The document analyzes enrollment trends at the University of Wisconsin, Superior and peer institutions between 2003-2013. It finds that UW-Superior experienced slower total enrollment growth than all but two peers during this period, with a 6% decline. This was driven by a 30% decrease in graduate enrollment, while undergraduate enrollment declined slightly. Compared to peers, UW-Superior enrolls a lower percentage of minority students but a higher percentage of international students (6% vs 2% at peers). The document also examines enrollment and degree trends by factors such as income level, discipline, and student segment.

1. ©2015 The Advisory Board Company 1 eab.com
Prepared for the University of Wisconsin, Superior
Enrollment Opportunity
and Risk Analysis
Academic Affairs Forum
Research Brief

2. ©2015 The Advisory Board Company 2 eab.com
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The Advisory Board Company is not in the business of giving
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particular, members should not rely on any legal commentary in
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Academic Affairs Forum
Brittany Coppola
Research Associate
Anna Krenkel
Senior Research Manager

3. ©2015 The Advisory Board Company 3 eab.com
Table of Contents
1) Executive Overview .....................................................................................................4
Key Observations ..............................................................................................................4
Introduction......................................................................................................................6
2) Enrollment and Demographic Trends ...........................................................................8
Total Enrollment Growth.....................................................................................................8
Enrollment Growth by Level ................................................................................................9
Growth by Undergraduate Student Segment ....................................................................... 10
Undergraduate Enrollment by Race/Ethnicity....................................................................... 11
Student Success by Racial or Ethnic Group ......................................................................... 12
Undergraduate Enrollment by Family Income ...................................................................... 13
3) Degree Completion Growth by Discipline ...................................................................14
Bachelor’s Program Portfolio ............................................................................................. 14
Recent Program Growth at the University of Wisconsin, Superior – Bachelor’s......................... 15
Recent Program Growth at Peer Institutions – Bachelor’s...................................................... 16
Master’s Program Portfolio ................................................................................................ 17
Recent Program Growth at University of Wisconsin, Superior – Master’s ................................. 18
Recent Program Growth at Peer Institutions – Master’s ........................................................ 19
4) List of Resources .......................................................................................................20
Recommended Readings................................................................................................... 20
5) Research Methodology...............................................................................................21
Project Sources ............................................................................................................... 21
Research Parameters ....................................................................................................... 21

4. ©2015 The Advisory Board Company 4 eab.com
1) Executive Overview
For the vast majority of colleges and universities, financial sustainability
depends on maintaining or growing enrollment. A range of demographic,
economic and competitive trends, however, indicate that sustaining enrollment over
the next decade will become increasingly difficult. This diagnostic is intended to
identify the top enrollment opportunities and risks facing the University of
Wisconsin, Superior as the beginning of a process of building a comprehensive
strategy.
The University of Wisconsin, Superior is one of the slowest-growing
universities among profiled institutions. From 2003 to 2013, the University of
Wisconsin, Superior ranked third-to-last in total enrollment growth. During this time,
enrollment decreased by more than six percent. The two institutions that experienced
greater enrollment declines than the University were Shepherd University and Fort
Lewis College. The majority of enrollment declines at the University of Wisconsin,
Superior are due to declines in graduate enrollment; during this time, graduate
enrollment decreased by 30 percent, while undergraduate enrollment decreased by
one percent.
The University of Wisconsin, Superior enrolls lower percentages of black,
Hispanic, and Asian students than peer institutions. Although the enrollment of
minority students remains a growth opportunity for all profiled institutions, the
University of Wisconsin, Superior enrolls a greater proportion of white students than
peer institutions. However, the University has capitalized on the international student
market more successfully than peers, as international student enrollment composed
six percent of total student enrollment in 2013, compared to two percent at peer
institutions.
First-year students who come from families that earn between $48K and
$110K compose nearly half of total first year enrollments at the University of
Wisconsin, Superior. Combined, first year students from these income brackets
composed 48 percent of first year enrollments in 2012, compared to 35 percent at
peers. However, peer institutions are more dependent on the enrollment of first year
students that come from families that earn at least $110K than the University of
Wisconsin, Superior.
The two most popular bachelor’s degrees at the University of Wisconsin,
Superior are business and education. In 2013, the combined completions of these
two degrees composed 37 percent of total bachelor’s degree completions. Although
the University of Wisconsin, Superior completes a greater percentage of students in at
least six bachelor’s degrees, peers offer some undergraduate degrees that the
University does not; the most popular of these is general/liberal sciences.
More bachelor’s degrees are experiencing growth at peer institutions than
the University of Wisconsin, Superior. Enrollment in six of 14 bachelor’s degrees
declined at the University of Wisconsin, Superior from 2011 to 2013, whereas four of
17 bachelor’s degrees declined at peers during this time. Notably, the most popular
bachelor’s degrees at the University, business and education, were not the fastest-
growing bachelor’s degrees from 2011 to 2013.
Peers offer more master’s degrees than the University of Wisconsin,
Superior. The University of Wisconsin, Superior offers three master’s programs,
whereas peer institutions offer more than 10 master’s degrees. The most popular
master’s degree at all profiled institutions is education. However, the University of
Wisconsin, Superior, is more dependent on this master’s degree than peers; in 2013
Key
Observations

