HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!     How to Market     and Grow     New Academic     Programs     David Black  ...
HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!           How’d We Get Here         •  Need to grow enrollments — revenue     ...
HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!                       Common Missteps                                •    Not ...
HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!  Identify                                    Programs             •  Faculty  ...
HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!              Feasibility study                     •    Competitor            ...
HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!      Involving marketing      and admissions        •    Begin earlier        ...
HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!      Core Marketing       •    Messages       •    Market and segments       •...
HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!          Create a          Marketing Culture             •  Conversations and ...
HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!                     What else?                    •  Break-even points        ...
HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS!   Emerging conversations                           •  Sustainability          ...
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          ...
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How to Market and Grow New Academic Programs

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How to Market and Grow New Academic Programs

  1. 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. 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. 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. 4. HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS! Identify Programs •  Faculty •  Market gap •  In-demand •  Admissions, marketing, advisory panels •  Lack of marketing
  5. 5. HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS! Feasibility study •  Competitor •  Delivery format •  Interest •  Demand •  Demographic •  Intangibles •  Values and outcomes
  6. 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. 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. 8. HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS! Create a Marketing Culture •  Conversations and observations •  Entrepreneurial •  Ongoing
  9. 9. HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS! What else? •  Break-even points •  Faculty considerations •  Facilities, capacity and access
  10. 10. HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS! Emerging conversations •  Sustainability •  Delivery formats •  Reinvestment
  11. 11. HOW TO MARKET & GROW NEW ACADEMIC PROGRAMS! Questions and Answers
  12. 12. 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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