Engaging student ambassadors or micro-influencers, students with a following in specific niches, can promote your message authentically among their peers.
Example: John Cabot University (JCU) in Rome, Italy has a robust student ambassador program: current students are heavily involved in orientation, campus tours, event planning, and peer mentoring, serving as friendly points of contact for prospects. JCU’s website even features profiles and contact info for each ambassador, portraying an approachable, relatable face to prospective students.
By integrating these channels, your advertising efforts can effectively surround students in multiple contexts: online, in class, around campus, and on their phones. The key is to maintain cohesive messaging across platforms, ensuring that whether a student sees a flyer in the cafeteria or a story on Instagram, the campaign feels unified and relevant.
Current Trends in Digital and Social Media Marketing
To reach today’s college students effectively, your digital marketing must evolve as quickly as their online habits. Trends shift fast; what worked last semester might be outdated today. Here are the top strategies driving real engagement right now:
1. Short-Form Video & Challenges
TikTok and Instagram Reels continue to dominate student attention. Quick, relatable videos, like day-in-the-life clips or student-led challenges, are easy to share and resonate with Gen Z’s short attention span. Schools that lean into this format are seeing higher reach and better engagement.
2. Authentic Influencer Content
Students trust peers over polished promotions. That’s why institutions are turning to student ambassadors for social takeovers, Q&As, or vlog-style content. These collaborations feel more like honest advice than advertising, and they build credibility.
3. Interactive & User-Generated Campaigns
Interactive content invites students to participate rather than just consume. Polls, quizzes, and contests on social media are very effective. For example, using Instagram Stories to let students vote on a homecoming theme engages them in decision-making.
User-generated content campaigns are also trending. A classic approach is to encourage students to post with a specific hashtag (perhaps showcasing school spirit or their favourite study spot) and then reshare those posts. These social media campaign examples for students turn your audience into content creators, which increases engagement and provides authentic material to repost on official channels.
4. Personalized, Geotargeted Ads
Digital tools now allow you to tailor messages by interest, location, or academic background. For example, promoting a coding event to computer science majors or a concert to students living on campus ensures your outreach hits the right audience at the right time.
5. Ephemeral & Live Content
Instagram Stories, Snapchat updates, and livestreams offer real-time, behind-the-scenes access to campus life. Their temporary nature creates urgency, while the live format allows two-way interaction that deepens student connection.
Example: Randolph-Macon Academy (RMA) hosts live virtual campus tour webinars to reach prospective families who cannot visit in person. RMA’s admissions team leads a live-streamed 360° campus tour followed by an in-depth Q&A presentation. This event is promoted through the school’s website and communications, allowing attendees worldwide to experience the campus in real time and ask questions, effectively extending the open-house experience beyond geographic limits.
Gen Z students care about social impact. Campaigns that highlight sustainability efforts, diversity, or local community involvement often outperform generic promotions, so long as the message is genuine. Authenticity matters.
Example: Loughborough University (UK) provides a strong example with its “War on Waste” campaign – a bespoke sustainability initiative aimed at reducing waste and increasing recycling across campus buildings. Branded messaging around “Reduce, Re-use, Recycle” and visual prompts appeared throughout Loughborough’s facilities, encouraging students to adopt greener habits as part of campus life.
Staying on top of these trends ensures your message feels relevant, not recycled. Institutions that tap into these behaviours, without straying from their core identity, tend to gain more trust, attention, and traction from the student audience.
On-Campus Advertising Strategies That Still Work
While digital platforms dominate student attention, on-campus advertising still holds power, especially when promoting local events or building community awareness. The key is in making it modern, visible, and relevant. Here are five effective ways to do it:
1. Posters & Digital Billboards
Traditional posters still work, but now they come with upgrades. Many campuses feature rotating digital billboards in high-traffic spots like cafeterias or libraries. These can display videos, animations, and even repurposed TikToks. For printed posters, bold visuals and a QR code make it easy for students to scan and act instantly.
Example: San Diego State University (SDSU) employs a range of on-campus media to reach students: from digital signage screens in student centers to pole banners along walkways, and even a large marquee visible from a nearby freeway, all broadcasting campus events and messages
By strategically placing dynamic content in high-traffic areas, SDSU ensures students are constantly aware of upcoming activities and campus news.
Setting up a table in the student center or quad is a direct way to interact with students. Staff it with friendly student volunteers or staff, and have a clear call-to-action: whether it’s to promote a new program, a survey, or an event. Freebies (swag like T-shirts, stickers, snacks) are a timeless tactic; students love free stuff, and a branded item keeps your college or event in mind later. This face-to-face engagement can complement your online ads for colleges by giving a personal touch.
3. Campus Media Channels
Student-run newspapers, newsletters, and radio stations offer trusted, student-authored spaces to advertise. Sponsoring a segment or placing a well-designed ad in a campus magazine ensures your message lands where students are already tuned in.
4. Residence & Academic Buildings
Bring advertising into the spaces students frequent daily. Many residence halls allow posting on community boards or digital displays in lobbies. Similarly, academic buildings often have screens or boards for department-related notices; work with different departments to promote relevant opportunities (like a speaker event hosted by the business school should be advertised in the business building). Tailoring your message to the location can increase its relevance
5. Guerrilla Campaigns
Some of the most memorable campaign examples for students have been unconventional. Think flash mobs, chalk art on sidewalks, or pop-up experiences. A college could organize a quick flash mob dance in the dining hall to draw attention to an upcoming cultural festival, for example. Or use sidewalk chalk to create a path of clues leading to a secret prize location as part of a scavenger hunt campaign.
These fun stunts naturally get students talking (and posting on social media) because they break the monotony of campus life. Just be sure to get any necessary permissions from campus authorities beforehand.
When done right, on-campus efforts amplify your digital campaigns. If, for instance, a student sees a poster in the dorm, gets a text reminder, and then spots a student-led story on Instagram, it all clicks. That kind of message reinforcement is what turns curiosity into action.
How to Advertise Events to College Students
Promoting student events, whether it’s a club meeting or a major campus concert, requires clear, timely outreach across multiple channels. The goal isn’t just awareness; it’s attendance.
A pertinent question for education administrators then is: How can I market to 18 – 24-year-olds effectively? Utilize mobile-first, interactive, and values-aligned content. Focus on authenticity, relevance, and peer-driven engagement. Short-form video and tailored messaging yield the highest response.
Here’s how to get students to show up and spread the word.
1. Use a Multi-Channel Strategy
Start with a Facebook or event page, then promote it on Instagram, TikTok, Twitter, and email. Post countdown teasers, behind-the-scenes clips, and physical flyers across campus at least 1–2 weeks in advance. Repetition across platforms helps the message stick.
2. Lead with a Strong Hook
What makes the event worth attending? Free food? A headline performer? Networking opportunities? Whatever it is, make that the focal point on posters, email subject lines, and social captions. Students need a clear reason to care.
3. Tap Into Peer Networks
Encourage club members and student leaders to promote the event on their socials. Authentic, peer-shared content builds trust. Add a campaign hashtag and invite early adopters to post excitement-building previews like setup photos or teaser videos.
4. Leverage Campus Infrastructure
Ask professors to announce the event in relevant classes. Use the school’s app, email newsletter, events calendar, and even push notifications if available. A well-placed promo video from a student government leader can go a long way.
5. Simplify Signups
Use one-click links, QR codes on posters, and RSVP buttons that send reminders. Don’t make students dig for info; friction lowers turnout. Keep access to details and registration as effortless as possible.
