Background Introduction
We are experiencing the industrial turmoil from public health and the global economic crisis. Universities respond quickly by moving educational resources and classroom to the digital platform. But the leaders have to meet a new challenge: 2020 enrollment. We should explore the potential impacts of COVID-19 on enrollments. A survey for university and college presidents, there are 86% of presidents indicated that enrollment is a critical issue in the summer and fall semester.
It is important for educational leaders to create a predictive-enrollment model. Some questions will be asked:
How much ability of institutions to serve and educate all students?
How many business and educational members in the university’s community?
How does the university’s finically sustainable abilities to support academic operation?
How much cost of the tuition fee?
Those questions can help universities to make decisions in the normal rather than COVID-19 world. Leaders should understand the truth - the game is not equitable in turbulent times.
To help leaders make decisions, McKinsey & Company conducted an online survey of 2094 US-based high school students. We hope to find the behavior change from the students when they plan to enroll in a full-time bachelor’s degree.
观点总结：
高校在新冠疫情的影响下将面临两个问题，即高质量的开展线上教育和2020年招生情况。本期特别企划，我们将带来麦肯锡针对美国高等教育的一次问卷调查，共调研了2094名本土高中学生，了解哪些因素会影响他们选择大学教育。
Insights One: Will students change the first choices?
Since January of 2020, about 21% of the students decide to change the first choice. The reasons include the high tuition fee and threats of COVID-19. An interesting thing is 30% of the students want to stay home closer. Not many students are considering educational qualities and career opportunities currently.
洞察点1：
在高中阶段，很多学生对于升学已经有了明确的目标。自2020年1月以来，大约21％的学生决定更改他们的原定目标学校。原因包括高额的学费和COVID-19的威胁。有趣的是，有30％的学生希望求学的地方能够离家更近一些。目前，没有多少学生将教育质量和职业机会作为重点考量因素。
Insights two: How do students consider the school type?
There are 53% of the students choose to enroll in public universities, which has lower tuition than private schools. An interesting thing is there are 59% of the students also choose public school when they make new choices.
The report indicates the school size and environment (urban or rural) don’t have significant influences.
洞察点2：
在调研中，有53%的学生会选择就读公立大学，因为学费会比私立大学更便宜。有趣的是，有59%的学生会改变原有的私立大学升学计划，而转为公立大学。另外，学校的规模和所处的环境（城市还是乡村）并不会对学生的选择带来直接影响。
Insights three: Do the students have enough preparations?
There are 45% of the students reported that COVID-19 brings extremely influences to the emotions and mental preparedness, while 32% of the students worry about the crisis influence the academic preparedness. There are 30% of the students reported a strong or extremely strong impact on their ability to afford school.
洞察点3：
在调研中，学生认为以下因素会影响他们对高等教育的考量：首先，COVID-19会对他们的选择产生重大影响。高校和周边社区的安全性是核心。其次，一些学生担心自己没有为接下来的学术教育做好准备。他们更倾向于高校能提供给他们学业保障。最后，高校的学费和生活费也会直接影响学生的选择。
Insights four: Are students prepared for remote learning?
Most of the students are concerning about online learning. There are 40% of the students from lower-income family are strongly agree they can afford to get all of the necessary equipment for remote learning. Furthermore, only 56% of the students have reliable internet access and 45% of the students’ families can provide the environment for online learning, compared with 77% and 64% of high-income students.
洞察点3：
在线学习也是影响学生思考大学规划的突发性原因。学生是否为线上学习做好充分的准备，是一个核心问题来自低收入家庭的学生中，有40％强烈同意他们有能力获得所有必要的远程学习设备。此外，只有56％的学生拥有可靠的互联网访问权限，而45％的学生家庭可以提供在线学习环境，对比高收入家庭的学生的这一比例为77％和64％。
Some suggestions for universities
The report predicted there are 15% of the domestic enrollment decline for universities. Student enrollment is continuing down a path of uncertainty. To improve the confidence of new students, the university should listen to the voices from students, which can provide a foundation of information to make student recruitment decisions. We will decrypt McKinsey's follow-up survey results for you:
Provide additional resources for students:There are 52% of the students hope to communicate with faculty to learn more about the major, career path, and remote learning. 42% of the students want a clear academic and life responsiveness from the school. 25% of the students hope to hear the blended learning plan for the courses. Schools should create a digital platform for students. There are 42% of the student hope the learning platform includes academic assistants, virtual mentoring, and a private (online) meeting room.
Financial Support and prioritize equitable access:At the end of April, only a few universities have an emergent financial plan. College should ensure the students can receive financial-aid, medical support, or other funding programs on time.
Design Remote Learning:Faculties should have a clear plan for remote learning. Firstly, schools should provide stipends for internet access and laptop rentals or purchases, or they can directly procure and lend equipment for under-resourced students. Secondly, faculties can research the optional learning plan, including online courses or digital internship.
观点总结：
麦肯锡的报告预测，美国高校的入学率将下降15%。入学率始终走在一个不稳定的道路上。为了提高新生的自信心，大学应该倾听学生的声音。他们的观点可以用于高校制定招生策略。我们将为你解密麦肯锡的后续调查结果：
为学生提供更多资源：有52％的学生希望能够与学院直接对话，以了解有专业信息，职业发展和远程学习。42％的学生希望学校有明确的学术和生活响应能力。能够将学生的需求快速转化为现实。25％的学生希望了高校提供的课程中，混合式学习的方法是什么。另外，学校应该为学生创建一个数字平台。有42％的学生希望学习平台包括学术助理，虚拟导师和私人（在线）会议室。
财务支持和优先考虑公平入学的机会：截止4月底，只有少数几所大学制定了紧急财务计划。大学应确保学生能够按时获得经济援助，医疗支持或其他资助计划。
设计在线学习：学院应制定清晰的混合学习计划。首先，学校应提供资金支持，例如免费的互联网访问，笔记本电脑租用或贷款购买；学校也可以直接为在线学习困难的的学生购买和借用设备。其次，学院可以研究可选的学习计划，包括在线课程或线上实习实习。
本次用到的文献资料:
Maria Claudia Soler Salazar, Jonathan Turk, and Darsella Vigil, “College and university presidents respond to COVID-19: April 2020 survey,” April 23, 2020, acenet.edu.
lIntegrated Postsecondary Education Data System, National Center for Education Statistics, FY2018, nces.ed.gov.
国际商学院| 数据战略与商业创新研究小组 曹振宇
