Two distinctly different views of reality were on display at the 2014 Society of College and University Planning conference: traditional and nontraditional – bundled and unbundled. The cognitive dissonance was there for all to see and hear.

The traditional view bundles residential experience with marching bands and the book-lined study. The nontraditional view unbundles all of this, offering credit hours and progress toward a degree without dorms, touchdowns or libraries. This all makes sense as long as they are serving different audiences – different customers interested in different value propositions. When they need to appeal to the same customer this cognitive dissonance will take the form of economic competition to squeeze what Rich DeMillo calls the middle. Continue reading →