Retaining Students: Strategies For A Vibrant Campus Experience

Retaining students on campus is a challenge for universities, with rising dropout rates in many countries, including the UK and Denmark. There are many reasons why students drop out, including financial issues, lack of access to counselling, and poor matchmaking between students and universities. To address this, universities are implementing various strategies to improve student retention, such as focusing on entrepreneurship skills, optimising online learning, and centralising data management to identify at-risk students early on. Additionally, creating a supportive and vibrant learning environment, offering learning strategies, and providing comprehensive support services tailored to individual needs are also key factors in retaining students. With the right approaches, universities can improve student success and enhance their reputation and competitiveness in the education landscape.

Focus on entrepreneurship skills

Entrepreneurship education is an increasingly important topic in higher education, given its positive impact on employment, productivity, innovation, and economic growth. However, there is a gap in the literature regarding the leadership skills needed by entrepreneurs to lead their teams effectively. This section will discuss the concept of entrepreneurship skills and how universities can enhance these skills among their students.

Entrepreneurship can be understood as an individual or collective system that is internal or external to an organizational structure, involving the development of something new, from the conception of ideas to the creation of a business. It requires a set of technical skills and the combination of opportunity, capabilities, and resources. However, entrepreneurs also need strong leadership skills to conduct their business efficiently and achieve success.

Leadership skills are essential for entrepreneurs to manage their teams and achieve their goals. These skills include the ability to innovate and be creative, diversify the business area, identify and exploit new business opportunities, and manage projects effectively. Additionally, entrepreneurs need risk-taking abilities, resource organization skills, and the capacity to create and develop networks.

Universities play a crucial role in developing these skills among their students. They can do so by incorporating relevant courses and curricula that focus on innovation, entrepreneurship, and leadership. These courses should go beyond traditional business planning and prediction by emphasizing real-world applications, creativity, and experimentation outside the classroom.

The development of entrepreneurship skills can be approached from two perspectives: the organizational development approach and the universities' development approach. The former involves cooperation with other local organizations, well-directed apprenticeship courses, and up-to-date educational content. The latter involves the integration of entrepreneurship concepts and theories into the curriculum and the use of creative teaching methods.

Universities can enhance the leadership skills of their students by proposing a model of skills development, increasing the level of development in all identified skills. This model should be based on the expertise of entrepreneurs and researchers, as well as the students' perceptions and needs. It should also consider the nature of the skills and recommend appropriate learning resources and methodologies, such as real-world cases, project-based learning, and problem-based learning.

Universities should also provide opportunities for students to gain practical experience in developing entrepreneurship projects or business activities. This will allow students to strengthen their leadership and teamwork skills, as well as their ability to identify business opportunities and develop strategies. Additionally, universities can help students establish risk plans, calculate risk impacts, and develop negotiation and conflict management skills.

By focusing on entrepreneurship skills, universities can empower their students to become successful entrepreneurs who can contribute to economic growth and innovation.

Optimise online learning

The COVID-19 pandemic has forced universities to transition to online learning. However, moving forward, online learning is here to stay, and universities must optimise their online learning experience to retain students.

Structured Rebuild of Courses

Programme creators should work closely with university IT departments to make content readily available in an online format. For example, ESMT Berlin's Associate Dean of Degree Programmes and Edtech Lab Director, Nick Barniville, explained that his institution is moving towards a structured rebuild of courses, breaking down content into more manageable chunks.

Online Engagement Mechanics

Understanding the mechanics of online engagement is crucial. This includes making content more digestible and rebuilding strategies to enhance student engagement.

"Corona Credits" System

Implementing a "corona credits" system can incentivise students to attend face-to-face sessions when social distancing measures allow.

Proactive Approach

Universities should take a proactive approach to mitigating the challenges posed by the pandemic. For instance, the Rennes School of Business was the first in France to switch to online learning and adopted a "twinning delivery" approach, where students attend in-person classes on a rota basis.

Work Experience

Introducing periods of work experience during bachelor's degree programmes can help bridge the gap between universities and working life, as suggested by Lederne, the Danish Association of Managers and Executives, to address the issue of poor student-university matchmaking.

Centralised Data Management

Effective data management is crucial for student retention. Integrating systems and making data readily available to staff can help identify at-risk students and intervene early on. For example, tracking poor or erratic attendance, missed deadlines, and university services usage levels.

Centralise data management

Centralising data management is a crucial part of student retention. When data is stored across multiple systems, it can be challenging to access and may not provide a comprehensive overview of student performance. By integrating systems and centralising data, university staff can more easily identify students at risk of dropping out and intervene early on.

University staff should be able to track various indicators of student performance, such as attendance, assignment deadlines, and usage levels of university services. This data can be used to identify students who may be struggling and offer support to improve retention rates. For example, if a student is consistently missing deadlines and their attendance is dropping, this could be an early warning sign that they are at risk of dropping out. Early intervention can then be implemented to provide the necessary support and resources to help the student succeed.

