The Shifting Paradigm Graduate Programs Marketing and Enrollment

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1 The Shifting Paradigm Graduate Programs Marketing and Enrollment

2 Texas Medical Center to Houston Freeways to Sugar Land. 6.2 million people in 9 county area 52,000 employees Museum of Natural Science & Performing Arts Center in Sugar Land

3 UST no longer centrally located Suburbs now reflect diversity Nov. 7, 2014 HBJ Epic transformation: Stephen Klineberg, Kinder Institute Foreign Born Houston population grew from 900,000 residents to 1.4 million since 2,000. Homebuilders changing since 80% of foreign-born residents moving to suburbs. Homes being built for multi-generational families for Asian and Latino families. Builder in Sugar Land using Arabic arches and optional prayer rooms in new homes.

4 Texas Future Dependent on the Education of its Non-White Population Texas State Data Center Projection % of the population less than 18 years old will be Hispanic 61% of the population will be Hispanic 56% of the population will be Hispanic 50% of the population will be Hispanic

5 Where is Houston s geographic center? I-10 and Gessner: City Centre

6 Increased Commute Times to Downtown: Change I-10 Katy Freeway Pin Oak to Downtown +13 minutes AM Downtown to Pin Oak +19 minutes PM I-45 North FM 1488 to Downtown +11 minutes AM Downtown to FM minutes PM I-45 South FM 646 to Downtown+12 minutes AM Hwy 288 South Highway 6 to Downtown +12 minutes AM Hwy 59 Southwest Freeway Grand Parkway 99 to Downtown +8 minutes AM

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8 Graduate Business School Enrollment Trends MBA: Source GMAC % of graduate business schools saw an increase in MBA apps from 2012 to One-quarter of MBA programs reported receiving fewer applications for incoming class than seats available.

9 Graduate School Enrollment Trends National Council of Graduate Schools: Sept. 22, % increase in first-time graduate enrollment from 2012 to Total graduate enrollment decreased by.2% following a 2.3% decline the previous year. 73% of all graduate students in fall 2013 were enrolled in programs leading to a master s degree or a graduate certificate. Largest fields for total enrollment were education and business.

10 Number of Master s Degrees Awarded by Title IV Institutions

11 Houston Inner Loop Building Boom New mid and high rises offer townhome, condo and luxury apartment living. The influx of people could provide potential graduate students for UST.

12 Old Model: Build It and They Will Come

13 If we build it, how will they come? Houston's horrible commute is recognized: Ranked second worst, only behind notorious Atlanta CultureMap January 10, 2013

14 UST School of Education Market Share: Enrollment Graduate Education Enrollment* Fall 2012 FT PT Men Women Total FT Men Women Total PT Grand Total Houston Baptist University Rice University University of Houston University of Houston-Clear Lake University of Houston-Downtown University of St Thomas TOTAL Market Share 5.65% 51.99% 45.06% Source: IPEDS

15 UST School of Education Market Share: Degrees Awarded MED Degrees Awarded Men Women Total % MED Men Women Total % MED Men Women Total % MED Houston Baptist University % % % Rice University % % % Texas Southern University % % % University of Houston* % % % University of Houston-Clear Lake % % % University of Houston-Downtown % % % University of St Thomas % % % TOTAL Market Share 34.09% 12.22% 13.77%

16 Being Competitive

17 The Four P s of Marketing

18 Product What need does the product satisfy? What does it look like? How will the student experience it? How is it branded? Named? Differentiated? Do you have a business partner? How will you share the product and its distribution?

19 Price What is the value to the buyer? Are there established price points in the market? Compare to competitors. Is the customer price sensitive? Should you discount? Are there federal or other regulatory issues?

20 Place Where do buyers have to go to purchase the product? Are there competitors nearby? How will success look? Will it be different from your primary location?

21 Promotion Developing an annual communications plan to support strategic plan. Advertising, public relations, digital media, website, media relations, events, and other tools to communicate to target audiences. ComFlow: UG and Grad

22 Philip Kotler Today you have to run faster to stay in place. Authentic marketing is not the art of selling what you make but knowing what to make. Integrated marketing communications are a way to examine the entire marketing process from the point of view of the receiver.

23 The Future of Higher Education- Are we Ready? Recent Headlines: Reinventing the Academic Calendar The New Nonlinear Path Through College Online Education Providers Don t Always Live Up to Their Promises #IceBucketChallenge