Continuing Professional Education at Universities: 4 Development Models

Contents:

• Innopolis University: IT customers and the absence of bureaucracy
• NovSU: forming an expert image in the region and focusing on the agenda
• SFedU: continuing education as part of a single system with higher education programs
• FEFU: a business approach to national-scale tasks

Every university has departments for continuing professional education, but most of them are aimed at a narrow circle of clients – local businesses, regional departments, and municipalities. Universities rarely seek to expand beyond their region. In recent years, with the growth of EdTech companies actively engaged in training new professions, many have begun to doubt the ability of universities to maintain their positions. Since EdTech marketing budgets significantly exceed those of universities, this creates a significant advantage for new players in the education market. In this situation, it is important for universities to adapt and seek new approaches to attracting students to avoid losing their audience.

The situation in the field of continuing professional education (CPE) has changed and become more complex. On the one hand, universities participating in the Priority 2030 program have committed to increasing revenue from CPE. On the other hand, in recent months, the education market has been experiencing a decline in demand, which will undoubtedly affect universities offering continuing professional education programs. With interest in additional educational services declining, universities must adapt their offerings to meet changing market needs and maintain competitiveness. Universities and private companies have the opportunity to participate in state retraining programs, such as the "Employment Promotion" project. In this context, there is competition from EdTech companies, but the amount of investment in promoting a specific program is not as critical for successful selection. Universities may even find it easier to enter the project, opening up new opportunities for attracting students and increasing their competitiveness in the labor market. Continuing professional education (CPE) departments at universities are faced with the urgent need to adapt their strategies. At the recent Moscow International Education Fair (MIEF-2022), as part of the discussion "Continuing Professional Education in Universities: A Second Wind," representatives from four universities shared their new approaches to organizing continuing professional education and plans for updating them. The strategies discussed are aimed at improving the quality of educational programs and meeting the needs of the modern labor market.

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The decline in consumer demand for continuing professional education (CPE) programs has become an obvious fact. This trend indicates changes in the needs of the labor market and the preferences of professionals. In a dynamically developing economy, it is important to adapt to new requirements and find effective ways to improve skills. CPE programs must be relevant and meet modern challenges to attract the attention of the target audience and meet the growing demands of employees and employers.

Innopolis University: IT Clients and the Lack of Bureaucracy

Innopolis University stands out among Russian universities with its unique operating model. Maria Obraztsova, Director of the Institute of Continuing Education, noted that the university operates similarly to an IT company, viewing higher education as an additional aspect of its operations. Traditional educational institutions are unlikely to replicate Innopolis University's model of continuing professional education, but studying its specific features could be very useful for developing educational programs and approaches at other universities.

According to Obraztsova, revenue from continuing professional education (CPE) accounts for one-third of Innopolis University's budget. Since 2019, 40,000 people have studied at the university, 10,000 of whom are employees of the university's partner companies. This demonstrates the high demand for CPE programs and their significant contribution to the development of both students and the corporate sector.

Innopolis University stands out for its unique focus on corporate training. Maria Obraztsova noted that CPE programs were initially developed to meet the needs of corporate clients. IT companies in Innopolis had a significant need for qualified Java developers. In response to this demand, the university created a methodology that enables the effective training of development teams in line with employer requirements. Future employees with the necessary competencies are identified throughout Russia, followed by short-term intensive training. Graduates are employed by client companies, strengthening their IT talent pool. Often, a targeted continuing professional education (CPE) program serves as the first point of contact between the university and the client. Following this, strategic sessions, audit programs, and digital transformation processes are initiated, enabling deeper collaboration and tailoring educational offerings to market needs. Innopolis University actively participates in the Digital Professions project, offering training to private clients. The university's programs attract students thanks to its close ties with IT companies. Last year, one partner company covered half the tuition for 500 testers as part of the Digital Professions program, with the remainder financed by the state. As a result, graduates were able to find employment with this company. Students in continuing professional education courses for individuals also frequently find employment with the university's partners. This confirms the high quality of education and the demand for specialists in the labor market.

