To be successful, an institution must continually develop, refine, and evolve its portfolio of academic programs to reflect the changing needs of learners and society. Historically, campuses have created new programs based on anecdote or a few (influential) professors’ interests. However, given the high costs of program maintenance and development, this “build it and they will come” approach to curriculum design is neither strategic nor sustainable. Instead, a growing number of institutions are conducting program demand research to determine the market potential and growth opportunities of current and potential programs. A variety of primary and secondary research techniques can be combined to provide a compelling argument for whether to invest in a new program offering.
- Degree Trends – Data gathered through the Integrated Postsecondary Education System (IPEDS) includes enrollment, program completions, graduation rates, finances, institutional prices, and financial aid. This information provides a size and growth analysis that informs market potential, determines program outlook based on recent and established growth, and gives insight into potential market penetration of target programs.
- Occupational Trends – Analysis of third-party data—including employment projections, fastest-growing and most common occupations, state occupational projections, educational attainment statistics, and employment growth—provides an understanding of employer needs and demands.
- Google Analytics – Google data shows what students are searching for online, measures the amount of traffic for various program search terms, and gives additional insight into SEO and digital advertising.
- Survey Research – Qualitative and quantitative methods gather feedback from prospective students, employers, and other target audiences regarding their needs, interests, motivations, perceptions, and other key areas of exploration.
An institution’s academic offerings should continually change and adapt to reflect advances in knowledge and emerging student and employer needs. Program demand research provides a college or university with the market intelligence necessary to make actionable and strategic decisions regarding its program development strategy.
