This year’s MARKETview Partner Survey Report examines the defining characteristics of the “new era” of enrollment and reveals how campus leaders are adapting to the shifting recruitment landscape.
We covered the findings from the report in a three-part series, with this edition focusing on the topic of Market Disruption and Innovation. You can also read parts one two of the series, on Enrollment Planning and Feasibility and Finacial Budgeting and Support or you can download the full partner survey here.
Market Disruption and Innovation: Three Key Findings
One of the defining factors in the “new era” of enrollment management is a rapid pace of change. Campus leaders have to navigate a constantly shifting landscape while dealing with unexpected disruptions as they arise. Here are just a few findings related to current challenges across the marketplace.
2024 Partner Survey: Adapting to a New Era of Enrollment Management
From new technologies and accessibility concerns to shrinking student pools, FAFSA delays and more, this past cycle was one of the most challenging ever. Learn how senior enrollment leaders across the MARKETview partner base are reassessing traditional enrollment practices to keep pace in changing times.
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Q: How likely is your institution to see a change in leadership in the next 12-24 months?
Key Finding 1: Leadership changes in higher ed are frequent and unpredictable.
Respondents felt highly uncertain about leadership shakeups, with 67.8% expressing that a change was “Very Likely,” “Likely,” or they were “Unsure.” This could be representative of larger trends within the industry, as the average tenure of college presidents continues to decrease.
Frequent turnover may bring negative consequences to the higher ed world, as new presidents bring differing strategic directions, which makes it difficult to push towards a consistent goal.
Q: In responding to last year’s disruptions, did you adopt new strategies or tactics to reach your enrollment goals?
Key Finding 2: Colleges have turned to new methods to achieve their enrollment objectives.
The majority of our partners (91.1%) decided to pursue new student enrollment strategies in response to the challenges that arose last cycle. It’s not surprising that many higher ed leaders tried something different, considering the unprecedented problems caused by FAFSA delays, Students for Fair Admissions and more.
Q: Are you incorporating Artificial Intelligence (AI) tools in your day-to-day enrollment operations?
Key Finding 3: AI is not yet widely used by enrollment teams, but there is much optimism about its potential.
As AI becomes integrated into every industry, it makes sense that enrollment leaders would begin to look for implementations to make their work more efficient. However, this new technology is still in the early adopter phase in higher ed, with only 27.3% of respondents incorporating AI in their daily operations.
But the enrollment world remains optimistic about the potential of AI to improve their work, with 49.1% of respondents believing AI will have a “Very Positive” or “Positive” impact.
We hope you find these key insights from part three of the MARKETview Partner Survey Report helpful in navigating the “new era” of enrollment. This is the final installment of the series, but you can read part one and part two in case you missed them.
If you would like to see the complete range of data insights from our 2024 Partner Survey, you can download the full report here. To learn more about how MARKETview’s proprietary data set can help your institution effectively meet goals in the “new era,” sign up for a live demo here.