The document discusses how to market and grow new academic programs. It outlines common missteps such as not assessing the market or having programs be faculty-driven instead of grounded in reality. It recommends identifying in-demand programs through market gaps and feasibility studies that examine competitors, demand, and demographics. The document stresses the importance of involving marketing and admissions early in the process to develop messages and a marketing plan before programs are approved. It also suggests creating an entrepreneurial culture around ongoing conversations and observations.

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