On the day of the event, keep the buzz going. Add a selfie booth or branded hashtag display to encourage attendees to share their experience. When others see the fun they missed, they’ll be more inclined to show up next time. The right event marketing doesn’t just boost attendance, it builds momentum.
Creative Campaign Ideas to Spark Student Engagement in 2025
The best campaigns tap into real student life, encourage participation, and reflect your campus culture. Here are five proven and adaptable campaign ideas to consider:
1. ‘Day in the Life’ Video Series
Feature different students taking over your social channels, athletes, international students, first-years, to show authentic campus life. Promote each one in advance, save them to highlights, and repurpose the content for YouTube or digital signage. It’s both engaging and a valuable tool for prospective students.
2. Hashtag Challenge
Launch a branded hashtag (e.g., #MyCampusStory or #[Mascot]Pride) and invite students to post around a fun theme like favourite study spots or campus traditions. Offer prizes, reshare standout entries, and build a content library that feels both organic and community-driven.
3. Scavenger Hunt Campaign
Blend physical and digital by hiding QR codes or clues across campus during orientation or homecoming. Ask students to share their progress on social media using your hashtag. Offer swag for completion and a grand prize for added excitement, great for both visibility and participation.
4. Student Spotlight Series
Celebrate students with weekly features, short videos, or graphics showcasing their achievements, hobbies, or contributions to campus life. Share these across platforms to boost morale internally and show prospective students the real impact of your community.
In a nutshell, what’s the best way to promote events to college students? Use a multi-channel approach, emphasize the event’s value, and simplify registration. Build excitement through social proof, timely reminders, and on-site digital engagement strategies.
Example: The Academy of Applied Pharmaceutical Sciences (AAPS) in Toronto leverages student voices on social media by regularly sharing student and alumni success stories. This allows prospective students to envision themselves achieving similar goals, essentially seeing “people like me” thriving at the school.
Host timely, student-friendly events like a “Puppy Zone” during finals or a “Throwback Thursday” music party in the quad. Pair each with a livestream and pre-event polls or trivia to boost anticipation and extend reach to virtual audiences.
Keep it student-led, authentic, and relevant. Bring students into the planning process, they know what’s trending and what will spark interest. These ideas promote as well as create memorable experiences that students want to share.
Best Practices for Student Advertising
To ensure your marketing is both effective and respectful, consider these key principles:
Prioritize authenticity: Use real student voices and visuals. Avoid overpromising or overly polished messaging.
Optimize for mobile: Assume your content will be viewed on smartphones. Use vertical video, fast-loading pages, and concise layouts.
Maintain consistency: Align visual identity and messaging across platforms to reinforce recognition.
Respect timing: Be mindful of academic calendars and daily student rhythms. Avoid campaign launches during exam periods.
Gather feedback: Use polls or post-event surveys to measure effectiveness and refine future campaigns.
Adhere to campus policies: Ensure you comply with posting rules, privacy regulations, and student consent protocols.
Do you want to master the nuances of marketing to college students?
Contact Higher Education Marketing for more information.
Twitter: Reaching college students today requires more than visibility; it demands relevance. Learn how modern higher ed marketing leverages short-form video, student influencers, and personalized campaigns to make a lasting impact.
Facebook: Higher education advertising is evolving. Discover how to engage Gen Z through integrated campaigns that reflect their values, prioritize authenticity, and foster connection, both online and on campus.
LinkedIn: From social media to digital signage, today’s institutions are reimagining how to connect with students. Explore the most effective strategies for student-centred marketing in 2025.
Frequently Asked Questions
Question: Where can I advertise to college students?
Answer: Effective channels include social media platforms (Instagram, TikTok, YouTube, Snapchat), on-campus signage, email and SMS campaigns, and peer networks such as student clubs and organizations.
Question: How can I market to 18 – 24-year-olds effectively?
Answer: Utilize mobile-first, interactive, and values-aligned content. Focus on authenticity, relevance, and peer-driven engagement. Short-form video and tailored messaging yield the highest response.
Question: What’s the best way to promote events to college students?
Answer: Use a multi-channel approach, emphasize the event’s value, and simplify registration. Build excitement through social proof, timely reminders, and on-site digital engagement strategies.
Is something in the water—or, more appropriately, in the algorithm? Cheating—while nothing new, even in the age of generative artificial intelligence—seems to be having a moment, from the New York magazine article about “everyone” ChatGPTing their way through college to Columbia University suspending a student who created an AI tool to cheat on “everything” and viral faculty social media posts like this one: “I just failed a student for submitting an AI-written research paper, and she sent me an obviously AI-written email apologizing, asking if there is anything she can do to improve her grade. We are through the looking-glass, folks.”
It’s impossible to get a true read on the situation by virality alone, as the zeitgeist is self-amplifying. Case in point: The suspended Columbia student, Chungin “Roy” Lee is a main character in the New York magazine piece. Student self-reports of AI use may also be unreliable: According to Educause’s recent Students and Technology Report, some 43 percent of students surveyed said they do not use AI in their coursework; 5 percent said they use AI to generate material that they edit before submitting, and just 1 percent said they submit generated material without editing it.
There are certainly students who do not use generative AI and students who question faculty use of AI—and myriad ways that students can use generative AI to support their learning and not cheat. But the student data paints a different picture than the one presidents, provosts, deans and other senior leaders did in a recent survey by the American Association of Colleges and Universities and Elon University: Some 59 percent said cheating has increased since generative AI tools have become widely available, with 21 percent noting a significant increase—and 54 percent do not think their institution’s faculty are effective in recognizing generative Al–created content.
In Inside Higher Ed’s 2025 Survey of Campus Chief Technology/Information Officers, released earlier this month, no CTO said that generative AI has proven to be an extreme risk to academic integrity at their institution. But most—three in four—said that it has proven to be a moderate (59 percent) or significant (15 percent) risk. This is the first time the annual survey with Hanover Research asked how concerns about academic integrity have actually borne out: Last year, six in 10 CTOs expressed some degree of concern about the risk generative AI posed to academic integrity.
Stephen Cicirelli, the lecturer of English at Saint Peter’s University whose “looking glass” post was liked 156,000 times in 24 hours last week, told Inside Higher Ed that cheating has “definitely” gotten more pervasive within the last semester. But whether it’s suddenly gotten worse or has been steadily growing since large language models were introduced to the masses in late 2022, one thing is clear: AI-assisted cheating is a problem, and it won’t get better on its own.
So what can institutions do about it? Drawing on some additional insights from the CTO survey and advice from other experts, we’ve compiled a list of suggestions below. The expert insights, in particular, are varied. But a unifying theme is that cheating in the age of generative AI is as much a problem requiring intervention as it is a mirror—one reflecting larger challenges and opportunities within higher education.
(Note: AI detection tools did not make this particular list. Even though they have fans among the faculty, who tend to point out that some tools are more accurate than others, such tools remainpolarizing and not entirely foolproof. Similarly, banning generative AI in the classroom did not make the list, though this may still be a widespread practice: 52 percent of students in the Educause survey said that most or all of their instructors prohibit the use of AI.)
Academic Integrity for Students
The American Association of Colleges and Universities and Elon University this month released the 2025 Student Guide to Artificial Intelligence under a Creative Commons license. The guide covers AI ethics, academic integrity and AI, career plans for the AI age, and an AI toolbox. It encourages students to use AI responsibly, critically assess its influence and join conversations about its future. The guide’s seven core principles are:
Know and follow your college’s rules
Learn about AI
Do the right thing
Think beyond your major
Commit to lifelong learning
Prioritize privacy and security
Cultivate your human abilities
Connie Ledoux Book, president of Elon, told Inside Higher Ed that the university sought to make ethics a central part of the student guide, with campus AI integration discussions revealing student support for “open and transparent dialogue about the use of AI.” Students “also bear a great deal of responsibility,” she said. They “told us they don’t like it when their peers use AI to gain unfair advantages on assignments. They want faculty to be crystal clear in their syllabi about when and how AI tools can be used.”
