About the Episode
About the Episode: Research in graduate enrollment management is a growing area of interest. In this episode we take a deep-dive in the latest research on graduate enrollment management from NAGAP, the Association for Graduate Enrollment Management. Two lead researchers, Dr. Amanda Ostreko, Assistant Vice Provost and Director of Graduate Enrollment Management at The University of Kansas, and Dr. Ariana Balayan, Director of Enrollment & Marketing at Tufts University School of Medicine Graduate Programs, discuss their research on GEM, which will be published in the American Association of Collegiate Registrars and Admissions Officers Strategic Enrollment Management Quarterly next year. This episode provides a preview of their research and delves into “what’s next” for the field of graduate enrollment management.
Key Takeaways:
- Urgency of Graduate Strategic Enrollment Management (GSEM): Institutions need to develop GSEM plans quickly to tackle budget challenges, an impending undergraduate enrollment cliff, and shifting perceptions of degree value.
- Current Gaps in GEM Research: Despite the field's growing importance, there is limited empirical research on GEM models. More structured, formal research is needed to guide graduate enrollment strategies.
- The Role of Technology and AI: Rapid technological changes, particularly AI, are becoming significant in shaping the future of GEM.
- Importance of Diversity in Enrollment: Graduate enrollment must focus on recruiting diverse student groups, including international, underrepresented, non-traditional, and military students.
- GEM Research Expanding: Future research should address strategic marketing, holistic admissions, and career outcomes to better support student success.
Episode Summary
The Evolving Landscape of Graduate Enrollment Management
Graduate enrollment management (GEM) is quickly becoming a crucial area of focus for higher education institutions due to rising financial pressures, an anticipated undergraduate enrollment decline, and changes in societal perceptions of higher education degrees. In this episode, Dr. Amanda Ostreko and Dr. Ariana Balayan share their expertise on GEM research, which will be published in the American Association of Collegiate Registrars and Admissions Officers (ACRO) Strategic Enrollment Management Quarterly in 2025.
The researchers emphasize that GEM, as a defined field, is relatively young, with NAGAP formally recognizing it about 10 years ago. While there have been some advances, much of the existing research is niche-focused, and more empirical studies are needed to establish best practices for GEM. Dr. Ostreko highlights the need for a broader understanding of GEM models, particularly in light of the complex challenges institutions face.
Key Findings from Recent GEM Research
Dr. Balayan delves into the findings of their research, which is based on qualitative case studies of GEM practitioners. The research reveals that many institutions are still in the early stages of developing GEM models, and many have not formally embraced strategic enrollment frameworks. Despite this, there is growing recognition of the importance of GEM in maintaining financial health, addressing diversity in enrollment, and providing better student outcomes.
Additionally, Dr. Ostreko and Dr. Balayan discuss the need for future research to examine how institutions can better coordinate efforts across departments and break down silos to ensure students receive the support they need throughout the graduate student lifecycle. Data-driven decisions and collaboration between faculty and enrollment professionals will be key moving forward.
The Future of GEM and GSEM Research
Looking ahead, both Dr. Ostreko and Dr. Balayan believe that institutions will increasingly focus on growing their graduate programs to offset undergraduate enrollment declines. This will require more investment in GEM models and staffing. Their research points to several areas where future studies should focus, including marketing strategies, holistic admissions practices, and the role of technology—particularly AI—in shaping GEM practices.
The researchers also stress that institutions need to adopt a more diverse approach to student recruitment, targeting non-traditional learners, online students, and underrepresented groups. At the same time, GEM research must keep pace with these changes to provide actionable insights for higher education leaders.
About the Podcast: Embrace the future of higher education with Mastering the Next. Dr. Ray Lutzky takes you on a journey through the dynamic intersection of student recruitment and leading-edge technology, uncovering the next big trends in strategic enrollment management and the innovations that are transforming the academic landscape.
Whether it’s exploring AI-driven enrollment strategies, navigating the challenges of online learning platforms, or discussing the unique needs of non-traditional students, Mastering the Next is your go-to resource for staying ahead in the rapidly evolving world of higher ed.
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About The Enrollify Podcast Network: Mastering the Next is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include The EduData Podcast and Generation AI.
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Element451 is hosting the AI Engage Summit on Oct 29 and 30. Register now for this free, virtual event.The future of higher ed is being redefined by the transformative power of AI. The AI Engage Summit brings together higher ed leaders, innovators, and many of your favorite Enrollify creators to explore AI’s impact on student engagement, enrollment marketing, and institutional success.
Experience firsthand how AI is improving content personalization at scale, impacting strategic decision-making, and intuitively automating the mundane tasks that consume our time. The schedule is packed with real examples and case studies, so you leave knowing how to harness AI to drive meaningful change at your institution.
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