Working with corporate clients in the areas of training and consulting involves many additional functions. Continuing education departments at universities often have limited autonomy, as Obraztsova noted. Effective interaction with corporate clients requires clearly organized processes, tailoring educational programs to business needs, and continuous monitoring of the quality of services provided. Successful collaboration in this area is based on a deep understanding of each company's specific needs and requirements, which allows us to create customized solutions and increase client satisfaction.

We have a self-sufficient structure, including an analytics and reporting center, a product promotion department, an events department, an assessment center, and a research sector. We also have a corporate training center, which primarily focuses on consulting services and strategic sessions for regions and corporations. Our team provides a comprehensive approach to training and development, enabling us to effectively address business challenges and improve competitiveness.

Innopolis University stands out among other universities due to its unique automation of the educational process. All aspects of training contracts and certificate issuance upon program completion require minimal staff intervention. This, according to Maria Obraztsova, is one of the reasons for the university's rapid development and growth. Due to the lack of dependence on bureaucratic procedures typical of large educational institutions, Innopolis University is able to effectively adapt to modern educational requirements and quickly respond to changes in the field of technology.

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Universities are in a situation where they themselves are faced with problems that must solve for their students. This "shoemaker's children have no shoes" metaphor reflects a paradox: educational institutions teach students the necessary skills and knowledge, but they themselves do not always apply these principles in their practice. As a result, a gap arises between theory and reality, which can negatively impact the quality of education. It is important that universities not only teach but also apply modern approaches and technologies to provide graduates with competitive skills in the labor market.

NovSU: Building an Expert Image in the Region and Focusing on the Agenda

Many regional universities are developing continuing professional education (CPE) using a different approach, actively collaborating with regional authorities and government agencies to find clients. Inna Andrejanova, Head of the Competency Development Department at Yaroslav the Wise Novgorod State University, spoke about this at the Moscow International Conference on International Relations. She noted that in subsidized regions, universities face a dual challenge: not only fulfilling training requests but also initiating them. According to Andrejanova, to successfully implement these tasks, the university must have a strong expert image. This will increase the level of trust among potential clients and ensure effective interaction with government agencies.

Novgorod State University (NovSU) actively cultivates its image through various events aimed at promoting the region. Representatives of the university and local authorities always bring materials about the university to every exhibition and negotiation. Within their region, NovSU staff members participate in all advisory bodies, including the investment council. When launching new industrial and social projects, the university offers its solutions for training and retraining personnel. Thus, as Andrejanova noted, the university earns a reputation as a regional "think tank," which contributes to the development of both the university itself and the entire district.

NovSU actively participates in federal projects aimed at supporting employment. As Irina Andrejanova notes, the university adapts its educational programs to the needs of the region. This not only improves the level of student preparation but also improves the alignment between the knowledge they acquire and labor market demands. It's essential not only to develop programs independently but also to consult with regional authorities and industry leaders representing key sectors in the region. This will allow for the creation of more targeted and effective initiatives that take into account the specific needs and capabilities of the local economy.

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The government and business are actively working to address the problem of personnel shortages, which is becoming increasingly relevant in the conditions of the modern labor market. One of the key areas is cooperation between educational institutions and employers. This allows for the adaptation of curricula to market requirements and the training of specialists in demand across various industries.

Government initiatives, such as advanced training and retraining programs, also play a significant role. They help employees update their skills and meet new requirements. At the same time, businesses are actively investing in employee training by creating corporate universities and training centers.

Furthermore, to attract young professionals, many companies are introducing flexible working conditions, including remote work formats and career advancement opportunities. This creates additional incentives for young people to choose careers in certain fields.

Thus, the joint efforts of the government and businesses not only address the labor shortage but also contribute to the development of the economy as a whole.

Inna Andrejanova emphasized that, despite the emphasis on the regional agenda, universities should not limit themselves to internal resources and competencies. Fulfilling certain training orders is only possible with the involvement of external experts. This will allow the university to demonstrate its management skills, as putting together a program with faculty from different cities is a very complex task. At the same time, university staff will not lose their jobs, as they will be able to participate in the continuing professional education program as curators, instructor reviewers, and in other roles. This approach will not only strengthen the educational process but also increase the university's competitiveness in the educational services market.

