高等教育学术课程开发手册

Designing In-Demand,High-Growth Programsin Higher Education INTRODUCTION FOUR MARKET EVALUATION FACTORS Launching new academic programs can be a favorable indicator of acollege or university’s growth and development, attracting new studentsand expanding the institution’s reach. This handbook outlines four critical factors that will help youdetermine if a new program is in-demand and destined for high-growth — before costly investments or promises are made. However, faculty and even administrators might not always accountforthe careful behind-the-scenes research,data analysis,productdevelopment and refinement, and marketing planning that must occurlong before alaunch. In essence, new academic program assessments must considerfactors related to both market supply and demand, in additionto institutional mission fit. If any of these are missing from ananalysis, a program will have a reduced chance of success: Unfortunately, it can be deceptively easy to gloss over the research andplanning required for a successful and sustainable new program offering.After all, every institution has experienced the launch of a failed degreeor certificate at some point, whether due to a lack of market demand, notenough differentiation, or unsustainable resources. In a competitive higher education landscape where the costof failure is high, academic program decisions must be madeon credible, objective data rather than hopeful speculation. When college or university leaders invest time in gathering market-baseddata points rather than hunches, they can make wiser decisions aboutwhich program ideas warrant investigation and how to prioritize programdevelopment efforts across their campuses, contributing to long-terminstitutional success. STEP 1 RESEARCH QUESTIONS TO ASK MEASURE STUDENTDEMAND 1.How interested are current and prospective students inthisdegree?2.How would this new program impact enrollment in ourotherprograms?3.What are the cohort sizes for similar programs atotherinstitutions?4.How would this program impact our brand perceptionamong students?5.Which course delivery format might be preferred for ourtarget students?6.Are our target students looking for degrees or certificatesthat aren’t available in our region? To estimate program enrollment now and in the next five to 10 years, youcan estimate potential student demand by analyzing historical degreecompletion data, reviewing industry trends data, assessing online searchtrends, and conducting student surveys. You’ll spot trends and newinsights by combining public information with custom marketresearch. The National Center for Education Statistics (NCES) publishes historicaldegree completion data classified by field of study, which can be used asa proxy for assessing student demand trends. Investigating online search trends can reveal burgeoning interest in anew program by geographic area. Review the previous 12 months ofinterest by field, degree type, and location to see if patterns are ripefor further exploration. Finally, targeted student surveys and interviewswith prospective students can help gauge program interest, perceivedvalue, and preferences regarding course delivery format, scheduling, andothervariables. MARKET RESEARCH TO ANALYZE yDegree completion data (conferral volume, compoundannual growthrate)yProgram search trendsySurveys of prospective, admitted, and current studentsyIn-depth interviews STEP 2 RESEARCH QUESTIONS TO ASK TRACK LABORMARKET TRENDS 1.For what occupations will this degree prepare students?2.Are job opportunities in this field or sectorexpandingsustainably?3.What specific skills, knowledge, or certifications areemployers seeking in these occupations?4.Are employers struggling to find employees withspecificskillsets?5.What are the starting salaries of entry-level positions forgraduates in this field? Labor market and job posting data can show the level of education andskills typically sought by employers, clarify graduates’ employment andsalary outlook, help align a program with employer needs, and improvefuture alumni career success. It also provides a head start on gatheringstatistics needed to demonstrate workforce outcomes, which is importantto prospective students and their families. Market data sources include job posting databases and Bureau of LaborStatistics (BLS) projections. Interviews with employers and industryexperts are particularly valuable regarding niche, high-paying, or emergingfields and careers. Look for: MARKET RESEARCH TO ANALYZE yLabor market trends, including BLS data and stateemployment projectionsyGraduate outcomes datayRelevant job postings and workforce trendsyAlumni surveysyEmployer surveys or in-depth interviews withindustryprofessionals •Common job titles•Top employers hiring for program-related occupations•Employment projections for associated occupationsat state, regional, and national levels•Sought-after workforce skills•Required or preferred credentials and certifications Initiati