Higher Education and Students Thesis

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Millennial and the new Gen Z

This research involves a comparison between the Millennial and Gen Z. generations. Other research topics include the distinctions between communication and technology, an evaluation of online communication among Millennial Colleges in the modern world as well as the adjustments required in order for them to communicate with people of Gen Z, to maintain their competitiveness in the field of virtual higher education. Another issue that has been thoroughly discussed is Gen Z's as Gen X'ers offspring and Millennials as Baby bloomers' offspring.

The Gen Z's that are upcoming; those born between the mid-90s and 2007 mostly include youth who have been raised with computers, cell phones and internet. They are dependent, savvy and have complex knowledge of technology. In addition, they have grown up to be introduced to smart phones. This generation has financial concerns due to doubts concerning student loans and an economy that is souring (the 1990s-2000s tech bubble along with the 2008 recession caused by the meltdown of home mortgage), the war against terror and 9/11. In addition, they have been infected with the culture of PC usage among colleges. This generation has diverse people, most of who are still living in their parents' homes. This makes them part of a share type of economy, which has share platforms such as Uber and Airbnb among other internet concepts that define them both economically and socially. They depend on internet services for basically all they do; research, socializing, and planning, shopping and even booking tickets. Gen Z's are the first people to genuinely experience the digital world. They are allowed free branding, taking part in a Big Data system which has companies attempting to harvest their habits in order to determine how they can be marketed in a marketplace that is uneven. They are aware and receptive of the drill; this generation has grown up under Big Brother/ Big Government overreach, where Homeland Security, NSA and TSA all appear usual to them. This generation is distinct from Gen Y, since Gen Y, also known as Millennials (born between 1980 and 1995) has greater "immunity to many of the traditional sales and marketing pitches" (WJS, 2015).

The Millennials have also been raised during the PC era, but they are more responsive to "cultural" aspects that come from the advanced left such as acknowledging the rights of the LGBT community. They also need to grow a little more with the growth of the web. For this reason, advertisers have to use a unilineal consumer behaviour model for the purpose of advertisement and development. The model has an organized sequence showing the variables, something that the previous models did not have. For instance, Lavidge and Steiner (1961) suggested, and Palda (1966) supported a model that showed the hierarchy of impacts.. Another model for processing information on the effectiveness on advertising was suggested by Mcguire (1969). The models have an impact flow that is unilineal, showing the model's variables (Mullen & Johnson, 1990, n.p.). This millennial generation has had quite some experience in the marketing field, but they still label themselves as a little older, such as independent, liberal and conservative (Iacosta, 2015).

A. Lavidge and Steiner (1961) "Hierarchy of effects" model

B. Mcguire (1969) "Information processing model of advertising effectiveness."

Fig: Examples of unilineal models of consumer behaviour (1960 to 1967) (Mullen & Johnson, 1990, n.p.)

To stimulate the customers' brand or purchase choice, the brand can be connected to a personal or engaging issue, through accentuating the distinctions between brands as well as emphasizing on the fundamental features of that brand, and clearly explaining how the brand works. There can also be creation of a lifelong relationship with customers (Bloemer & Kasper, 1995, p. 326).

Purpose of Study

Technological advancements have led to alterations in teachers' teaching methods, and the relation among experts in the corporate world (Gibson &Sodeman, 2014, p. 63). This paper analyses the similarities and distinctions between the two generations. It discusses such topics as:

• the connection between Gen Y and communication and technology, • evaluating Gen Y's current online communication with Colleges'

• Adjustments required for Gen Z's and Millennials to communicate in order to maintain competitiveness in the field of virtual higher education

• The issue about Gen Z's as Gen Ears offspring and Millennials as Baby Boomers offspring.

Millennial Generation and Technology

An entrepreneur known as Russ Warner, (2013) says "They have been raised with technology, which they have adopted to using 24/7. The Gen Ys are so dependent on technology that 50% of them are willing to sacrifice breathing just to keep a crucial device.

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" (cited in Gibson & Sodeman, p. 66) such scholars as Chelliah & Clarke (2011) state that the Gen Y's have "witnessed the growth of an ever-present, pervasive access and connectivity to capture, prepare, pass, and then receive data using many devices (portable wireless computer, hybrids of PDA-phones, smartphones and modern portable gaming devices) at any place and time, something that has never happened before." The growth of sites for social networking like Twitter, Facebook, Instagram and Linkedin has brought this generation closer together (cited in Gibson &Sodeman, 2014, p. 66). The Spring 2011 Cassandra Report by Intelligence states that 29% of a selected group of American Millenial trendsetters (currently at the age of 14-34 wish for the brands they like to have outdoor ads communication means, 32% through social media and 32% through TV advertisements. In addition, customers can now be entertained through smartphone apps, hence advertisers can also use them for outdoor communication (JCDecaux, 2012, p. 11)

Kirkwood & Price (2005) state that the technological culture among millennial students affects their approach of higher education; their needs from the curricula and their methods of transfer of knowledge (cited in Gibson & Sodeman, p.66). Nonetheless, Franz (1998), Gardner (2006), Chelliah & Clarke (2011) state that this generation expects that technology should largely enhance the process of learning, by allowing them to access many areas to get sources of information, which they can integrate into the real process of passing knowledge with the help of multimedia modes that incorporate entertainment as learning takes place (cited in Gibson & Sodeman, 2014, p. 66).

Significance of the Study

Oblinger (2003) states that College educators, particularly, face their own special problems while working in the modern-day college environments. The use of old teaching and course preparation methods is not exactly the best way for college teachers in most cases, if the teachers want to understand the interests of the modern-day students (cited in Porter, p. 7). With the changes brought by student bodies based on the expectations of students, there may be a great advantage among the instructors, since they can analyse the sophistications among their own students. This will help them further comprehend what exactly the goals of their students are, from going to college. For instance, students may be hoping to achieve some purpose from being part of higher education (Porter, 2007, p. 7). Hence, this paper analyses the approaches used by online Colleges as well as the adjustments they need to make for future communication, to maintain competitiveness in the field of virtual higher education. This is with regard to the two generations under study.

Comparison and Contrast of Millennials and Gen Z

In the last 15 years, America has seen the rise of mobile phone and internet usage, and the Gen Ys have been quite excited with the technological growth. Older Millennials outpace Americans in almost every kind of cell and internet use (Pew Research Center, 2010). Pew Research Centre (2010) states that the Gen Ys may also be the most learned Americans -- the outcome of a "current world insight-based economy" as well as recruitment of millions of grad school students in their twenties, mainly since they are unable to get employment. Among those between 18 and 24 that were surveyed, about 40% joined college by 2008; a very large share.

While, the Gen Zs are more realistic and pragmatic than Gen Ys, they are seen to be more loyal and responsible, and they are hardier, since they have already learnt how to deal with tough times as they grew. The millennials were raised during an era of success, peace, and a time when the concept of internet was still new. At that time, there was budget surplus. This led them to think that after college, they would definitely get employed, and that they could move from their jobs to better ones if they were unsatisfied. This, however, only came true for the older Millennials. The Gen Zs are aware that getting employed is difficult, and they are likely to stick to their employments for quite a long time (Siegel, 2016).

Fig. 1 (Tulgan, 2013)

The Millennials, however, "the Americans in their twenties and teenage that are beginning a new phase of adulthood with the coming of the net millennium," are known as the very first generation to be "always-connected," deep into social media and.....

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