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Five Dimensions of Quality: A Common Sense Guide to Accreditation and Accountability by Stanley O. Ikenberry, Linda Suskie

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CHAPTER 9PURPOSEWho Are You? Why Do You Exist?

A quality college knows what it is, where it is going, and how it wants to get there. Put another way, it can answer the questions that journalists traditionally ask:

  • What? Why? Who? The answers to these questions state the college’s purpose: its essential activities and distinctive traits, its values, and its target clientele, respectively.
  • Where? The answer to this question states the college’s key goals: its destinations, using the analogy of a road trip from Chapter 3.
  • How? When? The answers to these questions are the college’s plans to achieve its goals: to reach its destinations.

A clearly delineated purpose is the foundation of your college’s journey. It focuses the college community ...

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