Now is a “defining moment for higher education leadership—not only to respond to AI, but to shape a future where academic integrity and technological innovation go hand in hand,” Book added. “Institutions must lead with clarity, consistency and care to prepare students for a world where ethical AI use is a professional expectation, not just a classroom rule.”
Mirror Logic
Lead from the top on AI. In Inside Higher Ed’s recent survey, just 11 percent of CTOs said their institution has a comprehensive AI strategy, and roughlyone in three CTOs (35 percent) at least somewhat agreed that their institution is handling the rise of AI adeptly. The sample size for the survey is 108 CTOs—relatively small—but those who said their institution is handling the rise of AI adeptly were more likely than the group over all to say that senior leaders at their institution are engaged in AI discussions and that effective channels exist between IT and academic affairs for communication on AI policy and other issues (both 92 percent).
Additionally, CTOs who said that generative AI had proven to be a low to nonexistent risk to academic integrity were more likely to report having some kind of institutionwide policy or policies governing the use of AI than were CTOs who reported a moderate or significant risk (81 percent versus 64 percent, respectively). Leading on AI can mean granting students institutional access to AI tools, the rollout of which often includes larger AI literacy efforts.
(Re)define cheating. Lee Rainie, director of the Imagining the Digital Future Center at Elon, said, “The first thing to tackle is the very definition of cheating itself. What constitutes legitimate use of AI and what is out of bounds?” In the AAC&U and Elon survey that Rainie co-led, for example, “there was strong evidence that the definitional issues are not entirely resolved,” even among top academic administrators. Leaders didn’t always agree whether hypothetical scenarios described appropriate uses of AI or not: For one example—in which a student used AI to generate a detailed outline for a paper and then used the outline to write the paper—“the verdict was completely split,”Rainie said. Clearly, it’s “a perfect recipe for confusion and miscommunication.”
Rainie’s additional action items, with implications for all areas of the institution:
Create clear guidelines for appropriate and inappropriate use of AI throughout the university.
Include in the academic code of conduct a “broad statement about the institution’s general position on AI and its place in teaching and learning,” allowing for a “spectrum” of faculty positions on AI.
Promote faculty and student clarity as to the “rules of the road in assignments.”
Establish “protocols of proof” that students can use to demonstrate they did the work.
Rainie suggested that CTOs, in particular, might be useful regarding this last point, as such proof could include watermarking content, creating NFTs and more.
Put it in the syllabus! (And in the institutional DNA.) Melik Khoury, president and CEO of Unity Environmental University in Maine, who’s publicly shared his thoughts on “leadership in an intelligent era of AI,” including how he uses generative AI, told Inside Higher Ed that “AI is not cheating. What is cheating is our unwillingness to rethink outdated assessment models while expecting students to operate in a completely transformed world. We are just beginning to tackle that ourselves, and it will take time. But at least we are starting from a position of ‘We need to adapt as an institution,’ and we are hiring learning designers to help our subject matter experts adapt to the future of learning.”
As for students, Khoury said the university has been explicit “about what AI is capable of and what it doesn’t do as well or as reliably” and encourages them to recognize their “agency and responsibility.” Here’s an excerpt of language that Khoury said appears in every course syllabus:
“You are accountable for ensuring the accuracy of factual statements and citations produced by generative AI. Therefore, you should review and verify all such information prior to submitting any assignment.
“Remember that many assignments require you to use in-text citations to acknowledge the origin of ideas. It is your responsibility to include these citations and to verify their source and appropriateness.
“You are accountable for ensuring that all work submitted is free from plagiarism, including content generated with AI assistance.
“Do not list generative AI as a co-author of your work. You alone are responsible.”
Additional policy language recommends that students:
Acknowledge use of generative AI for course submissions.
Disclose the full extent of how and where they used generative AI in the assignment.
Retain a complete transcript of generative AI usage (including source and date stamp).
“We assume that students will use AI. We suggest constructive ways they might use it for certain tasks,” Khoury said. “But, significantly, we design tasks that cannot be satisfactorily completed without student engagement beyond producing a response or [just] finding the right answer—something that AI can do for them very easily.”
In tandem with a larger cultural shift around our ideas about education, we need major changes to the way we do college.”
—Emily Pitts Donahoe, associate director of instructional support in the Center for Excellence in Teaching and Learning and lecturer of writing and rhetoric at the University of Mississippi
Design courses with and for AI. Keith Quesenberry, professor of marketing at Messiah University in Pennsylvania, said he thinks less about cheating, which can create an “adversarial me-versus-them dynamic,” and more about pedagogy. This has meant wrestling with a common criticism of higher education—that it’s not preparing students for the world of work in the age of AI—and the reality that no one’s quite sure what that future will look like. Quesenberry said he ended up spending all of last summer trying to figure out how “a marketer should and shouldn’t use AI,” creating and testing frameworks, ultimately vetting his own courses’ assignments: “I added detailed instructions for how and how not to use AI specifically for that assignment’s tasks or requirements. I also explain why, such as considering whether marketing materials can be copyrighted for your company or client. I give them guidance on how to cite their AI use.” He also created a specialized chat bot to which students can upload approved resources to act as an AI tutor.
Quesenberry also talks to students about learning with AI “from the perspective of obtaining a job.” That is, students need a foundation of disciplinary knowledge on which to create AI prompts and judge output. And they can’t rely on generative AI to speak or think for them during interviews, networking and with clients.
There are “a lot of professors quietly working very hard to integrate AI into their courses and programs that benefit their disciplines and students,” he adds. One thing that would help them, in Quesenberry’s view? Faculty institutional access to the most advanced AI tools.
Give faculty time and training. Tricia Bertram Gallant, director of the academic integrity office and Triton Testing Center at the University of California, San Diego, and co-author of the new book The Opposite of Cheating: Teaching for Integrity in the Age of AI (University of Oklahoma Press), said that cheating part of human nature—and that faculty need time, training and support to “design educational environments that make cheating the exception and integrity the norm” in this new era of generative AI.
Faculty “cannot be expected to rebuild the plane while flying it,” she said. “They need course release time to redesign that same course, or they need a summer stipend. They also need the help of those trained in pedagogy, assessment design and instructional design, as most faculty did not receive that training while completing their Ph.D.s.” Gallant also floated the idea of AI fellows, or disciplinary faculty peers who are trained on how to use generative AI in the classroom and then to “share, coach and mentor their peers.”
Students, meanwhile, need training in AI literacy, “which includes how to determine if they’re using it ethically or unethically. Students are confused, and they’re also facing immense temptations and opportunities to cognitively offload to these tools,” Gallant added.
Teach first-year students about AI literacy. Chris Ostro, an assistant teaching professor and instructional designer focused on AI at the University of Colorado at Boulder, offers professional development on his “mosaic approach” to writing in the classroom—which includes having students sign a standardized disclosure form about how and where they’ve used AI in their assignments. He told Inside Higher Ed that he’s redesigned his own first-year writing course to address AI literacy, but he is concerned about students across higher education who may never get such explicit instruction. For that reason, he thinks there should be mandatory first-year classes for all students about AI and ethics. “This could also serve as a level-setting opportunity,” he said, referring to “tech gaps,” or the effects of the larger digital divide on incoming students.