During a discussion at the Moscow International Conference on "Universities and Continuing Education: Socioeconomic Sustainability of Territories and Industries," Dmitry Shabalkin, Vice-Rector for Innovative Development and Digital Transformation at Ulyanovsk State University, noted that universities in the regions are currently faced with the need to more thoroughly analyze the demand for continuing professional education (CPE) programs. He emphasized that changes in the socioeconomic environment require educational institutions to be flexible and adaptable in the development and implementation of curricula to meet current labor market demands.

It is necessary to avoid introducing materials that the university has to the market solely because of their availability. It is important to develop products in collaboration with the external environment to ensure their relevance and demand. This approach allows us to take into account the needs and expectations of the market, which ultimately leads to the creation of more effective and competitive solutions.

In today's conditions, universities need to rethink their place in regional ecosystems and adapt their offerings. This requires the creation of new educational products that meet the current demands and needs of society. It is important not only to preserve traditional approaches to education, but also to introduce innovations to remain competitive and relevant to students and employers.

SFedU: Continuing Professional Education as Part of a Unified System with Higher Education Programs

Maxim Bondarev, Vice-Rector for Project Activities at Southern Federal University, presented a new model of continuing professional education at the university. In a competitive market for continuing professional education programs, it is difficult for universities to stand out. One possible solution is collaboration with EdTech companies, which could significantly improve the quality and accessibility of educational programs. In addition, Bondarev emphasizes the importance of integrating additional professional education programs with higher education, which will create more relevant and in-demand courses for students and specialists.

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EdTech Development: A Threat to Universities?

The field of educational technology (EdTech) is rapidly developing, and this is causing concern among universities. With the emergence of online courses, distance learning platforms, and a variety of educational apps, many are wondering: does EdTech really pose a threat to traditional educational institutions?

On the one hand, EdTech offers flexible and accessible ways of learning, which may attract students who prefer alternative formats. Platforms such as Coursera and Udacity provide the opportunity to gain knowledge from leading experts and organizations, which may reduce interest in traditional universities.

On the other hand, universities have a number of advantages, including accreditation, social interactions, and the possibility of obtaining a degree that is still highly valued in the labor market. However, universities must adapt to change and implement new technologies into the educational process to remain competitive.

Thus, the development of EdTech is not an unambiguous threat to universities, but it requires them to change and innovate. Traditional educational institutions should consider integrating EdTech into their programs to meet the needs of modern students and provide high-quality education in a rapidly changing world. Southern Federal University (SFedU) does not plan to limit continuing professional education (CPE) programs to its own students, although they may use these courses to obtain additional qualifications. Instead, short CPE courses will serve as a tool for attracting graduates to traditional educational programs, such as master's degrees. At the Moscow International Education Fair (MIEF) and during sessions dedicated to the master's degree as an important educational product, there was active discussion of how CPE courses can effectively engage people and promote master's programs to external audiences. Successful student recruitment requires making CPE programs competitive. This includes developing programs that incorporate modern pedagogical approaches and adapting topics and promotion methods to the needs of the target audience. Currently, this task is challenging for Russian universities, including Southern Federal University, Bondarev noted. Improving the quality and relevance of educational programs will increase interest from potential students and increase their number. SFedU is launching an internal corporate university project aimed at relaunching continuing professional education (CPE). The university's primary goal will be to train educational program managers. Without effective CPE implementation, the university will not be able to successfully develop master's programs. The speaker noted that various educational programs will be integrated, creating a more harmonious educational environment and improving the quality of specialist training. Our main goal is to integrate continuing professional education (CPE), master's, and, partially, bachelor's programs into a single educational space. We strive to create a modular structure for the educational product, which will allow not only for individual modules to intersect but also for target audiences to be united. This approach promotes the formation of integrated groups and improves the quality of the educational process.

The unified educational space will be a flexible system allowing students in the continuing professional education (CPE) program to enroll in subsequent courses after completing one. Over several years, they will be able to acquire knowledge and skills comparable to a master's program. The training will be structured into individual modules, allowing each student to tailor their learning path to their personal goals and needs. This system will ensure access to up-to-date knowledge and enhance the competitiveness of specialists in the labor market.

