Academic Quality Improvement Program - Mission-Driven Assessment of Student Markets and College Programs Action Project
2003
Action Project Update
• Describe the past year's accomplishments and the current status of this Action Project.
The college has contracted with a consulting firm that specializes in marketing to adult learners. The result is a long and rich list of ideas and strategies related to convenience factors such as class schedule, class location and innovative student services, and new programs such as certificates and graduate degrees. One specific market research study explored the feasibility of offering a graduate program in business and/or health care administration. A proposal to implement an MBA program as early as Fall 2004 will be considered by the faculty this fall.
We have expanded our institutional research efforts, including the creation of an Institutional Fact Book and the development of key indicator Dashboard; both of which are focused on recruiting and retention. A staff position in the Enrollment and Market Development Division has been dedicated to business process and data analysis for Admissions.
The college's web site has undergone a strategic redesign to capitalize on the "curiosity-based" browsing style of prospective students, both traditional age and adults. Web content for academic programs now includes more personal stories and unique context; and links to request program information are more prominent.
A comprehensive analysis of the college's market position and brand identity was completed this summer. This resulting promotional campaign carries a new tag line, "Transforming Education."
• Describe how the institution involved people in work on this Action Project.
We continue to utilize six internal work teams to identify and implement continuous improvement opportunities. Each team is a cross-functional group of five to seven people from the Enrollment and Market Development Division. While all of the teams are pursuing projects that relate to recruitment, two, the Recruitment Management Team and the Market Opportunities Team, focus primarily on how we can be more effective in our recruiting efforts and what new mission-consistent program opportunities exist that we should pursue.
The College's Institutional Marketing committee continues to oversee individual department /program marketing plans. We have expanded the number of departments with plans in place. Our goal is to have a plan for each of the academic departments by Fall 2004. These plans will help to better coordinate our recruitment efforts and more effectively tie recruitment into the College's budgeting process.
The Institutional Research Working Group has developed a Fact Book that tracks key trends related to operations of the College. This cross-functional team is also helping us implement a dashboard to further our efforts in data-driven decision-making.
Staff and faculty with administrative responsibility in the college's Weekend and adult graduate programs have participated in conversations with our marketing consultants to provide context and feedback as well.
• Describe your planned next steps for this Action Project.
As previously mentioned, we will complete several more specific market studies by mid-winter, the results of which will aid us in planning our program expansion goals for next year.
As part of our goal to develop marketing plans for each academic program within the next three years we are committed to completing plans for each of our science departments and a comprehensive events plan this year.
In Fall 2003, we will be conducting a student satisfaction survey with a sample that will represent all of our academic programs. A corresponding institutional priorities study of faculty and staff should help us determine how well our programs, services, mission and culture are meeting student expectations. By Spring 2004, we plan to refine the decision-making dashboard and conduct a comprehensive retention study.
Describe any "effective practice(s)" that resulted from your work on this Action Project.
The most effective step that has been taken thus far is the formation of the various work teams. These groups bring together staff and faculty from various programs and departments to work on the assessment of our Student Markets. Along the way, they are realizing both the advantages of cross-functional teams as well as gaining an appreciation for value of a continuous improvement attitude. We are also developing new reporting formats and lines of distribution to more effectively communicate data that affect decision-making.
• What challenges, if any, are you still facing in regards to this Action Project?
The greatest challenge that we have faced, thus-far, with this Action Project is the need to continue to market and recruit for existing programs while at the same time we need to both assess the way we market and promote current programs and explore new program opportunities.
Another challenge we continue to face is how to develop the administrative flexibility to respond quickly and effectively to new program opportunities. The College Council is discussing how to incorporate a research and development function, and allocate a budget to support it, into the college's organizational structure.
• If you would like to discuss the possibility of AQIP providing help to stimulate progress on this action project, explain your need(s) here and tell us who to contact and when?
At this time we do not require assistance with this Action Project.
• Who should be able to see this annual update?
Anyone.