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Some reasons that faculty have mentioned for investing their time in program development:
Program development is an important component of a faculty member's teaching activities and can be included in tenure, promotion, and performance reviews.
Teaching courses in your area of expertise is often easier and more rewarding than teaching assignments outside your field. The program may require some changes to allow you to propose new courses.
Knowledge is changing so quickly today that every program needs to be reviewed more frequently than before.
Life in urban areas is also becoming more complex. New populations, more diverse perspectives, and new social challenges require faculty in metropolitan universities to respond to these learning opportunities.
Students from urban areas generally want a degree associated with a career. As careers change, faculty want to meet those needs.