Gjergj Dollani joins the Education Marketing Leader Podcast to unpack why fear — not prestige — now drives college choice, and what it means for higher ed marketing.
Today's students aren't chasing the "best" college anymore — they're trying to avoid picking the wrong one. In this episode, originally recorded for Chris Raposo's Education Marketing Leader Podcast, Gjergj Dollani (ClearCourse Advisory) breaks down why fear — not hope — now drives the enrollment decision, and what that means for how universities need to market themselves.
Gjergj and Chris dig into why college closures and mergers are spooking prospective students, how Gen Z's later independence (drawing on Jonathan Haidt's research) is pushing students to stay closer to home, and why a "subscription model" for higher ed — lifelong access to retooling and micro-credentials — may be where the industry is headed. They also tackle the trade school vs. college debate, how AI is already reshaping entry-level hiring, and why higher ed marketers rarely benchmark outside their own industry. Gjergj closes with lessons from running his own chocolate shop and what it taught him about ownership, P&L thinking, and outcome-driven marketing.
Connect with Gjergj Dollani on LinkedIn or at http://ClearCourseAdvisory.co.
