ABSTRACT
The academic profession can be expected to change dramatically. Five forces are propelling the change: the changing attitudes and demands of higher education's patrons; the changing characteristics of college students; the changing conditions of employment in higher education; the rise of new technologies; and the growth of private-sector competitors. The price of higher education is being attacked loudly and continually, funding formulas are being re-examined, and financial aid is shifting from grants to loans. Many state legislators and policy makers believe that faculty members at public colleges and universities care little about undergraduate education, especially education at the freshman and sophomore levels. Higher education is a business with revenues in the hundreds of billions of dollars and a reputation for low productivity. This is causing the private sector to look increasingly at postsecondary education with a gleam in its keen eyes. High-technology and entertainment companies are viewing noncampus-based education as an opportunity.
