Running Head: A Public Declaration of the values

Mission Statements: A Public Declaration of the values

Tania. N Harris

Northern Illinois University

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Postsecondary institutions are tackling challenges in addressing the requests of

transparency, accountability, and the rising costs of tuition. The mission statements of

colleges/universities articulate their institutional purpose, indicates whom the institutions serve,

and what they intend to accomplish. Therefore, institutions outlining their mission statements

and communicating to their constituents with clarity is vital. This content analysis paper

examined the mission statements of two higher education institutions: The University of

Maryland at College Park and The University of North Carolina at Chapel Hill.

The notion of a mission statement that answers the who, and what questions are

supported by The University of Maryland, where it states the purpose to “educate students and

advance knowledge in areas of importance to the State, the nation, and the world” (History &

Mission, n.d., para1). It is surprising that The University of Maryland did not place a greater

emphasis on career readiness or leadership given that, in most cases, universities are preparing

students to enter the workforce and move on to some type of leadership role. Thus, since the

purpose of the mission is to propel instructors, employees, and trustees to pursue the goals set

forth by the institution, it would be essential to state the ideology of the university in preparing

its students for careers after graduation.

The University of North Carolina excellently expresses its purpose when describing its

educational style. They claim that by using “teaching, research, and public service,” they can

“embrace an unwavering commitment to excellence as one of the world’s great research

universities... Our mission is to serve as a center for research, scholarship and creativity and to

teach a diverse community...” (mission & values, 2014, para1). However, career readiness and

the preparation of students for the future is not evident in The University of North Carolina

mission statement. While applauding the self-concept of both educational institutions as

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described in their mission statements, there is little to no expression of the significance of career

readiness and the public perception within their mission statements.

The mission statements of both institutions are pervasive. It seems that both mission

statements are an assortment of standard idioms that are either extremely vague and

unrealistically ambitious. More specifically, the language in mission statements appears to be

arranged to evoke an all-encompassing objective intent. One can argue that the mission

statements of both institutions at best demonstrate the value of being broad. They crafted their

mission statements to maximize institutional flexibility. More specifically, the language in

mission statements of both institutions is intended to evoke an all-purpose purpose. The mission

statements tend to demonstrate the significance of being general. Rather than surfacing values

that might guide everyday decision making, they design their mission statements to take full

advantage of institutional flexibility. Thus, they communicate that nothing is beyond the reach of

their organization. In doing so, they disregard their institutional limitations and sidestep any

effort at prioritizing current activities or future initiatives.

Though both universities excel in describing their self-concept as educational institutions,

additional claims in their mission statements of career readiness and preparation of the students

for the future. Both universities did not mention these issues which tend to be the reason many

students enroll in universities. A plan of action that explains how each institution intends to fully

develop students in all aspects of their life to best prepare them for life after graduation is far

more meaningful than the vague statements published on their websites.

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“The mission of the University of Maryland, College Park is to provide excellent

teaching, research, and service. The University educates students and advances knowledge in

areas of importance to the State, the nation, and the world. The University is committed to being

a preeminent national center for research and for graduate education, and the institution of choice

for Maryland’s undergraduates of exceptional ability and promise.”

“Our mission is to serve as a center for research, scholarship, and creativity and to teach a

diverse community of undergraduate, graduate, and professional students to become the next

generation of leaders. Through the efforts of our exceptional faculty and staff, and with generous

support from North Carolina's citizens, we invest our knowledge and resources to enhance access

to learning and to foster the success and prosperity of each rising generation. We also extend

knowledge-based services and other resources of the University to the citizens of North Carolina

and their institutions to enhance the quality of life for all people in the State.”
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References

History and Mission | The University of Maryland. (n.d.). Retrieved from

https://www.umd.edu/history-and-mission

Unc’s Mission - University Of North Carolina At Chapel Hill. (n.d.). Retrieved from

http://www.unc.edu/ugradbulletin/mission.html