How to Market and Grow New Academic Programs

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  • 1. 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
  • 2. HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS! How’d We Get Here •  Need to grow enrollments — revenue •  Drive to keep relevant in the marketplace •  Missed opportunity
  • 3. HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS! Common Missteps •  Not assessing the market •  Faculty driven •  Not grounded in reality •  Lack of planning and foresight •  Lack of marketing
  • 4. HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS! Identify Programs •  Faculty •  Market gap •  In-demand •  Admissions, marketing, advisory panels •  Lack of marketing
  • 5. HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS! Feasibility study •  Competitor •  Delivery format •  Interest •  Demand •  Demographic •  Intangibles •  Values and outcomes
  • 6. HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS! Involving marketing and admissions •  Begin earlier •  Develop key marketing messages •  Create a marketing plan •  Career services and other support offices •  New only ONCE
  • 7. HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS! Core Marketing •  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
  • 8. HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS! Create a Marketing Culture •  Conversations and observations •  Entrepreneurial •  Ongoing
  • 9. HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS! What else? •  Break-even points •  Faculty considerations •  Facilities, capacity and access
  • 10. HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS! Emerging conversations •  Sustainability •  Delivery formats •  Reinvestment
  • 11. HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS! Questions and Answers
  • 12. HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS! Contact Janet Sieff at 412-904-3133 or janet@psandl.com www.psandl.com