2023 Graduate Marketing and Recruitment Practices Report

This report is a comprehensive analysis of marketing and recruitment practices at the graduate level, based on a survey of over 200 institutions. It documents the current state of marketing and recruitment operations, highlighting key findings that reflect the challenges and opportunities faced by graduate program marketers and recruiters. The report identifies a trend of contraction in classroom enrollment while noting growth in hybrid and fully online programs. It emphasizes the importance of strategic resource allocation in marketing efforts, with over half of respondents investing in every program offered. The findings also reveal that marketing budgets are often inadequate for the competitive landscape, and there is a significant lack of visibility into performance data between marketing and recruitment teams. The report concludes by discussing the evolving expectations of prospective students, particularly Millennials and Gen Z, who demand personalized experiences in their enrollment decisions.