Crafting the Future: Developing Graduate Programs Aligned With Demographic Trends

ABSTRACT In response to changing student demographics and increasing budget constraints, many colleges and universities are reevaluating their graduate education strategies. While some institutions are striving to save costs via program cuts and layoffs, others are refocusing attention on student recruitment, specifically targeting working adults as a new source of revenue. By focusing on these learners, institutions aim to diversify their student base and create new revenue streams. This approach requires a strategic shift to address the specific needs and expectations of adult learners. To illustrate this strategy, we examine the School of Graduate Studies at the University of Maryland, Baltimore (UMB) as a case study. In this case study, we detail the strategies employed by the school's administrative leadership to build a portfolio of academic programs at UMB that concentrated on three key areas: diversifying academic offerings, fostering faculty development and a supportive culture, and designing programs for online learning. Key lessons we learned that other institutions might find useful include aligning the school's goals with institutional priorities, clearly articulating a value proposition, and securing institutional support and resources. Additionally, we emphasize the entrepreneurial mindset encouraged among faculty, particularly in terms of innovative program design and responsiveness to market demands, as well as the critical role of market research in identifying new program areas and aligning offerings with industry needs. Finally, we provide examples of instructional and policy decisions designed to accommodate the diverse needs of new graduate learners, which offer a “proof of concept” for institutions seeking to expand their academic portfolios in similar ways.