Most of todayís college students see a college education as critical to their future quality of life, the key to a good job, financial security, and well-being.
Most have definite career objectives, majoring in professional or pre-professional programs such as business, engineering, pre-med or pre-law.
While they may have strong academic abilities and enjoy learning, both financial and family responsibilities motivate a utilitarian approach to their education.
Since the residential college experience is not as central to their lives, they seek a different kind of relationship with the university, much as they would other service providers such as banks or filling stations.
They approach their education as a consumer, seeking convenience, quality, relevance, and low cost.
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