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Program Portfolio
Design
Choosing Which Programs to
Start, Stop, Sustain, or Grow
February 2017

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Goals for Today’s Session
§ The Challenge
§ Framework for Evaluating Markets for Programs
§ Data Sources, Uses and Limitations
§ Defining Your Market
§ Integrated Approach
Evaluating Demand for academic programs: best practices

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Agenda
1. The Challenge
2. A Framework for Evaluating Markets for Programs
3. Data Sources, Uses, and Limitations
4. Market Definition
5. Integrated Approach

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Thousands of Potential Programs…
Everyone has a favorite program…

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Hundreds of Possibilities for Data
Everyone has a favorite market metric and source of data.

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Dozens of Stakeholders

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Agenda
1. The Challenge
2. A Framework for Evaluating Markets for Programs
3. Data Sources, Uses, and Limitations
4. Market Definition
5. Integrated Approach

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Market Evaluation Framework
We suggest screening all programs on four market factors.
Student
Demand
Employment
Opportunities
Strategic Fit
Competitive
Intensity

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Student Demand
Student
Demand
Employment
Opportunities
Strategic Fit
Competitive
Intensity

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Agenda
1. The Challenge
2. A Framework for Evaluating Markets for Programs
3. Data Sources, Uses, and Limitations
4. Market Definition
5. Integrated Approach

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Sources
GRAY

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Google
Google: trends and keyword search volumes.

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Google Trends
Source: www.google.com/trends.

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Trends: Limited Detail
Medical Assisting
Report by City in Pennsylvania

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AdWords: search volume by location.
Google AdWords

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AdWords: historical trends by keyword.
Student Demand Data: Google AdWords

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Google AdWords: smoothed data.
Google Search
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Google Search Volumes
Gray Program Keywords1
2015 2016
Source: Google, Gray Analysis. Data from Dec 2015 to Nov 2016.
1. Gray collects Google program search volumes for 20 keywords for 200 CIPs.

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Student Inquiries
Student inquiries can create a current view of program size and trends.

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Student Inquiries
Sources: Marketing Agencies, Aggregators, Institutional Websites
Aggregator Agency

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0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Number
of
Inquiries
Inquiries for Program A
Denver: All Award Levels
2014 2015 2016
Sample of over 50,000,000 Inquiries: Local, Current, Precise
GrayReports: Inquiries
GRAY

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US Map of Inquiries

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Drill-Down on a State (FL)

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Student Demand Data: Completions
Completions: program size and long-term trends.

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IPEDS Completions
IPEDs: completions by location, school, program, and degree level.

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Discussion: interpreting raw data.
National Student Demand Metrics:
Auto Mechanic (CIP 47.0604)
100,802
202
8,690
9.4%
39,721
-664
National Student Demand for Program X
Your Interpretation?

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Raw Numbers?
Meaning depends on comparisons to market or institutional data.
100,000Program X 8,690 9.4% 39,721 -664

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Color coding enables understanding (especially for non-quants)
Color and Clarity

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Agenda
1. The Challenge
2. A Framework for Evaluating Markets for Programs
3. Data Sources, Uses, and Limitations
4. Market Definition
5. Integrated Approach

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Campus A
Campus C
Campus B
Campus D
Market Definition: Map Demand
Illustrative
Data

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Market: focus on the core.
Market Definition: Distance Analysis
10%
18%
23%
14%
8%
4% 3% 3% 2% 3% 2% 1%
7%
28%
51%
66%
74%
78%
81%
83%
86%
89%
91% 93%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0-5 5-10 10-15 15-20 20-25 25-30 30-35 35-40 40-45 45-50 50-55 55-60 >60
Miles
On-Campus Students by Distance from Campus
Percent of Total Cumulative
Percent of
Total
Source: Illustrative Analysis of Enrollment by Distance from Campus.

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Core Market Definition

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Agenda
1. The Challenge
2. A Framework for Evaluating Markets for Programs
3. Data Sources, Uses, and Limitations
4. Market Definition
5. Integrated Approach

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Integrated, High-Capacity System
10%
18%
23%
14%
8%
4% 3% 3% 2% 3% 2% 1%
7%
28%
51%
66%
74%
78%
81%
83%
86%
89%
91% 93%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0-5 5-10 10-15 15-20 20-25 25-30 30-35 35-40 40-45 45-50 50-55 55-60 >60
Miles
On-Campus Students by Distance from Campus
Percent of Total Cumulative
Market Definition
Business Intelligence
Database
Program Evaluation SystemSM
Hundreds of Programs
GRAY

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Upcoming Webinars
Student
Demand
Employment
Opportunities
Decision-Making
Process
Competition and
Degree Fit
March 2nd, 2017
2:00 PM EST
March 30th, 2017
2:00 PM EST
April 27th, 2017
Time: 2:00 PM EST
✔