5. ©2015 The Advisory Board Company 5 eab.com
the master’s in education composed 75 percent of total master’s degree completions
compared to 45 percent at peers.
Similar to trends in bachelor degree growth, more master’s degrees are
growing at peer institutions than the University of Wisconsin, Superior. From
2011 to 2013, the master’s degrees in education and arts experienced declines at the
University, and the enrollment in master’s in communications and journalism were
stable. At profiled peer institutions, the master’s-level business programs are one of
the most popular master’s degrees, and this degree experienced the greatest change
in the number of absolute completions during this time.

6. ©2015 The Advisory Board Company 6 eab.com
As other funding sources come under pressure, universities are all becoming more
dependent on tuition revenue. At the same time, changing demographic patterns and
increasing competition for highly sought after student groups threatens traditional
enrollment patterns.
Undergraduate enrollment remains the core at most institution but faces the greatest
challenges over the next decade. The first section looks at overall enrollment growth
compared to peer institutions, comparing growth in undergraduate enrollment versus
graduate enrollment. Changes in undergraduate enrollment are analyzed by age,
race, ethnicity, family income, and state origin. Finally, student success rates are
compared across racial and ethnic groups.
Master’s enrollment offers the greatest potential for revenue growth for most
institutions. The second section analyzes master’s degree completions by discipline
comparing the University of Wisconsin, Superior’s portfolio and growth drivers to
those of peer institutions. The report concludes with a list of EAB research reports
related to the specific challenges and opportunities identified.
Peer Selection
The EAB custom research team provided a peer group:
• Eastern Connecticut State University
• Fort Lewis College
• Henderson State University
• Midwestern State University
• Shepherd University
• St. Mary’s College of Maryland
• The Evergreen State College
• University of Mary Washington
• University of Minnesota, Morris
• University of North Carolina at Asheville
See Section 5) Research Methodology for peer institutions’ classifications, regional
characteristics, and enrollment numbers, as well as for the selectivity data used in
determining the peer groups.
Data Sources
The majority of the data included in this report was gathered and published by the
Institute of Education Sciences’ Integrated Postsecondary Education Data System
(IPEDS). Complete data may not be available for every institution. It should also be
noted that the IPEDS degree completions data builds on Classification of Instructional
Program (CIP) codes, which were revised in 1990, 2000 and 2010. As a result, our
completions analyses rely on crosswalks that enable longitudinal comparisons of
completions. While these crosswalks allow us to track CIP codes that were changed, a
fraction of CIP codes were created or deleted with each revision.
This report also includes the Western Interstate Commission for Higher Education’s
Knocking at the College Door high school graduate forecasts.
Introduction

7. ©2015 The Advisory Board Company 7 eab.com
The analyses in this report use the latest data; enrollment data is available through
2003-2013, and degree completions data is available through 2011-2013. Please note
that the dates in the report refer to the spring semester of the year in question; thus,
2013 refers to the 2012-2013 academic year.

8. ©2015 The Advisory Board Company 8 eab.com
2) Enrollment and Demographic Trends
The University of Wisconsin, Superior Grew More Slowly
than All But Two Peers from 2003 to 2013
The chart below maps the University of Wisconsin, Superior’s performance on
total fall enrollment growth, in both absolute and percentage terms, respective to its
peer institutions (bubble sizes represent total enrollment in 2013). From 2003 to
2013, the University of Wisconsin, Superior ranked third-to-last in enrollment growth.
During this time, enrollment declined at the University by approximately seven
percent. Two institutions experienced greater declines in enrollment than the
University of Wisconsin, Superior, (i.e., Shepherd University and Fort Lewis
College).
Total Enrollment Growth, All Institutions, 2003-2013
X
T
Total Enrollment
Growth

