How to Market and Grow New Academic Programs

HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!

How to Market and Grow New Academic Programs David Black

Vice President for Consulting and Market Research

March 30, 2012


•  Need to grow enrollments — revenue

•  Drive to keep relevant in the marketplace

•  Missed opportunity

How’d We Get Here


•  Not assessing the market

•  Faculty driven

•  Not grounded in reality

•  Lack of planning and foresight

•  Lack of marketing

Common Missteps


•  Faculty

•  Market gap

•  In-demand

•  Admissions, marketing, advisory panels

•  Lack of marketing

Identify Programs


•  Competitor

•  Delivery format

•  Interest

•  Demand

•  Demographic

•  Intangibles

•  Values and outcomes

Feasibility study


•  Begin earlier

•  Develop key marketing messages

•  Create a marketing plan

•  Career services and other support offices

•  New only ONCE

Involving marketing and admissions


•  Messages

•  Market and segments

•  Outreach

•  Scholarships

•  Coordinate across departments

•  Craft a marketing plan

•  Budget

•  Outreach

•  Recruiting

ALL OF THIS BEFORE the program is approved and ready to be offered to students

Core Marketing


•  Conversations and observations

•  Entrepreneurial

•  Ongoing

Create a Marketing Culture


•  Break-even points

•  Faculty considerations

•  Facilities, capacity and access

What else?


•  Sustainability

•  Delivery formats

•  Reinvestment

Emerging conversations


Questions and Answers


Contact Janet Sieff at 412-904-3133 or [email protected] www.psandl.com

How to Market and Grow New Academic Programs

Education

Transcript of How to Market and Grow New Academic Programs