Analysis of Market and Program Demand
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2017 Analysis of Market and Program Demand PREPARED FOR FAIRMONT UNIVERSITY SEPTEMBER 2017 Table of Contents Overview...................................................................................................................................................................... 3 Objective .................................................................................................................................................................. 3 Research Data Sources ........................................................................................................................................... 3 Summary Findings ..................................................................................................................................................... 3 West Virginia Location Analysis .............................................................................................................................. 4 Reputation and Brand Awareness ............................................................................................................................ 7 Educational Programs ................................................................................................................................................ 8 Overview of Market and Occupational Demand ............................................................................................... 8 Competition .......................................................................................................................................................... 11 MAT and M.Ed. Program Summary Findings ................................................................................................. 11 Technology Programs .............................................................................................................................................. 13 Cybersecurity Overview of Market and Occupational Demand ................................................................... 13 Computer Science Overview of Market and Occupational Demand ............................................................ 15 Computer Engineering Overview of Market and Occupational Demand ................................................... 17 Competition .......................................................................................................................................................... 21 Technology Programs Summary Findings ....................................................................................................... 21 Master of Business Administration (MBA) ........................................................................................................... 21 Overview of Market and Occupational Demand ............................................................................................. 21 Competition .......................................................................................................................................................... 24 MBA Program Summary ..................................................................................................................................... 24 Master of Architecture ............................................................................................................................................. 25 Overview of Market and Occupational Demand ............................................................................................. 25 Competition .......................................................................................................................................................... 26 Master of Architecture Program Summary ........................................................................................................ 27 Master of Criminal Justice ....................................................................................................................................... 27 Overview of Market and Occupational Demand ............................................................................................. 27 Competition .......................................................................................................................................................... 29 Master of Criminal Justice Program Summary ................................................................................................ 29 Appendix ................................................................................................................................................................... 30 Data Sources .......................................................................................................................................................... 30 Synergis Education – Proprietary and Confidential ©2017 OVERVIEW OBJECTIVE Synergis Education analyzed the viability of eight graduate programs, listed below, for Fairmont State University (FSU) for the purpose of assessing the feasibility of a shared revenue partnership. Programs Currently Offered: New Program Offerings: Master of Architecture MS in Computer Engineering Master of Business Administration MS in Computer Science Master of Education MS in Cybersecurity Master of Arts in Teaching Master of Science – Criminal Justice RESEARCH DATA SOURCES The research conducted utilized a combination of data sources including, but not limited to, Google Analytics, school websites and Emsi Data. Emsi data is a hybrid dataset derived from official government sources such as the US Census Bureau, Bureau of Economic Analysis, and Bureau of Labor Statistics. Leveraging the unique strengths of each source, the data modeling team creates an authoritative dataset that captures more than 99% of all workers in the United States. This core offering is then enriched with data from online social profiles, resumes, and job postings that provides a complete view of the workforce. Emsi data is frequently cited in major publications such as The Atlantic, Forbes, Harvard Business Review, The New York Times, The Wall Street Journal, and USA Today. Please refer to the Appendix for specific references. SUMMARY FINDINGS Programs that showed promise based on employment gaps, search demand, and program growth potential included the Master of Education, Master of Arts in Teaching, and Master of Science in Computer Science. The projected growth of these programs would be incremental and therefore, from a financial standpoint, a revenue share would not be in the best interest of the University. However, Synergis Education Academic Services Team could assist the Synergis Education – Proprietary and Confidential ©2017 University in moving their curriculum to a modality that would make them more competitive. Additionally, it is recommended that FSU consider working with Synergis Education in developing current in-demand programs with national appeal to attract students outside of its current geo-specific area. WEST VIRGINIA LOCATION ANALYSIS Located at the north-central tip of West Virginia, the university is close to several metropolitan areas including Pittsburgh, Youngstown, Washington D.C., and Baltimore. With well-known institutions in several of these areas, FSU will rely largely on the population of West Virginia for program enrollments. West Virginia’s lagging economy and low education attainment levels will drive low enrollment numbers for graduate programs. Ranking 47th or 48th nationally in education rankings, only 11.5% of West Virginia residents possess a Bachelor Degree (6.8% below the national average), and 6.4% hold an Associate Degree (1.5% below the national average). Table 1: West Virginia Educational Attainment By 2020, 51% of all jobs in West Virginia will require some training after high school; however, only 11% of jobs in the state will require a master’s degree. As evidenced below, the top growing industries and occupations in West Virginia between 2011 and 2016 were as follows: Synergis Education – Proprietary and Confidential ©2017 Table 2: Top Growing Industries Table 3: Top Growing Industries Detail Synergis Education – Proprietary and Confidential ©2017 Table 4: Top Growing Occupations Table 5: Top Growing Occupations Detail In summary, as West Virginia tries to revamp its economy and improve their education levels, the State’s focus will be on increasing vocational and technical training. Therefore, while search trends are positive and Cost-per-Clicks are competitive, without a strong need for a master’s degree in this market, driving a significant student population will be difficult. However, as these students reach career ceilings, it is probable that the demand for higher education could increase. Synergis Education – Proprietary and Confidential ©2017 REPUTATION AND BRAND AWARENESS Across West Virginia, search trends for the school’s brand name “Fairmont State University” index higher than most of their WV competitors. FSU did see a significant increase in search trends in March of 2017 with their second-place finish in the NCAA Division II Basketball Tournament. Only West Virginia State University and Marshall University surpass FSU in search demand in West Virginia and FSU is best known in Clarksburg-Weston, WV. Awareness of FSU is minimal across the US, but the school has gained some recognition in Maryland, Pennsylvania, Washington D.C., and Ohio. Synergis Education – Proprietary and Confidential ©2017 FSU has mixed critiques from various student review sites, and rather than being a variation of good and