9. ©2015 The Advisory Board Company 9 eab.com
The University of Wisconsin, Superior is One of Four
Profiled Institutions that Experienced Declines in
Undergraduate and Graduate Enrollment
The following chart contrasts percent growth from 2003 to 2013 for undergraduate
versus graduate fall enrollment at the University of Wisconsin, Superior and its
peer institutions.
Undergraduate and graduate enrollment declined from 2002 to 2013 at the University
of Wisconsin, Superior; undergraduate enrollment declined by one percent, and
graduate enrollment declined by approximately 33 percent. Three other institutions
also experienced declines in graduate and undergraduate growth, including the
Evergreen State College, Midwestern State University, and St. Mary’s College
of Maryland.
Only two institutions experienced increases in graduate enrollment, the University of
North Carolina, Asheville, and Shepherd University. Four institutions grew
undergraduate growth, including Shepherd University, Henderson State University,
the University of Mary Washington, and Eastern Connecticut State University.
The only institutions that grew undergraduate and graduate enrollment during this
time was Shepherd University.
Growth of Undergraduate versus Graduate Enrollment, 2003-2013
Graduate-Driven
Growth
Undergraduate-
Driven Growth
Enrollment
Growth by Level

10. ©2015 The Advisory Board Company 10 eab.com
Peer Institutions Enroll More Transfer Students than the
University of Wisconsin, Superior
From 2007 to 2013, the University of Wisconsin, Superior experienced decreased
enrollment of all major student segments. However, increasing the enrollment of
major student segments remains a growth opportunity for all profiled institutions.
Although the University of Wisconsin, Superior decreased the enrollment rates of
adults aged 25 and older during this time, peers experienced declines in enrollment of
this student segment by 16 more percentage points.
The recruitment of transfer students remains a growth opportunity for the University
of Wisconsin, Superior; peers capitalized on this market by increasing the enrollment
of transfer students by three percent, yet the enrollment of transfer students at the
University of Wisconsin, Superior decreased by 10 percent during this time.
Enrollment Growth (Percentage) by Major Student Segments, 2007-
20131
1
IPEDS began collecting this data in 2007, so figures for earlier years are unavailable.
Growth by
Undergraduate
Student Segment

11. ©2015 The Advisory Board Company 11 eab.com
The University of Wisconsin, Superior Enrolls a Greater
Percentage of International Students than Peers
Demographic projections show that the number of white high school graduates will
decline over the next decade, while Hispanic students (and to a lesser degree Asian
students) are anticipated to increase significantly.
Enrollment of black, Hispanic, and Asian peers remains a growth opportunity for all
profiled institutions. However, the University of Wisconsin, Superior enrolled
these minorities at lower proportions than peers in 2013. The University of Wisconsin,
Superior enrolled international students by four more percentage points than peers
during this time.
Share of Undergraduate Enrollment by Race/Ethnicity, 2013
Undergraduate
Enrollment by
Race/Ethnicity
Stronger Than
Peers
Weaker Than
Peers
Weaker Than
Peers
Weaker Than
Peers
Weaker Than
Peers
Weaker Than
Peers
Stronger Than
Peers

12. ©2015 The Advisory Board Company 12 eab.com
The University of Wisconsin, Superior has Lower 6-year
Graduation Rates for White, Black, and Hispanic Students
than Peers
Student success is a priority for all institutions, and as demographic patterns shift,
populations with historically lower completion rates are projected to increase,
threatening to reduce overall completion rates.
Peer institutions had greater six-year graduation rates for white, black, Hispanic, and
Asian students than the University of Wisconsin, Superior in 2011. However, the
University of Wisconsin, Superior had higher six-year graduation rates for
Asian/Pacific Islander and American Indian/Alaskan students than peers during this
time.
Undergraduate Graduation Rates (6-year) by Race/Ethnicity, 2011
Student Success
by Racial or
Ethnic Group
Weaker
Than Peers
Stronger Than
Peers
Stronger Than
Peers
Weaker
Than Peers
Weaker
Than Peers
Equal to Peers