Regarding student readiness, Ostro also said that most of the “unethical” AI use by students is “a form of self-treatment for the huge and pervasive learning deficits many students have from the pandemic.” One student he recently flagged for possible cheating, for example, had largely written an essay on her own but then ran it through a large language model, prompting it to make the paper more polished. This kind of use arguably reflects some students’ lack of confidence in their writing skills, not an outright desire to offload the difficult and necessary work of writing to think critically.
Think about grading (and why students cheat in the first place). Emily Pitts Donahoe, associate director of instructional support in the Center for Excellence in Teaching and Learning and lecturer of writing and rhetoric at the University of Mississippi, co-wrote an essay two years ago with two students about why students cheat. They said much of it came down to an overemphasis on grades: “Students are more likely to engage in academic dishonesty when their focus, or the perceived focus of the class, is on grading.” The piece proposed the following solutions, inspired by the larger trend of ungrading:
Allow students to reattempt or revise their work.
Refocus on formative feedback to improve rather than summative feedback to evaluate.
Incorporate self-assessment.
Donahoe said last week, “I stand by every claim that we make in the 2023 piece—and it all feels heightened two years later.” The problems with AI misuse “have become more acute, and between this and the larger sociopolitical climate, instructors are reaching unsustainable levels of burnout. The actions we recommend at the end of the piece remain good starting points, but they are by no means solutions to the big, complex problem we’re facing.”
Framing cheating as a structural issue, Donahoe said students have been “conditioned to see education as a transaction, a series of tokens to be exchanged for a credential, which can then be exchanged for a high-paying job—in an economy where such jobs are harder and harder to come by.” And it’s hard to fault students for that view, she continued, as they receive little messaging to the contrary.
Like the problem, the solution set is structural, Donahoe explained: “In tandem with a larger cultural shift around our ideas about education, we need major changes to the way we do college. Smaller class sizes in which students and teachers can form real relationships; more time, training and support for instructors; fundamental changes to how we grade and how we think about grades; more public funding for education so that we can make these things happen.”
With none of this apparently forthcoming, faculty can at least help reorient students’ ideas about school andtry to “harness their motivation to learn.”
One of the challenges for students entering the workforce is identifying how their experiences in and outside the classroom have prepared them for careers. A 2023 survey by Cengage found that one-third of recent graduates felt underqualified for entry-level roles, and only 41 percent believed their program taught them the skills needed for their first job.
Focused career development opportunities that address unique learner populations, such as working or neurodiverse students, can help bridge the gap between lived experiences and their application to the world of jobs.
Inside Higher Ed compiled various initiatives that increase career readiness for specific student populations.
Neurodiverse Learners
Beacon College in Leesburg, Fla., primarily serves students with learning disabilities, including ADHD and dyslexia. Last year the college established a career fair designed for these learners, which introduces them to employers looking to develop a neurodiverse talent workforce.
Survey Says
Just under half of college students believe their college or university should focus more on helping students find internships and job possibilities, according to a May 2024 Student Voice survey by Inside Higher Ed and Generation Lab.
This spring’s event, Internship Careers and Neurodiversity (ICAN), featured two dozen national and local employers. Success coaches were on site to support students and employers as they engaged with one another, and students could visit the Zen Den if they needed a quiet and private space to process.
ICAN “is designed to remove barriers and reduce anxiety often associated with large-scale ‘convention center’ type events, so Beacon College can empower neurodivergent college students and help increase their participation in networking events elsewhere,” according to an April press release.
Student Athletes
Student athletes have packed schedules while they’re in season, making it difficult to balance athletics, coursework and extracurricular activities, which can sometimes push career development opportunities to the background.
To help student athletes build their confidence in professional settings, Kennesaw State University created a “networking scrimmage” with employers so learners could practice introducing themselves, relay their academic and athletic accomplishments, and discuss career interests in a low-stakes environment, according to a university press release.
Students also heard from three former student athletes who shared their stories of transitioning from sports into the workforce, as well as advice on how to navigate postcollege life.
Adult Learners
In 2023, the University of Phoenix created a digital tool that allows working adult learners to identify skills and goals that will guide them on their career journey.
Students can access Career Navigator through the student portal. The tool allows them to build out demonstrated and self-attested skills and explore job features, including daily tasks and salary range, as well as identify skill gaps they may have when pursuing their desired career.
Student Veterans
After leaving military service, many veterans enroll in college to build career skills and gain further education, but connecting their military experience to civilian life can be a challenge.
The University of Colorado, Denver, provides a one-year cohort program for student veterans, Boots to Suits, to aid their journey, providing personalized academic and career-development resources. Program participants receive job search strategies and career coaching, as well as advice on networking and building their LinkedIn profile and résumé.
Major Programs
While general career fairs and networking opportunities can give students visibility into employers or roles they may not otherwise have considered, tailored events can connect students of a particular discipline to employers looking for their expertise.
Staff at Villanova University identified a problem at their career fairs: The number of employers looking for early-career civil engineers far overshadowed the number of students interested in such jobs. In response, staff created a new event specifically for civil engineering students, allowing employers to connect with potential interns earlier in their college career while also ensuring that students who were interested in other fields were able to engage with organizations that better fit their career goals.
The University of Maryland hosts a Visual Arts Reverse Career and Internship Fair, a flipped model of the career fair in which employers visit a student’s table or booth to engage with their portfolio of work. This allows students to display graphic design, video production and immersive media skills in an engaging way that better reflects their learning and accomplishments.
Do you have a career-focused intervention that might help others promote student success? Tell us about it.
Since the release of ChatGPT in 2022, instructors have worried about how students might circumvent learning by utilizing the chat bot to complete homework and other assignments. Over the years, the large language model has enabled AI to expand its database and its ability to answer more complex questions, but can it replace a student’s efforts entirely?
Graduate students at the University of Illinois at Urbana-Champaign’s college of engineering integrated a large language model into an undergraduate aerospace engineering course to evaluate its performance compared to the average student’s work.
The researchers, Gokul Puthumanaillam and Melkior Ornik, found that ChatGPT earned a passing grade in the course without much prompt engineering, but the chat bot didn’t demonstrate understanding or comprehension of high-level concepts. Their work illustrating its capabilities and limitations was published on the open-access platform arXiv, operated by Cornell Tech.
The background: LLMs can tackle a variety of tasks, including creative writing and technical analysis, prompting concerns over students’ academic integrity in higher education.
Researchers sought to understand how a student investing minimal effort would perform in a course by offloading work to ChatGPT.
The evaluated class, Aerospace Control Systems, which was offered in fall 2024, is a required junior-level course for aerospace engineering students. During the term, students submit approximately 115 deliverables, including homework problems, two midterm exams and three programming projects.
“The course structure emphasizes progressive complexity in both theoretical understanding and practical application,” the research authors wrote in their paper.
They copied and pasted questions or uploaded screenshots of questions into a free version of the chat bot without additional guidance, mimicking a student who is investing minimal time in their coursework.
The results: At the end of the term, ChatGPT achieved a B grade (82.2 percent), slightly below the class average of 85 percent. But it didn’t excel at all assignment types.
On practice problems, the LLM earned a 90.4 percent average (compared to the class average of 91.4 percent), performing the best on multiple-choice questions. ChatGPT received a higher exam average (89.7 percent) compared to the class (84.8 percent), but it faltered much more on the written sections than on the autograded components.
ChatGPT demonstrated its worst performance in programming projects. While it had sound mathematical reasoning to theoretical questions, the model’s explanation was rigid and template-like, not adapting to the specific nuances of the problem, researchers wrote. It also created inefficient or overly complex solutions to programming, lacking “the optimization and robustness of considerations that characterize high-quality student submissions,” according to the article.
