Abstract:

According to many researchers; Colleges and University administrators, decision makers and teachers face the challenge of understanding and dealing with new behavioral patterns and expectations by youth given that the majority of students in higher education are represented in late generation of Y and Generation Z. Each generation has their own set of common characteristics and behaviors featuring them which make them demand distinctive ways of management and leadership. According to Reeves and Oh (2008) there are five categories of generations represented in Mature Generation (1924-1954) Booms Generation who are also known as Baby Boomers (1946 -1964), Generation X ( 1965 and 1980), Millennial Generation who are also known as Generation Y (1981-2000) and last is Generation Z (2001 to present).

In United Arab Emirates, several educational reforms and quality enhancements were explored and adopted driven by government leaders to ensure that youth are up to the local and global expectations and their technical and soft skills are aligned with the National Agenda and the job market requirements (Tabari, 2014). The UAE government has invested extensively in youth development and empowerment and released the UAE Youth Empowerment Strategy in 2015. Moreover, the country appointed a Minister of State for Youth Affairs in February 2016 at age of 22, making her the youngest member of the UAE cabinet and the youngest government minister in the world.

This study showcases “Ma ’akum” (which is an Arabic word translates to “amongst” in English) which an initiative designed and delivered by the Campus Administration of the Higher Colleges of Technology, Dubai Women’s in academic year 2016-2017. Dubai women’s was established in 1989 and have total of 2,430 students and over 6,000 graduates.

“Ma ‘akum” aims to enhance communication and engagement of students through providing positive, transparent and instant services. Ma ‘akum is a mobile office which rotates locations twice per week to reach out for students. “Ma ‘akum” also gives the option of digital communication with students to respond to their inquiries within 48 hours. Students used to report a gap in communication with the campus administration and inability to receive instant feedback or services per to their requests, suggestions or complaints. While Services Departments indicated that students are continuously impatience, lack communication protocols and the respect to the hierarchy of authority. In addition, students fail to read the administration email updates and announcements while they are consistently using their digital devices. The study presents the results of “Ma 'akum” considering social constructivism approach and focusing on theories related of behavioral tendencies and attitudes of millennial generation. Also theories of Educational Leadership and Management to create proper environment to offer sustainable services in the workplace. The analysis of this study is done on quantitative data supported by qualitative thematic document analysis of 1759 student age 17 to 24 years who visited “Ma ‘akum” Mobile Office over one academic year which is about 75% of student population on campus. The Dubai Women’s, Higher Colleges of Technology has a total of 211 employees of which 51% Belongs to Generation X, 25% Generation Y and 24% Baby boomers.

Keywords:

Educational Leadership, Generations, Student Engagement, Students Expectation.