13. ©2015 The Advisory Board Company 13 eab.com
The University of Wisconsin, Superior Enrolled a Higher
Proportion of Middle Income and Wealthy Students than
Peers in 2012
Tuition-dependent colleges and universities tend to enroll a larger share of high-
income students than publics, and these students are often critical to financial
sustainability. However, increasing competition for this segment will make
maintaining that enrollment a challenge. The graph below displays the income level of
the University of Wisconsin, Superior’s first-time, full-time freshmen who receive
Title IV financial aid.
The University of Wisconsin, Superior enrolled a greater proportion of first year
students from families that earn between $48K and $110K than peers in 2012.
Combined, enrollment of students from these income levels composed 48 percent of
first year students during this time. Notably, peers enrolled a higher proportion of
first year students from families that earned $110K or more during this time by 13
percentage points.
First year students that came from families that earned $48K or less composed 20
percent of first year enrollment at all profiled institutions in 2012.
Share of Full-time First Year Federal Aid Recipients2
by Income Level,
2012
2
IPEDS only collects family income data for those students who receive federal grants or student loans (i.e., Title IV aid). This represents
about 50% of all students at public universities and 58% at private, non-profit institutions (doctorate-granting), according to NCES
analysis. Since students who do not receive Title IV aid are more likely to be high-income, our analysis produces income distribution
estimates that are biased downward; that is, an institution’s real income distribution is likely to be more skewed towards wealthy students
than this graph suggests.
Undergraduate
Enrollment by
Family Income

14. ©2015 The Advisory Board Company 14 eab.com
3) Degree Completion Growth by Discipline
The University of Wisconsin, Superior Is Dependent on
the Undergraduate Degree in Business
The following chart examines each discipline’s share of total bachelor’s degree
completions at the University of Wisconsin, Superior and its peers; in essence, it
shows the “dependence” of each institution on certain disciplines.
The most popular undergraduate degrees at the University of Wisconsin, Superior are
business and education; in 2013, the combined completion rates for these composed
37 percent of total undergraduate bachelor completions. Peers were most dependent
on undergraduate psychology and general/liberal studies during this time.
Peers offer six more undergraduate degrees than the University of Wisconsin,
Superior, including general/liberal studies, parks, recreation and fitness studies,
foreign language/linguistics, natural resources and conservation, philosophy/religious
studies, and engineering.
Share of Bachelor’s Completions by Discipline, University of
Wisconsin, Superior and Peer Institutions, 2013
Bachelor’s
Program Portfolio
Percentages may not
add to 100 because
disciplines which
accounted for <1% of
completions across
institutions were
eliminated from the
sample.

15. ©2015 The Advisory Board Company 15 eab.com
Forty Three Percent of Undergraduate Degrees Declined
from 2011 to 2013 at the University of Wisconsin,
Superior
Six of 14 undergraduate degrees experienced declines from 2011 to 2013 at the
University of Wisconsin, Superior. The undergraduate degree that experienced the
greatest decline was history, which declined by more than 60 percent.
The undergraduate degree that grew the fastest from 2011 to 2013 was art, which
added 20 absolute completions. However, the undergraduate degree that added the
greatest number of absolute undergraduate completions during this time was
business (25 absolute completions). Although education is one of the most popular
bachelor’s programs at the University of Wisconsin, Superior, this undergraduate
degree grew slowly from 2011 to 2013.
Bachelor’s Degree Completions Growth by Discipline (Absolute and
Percentage), University of Wisconsin, Superior, 2011-2013
Recent Program
Growth at the
University of
Wisconsin,
Superior –
Bachelor’s

16. ©2015 The Advisory Board Company 16 eab.com
The Most Popular Undergraduate Master’s Programs at
Peer Institutions are Slow-Growing or Declining
The most popular undergraduate degree at peer institutions is liberal arts and
sciences. From 2011 to 2013, this undergraduate degree grew by approximately 10
percent. Notably, another popular undergraduate degree, social sciences, declined
during this time by one percent. The fastest-growing undergraduate degree during
this time was health, which grew by 30 percent.
Although the majority of undergraduate degrees at peer institutions are experiencing
growth, social sciences, foreign languages, security and law enforcement, and
interdisciplinary studies declined from 2011 to 2013.
Bachelor’s Degree Completions Growth by Discipline (Absolute and
Percentage), Peer Institutions, 2011-2013
Recent Program
Growth at Peer
Institutions –
Bachelor’s

17. ©2015 The Advisory Board Company 17 eab.com
The University of Wisconsin, Superior Offers Fewer
Master’s Degrees than Peers
The following chart examines each discipline’s share of total master’s degree
completions at the University of Wisconsin, Superior and its peers; in essence, it
shows the “dependence” of each institution on certain disciplines.
The University of Wisconsin, Superior is more dependent on the master’s degree in
education than peers. In 2013, this master’s degree composed 75 percent of total
master’s completions. By contrast, completions of master’s degrees in education
composed 45 percent of total master’s completions at peer institutions. The second
most popular master’s degree is visual and performing arts, which composed 20
percent of master’s completions during this time.
Peers offer 10 more master’s degrees than the University of Wisconsin, Superior.
Share of Master’s Completions by Discipline, University of Wisconsin,
Superior and Peer Institutions, 2013
Master’s Program
Portfolio
Percentages may not
add to 100 because
disciplines which
accounted for <1% of
completions across
institutions were
eliminated from the
sample.

