Choosing the right undergraduate programs for revitalization
Lauren Edmonds, Senior Director, Research Development
As colleges and universities are scrambling for opportunities to cut costs and grow revenues, academic leadership can’t afford limited information for making significant decisions. There’s a wealth of analyses to perform and approaches to follow, with one particular question on our minds when it comes to undergraduate programs: Which programs are enrollment-constrained by market trends beyond their control, and which ones have the potential for enrollment growth you just need to unlock?
Evaluate your undergraduate portfolio against market performance trends to identify growth opportunities
Internal data can evaluate how programs perform in terms of enrollment goals or cost efficiency, but to understand a program’s potential for performance you want to look to the external market. Our experts have been helping schools compare program performance to peer institutions on two factors:
- Size, as measured by degree conferrals
- Growth, also measured by degree conferrals and their change over time
Measuring performance in degree conferrals allows us to synthesize the many factors influencing an undergraduate student’s enrollment down to their observable behavior: completing a degree within the subject area.
Program degree conferral growth vs peers
Request an Undergraduate Program Performance Snapshot
These analyses help academic leaders identify which programs are in large or growing markets, where other schools’ experience would suggest these programs could attract even more students if properly equipped. Additionally, decision-makers can see which programs are small or shrinking sector-wide, and unlikely to provide the enrollment growth you’re seeking even if strengthened.
What you can learn from market comparisons
| Exceeding comparable programs’ performance | On par with comparable programs’ performance | Trailing comparable programs’ performance | |
|---|---|---|---|
| Large or growing undergraduate program | These programs are likely to drive your existing enrollment success. They may have some room for growth, though it’s also possible they’ve maximized their attractiveness. | Continue to support these programs, but recognize they may not offer the growth potential you need to attract more students. | Target these programs for investment—their size or growth demonstrate potential for success, and comparable programs suggest the program can reach greater heights. |
| Small or shrinking undergraduate program | While these programs may not be among your most successful, they’re likely performing the best possible given market context. Determine if their size and trajectory merit continued investment, or if their resources may be needed elsewhere to support mission-critical activities. | Some programs may be able to sustain at this size and on this trajectory, but for shrinking programs in a declining market, consider if their resources could be better invested elsewhere. | These programs likely have the potential for improved enrollment success, though you should consider if the “successful” programs elsewhere are reaching the growth you need, or simply performing best in a tough market. If comparable programs reveal potential for enrollment success, invest in revitalization to better serve students through your offering. |
Beyond other programs’ performance trends, you’ll also want to know how students’ program preferences are evolving. High school students’ attitudes towards majors can help you anticipate future trends: are any subjects up-and-coming? Has interest started to decline in any particular field? You can pair statewide trends with larger behavioral shifts to understand which successful programs should remain so, and which programs will need to overcome worsening student perceptions.
Target highest potential programs for investment and revitalization
Once you’ve identified those programs with the potential for enrollment growth, you can begin to address common reasons for under-enrollment:
- Ensure program prepares students for post-graduation success, by integrating skill development into the classroom and eliminating barriers to high-impact activities
- Improve recruitment practices and program positioning, considering aspects like program names and specializations, as well as website alignment to students’ needs
Examples of program revitalization success
Susquehanna University: Refresh programs with new tracks
Popular English department minor in publishing and editing converted to major and boosted by experiential learning and alumni connections in
the field, driving up department enrollments by 80% in two years.
Virginia Tech: Update website, marketing material
Program websites audited to ensure student-centric content (e.g., career outcomes and value stories) and clear call-to-action to enroll. School of Liberal Arts boosted applications by 25% following its website overhaul—without making any program changes.
University of Illinois: Leverage interdisciplinary energy
CS+X majors link computer science and select liberal arts and sciences programs, responding to growing demand for data analysis. Linguistics has grown from 58 to 152 students in four years (69 in CS+Linguistics).
You can also begin to consider right-sizing your program portfolio as you evaluate growth-constrained, under-performing programs.
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