LAURA PAPPANO

Historically, universities set their procedures and standards and students had to meet them or go elsewhere. However, there began to be serious competition among schools, and many started altering their programs to better serve the preferences of the students—their customers.

Historically, universities set their procedures and standards and students had to meet them or go elsewhere. However, there began to be serious competition among schools, and many started altering their programs to better serve the preferences of the students—their customers.