Universities globally operate within dynamic and complex environments shaped by technological advancements and evolving labor market demands. To sustain competitiveness and differentiate their quality and offerings, higher education institutions (HEIs) require effective strategic tools. This study investigates the application of the Journey Mapping (JM) approach within the higher education context, adapting the Customer Journey Mapping approach from the business context to prioritize student needs.
A systematic review was conducted following the PRISMA protocol. The analysis identified five key intentions for implementing JM in HEIs, including the facilitation of organizational and strategic processes and the support of course development. Application areas encompass the comprehensive evaluation of the whole student journey and the refinement of course design. The benefits of JM are substantial, notably enabling long-term improvements, optimizing services, increasing staff awareness of student needs, and fostering interdepartmental collaboration. However, the approach faces significant challenges, primarily related to gaps in implementation knowledge and issues concerning the sustainability and utilization of results.
Despite these challenges, JM emerges as a promising yet nascent approach in higher education, with outcomes that positively align with critical determinants of student success. The findings suggest that adopting JM can provide HEIs with valuable insights to enhance their competitiveness and the quality of their educational offerings, thereby meeting the evolving expectations of students in an increasingly competitive academic landscape.

Authors:
Melanie de la Rosa, University of Bern, Switzerland
Felix Michael Schmitz, University of Bern, Switzerland
Ara Tekian, University of Illinois at Chicago, United States
Sissel Guttormsen, University of Bern, Switzerland

About the Presenter(s)
Melanie de la Rosa is currently a PhD candidate at the Institute for Medical Education, University of Bern, Switzerland

See this presentation on the full schedule – Saturday Schedule

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