how to market and grow new academic programs
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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
HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!
• Need to grow enrollments — revenue
• Drive to keep relevant in the marketplace
• Missed opportunity
How’d We Get Here
HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!
• Not assessing the market
• Faculty driven
• Not grounded in reality
• Lack of planning and foresight
• Lack of marketing
Common Missteps
HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!
• Faculty
• Market gap
• In-demand
• Admissions, marketing, advisory panels
• Lack of marketing
Identify Programs
HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!
• Competitor
• Delivery format
• Interest
• Demand
• Demographic
• Intangibles
• Values and outcomes
Feasibility study
HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!
• Begin earlier
• Develop key marketing messages
• Create a marketing plan
• Career services and other support offices
• New only ONCE
Involving marketing and admissions
HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!
• 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
HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!
• Conversations and observations
• Entrepreneurial
• Ongoing
Create a Marketing Culture
HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!
• Break-even points
• Faculty considerations
• Facilities, capacity and access
What else?
HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!
• Sustainability
• Delivery formats
• Reinvestment
Emerging conversations
HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!
Questions and Answers
HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!
Contact Janet Sieff at 412-904-3133 or janet@psandl.com www.psandl.com
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