Changing student expectations of higher education is an increasing challenge to the university sector. How one institution responds to those changing expectations is examined close up. While student non-completion is a feature of the contemporary higher education landscape, little analysis of the role played by higher education institutions in stabilising retention rates has entered the public domain. The paper acknowledges the influence by state policies and of student disposition towards higher education as factors that may affect non-completion rates but questions the role played by higher education institutions themselves in reducing the rate of non-completion. From a theoretical perspective, barriers are identified which, coupled with institutional data, provide a first-cut analysis of possible strategies that could work to limit poor retention rate trends. An underlying question embedded within the paper is: should universities faced with high first-year non-completion rates expect students to accommodate to university life, or should they seek to adjust institutional culture to adapt to changing student demands and expectations? (Contains 7 tables, 4 figures, and 2 notes.)