The findings demonstrate that AI is capable of passing a rigorous undergraduate course, but that LLM systems can only accomplish pattern recognition rather than deep understanding. The results also indicated to researchers that well-designed coursework can evaluate students’ capabilities in engineering.
So what? Based on their findings, researchers recommend faculty members integrate project work and open-ended design challenges to evaluate students’ understanding and technical capabilities, particularly in synthesizing information and making practical judgements.
In the same vein, they suggested that faculty should design questions that evaluate human expertise by requiring students to explain their rationale or justify their response, rather than just arrive at the correct answer.
ChatGPT was also unable to grasp system integration, robustness and optimization over basic implementation, so focusing on these requirements would provide better evaluation metrics.
Researchers also noted that because ChatGPT is capable of answering practice problems, instruction should focus less on routine technical work and more on higher-level engineering concepts and problem-solving skills. “The challenge ahead lies not in preventing AI use, but in developing educational approaches that leverage these tools while continuing to cultivate genuine engineering expertise,” researchers wrote.
Preparing the next generation of graduates in a 21st-century, diverse, and international classroom requires a pedagogical shift to recalibrate one’s practice. A faculty vision of inclusive pedagogy informed by equity and social justice transcends bias and makes diversity functional and beneficial to all students. Creating a classroom in the service of social justice (The Metropolitan Center for Urban Education, 2008) requires a profound understanding of the impact of human diversity on teaching and learning (Cushner et al., 2024). Enacting equity pedagogy as an essential component of multicultural education (Banks & Banks, 1995) requires instructors to become change agents. It is important to understand inclusive pedagogies as practices where we discern the nuance between general multicultural education or culturally responsive pedagogy and inclusive practices that specifically address the ability/disability continuum and the health dimension. In this article, we will examine ability/disability as a characteristic of human diversity in education as illustrated by Cushner et al. (2024) in their diversity framework. Approaches to creating an inclusive classroom are presented.
Start here…
Adopt an asset-based approach for all students.
Recognize that disability is often defined by the environment in which an individual exists.
Ensure you are not making ableist statements that reinforce stereotypes (ex: “turn a blind eye,” “fall on deaf ears;” using phobia to mean discrimination, ie “transphobia”).
Avoid negative descriptions of disability (ex: “suffers from a condition,” “confined/bound to a wheelchair”).
Use person-first language rather than deficit-first language (ex: “student with a learning disability,” not “learning disabled student”), unless an individual discloses that they prefer to use identity-first language (for example: some individuals on the autism spectrum may prefer to call themselves “autistic” rather than “a person with autism”; someone may identify as part of the Deafcommunity). Refer to people how they refer to themselves.
Realize that impact matters, regardless of intention.
Assume that students are capable and possess knowledge and skills.
Support colleagues with disabilities.
Tell a colleague that you are committing to the work of becoming a more inclusive educator. When they ask what this means, share these suggestions!
Beginning
Add literature/resources from neurodivergent, disabled, and diverse authors to assigned course readings and class activities.
Replace and/or supplement outdated readings.
Provide electronic files of reading, resources, presentations, and other materials.
Provide multiple sources and access points for assignment requirements and expectations (written descriptions, presentations, instructional videos, examples, rubrics).
Be open and welcome student questions.
Understand that all behavior is a function or indicative of something else; ask if students need support rather than punish them.
Update course syllabi to include statements from the campus disability/accommodations resource office, a statement on academic diversity, religious observant policies, and campus mental health resources.
Create community guidelines for discussions that include intention and impact/anti-bias language.
Immediately address ableist/biased remarks in the classroom through discussion.
Update course syllabi to include a statement of classroom environment that encourages regard for others and respects free speech while not tolerating hate speech.
When presenting a visual/image, also provide a description of the image (alt text).
Provide Closed Captioning on posted videos (lectures, resources, etc.).
Incorporate the impact of and perspectives of groups of diverse abilities in policies of the past and present.
Encourage students (and ourselves as faculty) to analyze research and articles to ensure they represent the perspectives of marginalized groups; follow up with questioning why and providing additional resources to promote self-advocacy.
Revise course syllabi to include Student Learning Objectives, Essential Questions, and Course Descriptions related to self-reflection/advocacy/inclusion/preparing students to be agents of change.
Examine course syllabi to make sure policies (late work, absence, participation grades, etc.) do not indirectly or directly target students with disabilities OR demonstrate bias toward neurotypical students (for example: a “cameras on” video policy in an online course may disproportionately punish students who require accommodations or have diverse learning needs; deductions for late work may punish students who need flexibility due to medical or mental health needs; requiring students to disclose personal details in order to receive extensions or incompletes disrespects students’ privacy of health and disability needs)
Be willing to adjust your expectations through flexibility.
Re-examine assignments and assessments for bias and exclusionary practices.
Consider changing assessments from high-stakes timed tests to projects, homework, open-note/open-book take-home tests.
Ask a colleague to audit your syllabi for readings/topics/policies as listed here.
Collaborate with colleagues in accessibility services to better understand and integrate the services and supports available.
Discuss the need to broaden participation and opportunities for people with disabilities in your department/college.
Examine courses to make sure provided resources are organized and labeled clearly.
Advanced, all the previous steps plus…
Advocate for (or lead!) professional development opportunities on inclusion.
Participate in on- and off-campus events that promote disability acceptance and inclusive practices.
Inform students of community opportunities they can take part in promoting disability acceptance or inclusive practices.
Model examination/reflection on your own privilege (if neurotypical and able-bodied) or experience as a person with(out) a disability.
Consider multimodal access to course participation (for example, HyFlex courses have in-person, video and asynchronous options for all students).
Ask a colleague to informally observe your teaching and provide constructive feedback on your work of being an inclusive teacher.
Invite guest speakers with disabilities to speak with your students about their experiences.
Collaborate with an ADA coordinator to educate students and colleagues about accessibility on your campus.
Collaborate with administrators and faculty who may be working toward DEI or inclusion initiatives on your campus.
Seek input from resources such as the Association of University Centers on Disabilities (AUCD) and Think College for postsecondary education program guidance for individuals with disabilities.
We believe that the responsibility of anti-oppressive work in higher education belongs to all and that making education accessible for individuals with disabilities advances freedom for all groups of people. These universally designed teaching practices, while necessary to increase access for individuals with disabilities, are beneficial for all individuals, regardless of identity status. Thank you for your work towards broadening access to higher education!
Laura N. Sarchet is an autistic self-advocate and Assistant Professor of Special Education at Niagara University who uses her experience as a neurodivergent person to raise awareness about autism and disability through research and practice.
Haoua M. Hamza is an associate professor in the Middle and Adolescence Education Department in the College of Education.
Rachel Bailey Jones, Professor of Education at Nazareth University, focuses their research and teaching on working for educational justice for LGBTQ+ students through an intersectional lens.
Jennifer E. Hartman is an Instructor-ABD in the Special Education Department at Niagara University.
Dennis P. Garland, Ph. D. is Associate Professor and Chair of the Special Education Department at Niagara University.
Maria R. Nader is passionate about providing equitable education for all students and supporting educators to achieve this goal. She serves as a Faculty Fellow in the Special Education Department at Niagara University and has held teaching and administrative roles at the local, state, and university levels in New York, Ohio, and Hawai’i.
References
Banks, J. A., & Banks, C. A. M. (2004). Handbook of research on multicultural education. 2nd ed. Jossey-Bass.
