As policy makers, planners, and others consider various transformation strategies, they would be wise to first consider those to be educated, whether viewed as the body politic at large or the student body on our campuses. As traditional perceptions of higher education have had to change, so too must traditional perceptions of students. Past conceptual models are no longer adequate. One, the medical model, has viewed students as coming to higher education with an academic weakness or weaknesses that must be treated. Those holding to a gas station model for students have tended to view them as one-stop purchasers of education.
Students drive in, passively fill up with knowledge and drive away.
The product model, another common view of students, has taken a manufacturing perspective. Unfortunately, this model has allowed for only limited attention to the feelings, goals, aspirations, and ambitions of students. There has been, lastly, the customer or retail model. Auto dealerships in particular come to mind. And, as with automobile sales, each program could be enhanced with a variety of options or electives ranging from international exchange opportunities to field work and practica to extra- curricular activities.