Our presentation on Student Demand helps you understand how to get and use Google data, Inquiry volumes, Integrated Postsecondary Education Data System (IPEDS) completions, and geo-spatial analysis to assess demand for your academic programs. Importantly, we explain the weaknesses in each of these datasets, so you can use them safely. As an example, IPEDS completions are a measure of student demand; however, Bachelor's degree completers started school 4-8 years ago, so trends in IPEDS appear years after they have occurred. On the other hand, search data is more current (but has its own issues).
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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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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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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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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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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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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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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
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