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Article Type

Professional Proficiency

Article Abstract

Related Issue:

Enrollment management (EM) was established as an area of study about 50 years ago, yet the first definition of graduate enrollment management (GEM) only emerged in 2014. In the past decade, despite pressure to increase graduate enrollments to address institutions’ budget challenges and impending undergraduate enrollment declines, few empirical studies focus solely on GEM. Institutions are starting to develop graduate strategic enrollment management (G-SEM) plans. This article highlights a qualitative case study of GEM practitioners that explored their experiences with GEM models and G-SEM planning. Although participants’ institutions were in the early phases of G-SEM planning, their schools had not fully embraced any GEM model to support those efforts. Practitioners reported that this resulted in increased pressure to advocate for more intentional coordination across the graduate student life cycle and to build relationships to breakdown silos. Study participants stressed the continued significant role of faculty in graduate program structures and goals, discussed the importance of career outcomes, emphasized the need to use data to inform decisions, and highlighted the evolving relationship with external partners and central marketing offices. Higher education institutions face budget and enrollment challenges while there is increased scrutiny on the value of a degree. This study underscores the pressing need for ongoing empirical research that will guide institutions’ G-SEM plans and investments in strategic GEM models.

Author(s)

balayan-a--smAriana Balayan, Ed.D., is the Director of Enrollment and Marketing for the
Tufts University School of Medicine Graduate Programs. There, she oversees
strategic initiatives and everyday operations of recruitment, admissions, and
marketing for four competitive health science graduate programs, as well as
manages the admissions and marketing team. Prior to Tufts, Dr. Balayan served
in various leadership roles in graduate admissions at private and public
institutions. She is a thought leader in graduate enrollment management,
specifically in strategic planning and model development. Dr. Balayan has been
published in major academic journals, a preeminent textbook, and delivered
many regional and national presentations.

Amanda Ostreko, Ph.D., is the Assistant Vice Provost and Director of Graduate
Enrollment Management at the University of Kansas (KU). Dr. Ostreko oversees
the Graduate Admissions office, providing strategic leadership for enrollment
management efforts for domestic and international graduate applicants and new
students. Dr. Ostreko has held several roles at KU for more than 20 years,
including director of graduate enrollment and assistant dean in the Office of
Graduate Studies. She has served on the Council of Graduate Schools (CGS)
Research Committee and NAGAP’s governing board, where she most recently held
the role of NAGAP research chair. Dr. Ostreko’s research and professional
interests revolve around graduate enrollment management (GEM) and higher
education, with numerous publications and more than 50 presentations.

References

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