Metropolitan State University of Denver
Secondary data analysis, key person interviews, nationwide survey, competitive analysis
Metropolitan State University of Denver hired Corona to assess the enrollment potential of a niche degree program that had few direct peers nationwide. We started by examining the size of comparable programs elsewhere in the country to determine what success meant in terms of enrollment numbers. We then interviewed current students, faculty and staff, and professionals working in the field to understand how students discovered the program and what particular value the degree added in the eyes of professionals. Next, we conducted a nationwide panel of prospective students to understand their perceptions of the field and the degree. Finally, we conducted a competitive distinction analysis to identify particular attributes that the program might emphasize, and developed market potential estimates using multiple techniques. The result was a set of recommendations for creating marketing themes and setting a reasonable goal for enrollment over time.