This essay discusses the importance of setting goals for students and how it can improve their academic performance and retention. It explores the reasons why setting goals is important, such as providing measurement criteria, giving focus, keeping students undistracted, and providing motivation. The essay also includes short-term and long-term goals that university students can set, as well as methods to improve retention, such as using the internet for comprehension, engaging in two-way communication, using SMART study techniques, putting theoretical information in real-life scenarios, and creating a learning community. References are provided for further reading.