Demographic shifts in educational demand and the rise of alternative credentials

This research explored the role that alternative credentials play in higher education, as reported by 190 institutions of higher education, including community colleges (11 per cent), baccalaureate colleges (12 per cent), masters' colleges or universities (27 per cent) and doctorate-granting universities (50 per cent), 61 per cent of which were public entities. It revealed that non-traditional courses and programs with alternative credentialing have become increasingly popular and are a staple among higher education institutions, with almost all of the institutions profiled having at least one offering of this type. Alternative credentials now play a critical role in revenue and revenue planning for academic institutions and are seen as important for their future success. In this context, universities must have a full understanding of the alternative credential landscape and its potential for shifting the educational marketplace.

The major findings of this study include: (1) Alternative credentials are offered by 94 per cent of institutions profiled; (2) One in five institutions offers digital badges; (3) Digital badges are most commonly offered in business-related domains; (4) Institutions with corporate engagement consistently valued alternative credentialing more than institutions that did not; and (5) Sixty-four percent of respondents either strongly or somewhat agreed that their unit sees alternative credentialing as an important strategy for its future.

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