Program Market Assessment Services

The Vendor is required to provide comprehensive market intelligence, program feasibility research, and decision-support analytics across all academic units.
- The goal of this engagement is to infuse market data and external insights into the University’s academic planning, program development, and leadership decision-making processes.
- Operate as an extension of the University’s internal teams, delivering annual market insights, rapid assessments of proposed programs, in-depth program feasibility research, and ongoing consultation to support a data-driven academic portfolio strategy.
- Report Requirements
•    National and regional enrollment trends and forecasts
•    Employer and labor market trends by field and degree level
•    Competitive activity among peer and aspirational institutions
•    Areas of academic growth and contraction
•    Tuition, pricing, and modality trends (online, hybrid, in-person)
•    Emerging program opportunities (“programs to watch”)
•    Risks, disruptions, and shifts in student and employer behavior
•    Recommendations for academic prioritization and strategic investment
- Initial Program Market Assessments
•    Market demand snapshot
•    Competitor scan and program benchmarking
•    Employer demand analysis and credential expectations
•    Tuition and pricing context
•    Preliminary enrollment potential estimate
•    Delivery model expectations (online, hybrid, in-person)
•    Early-stage risk assessment
•    Recommendation to advance, revise, or discontinue exploration
- Program Deep Dives and Program Reviews
•    Deep Dives for new programs that advance beyond the first scrub stage, or
•    Reviews for existing programs requiring revitalization or market repositioning.
- Research Requirements
1. Market Position Analysis
•    Assessment of whether the University has a “right to play” and “right to win”
•    Identification of competitive differentiators
•    Analysis of priority markets, student segments, and geographic opportunities
2. Pricing and Enrollment Modeling
•    Tuition benchmarking at the state, regional, and national levels
•    Price elasticity evaluation
•    Enrollment impact modeling for varying tuition scenarios
•    Revenue, sustainability, and risk implications
3. Program Design & Portfolio Strategy
•    Recommendations on naming, credential structure, and delivery format
•    Intake strategy recommendations to maximize demand
•    Alignment opportunities with microcredentials or stackable pathways
4. Cannibalization & Internal Portfolio Analysis
•    Impact assessment on existing programs
•    Identification of at-risk internal degree offerings
•    Strategies to minimize internal competition and optimize the portfolio
5. Competitor Deep Audit
•    Curriculum mapping and comparison
•    Marketing and value proposition analysis
•    Tuition, modality, and enrollment indicators Deliverables
•    Comprehensive report and recommendations
•    Live online presentation and Q&A session
•    Full dataset and appendices.