Admissions Analytics: No More Enrollment Surprises!

Transcription

1 Admissions Analytics: No More Enrollment Surprises! Brad Vierig Associate Dean, Eccles School, University of Utah Marci Armstrong Associate Dean, SMU Cox June 19, 2014

2 Portfolio of Programs Full-Time MBA JD/MBA MA/MBA (Arts Management) PMBA EMBA Blended MBA (launch Fall 2015?) MS in Accounting MS in Finance MS in Management MS in Entrepreneurship MS in Sport Management MS in Business Analytics M. Armstrong, PhD

3 Admissions Analytics: Data-Driven Success Admissions Funnel Using GMAC and EMBA Council Data Tracking Industry Trends and Insights Comparing Your Own Data Setting Admissions Objectives and Measuring Success No More Enrollment Surprises! Case Study: Analytics the Rescue! M. Armstrong, PhD

4 Admissions Funnel Prospects Inquirers / Leads Application Starts Applicants Admitted Students Deposited Students Matriculants

5 GMAC Surveys and GMAT Test-Taker Data: Prospects, Applicants and Enrolled Students

6 625,000 GMAT Test Takers Worldwide and U.S. 575, , , , , , ,728 Test Takers 425, , ,327 MBA Worldwide MBA US 325, , , , , , , , ,000 TY2009 TY2010 TY2011 TY2012 TY2013 Source: GMAT Trends Tracker 2013 M. Armstrong, PhD

7 GMAT Test Takers India and China 110, , ,000 90,000 89,550 82,182 92,403 80,000 77,409 Test Takers 70,000 60,000 50,000 50,387 42,516 MBA India MBA China 40,000 34,813 33,722 37,810 30,000 20,000 TY2009 TY2010 TY2011 TY2012 TY2013 Source: GMAT Trends Tracker 2013 M. Armstrong, PhD

8 Change in EMBA Application Volume Source: GMAC Application Trends Survey 2013

9 Application Trends Survey Now Collecting Data (submit before July 15!) Application Volumes Applicant Characteristics Admissions Decisions Marketing/Outreach Source Respondents Admissions/ Program staff 683 programs at 328 schools School Participation Summary Report Interactive Report Benchmark Report gmac.com/surveysignup Download:

10 mba.com Prospective Students Survey #1 resource understand prospective students Mindset Motivations Reservations Psychographics Expectations Study Destination School Selection Career Outcomes Behavior Program Consideration Information Gathering Financing Expectations Source mba.com Registrants Respondents 12,328 School Participation Summary Report Interactive Report Benchmark Report Download:

11 Global Management Education Graduates New Report Available Program Evaluation Value, recommendation intentions Faculty, Curriculum, Students, Offices Knowledge, Skills, and Abilities The Job Search Methods & Success Industry/Function/Location Job Selection Career Expectations Career Switchers Career Enhancers Entrepreneurs Source Respondents School Participation Summary Report Interactive Report Benchmark Report Your graduating students 3,049 students at 111 schools gmac.com/surveysignup Download:

12 Corporate Recruiters Surveys Hiring Outlook Regional Industry Salary & Benefits Job Placement/Mobility Recruiter Behavior Methods for seeking hires School selection Student selection Internships Knowledge, skills and ability expectations Source Respondents School Participation Summary Report Interactive Report Benchmark Report Your recruiters 565 recruiters from 133 b-schools +Year end follow-up poll gmac.com/surveysignup Download:

13 Alumni Perspectives Survey Redesigned Methodology in 2013 Value of a B-School Education Satisfaction & Recommendation Return on Investment Employment Profiles Industry/Function Salary/Compensation Career Journey On the job skills Job satisfaction Alumni Engagement Alumni participation Alumni giving Source Respondents School Participation Summary Report Interactive Report Benchmark Report Your alumni 20,704 alumni from 132 b-schools gmac.com/surveysignup Download:

14 2013 EMBA Council Program Survey: Inquirers, Applicants, Admits, And Enrolled Students

15 EMBA Inquirers 1, (N=241) 2010 (N=239) 2011 (N=214) 2012 (N=227) 2013 (N=233) 2013 (N=22) 2013 (N=255) EMBA Programs Non-EMBA Programs All Programs 1, $30,000 or Less (N=12) $30,001 $45,000 (N=30) $45,001 $60,000 (N=58) $60,001 $80,000 (N=57) More than $80,000 (N=76) US/CA (N=165) Non-US/CA (N=68) 2013 EMBA Program Results

16 EMBA Applicants (N=241) 2010 (N=239) 2011 (N=233) 2012 (N=229) 2013 (N=241) 2013 (N=22) 2013 (N=263) EMBA Programs Non-EMBA Programs All Programs $30,000 or Less (N=13) $30,001 $45,000 (N=32) $45,001 $60,000 (N=59) $60,001 $80,000 (N=58) More than $80,000 (N=79) 58.5 US/CA (N=166) Non-US/CA (N=75) 2013 EMBA Program Results

17 EMBA Admits (N=239) 2010 (N=239) 2011 (N=238) 2012 (N=251) 2013 (N=263) 2013 (N=25) 2013 (N=288) EMBA Programs Non-EMBA Programs All Programs $30,000 or Less (N=15) 47.3 $30,001 $45,000 (N=33) 36.9 $45,001 $60,000 (N=59) 47.7 $60,001 $80,000 (N=62) 68.6 More than $80,000 (N=94) 45.9 US/CA (N=181) 74.5 Non-US/CA (N=82) 2013 EMBA Program Results

18 EMBA Class Size EMBA Programs Non-EMBA Programs All Programs $30,000 or Less $30,001 $45,000 $45,001 $60,000 $60,001 $80, More than $80, US/CA 54.7 Non-US/CA EMBA Programs Results

19 EMBA Industry Trends Avg. Applications Avg. Admits Class Size

20 Key Ratios: Applicant Yield, Admit Rate, Enrollment Yield 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 77.6% 80.9% 72.1% 74.6% 77.4% 73.4% 63.0% 65.2% 65.6% 69.3% 17.9% 17.5% 14.8% 14.5% 16.5% Applicant Yield Acceptance Rate Enrollment Yield

21 From Data Marketing Objectives Objective: Enrollment of 65 # Students = # Admits x Enrollment Yield 65 EMBA students = # Admits x 78% Need Admit 83 Applicants # Admits = # Applicants x Admit Rate 83 Admits = # Applicants x 69% Need 120 Applicants # Applicants = # Inquirers x Applicant Yield 120 Applicants = # Inquirers x 15% Need 800 Inquirers

22 From Data Marketing Objectives Note differences in Key Ratios! EMBA Programs Non-EMBA Programs All Programs 2013 EMBA Program Results $30,000 or Less $30,001 - $45,000 $45,001 - $60,001 - $60,000 $80,000 More than $80,000 US/CA Non- US/CA Applicant Yield Acceptance Rate Enrollment Yield 16.5% 21.4% 16.9% 53.2% 32.9% 17.5% 12.7% 14.7% 13.1% 22.1% 69.3% 68.9% 69.3% 67.0% 54.2% 73.2% 73.2% 63.1% 78.6% 59.6% 77.4% 83.5% 78.0% 72.7% 82.7% 84.7% 82.4% 72.2% 80.5% 73.4%

23 Case Study: Analytics the Rescue!