Waitoller, F. R., & King Thorius, K. A. (2016). Cross-pollinating culturally sustaining pedagogy and universal design for learning: Toward an inclusive pedagogy that accounts for dis/ability. Harvard Educational Review, 86(3), 366–389. https://doi.org/10.17763/1943-5045-86.3.366
Preparing the next generation of graduates in a 21st-century, diverse, and international classroom requires a pedagogical shift to recalibrate one’s practice. A faculty vision of inclusive pedagogy informed by equity and social justice transcends bias and makes diversity functional and beneficial to all students. Creating a classroom in the service of social justice (The Metropolitan Center for Urban Education, 2008) requires a profound understanding of the impact of human diversity on teaching and learning (Cushner et al., 2024). Enacting equity pedagogy as an essential component of multicultural education (Banks & Banks, 1995) requires instructors to become change agents. It is important to understand inclusive pedagogies as practices where we discern the nuance between general multicultural education or culturally responsive pedagogy and inclusive practices that specifically address the ability/disability continuum and the health dimension. In this article, we will examine ability/disability as a characteristic of human diversity in education as illustrated by Cushner et al. (2024) in their diversity framework. Approaches to creating an inclusive classroom are presented.
Start here…
Adopt an asset-based approach for all students.
Recognize that disability is often defined by the environment in which an individual exists.
Ensure you are not making ableist statements that reinforce stereotypes (ex: “turn a blind eye,” “fall on deaf ears;” using phobia to mean discrimination, ie “transphobia”).
Avoid negative descriptions of disability (ex: “suffers from a condition,” “confined/bound to a wheelchair”).
Use person-first language rather than deficit-first language (ex: “student with a learning disability,” not “learning disabled student”), unless an individual discloses that they prefer to use identity-first language (for example: some individuals on the autism spectrum may prefer to call themselves “autistic” rather than “a person with autism”; someone may identify as part of the Deafcommunity). Refer to people how they refer to themselves.
Realize that impact matters, regardless of intention.
Assume that students are capable and possess knowledge and skills.
Support colleagues with disabilities.
Tell a colleague that you are committing to the work of becoming a more inclusive educator. When they ask what this means, share these suggestions!
Beginning
Add literature/resources from neurodivergent, disabled, and diverse authors to assigned course readings and class activities.
Replace and/or supplement outdated readings.
Provide electronic files of reading, resources, presentations, and other materials.
Provide multiple sources and access points for assignment requirements and expectations (written descriptions, presentations, instructional videos, examples, rubrics).
Be open and welcome student questions.
Understand that all behavior is a function or indicative of something else; ask if students need support rather than punish them.
Update course syllabi to include statements from the campus disability/accommodations resource office, a statement on academic diversity, religious observant policies, and campus mental health resources.
Create community guidelines for discussions that include intention and impact/anti-bias language.
Immediately address ableist/biased remarks in the classroom through discussion.
Update course syllabi to include a statement of classroom environment that encourages regard for others and respects free speech while not tolerating hate speech.
When presenting a visual/image, also provide a description of the image (alt text).
Provide Closed Captioning on posted videos (lectures, resources, etc.).
Incorporate the impact of and perspectives of groups of diverse abilities in policies of the past and present.
Encourage students (and ourselves as faculty) to analyze research and articles to ensure they represent the perspectives of marginalized groups; follow up with questioning why and providing additional resources to promote self-advocacy.
Revise course syllabi to include Student Learning Objectives, Essential Questions, and Course Descriptions related to self-reflection/advocacy/inclusion/preparing students to be agents of change.
Examine course syllabi to make sure policies (late work, absence, participation grades, etc.) do not indirectly or directly target students with disabilities OR demonstrate bias toward neurotypical students (for example: a “cameras on” video policy in an online course may disproportionately punish students who require accommodations or have diverse learning needs; deductions for late work may punish students who need flexibility due to medical or mental health needs; requiring students to disclose personal details in order to receive extensions or incompletes disrespects students’ privacy of health and disability needs)
Be willing to adjust your expectations through flexibility.
Re-examine assignments and assessments for bias and exclusionary practices.
Consider changing assessments from high-stakes timed tests to projects, homework, open-note/open-book take-home tests.
Ask a colleague to audit your syllabi for readings/topics/policies as listed here.
Collaborate with colleagues in accessibility services to better understand and integrate the services and supports available.
Discuss the need to broaden participation and opportunities for people with disabilities in your department/college.
Examine courses to make sure provided resources are organized and labeled clearly.
Advanced, all the previous steps plus…
Advocate for (or lead!) professional development opportunities on inclusion.
Participate in on- and off-campus events that promote disability acceptance and inclusive practices.
Inform students of community opportunities they can take part in promoting disability acceptance or inclusive practices.
Model examination/reflection on your own privilege (if neurotypical and able-bodied) or experience as a person with(out) a disability.
Consider multimodal access to course participation (for example, HyFlex courses have in-person, video and asynchronous options for all students).
Ask a colleague to informally observe your teaching and provide constructive feedback on your work of being an inclusive teacher.
Invite guest speakers with disabilities to speak with your students about their experiences.
Collaborate with an ADA coordinator to educate students and colleagues about accessibility on your campus.
Collaborate with administrators and faculty who may be working toward DEI or inclusion initiatives on your campus.
Seek input from resources such as the Association of University Centers on Disabilities (AUCD) and Think College for postsecondary education program guidance for individuals with disabilities.
We believe that the responsibility of anti-oppressive work in higher education belongs to all and that making education accessible for individuals with disabilities advances freedom for all groups of people. These universally designed teaching practices, while necessary to increase access for individuals with disabilities, are beneficial for all individuals, regardless of identity status. Thank you for your work towards broadening access to higher education!
Laura N. Sarchet is an autistic self-advocate and Assistant Professor of Special Education at Niagara University who uses her experience as a neurodivergent person to raise awareness about autism and disability through research and practice.
Haoua M. Hamza is an associate professor in the Middle and Adolescence Education Department in the College of Education.
Rachel Bailey Jones, Professor of Education at Nazareth University, focuses their research and teaching on working for educational justice for LGBTQ+ students through an intersectional lens.
Jennifer E. Hartman is an Instructor-ABD in the Special Education Department at Niagara University.
Dennis P. Garland, Ph. D. is Associate Professor and Chair of the Special Education Department at Niagara University.
Maria R. Nader is passionate about providing equitable education for all students and supporting educators to achieve this goal. She serves as a Faculty Fellow in the Special Education Department at Niagara University and has held teaching and administrative roles at the local, state, and university levels in New York, Ohio, and Hawai’i.
References
Banks, J. A., & Banks, C. A. M. (2004). Handbook of research on multicultural education. 2nd ed. Jossey-Bass.
Waitoller, F. R., & King Thorius, K. A. (2016). Cross-pollinating culturally sustaining pedagogy and universal design for learning: Toward an inclusive pedagogy that accounts for dis/ability. Harvard Educational Review, 86(3), 366–389. https://doi.org/10.17763/1943-5045-86.3.366
This story was originally published by CalMatters. Sign up for their newsletters.
By 2:45 p.m. the regular school day at August Boeger Middle School had already ended, but one class is about to start. More than 20 eighth graders drop their backpacks and settle into desks — not for extra credit but for college credit.
These 13- and 14-year-old students in East San Jose are taking their first college course, an entry-level class on career planning. This middle school is one of the first in the state to offer a college-level course. In the coming years, the San Jose Evergreen Community College District wants all middle school students in this school district to be able to complete three college courses before they start high school, and soon, the district plans to offer other courses, such as sociology and ethnic studies, said Beatriz Chaidez, the chancellor for the community college district.
