An innovative approach for higher education
Authors: Eskinat Ali , Teker Suat 
Published: July 2024

Purpose- The purpose of this study is to reflect the position of higher education institutions facing to adapt their strategies to the competitive priorities of the digital transformation era. This paper intends to clarify the new needs and demands of the prospective college students and the required response of universities to stay competitive in the new atmosphere. For this reason, this paper advocates “An Innovative Approach for Higher Education” model for the contemporary university of the new age.
Methodology-. The study employs a literature review aiming to reflect the new needs and conditions in the higher education system based on selected topics. A comparative analysis of the needs of higher education institutions against the demands of college students and employers of the world of 2020s was considered. The aim was to analyze the required actions of the universities in the competitive environment concerning demands of the prospective college students including non-educational services and examine the potential for a model of An Innovative Approach for Higher Education.
Findings-. The analysis reveals that higher education institutions should adapt themselves to the expectations of new student generations and design their strategies accordingly. Notably, it is clearly seen that the universities have not only be digitalized in their conventional non-educational services but also be ready to supply the demands and conditions of the competition in the digital transformation era. As a matter of the fact, over the Covid-19 crisis most universities keep increasing the use of hybrid model in all disciplines in their education system forced by the market demand. Furthermore, new concepts like industry 5.0 and Society 5.0 provide a basis for the University 5.0 model in parallel to the expectations of the new student generations. Under these circumstances, the results reveal that contemporary universities of this age should concentrate on such topics as understanding Generation Z’s perspective on embracing digital technologies, academic excellence, effective digital transformation in non-educational services and supplying employers’ demands to build a model of An Innovative Approach for Higher Education.
Conclusion-. Findings may be concluded that students of digital age extend minor interest in conventional non-educational facilities. Indeed, their priorities have changed in parallel to technological advantages of digital transformation era and their value expectation from undergraduate education towards their career. As a matter of fact, the Covid-19 period brought a serious momentum towards a digital transformation of universities. For this reason, it may be argued that there may be no need for usual conventional non-educational components, and related elements for higher education in the near future. Instead, a significant need for a clear perception to meet the expectations of college students and prospected employers reflecting the new conditions of 21st Century is valid. For this reason, universities should rethink and redesign their structures. Indeed, blended learning in traditional universities and inevitable growth of digital higher education institutions named as University 5.0 will be seen after 2030s.

Keywords: Higher education, digital universities, conventional non-educational services, generations Z and Alpha, University 5.0
JEL Codes: A20, I23, M10