A centralised data management system, such as a Customer Relationship Management (CRM) system, can help universities streamline their data and make it more accessible to staff. With a CRM system, universities can easily track student data and identify those who may need additional support. This allows staff from different departments to collaborate and share information, ensuring that no student slips through the cracks.

Additionally, centralising data management can help universities make more informed decisions about their retention strategies. By analysing data on student performance and engagement, universities can identify trends and patterns that contribute to student success or dropout rates. This information can then be used to develop targeted interventions and support services to improve retention.

Furthermore, centralising data management can also benefit students by providing them with a more seamless and personalised experience. With all their data in one place, universities can offer students a centralised portal where they can access their schedule, course materials, and other relevant information. This can improve student engagement and satisfaction, contributing to higher retention rates.

Personalise student outreach

Personalised student outreach is a key strategy for improving student retention rates. Students want to feel seen and valued as individuals, and a distant, impersonal approach can lead to disengagement and stress. Here are some ways universities can personalise student outreach to retain students on campus:

Individualised Onboarding

Onboarding is the first step in making students feel welcomed and valued. Orientation programming should be designed with virtual components that are accessible, engaging, and sustainable throughout the entire onboarding process. Incoming students should be given opportunities to connect and build relationships with peers, student leaders, staff, faculty, and advisors before they arrive on campus. For at-risk and non-traditional students, this is a chance to learn about campus services and academic expectations and to start building a support network.

Mentoring and Academic Advising

Many students struggle with academic or social needs but don't reach out for help or don't know how to access support. Universities can address this by offering strong mentoring programs that teach important life skills and show students how and where to ask for help. Utilising technology, such as meeting scheduler tools, can make it easier for students to connect with advisors, faculty, or support staff.

Personalised Learning and Extracurriculars

Personalising the learning experience is crucial to retaining students. This can be achieved by offering flexible scheduling, such as weekend and evening classes, to accommodate students with work or family responsibilities. Additionally, connecting students with opportunities for involvement outside the classroom, such as student clubs and organisations, can make learning more relevant and enriching. These extracurricular activities can help prevent boredom and disengagement, common reasons for students to stop attending class or drop out.

Early Intervention

Identifying at-risk students early on is essential for successful retention. Collecting data on key indicators, such as attendance and credit completion, can help universities predict which students are most likely to drop out. Early intervention strategies can then be implemented, such as academic advising and faculty outreach, to provide support and connect students with resources to address their specific needs.

Building a Sense of Belonging

Creating a sense of community and belonging, both in and out of the classroom, is vital for student retention. This is especially important for students at risk of dropping out, as they may feel lost in a large school environment. Small group communities, such as Residence Life, student organisations, or peer mentor networks, can help students feel like an integral part of the campus community.

By implementing these personalised outreach strategies, universities can improve student retention, ensuring learners feel valued, supported, and connected to the campus community.

Create recognisable milestones

Creating recognisable milestones is an effective strategy for universities to retain students on campus. These milestones serve as a roadmap for students, providing clear and measurable academic goals to achieve. They give students a sense of direction, helping them stay motivated and on track with their degree programs.

Benefits of Creating Recognisable Milestones

• Improved motivation and confidence: Setting and achieving milestones boosts students' motivation and confidence. It gives them a sense of pride and satisfaction, knowing they are making progress and moving closer to their ultimate goal of graduating.
• Enhanced student development: Milestones contribute to overall student development. By setting and achieving goals, students learn valuable skills such as goal-setting, time management, and perseverance, which they can apply to other areas of their lives.
• Psychological impact: Achieving milestones has a positive psychological impact on students. It reinforces their belief in their capabilities and potential, encouraging them to strive for excellence and embrace new challenges.
• A sense of direction: Milestones act as markers, guiding students towards their academic goals and providing a clear path to follow. This sense of direction can be especially beneficial for students who may feel overwhelmed or uncertain about their academic journey.
• Reflection and self-assessment: Milestones encourage students to reflect on their learning experiences, identify their strengths and weaknesses, and tailor their study strategies accordingly. This self-awareness enhances their ability to learn and adapt.

Examples of Recognisable Milestones

• Return for subsequent terms: Tracking whether students return to campus for the following academic terms is a critical milestone. It provides insight into student retention and can help identify potential challenges or issues that may cause students to leave campus.
• Academic progress: Milestones related to academic progress, such as completing remediation, starting college-level coursework, earning a certain number of credits, and finishing general education requirements, are essential. These milestones ensure students are on track with their studies and can identify areas where additional support may be needed.
• Transfer from community college to a university: For students beginning their academic journey at a community college, transferring to a four-year university is a significant milestone. It indicates their progress and commitment to their educational goals.
• Extracurricular achievements: Recognising milestones beyond academic performance, such as extracurricular activities, community service projects, and personal growth, is also essential. These milestones contribute to the holistic development of students and should be celebrated.
• Social media engagement: With the influence of social media, creating unique hashtags for specific milestones or live-streaming milestone achievements can foster a sense of community and support among students. It allows them to connect with their peers and share their accomplishments in real time.

Frequently asked questions