Middle schoolers have long been eligible to enroll in college classes in California, though only a few, high-achieving students actually do it. By offering a college class at a middle school — especially one in a high-poverty area — the community college district is looking to make that enrollment easier. The class is taught by a middle school staff member, and it’s reserved exclusively for middle school students.
But with so few programs, there is little research about whether students are benefitting, and the local faculty union is worried middle school students might not be ready.
Chaidez disagrees. “Navigating (college) as early as middle school is unheard of in their community,” she said. “So when they experience success, it really motivates them to continue.”
California is increasingly pushing high schools to offer community college classes directly to students during the regular school day, a set-up known as “dual enrollment.” Unlike AP classes, which include expensive exams and are limited to certain subjects and high-performing students, these community college classes cover a range of topics and are open to all students. By 2030, California Community Colleges Chancellor Sonya Chiristian wants all high school students to graduate with at least four college courses completed.
Chaidez wants to go further. She wants every local high school student to be able to complete about 20 college courses by the time they graduate — enough to earn an associate’s degree.
CalMatters reached out to the college district’s faculty union, which was surprised to learn the district is offering classes at a middle school.
“This opens up some problems,” said Jessica Breheny, an English professor and the union’s vice president. “I’m sure there are 12-year-olds that are college-ready, but there are just less of them and it’s less likely. Developmentally, they have other things going on.”
Research shows that high schoolers who take college classes are more likely to attend college and graduate, but there’s little research on how middle school students fare, said John Fink, a senior researcher at Columbia University’s Community College Research Center. “Nationally, and in most states, this is very, very rare, and in many states this is not allowed.” Instead, he said the focus is typically on enrolling more 10th, 11th and 12th graders in college courses.
A college-level course, with a few middle school games
About 10% of California’s high school students took a community college class in the 2021-22 school year, according to an analysis by professors at UC Davis using the most recent data. California’s community college system doesn’t track how many middle school students take college courses.
So far, the Mount Pleasant Elementary School District, which includes August Boeger Middle School, offers only one college course, called “Career Planning,” and it’s almost indistinguishable from any other class on its campus. The college course is taught in a regular middle school classroom, and the professor, Oscar Lamas, already works at the middle school, where he’s a counselor. Perhaps the only noticeable difference is the timing: The middle school day ends at 2:30 p.m. and Lamas’ course starts at 2:45. He’s paid separately by the community college to teach the course.
Career Planning helps students learn about career paths, practice resume-writing and learn psychological theories related to professional success. A governing board of college district professors, known as the Academic Senate, sets the objectives for each college course, but Lamas has broad discretion in teaching it. The Academic Senate responsible for setting the parameters of Lamas’ course did not respond to multiple requests for comment.
The dean of the community college’s counseling department, Victor Garza, refused an interview request from CalMatters but issued a written statement. Garza said the middle school class is akin to other dual enrollment courses, which maintain the college’s “academic rigor.”
“Some adjustments might be needed to cater to the unique needs and experiences” of students, he added.
On a Thursday before spring break, Lamas tries to make his class more fun by breaking the students into five teams to play a Jeopardy-style quiz game on the topic of the day, Maslow’s Hierarchy of Needs.
Natalie Mendoza, 14, becomes the default spokesperson of her team, named the “Tacos R Us Club,” but she answers the first question wrong, putting her team back 300 points and prompting her classmates to burst into chatter and analyze their mistakes.
As part of the class, she has to study a career, write a short essay about it and present it at a career fair. She picked intellectual property law. “A lot of people say I’m assertive,” she said. “I think that’s a really good trait for a lawyer, and I think it’d be fun to fight for people who have created stuff.”
Natalie said she’d be the first in her family to attend college but she’s already planning to go and has a few schools in mind, including UC Berkeley and San Jose State. If she does attend one of those schools, her grade in this counseling class would be part of her official college transcript.
Breheny, with the union, said she’s concerned about the quality of the classes, especially once the college district begins teaching other subjects, such as ethnic studies.
“Faculty designed their courses for adult learners,” Breheny said. An ethnic studies class may cover topics such as sexual violence and genocide, she added — topics that may be difficult to convey to a middle schooler. “Some of the material assumes a certain knowledge about the world, about politics, which you may not have at 11, 12, 13 years old.”
High schools offer few dual enrollment classes
August Boeger Middle School sits at the base of the Diablo Range mountains, tucked between the ranch-style homes and strip malls that color East San Jose. Teachers and staff greet each other with mucho gusto instead of hello. All around the open-air campus, murals tell the story of the region’s multi-cultural heritage, especially its Mexican and Chicano roots.
That celebration of culture is a direct response to a history of adversity, Lamas said. “East San Jose has always been a marginalized, disadvantaged environment.” As a result, schools in the community contend with education disparities, he said, such as a high dropout rate and a high teen pregnancy rate.
Offering a college class to these middle school students allows them to “see a possibility for their future that doesn’t exist within these walls here” and can inspire them to reach for a higher goal, said Marisa Peña, a school advisor.
Male students, Black and Latino students and students from rural areas are underrepresented in the community college courses offered at California’s school districts. California lawmakers have signed numerous bills in the hopes of expanding access but certain regions in the state, such as Los Angeles, enroll a higher percentage of students.
Natalie said she hopes to continue taking college courses when she starts at Mount Pleasant High School this fall, which is just around the corner from her middle school. But her options are limited.
Mount Pleasant High School offers just three community college courses, which serve about 10% of the school’s roughly 1,000 students, said Kyle Kleckner, the school district’s director of instructional services. All of the classes are in “multimedia” studies, he said, which teaches students how to create their own podcasts or YouTube channels, along with other digital marketing skills.
Although Mount Pleasant High School’s dual enrollment is about on par with the state average, it trails other districts in the region. Less than 20 miles away, at high schools in the Milpitas Unified School District, roughly 25% of students enrolled in a community college class in 2021-22, according to the UC Davis analysis.
Finding professors to teach middle school
Part of the dual enrollment challenge is finding qualified college professors who are willing and able to work at a high school or middle school. Existing middle and high school teachers are allowed to teach college courses but they have to meet the qualifications, which usually include a master’s degree in the area of instruction. Most of California’s high school and middle school instructors lack a master’s degree, according to a study by the Public Policy Institute of California.
“We have graduation requirements that students have to accomplish,” Kleckner said. “The trick is finding that community college course that also fulfills those requirements and also finding a teacher who can teach it.” He said Mount Pleasant High School is committed to expanding the number of college courses but noted that it’s smaller and therefore has fewer teachers who meet the requirements to teach a college course.
In turn, many college professors lack experience teaching children, said Breheny, who teaches at San Jose City College. “We have had some problems already with dual enrollment where faculty have gone to different (high schools) to teach and have dealt with classroom management issues that they wouldn’t have in a college course.” In one case, she said a college faculty member saw bullying in a high school classroom but didn’t feel equipped to respond.
Lamas has a master’s degree, which is required for most school counselors. He’s gentle with the middle school students in his class, occasionally awarding points in the Jeopardy game even when the answer isn’t perfect. Lamas had two quiz games planned that day, each one covering a different topic, but the first game took up almost all of the class time.
He ends class by taking questions about the upcoming final project. Although spring break is minutes away, the students sit still through the final minutes, except for the occasional joke and bursts of laughter. Not a single phone was in sight.
Once class ends, however, chatter ensues, the students pull out their phones, and staff escort them to the parking lot. While they may be taking a college course, they still must wait for their parents to pick them up.
