How UT Permian Basin is Bridging the Workforce Gap with Credit-Bearing Micro-Credentials

Overview 

Higher education institutions are under increasing pressure to equip students with the skills and knowledge they need to thrive in their careers. The University of Texas Permian Basin (UTPB) is proactively addressing this challenge by embracing micro-credentials through a strategic partnership with Coursera. This initiative underscores UTPB's commitment to preparing its students for in-demand careers while fostering a culture of lifelong learning.

State political leadership has positively noted UTPB's micro-credentialing initiative, seeing it as a way to enhance public trust in higher education by connecting academic experiences more directly with career readiness. This initiative is a critical part of broader workforce development efforts by UT System to equip 60% of working-age Texans with post-secondary credentials by 2030.

The genesis of UTPB's micro-credentialing journey stems from a clear understanding of the workforce landscape in Texas. The state's booming economy, coupled with significant advancements in technology and automation, highlights the critical need to bridge the skills gap between graduates and employer expectations. Recognizing this pressing issue, UTPB seeks to equip its students with the industry-recognized competencies sought after by employers in high-growth sectors.

The solution: Integrating for-credit micro-credentials into existing curriculum

Micro-credentials emerge as the ideal solution. These industry-backed credentials provide learners with targeted skills and knowledge in specific areas, offering a distinct advantage in the job market. To effectively implement its vision of integrating micro-credentials, UTPB is partnering with Coursera, which offers a vast library of industry-recognized micro-credentials. This partnership provides UTPB with access to a diverse range of high-quality credentials, ensuring that students can acquire the skills most relevant to their career aspirations.

UTPB takes a strategic approach to integrate micro-credentials on Coursera into its existing curriculum. This involves a careful analysis of the skills and knowledge required for success in various industries, followed by the selection of relevant micro-credentials that align with these needs. By embedding these credentials into courses, UTPB ensures that students can seamlessly acquire in-demand skills as part of their academic journey.

Recognizing the importance of faculty development in ensuring successful adoption, the university provides faculty with dedicated training and support to equip them with the necessary skills and knowledge to ensure that the course content on Coursera is relevant and effectively integrated into the existing curriculum. This investment in faculty development ensures a smooth transition and optimizes the learning experience for students. Faculty are even required to complete the Coursera certificates themselves to fully understand the content and provide valuable support to students. 

Marketing efforts show positive trends, with a noticeable increase in system-wide signups for Coursera courses following rollouts. UTPB continues to look for ways to differentiate and articulate the value of its courses compared to other educational experiences, ensuring that micro-credentials are seen as valuable additions rather than replacements for traditional degree programs. There’s an organic growth in interest among students and faculty, driven by positive word-of-mouth and the clear benefits of gaining industry-recognized skills. Coursera's robust platform helps UTPB track student enrollment, completion rates, and skill acquisition. A data-driven approach provides valuable insights into the program's effectiveness and allows for continuous improvement.

Impact

The University of Texas Permian Basin (UTPB) is revolutionizing business education by integrating Professional Certificates on Coursera into its curriculum. The certificates contribute up to 20% of the total academic credit awarded for various courses. Management Information Systems (MNGT3333) includes select courses from the Google IT Support Certificate, while Digital Marketing Analytics (MRKT 4304) leverages the Google Data Analytics Certificate, equipping students with in-demand skills. Additionally, the Google Project Management Certificate has been integrated into Project Management Elements (MNGT 4307), a core requirement for all Management majors. These initiatives have boosted enrollment, increased student engagement, and enhanced job market competitiveness. With nearly 950 course completions, it's clear that students value acquiring industry-aligned skills through their academic journey. “Students are so excited to share their accomplishments on LinkedIn," says Dr. Lili Gai, Chair of Management, Marketing and Industrial Technology Department.

As a nursing student taking healthcare data analysis courses on Coursera, I've found these informatics classes invaluable. They've shown me how data science can improve patient care by revealing trends and informing better decisions. This efficiency is crucial in busy healthcare environments. The skills I'm learning also open up new career possibilities in healthcare informatics and data analysis. Overall, these courses bridge nursing with advanced data science, preparing me to address modern healthcare challenges effectively.

E. Onyemaobi, Nursing Class of Spring 2026

Completing the Google Data Analytics Certificate under Dr. Gai was a pivotal part of my coursework, and significantly enhanced my career prospects post-graduation by distinguishing me from other candidates. The program equipped me with essential skills in data analysis, visualization, and interpretation, enabling effective data-driven decisions. As a Business Relationship Manager, I now use these skills to better understand client behavior and tailor strategies for stronger relationships and success.

N. Pickrom, Class of Spring 2024

Looking ahead 

The university remains committed to expanding its micro-credential offerings to meet the evolving needs of the workforce. The university plans to develop deeper partnerships with industry to ensure alignment with industry standards and continuously improve the relevance of its programs. UTPB will continue to focus on data collection and analysis to measure the impact of micro-credentials on student outcomes, providing valuable insights for further program development.