Purpose and Goals

American institutions of higher learning are facing some of the strongest headwinds in their history. Aspiring college students have many options from which to choose; the value proposition of private institutions, in particular, is increasingly scrutinized; employers bemoan the lack of job readiness exuded by large numbers of their entry-level employees; and the COVID-19 pandemic has exacerbated these and other challenges.

Given these realities, Cal Lutheran must clearly articulate and promote the unique and relevant experiences that are of value to prospective and current students, their families, and employers alike.

To help address the aforementioned challenges, this task force brings together faculty, deans, staff, and community members to study, unearth, and recommend the academic programs, features, and/or characteristics of California Lutheran University that differentiate it from other institutions of higher learning.

This task force will help university leaders pinpoint the areas of differentiation it deems most critical to university and student success. Once those areas are identified and agreed upon, they will help shape institutional priorities that include but are not limited to: new and enhanced academic programs and co-curricular programs, marketing and branding plans, and facility enhancements.

The Charge

As part of this charge, the task force will draft a proposal to the university President that addresses the following questions:

1. Which existing academic programs, activities, and/or philosophies set or should set Cal Lutheran apart from its peer and aspirant institutions?
   • How can they be spotlighted and enhanced?
   • How can they communicate our existing or refined brand?
2. What distinctive academic and co-curricular programs and services should Cal Lutheran develop going forward?
   • How will these align with our mission?
   • How will they reinforce our brand?
3. How can members of this task force join forces with the university leadership team to help internal and external stakeholders appreciate and support the institutional differentiation that emerges from this work?

Responsibilities

In accepting the aforementioned charge, task force members will be expected to engage in a number of activities. They include but are not limited to the following:

1. Reading a host of articles, book chapters, white papers and the like that describe how institutions create and nurture a unique or differentiated identity and emerging trends related to institutional differentiation and identity development.
2. Review of institutional data on our academic programs, and examination of factors which provide insight into student interest, such as enrollments, majors, minors, credit hours taught, applicants' academic interests, number of applications, etc. 
3. Review of institutional data on Cal Lutheran history, co-curricular and community engagement activities, and examination of factors which provide insight on institutional investments, institutional external affiliations, alumni engagement, student activities, academic support systems, faculty and staff support, etc.
4. Review of external data on peer and aspirational institutions, community and state databases, socioeconomic data, etc.
5. Conduct surveys, focus group meetings, interviews and gather information relevant to the charge of the task force.
6. Attend and participate fully in meetings of the group.
7. Engage in respectful conversations about the desired aims and purpose of institutional differentiation at Cal Lutheran.
8. Develop and share a sophisticated understanding of what institutional differentiation looks like at universities in the mid-twenty first century.
9. Develop a market map that will inform new programs.
10. Make explicit recommendations to the President on the areas delineated in the charge section of this document and other areas that may surface during the course of this process.
11. Help colleagues around campus hone their own understanding of academic differentiation.
12. Support and explain the work that emerges from this task force.