18. ©2015 The Advisory Board Company 18 eab.com
Master’s Degrees Experienced Stagnant Enrollment from
2011 to 2013
The two most popular master’s programs at the University of Wisconsin, Superior,
education and the visual and performing arts, declined from 2011 to 2013 (each by
approximately 20 percent). The master’s in communication and journalism did not
experience any changes in enrollment during this time.
Master’s Degree Completions Growth by Discipline (Absolute and
Percentage), University of Wisconsin, Superior, 2011-2013
Recent Program
Growth at
University of
Wisconsin,
Superior –
Master’s

19. ©2015 The Advisory Board Company 19 eab.com
Unlike the University of Wisconsin, Superior Most
Master’s Programs are Growing at Peer Institutions
Although most master’s programs at peers experienced growth from 2011 to 2013,
the change in the number of absolute completions was small; the master’s in
business experienced the greatest change in the number of absolute completions
during this time (approximately 12). Education is the most popular master’s degree at
peer institutions, yet this degree declined by nearly 20 percent from 2011 to 2013.
Master’s Degree Completions Growth by Discipline (Absolute and
Percentage), Peer Institutions, 2011-2013
Recent Program
Growth at Peer
Institutions –
Master’s

20. ©2015 The Advisory Board Company 20 eab.com
4) List of Resources
Opportunity Areas
This report has identified international enrollment, minority enrollment and
completions, and master’s and professional degree development.
EAB Research on Existing Areas of Opportunity
Opportunity Related Research
Increase international
enrollment
Research Briefs
• International Student Recruitment and Marketing:
Administration, Trends, and Techniques
• Organizing International Recruitment through Cross-
Campus Partnerships
• Considerations for ESL Program Operations
Improve completion
rates for minority
students
Research Briefs
• Support Services for First-year Students of Color: Summer
Sessions, Pre-orientation Programs, and Peer Mentoring
• Services and Support for First Generation Students and
their Families
• Targeted Hispanic Student Recruitment
Developing new master’s
and professional degree
programs
Research Briefs
• Expediting New Program Development
• Program Development, Modification, and Termination
Processes
• Developing Program-Specific Marketing Campaigns
Recommended
Readings

21. ©2015 The Advisory Board Company 21 eab.com
5) Research Methodology
The Forum consulted the following sources for this report:
▪ EAB’s internal and online research libraries (eab.com)
▪ The Chronicle of Higher Education (http://chronicle.com)
▪ National Center for Education Statistics (NCES) (http://nces.ed.gov/)
▪ Western Interstate Commission for Higher Education (WICHE)
(http://www.wiche.edu/)
The Forum included the following peer institutions:
A Guide to the Peer Institutions in this Brief
Institution Approximate Institutional
Enrollment, 2013 - 2014
(Undergraduate/Total)
Sector and
Classification
Admissions
Rate
SAT Scores,
75th
Percentile
(Verbal/Math)
Composite
ACT
Scores
Eastern Connecticut
State University
5,139 / 5,287 Public, 4-year 63% N/a N/a
Fort Lewis college 3,766 / 3,791 Public, 4-year 91% 632 / 565 24
Henderson State
University
3,232 / 3,627 Public, 4-year 63% 530 / 530 24
Midwestern State
University
5,144 / 5,874 Public, 4-year 62% 550 / 550 23
Shepherd University 3,776 / 4,041 Public, 4-year 98% 540 / 550 24
St. Mary’s College of
Maryland
1,688 / 1,721 Public, 4-year 79% 650 / 633 28
The Evergreen State
College
3,878 / 4,219 Public, 4-year 99% 630 / 570 26
University of Mary
Washington
4,167 / 4,535 Public, 4-year 77% 610 / 590 27
University of
Minnesota, Morris
1,899 (all undergraduate) Public, 4-year 64% 680 / 650 28
University of North
Carolina, Asheville
3,804 / 3,845 Public, 4-year 73% 660 / 630 28
University of
Wisconsin, Superior
2,466 / 2,600 Public, 4-year 89% N/a 24
Research
Parameters
Project
Sources