Higher Expectations of the Students

Abstract

Higher education in further education institutions often is perceived by students as having a lower quality than offerings from traditional universities. This chapter argues that by understanding (and meeting) the expectations of students, it is possible to increase their satisfaction. Instead of understanding the students recruited onto higher education in further education institutions as a monolith, this chapter suggests that a more nuanced understanding can come from categorising students as wanting a ‘University-Lite' or ‘University-Like' experience. By understanding the differences between these students' expectations, it is possible to better understand these expectations and therefore ensure that the provision is better placed to meet them. As a result, students are likely to feel more satisfied with the provision and have a better impression of the quality of the institution. Using focus groups and semi-structured interviews, this chapter suggests three main recommendations. Firstly, that it is essential to create separation between the higher education identity and provision from that of the further education experience in order to increase student satisfaction. Secondly, it also argues that marketing strategies should emphasise the strengths of the higher education in a further education institution provision in a realistic and targeted way to help contribute to the formulation of the students' expectations to help increase student satisfaction. Finally, the use of academic partners expertise, resources and facilities can greatly improve the sense of Higher Education identity in Further Education institutions and should be more effectively utilised.