The higher education enrollment landscape is undergoing a significant transformation, driven by shifting demographics, technological advancements, and economic uncertainty. To remain relevant and competitive, colleges and universities must adapt to these changes and develop strategies to succeed in a challenging environment. But before you can adapt, one must first look at some of the major innovations that have disrupted how consumers engage with brands.
Are you engaging students the way they engage with other brands?
Short form video content: Platforms like TikTok, Instagram Reels, and YouTube Shorts have dominated, offering snackable content that informs, entertains, and inspires within seconds. Influencers (see #5) use this medium to tell stories, drive trends, and engage consumers on behalf of sponsored brands. Students use the medium to assess campus life and inform college choices.
Voice and visual search optimization: The rise of “smart assistants”and digital assistants have changed the way we engage with brands, discover products, and complete research, transactions, and more. A good digital assistant is becoming as essential as a solid logo design in marketing.
AI personalization: Artificial intelligence has revolutionized marketing by enabling hyper-personalized experiences, analyzing real-time data, and predicting consumer behavior to deliver tailored content. For cash strapped institutions, it has the added benefit of allowing you to zero in on your highest potential return prospects and curate content.
Augmented reality (AR) experiences: AR is transforming how consumers shop, learn, and engage with brands, creating immersive experiences that drive both engagement and sales. George Mason University developed a successful AR campus tour for transfer students, and I expect to see prospective students and their families wandering campus with branded AR glasses on campuses everywhere before long.
Influencer marketing: The focus has shifted from big-name endorsements to micro- and nano-influencers, offering niche expertise and deeper connections with audiences. Universities are leveraging student influencers on campus for enrollment and advancement opportunities.
Data privacy regulations and ethical marketing trends: With increasing concerns about data breaches, consumers demand transparency and ethical practices in data handling and marketing. Layer an ever changing and tightening regulatory environment and you will need solid governance and procedural guidance to ensure compliance without limiting effectiveness.
Omnichannel integration: Marketers now focus on providing a seamless experience across all touchpoints, ensuring brand consistency and cohesive customer interactions. The same experience is paramount during the college search process to stand out, stay top of mind, and draw students to your engaging (AR powered?) on campus events.
5 keys to optimizing your college marketing strategy to address these changes
That is the how, but what about the what. A great tech stack is one thing, but the meat of your strategy and message must center around what is central to your mission, your goals, and your prospective student audience.
1. Gear your strategy to your prospective students
As the student population becomes increasingly diverse, institutions must develop targeted recruitment and communication strategies to engage with underrepresented groups, including Hispanic, African American, and first-generation students. According to RNL’s most recent study of undergraduate marketing and recruitment practices, 51% of four-year private, 42% of two-year public, and 37% of four-year public institutions have specific strategies for recruiting Hispanic students. The vast majority of institutions also do not have materials and communications available in Spanish. Depending on your locality, these populations may be your best bet for stable growth, but without a specific marketing strategy, you will miss the opportunity.
2. Assess the suite of marketing tools, vehicles and assets at your fingertips
How cohesive, consistent and connected are they? Students use a variety of resources to learn about colleges and universities, from websites and social media to videos and printed brochures. Institutions must adopt a balanced, omnichannel approach to marketing, leveraging multiple channels to reach students at various stages of their decision-making process.
3. Plug the leak
As the demographic cliff approaches, institutions must prioritize student success and retention strategies. A recent study found that public colleges and universities use market research and print/electronic campaigns to impact student yield and summer melt, but there is room for improvement in collecting data to inform retention policies. (Our report on retention practices provides very helpful benchmarks and ideas for student success strategies.)
To succeed in a rapidly changing environment, institutions must be willing to adapt and innovate. This includes investing in technology, such as AI-powered enrollment management systems, and exploring new revenue streams, such as online and graduate programs.
College marketing is evolving at an unprecedented pace. How can you keep up?
To remain competitive, colleges and universities must embrace strategies that prioritize personalization, authenticity, and innovation. From leveraging short-form video content and AI-powered tools to integrating augmented reality experiences and omnichannel approaches, institutions have a wealth of opportunities to connect with prospective students in meaningful ways.
However, success will require more than technology; it demands a deep understanding of the diverse needs and aspirations of the modern student population. By aligning marketing efforts with institutional goals, fostering inclusivity, and enhancing the overall student experience, higher education institutions can not only navigate these changes but thrive in a rapidly shifting environment. Now is the time to adapt, innovate, and future-proof strategies to ensure sustainable growth and relevance in the years ahead. Reach out and we can connect on your marketing strategies. We will find a time to talk about your opportunities to make sure your marketing efforts resonate with students and reach them in the channels they use.
Talk with our marketing and recruitment experts
RNL works with colleges and universities across the country to ensure their marketing and recruitment efforts are optimized and aligned with how student search for colleges. Reach out today for a complimentary consultation to discuss:
A federal judge ordered Bacone Collegeinto Chapter 7 bankruptcy Tuesday, kicking into motion a court-managed liquidation process for the institution’s assets.
The private Oklahoma college, which describes itself as American Indian-serving,filed for bankruptcy last June with the aim of managing its debts and staying open in some form.
Last week, a U.S. bankruptcy trustee moved that the case be converted to a Chapter 7 case, citing “gross mismanagement” by college officials, one of whom the trustee alleged used the institution’s bank account to pay his personal expenses.
Dive Insight:
In a short but blistering court filing, Ilene Lashinsky, a U.S. trustee with the U.S. Department of Justice assigned to the bankruptcy case, argued that untoward financial activity at Bacone warranted the conversion to Chapter 7 bankruptcy, effectively forcing the college into a full wind-down.
Specifically, the trustee pointed to a payment of nearly $16,500 made by the college to the federal Small Business Administration to paya loan owed by Leslie Hannah,who became acting president of Baconein April 2024. The payment, according to Lashinsky, was made at Hannah’s direction to pay his SBA debt.
Hannah did not immediately reply to a request for comment Thursday, nor did the college’s bankruptcy attorney.
Lashinskysaid that “Hannah claims that he, in his personal capacity, obtained an SBA loan prior to the Debtor’s bankruptcy filing in the approximate amount of $15,000” to pay the college’s payroll. But neither Hannah nor the SBA was listed among Bacone’s creditors when the college filed for bankruptcy last June.
Also named in Lashinsky’s filing was Josh Johns, a board member of the college, whom Bacone listed as overseeing the institution during bankruptcy along withHannah.
“It is unclear whether Hannah discussed this payment with Johns but neither Hannah nor Johns did anything to prevent this payment to the SBA,” Lashinsky said.
Lashinsky also cited the college’s failure to provide timely financial information.
“This case is stagnant and the Debtor’s only hope is that an investor may come in and purchase the real estate assets of [Bacone],” Lashinsky said in the filing. “This is the best option for creditors to get paid.”
The college’s property is valued at $3.8 million, according to court documents.
Bacone’s history stretches back to 1880, when it was established on land donated by the Muscogee Nation to the American Baptist Church. It was meant to provide a Christian educationto Native American students. The American Baptist Home Mission Societyhad the final say on decisions of the college until the 1950s.
After years of financial struggles, Bacone filed for bankruptcy last June and stopped taking new students after graduating nine that May, according to The Oklahoman. Days after it filed, the Higher Learning Commissionpulled accreditation for the college, citing noncompliance with several criteria.
Before that, amid reports that it was in deep distress, the college posted on its website in bold type that that Bacone “is not closing and plans to graduate another class of our outstanding students again this May.”
“The Board of Trustees are committed to the future of this historic college, and believe that Bacone will continue to provide a quality education for our students for decades to come,” the college said then.
