Elise Awwad is president and CEO of DeVry University.
The higher education sector is at a crossroads. Public and private institutions are facing change and uncertainty—from enrollment declines and shifting demographics to new technologies and political and economic pressures. Many experts believe that the traditional business model of higher education is undergoing a complete transformation and colleges and universities must adopt a business-focused mindset to stay competitive and relevant.
This means prioritizing innovation, delivering value, controlling costs and actively managing stakeholder relationships. This mindset will separate institutions that merely react from those that lead, allowing them to stay agile, accountable and impactful even in the face of uncertainty.
Here’s how leaders in higher ed can lean into strategic business insights, not just to keep pace but to transform their institutions into true engines of opportunity and influence.
Don’t let strategic planning be just buzzwords.
Strategic planning isn’t about ticking a box on the exercise itself—it’s about reshaping the educational experience to match today’s realities and tomorrow’s demands. Done right, this could lead to several benefits, including:
• Aligning your programs with industry needs and student expectations.
• Streamlining operations to create efficiency.
• Making strategic investments that enhance the overall experience, leading to better outcomes.
Strategic planning isn’t just about setting goals. It’s about intentionally designing educational experiences that meet the real needs of today’s students and the demands of employers. It’s the blueprint that guides how institutions align their programs with market realities, forge critical industry partnerships and leverage alumni connections to create value. By planning with insight and intent, colleges and universities can craft student services and learning experiences that are not only relevant but also powerful drivers of long-term success.
Deploy the power duo: data and strategy.
Predictive analytics and artificial intelligence are playing a larger role than ever before in shaping higher education. At my institution, we use data as our compass, guiding every major decision. From recruitment support to retention efforts, predictive analytics help us understand and respond to the unique needs and preferences of our learners. We’ve made it standard practice to leverage predictive analytics and big data to identify at-risk students early, allowing for timely interventions that improve retention and graduation rates.
Additionally, our emphasis on continuous improvement and innovation means we are constantly seeking new ways to enhance the student experience, whether through the integration of new technologies in the classroom or the development of flexible learning models that accommodate the diverse lifestyles of learners.
Strategic planning goes hand in hand with industry engagement. By forging strong partnerships with industry leaders, institutions can ensure their curricula remain relevant and aligned with market needs. As I see it, advisory boards, internships and sponsored research aren’t just add-ons; they’re critical for building meaningful connections that provide students with hands-on experience and boost the institution’s visibility and credibility.
Data and strategy combined tend to drive operational excellence as well. Operational excellence is where strategy meets action. By adopting data-driven insights and business best practices, institutions can streamline processes, optimize resources and maintain financial stability. This strategic focus allows for reinvestment in academic programs, student services and technology, ensuring the institution not only meets but anticipates the needs of students, setting them up for success beyond graduation.
Differentiate yourself through your mission.
In today’s increasingly competitive higher education sector, standing out requires more than just being good; you need to be distinct. Institutions should lean into their academic mission and core values as their strongest differentiators, using them to drive strategic decisions. The phrase, “No mission, no margin,” serves as a guiding principle that underscores the symbiotic relationship between a clear, purposeful mission and the financial and business acumen required to support and sustain it.
A strong mission can guide strategic planning and decision making, ensuring that every initiative supports the institution’s core purpose. This alignment builds trust and transparency, both internally and externally, as stakeholders observe that the institution’s actions consistently reflect its stated values. In an environment where prospective learners are increasingly looking for institutions that align with their personal values, having a clear, authentic mission serves as a marker that draws the right audience and sets the institution apart.
Differentiating through mission also means intentionally designing academic offerings that are not just market-driven but mission-aligned. It’s about embedding your values into every program, ensuring that what you teach is a direct extension of who you are as an institution. For example, a university with a mission centered on technological innovation can develop programs in fields like cybersecurity, artificial intelligence and digital health that not only meet job market demands but also reflect its commitment to advancing technology for the betterment of society.
Embracing business principles shouldn’t mean losing sight of your academic mission. In fact, it’s quite the opposite. Institutions that navigate this balance effectively use their mission as a strategic guide, not just a statement on the wall. It’s about using your values to drive smart, mission-aligned business decisions. Clear governance and transparent decision making are non-negotiable; they keep the mission front and center, ensuring that every move you make enhances, rather than dilutes, your core purpose.
Leaders who get this right aren’t just managing institutions—they’re driving innovation that makes a measurable impact, setting their institutions apart in a world that’s often too quick to compromise on what truly matters.
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