The reverse option is also possible: a master's program is initially developed jointly with a partner, and then its components are sold separately. This approach allows for flexibility in training and adaptation of content to the needs of students, which makes the program more attractive.

We have a program "Instructional Design and Educational Data Analysis," developed in collaboration with University 2035. We are considering offering this program as a set of modules. This will not only increase the number of students but also attract additional funding. Furthermore, this approach will be an effective tool for promoting and expanding the audience for the master's program.

FEFU: A Business Approach to National-Level Tasks

Mikhail Krivopal, Deputy Vice-Rector for Development and Head of the Academy of Management at the School of Economics and Management (SEM), presented the experience of Far Eastern Federal University at the discussion. FEFU applies an approach to continuing professional education that combines various models outlined by other participants. The university is focused on the needs of the region, but also actively collaborates with corporate clients, making its business school particularly in demand. Krivopal noted that, overall, the university's activities are in line with government priorities aimed at developing the Far East.

The entire country is paying attention to us, seeing in this an opportunity to implement the eastern development vector. Currently, the need to train professionals capable of working with the countries of East and Southeast Asia is actively discussed. This includes not only bringing goods to these markets but also forming effective technological chains. Such specialists play a key role in strengthening economic ties and developing mutually beneficial cooperation with Asian countries.

Currently, the partnership situation between Russia and Asian countries remains challenging. The speaker noted that there is no real groundwork for strengthening these ties. Russian businesses are still unclear about what offers they can make to their Chinese or other Asian partners. Currently, opportunities are being sought individually and manually, and universal solutions for establishing cooperation do not yet exist.

To increase the likelihood of successful problem solving, Krivopal believes it is necessary to change the approach to software development. He suggests focusing on reducing Time to Market (TTM)—the time required to develop a solution and bring it to market. This will not only speed up the process but also increase the product's competitiveness. Reducing TTM facilitates faster adaptation to market changes and meeting user needs, which ultimately increases the chances of success.

Modern corporate and private clients perceive higher education institutions as cumbersome government structures, where developing educational programs can take months or even years, and each step requires numerous approvals. It is important to change this approach and reimagine the university as a dynamic business entity. As Krivopal noted, our university has launched a project to transform the university into a customer-focused organization. One of the key changes will be the creation of a separate management structure for continuing professional education, which will increase the independence and flexibility of this area. With this new model, Far Eastern Federal University will be ready to compete with EdTech companies and corporate universities, offering convenient learning formats for both individuals and organizations. This will significantly improve the quality of educational services and meet the needs of the modern labor market.

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Continuing professional education: who conducts the training?

Continuing professional education plays an important role in improving the qualifications of specialists. Training can be conducted by a variety of organizations, including government agencies, private educational institutions, and professional associations. Experienced instructors and practicing specialists with relevant knowledge and skills in their fields teach courses. This allows students to gain not only theoretical knowledge but also practical skills that can be applied in real-world situations. It is important to choose programs accredited by the relevant authorities to ensure the quality of education and its alignment with current labor market requirements. The discussion moderator, Igor Voskresensky, Vice Rector for Strategic Development at the Siberian State Industrial University, emphasized the "business-like" approaches of his colleagues. The universities represented at the MMSE target different audiences, including large IT companies, local businesses, and individual students. However, all of them utilize a product-based approach in their continuing professional education (CPE) programs. Andrey Latyshev, Vice Rector for Human Resources and Organizational Development at Tyumen State University, explained why this approach is the right solution at the discussion "Universities and Continuing Education: Socioeconomic Sustainability of Regions and Industries." In a rapidly changing labor market and business needs, adapting educational programs to specific requirements helps create more competitive specialists and strengthen the economic resilience of regions.

According to various estimates, the decline in revenue in the EdTech market in Russia could range from 40 to 80%. This was announced by a speaker. The volume of external orders for educational programs developed at universities will decrease. In this situation, the task of continuing professional education departments is to actively reach out to customers with proposals that solve real problems for companies and individuals. Programs should be developed not only based on the existing competencies of universities but also taking into account customer needs, which requires conducting market research and understanding its challenges. "Only such solutions will be in demand and paid for in the next two to three years," Latyshev noted.

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