I remember the first time I tackled the controversial subject of students as customers. It was in an in-house newsletter, well before the advent of the Internet and e-mail. Even so, I had numerous phone calls, memos, encounters on campus, and discussions about it in every activity the teaching center sponsored for the next year. I hadn’t even taken a side; I had simply listed arguments for both sides. But, as far as the faculty were concerned then and pretty much since, there aren’t two sides. Students are not customers. Tuition dollars do not buy grades. Education does not come with a money-back guarantee. And students don’t get to choose what they learn—well, they do, but if they don’t choose to learn what we require, the consequences are costly.
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