I'm not sure if I'm becoming cynical, but the cliché: "the more things change, the more they stay the same" is not ringing true with our school. Our campus has been changing and it is in the wrong direction. I have seen ABC 20/20 pieces and other journalistic approaches to career colleges and they never seem to be in the best light. The CE that I worked on (ED209-Students as Customers) shed a light on this subject of “admissions AND retention.” I have a few friends that work at other schools as well, and the new term: “Pell and a pulse” seems to be the resounding battle cry for admissions. “Get their butts in chairs” gives the impression career colleges are just institutions of profit. Yes a profit can be made, but it shouldn’t be at the expense of someone getting ‘some’ education versus high-quality direction. While I don’t want to paint with such a broad stroke, but more directors and managers (not just instructors/teachers) need to take this module/CE. “In fact, the majority of technology students believe that the students-as-customers approach should not be used because: • This approach affects instructor performance. • The goal of the institution may change from providing education to making a profit. • This approach affected relationships between instructor and student (Watjatrakul, 2009).” I can honestly say I have seen this approach weaken our ability in bringing the best information or discussions to our class rooms. Vice Presidents, directors and other management have focused on the ‘front end’ and less on the middle (education) or back end (certification/graduation/placement). Since certification has no bearing on our school ranking or our Federal Government standings, the focal point has been the exact opposite of this module: students are customers we need in our buildings. “Will educators try to avoid critical feedback when using the students-as-customers approach?” (Bharadway, 1993 and Johnson, 2003 cited in Watjatrakul, 2009) Unfortunately this has been a resounding “yes” at our campus. I believe our campus and our field have the opportunity to be great again: but reeducation for our management is sorely needed.