How to Capture Growth Opportunities in the Graduate Degree Market

EAB recently launched a multi-year research initiative dubbed Blueprint for Growth, to help universities build a stronger graduate and adult education portfolio. As part of this initiative, Megan Adams and Will Lamb examined the strategic plans from a representative sample of 100 colleges and found more than 70 percent are planning to capture a larger share of the graduate degree market.

On this episode the two urge university leaders to be realistic, to look beyond labor market trends to identify where the real growth opportunities lie, and to assess the true costs of standing up a new degree program. They talk about EAB’s recently released Master’s Market Competitive Intelligence Reports that highlight where the growth potential might be in each state and region.

Finally, they examine the market for graduate certificate programs that typically generate slimmer margins but could help build a pipeline of future master’s candidates. Thank you to the following EAB researchers who helped compile much of the market intelligence data cited in this episode: Lauren Edmonds, Joe Infantino, Brian Schueler, Alexa Silverman, Samantha Smith, and Lauren Webre.