It is no surprise that college tuition and student debt are on the rise. Universities no longer charge tuition to simply cover costs. They are market enterprises that charge whatever the market will bear. Institutional ambition, along with increasing competition for students, now shapes the economics of higher education. In The Market Imperative, Robert Zemsky and Susan Shaman argue that too many institutional leaders and policymakers do not understand how deeply the consumer markets they promoted have changed American higher education. Instead of functioning as a single integrated industry, higher education is in fact a collection of segmented and more or less separate markets. These markets have their own distinctive operating constraints and logics, especially regarding price. But those most responsible for federal higher education policy have made a muck of the enterprise, while state policymaking has all but disappeared, the victim of weak imaginations, insufficient funding, and an aversion to targeted investment. Chapter by chapter, The Market Imperative draws on new data developed by the authors in a Gates Foundation-funded project to describe the landscape: how the market for higher education distributes students among competing institutions; what the job market is looking for; how markets differ across the fifty states; and how the higher education market determines the kinds of faculty at different kinds of institutions. The volume concludes with a three-pronged set of policies for making American higher education mission centered as well as market smart. Although there is no "one-size-fits-all" approach for reforming higher education, this clearly written book will productively advance understanding of the challenges colleges and universities face by providing a mapping of the configuration of the market for an undergraduate education.

Provides an insightful analysis of the market stresses that threaten the viability of some of America's colleges and universities while delivering a powerful predictive tool to measure an institution's risk of closure. In The College Stress Test, Robert Zemsky, Susan Shaman, and Susan Campbell Baldridge present readers with a full, frank, and informed discussion about college and university closures. Drawing on the massive institutional data set available from IPEDS (the Integrated Postsecondary Education Data System), they build a stress test for estimating the market viability of more than 2,800 undergraduate institutions. They examine four key variables-new student enrollments, net cash price, student retention, and major external funding-to gauge whether an institution is potentially at risk of considering closure or merging with another school. They also assess student body demographics to see which students are commonly served by institutions experiencing market stress. The book's appendix includes a powerful do-it-yourself tool that institutions can apply, using their own IPEDS data, to understand their level of risk. The book's underlying statistical analysis makes clear that closings will not be nearly as prevalent as many prognosticators are predicting and will in fact impact relatively few students. The authors argue that just 10 percent or fewer of the nation's colleges and universities face substantial market risk, while 60 percent face little or no market risk. The remaining 30 percent of institutions, the authors find, are bound to struggle. To thrive, the book advises, these schools will need to reconsider the curricula they deliver, the prices they charge, and their willingness to experiment with new modes of instruction. The College Stress Test provides an urgently needed road map at a moment when the higher education terrain is shifting. Those interested in and responsible for the fate of these institutions will find in this book a clearly defined set of risk indicators, a methodology for monitoring progress over time, and an evidence-based understanding of where they reside in the landscape of institutional risk.