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Survey of College Policies in Developing Certificate Programs

Survey of College Policies in Developing Certificate Programs

This study looks closely at how colleges are devising certificate programs to supplement or broaden their traditional course offerings and meet the demand for flexible and lifelong education increasingly demanded by the American public. The report presents data from 35 colleges and two trade associations and helps its readers to answer questions such as: how much are colleges spending on developing and marketing new certificate programs? Who develops the programs? To what extent do they rely on existing coursework? To what degree do they use online learning? What are their enrollment prospects compared to traditional degree programs? In which subject areas have they been most fruitful? How do colleges come up with ideas for certificate programs? How much market research do they do and how confident are they in the data backing up their program development decisions? How much do they spend on traditional marketing venues such as radio and print ads and how much on Facebook, Google and other pay per click ads? How involved are alumni in developing new certificate programs? What role does local industry play?


THE QUESTIONNAIRE
PARTICIPANTS LIST
Characteristics of the Sample
SUMMARY OF MAIN FINDINGS
Evaluating the organization’s internal market research capabilities in developing new degree and certificate programs.
Data Support for Last New Program Developed
Monitoring Peer Organizations’ Activities in New Program Development
Making Use of the Integrated Postsecondary Education Data System from the National Center for Education Statistics
Useful Indicators for Assessing Demand for Certificates
Website Visit Statistics
Events Attendance
Estimating Demand for New Certificates
Useful Information Sources in Developing New Degree and Certificate Programs
Current Faculty or Staff
Current Students or Members
Alumni
Employers Who Were Familiar with the Organization
Previous Students of Certificate Programs
Ideal Average Price for a Certificate Program
Demand for New Certificate Programs
Reaching Potential Students
Percentage of Certificates that Earn Credit
What percentage of certificate programs contain an element of distance learning?
Standardized Testing and Certificate Programs
Competency Exam Based Certificate Courses or Programs
Development of Certificate Programs
Administrators or Non-Faculty Employees as Certificate Program Developers
Full-Time Faculty or Staff as Certificate Program Developers
Adjunct Faculty or Consultants/Freelancers as Certificate Program Developers
Utilizing Competency Based Testing
Money Spent on Marketing a New Certificate Program
How New Certificates are Marketed
Opt-In Email Blasts
College Website
Direct Mail
Radio
Television
Alumni Publications
Space Ads in Publications
Ads in Ezines or Other Online Publications
Pay Per Click Google Ads
Pay Per Click Facebook Ads
Pay Per Click LinkedIn Ads
Pay Per Click Bing/Yahoo, Vimeo and YouTube
Instagram
Coursework Derived from Pre-Existing Courses
Separate Budget for Curriculum or Course Development
Budget for the Last New Certificate Program Developed
The Market for Certificate Programs over the Next Two Years
The Market for Certificates Compared to the Market for Traditional Degrees
Admirable Programs
Resources
Table 1.1 You will be providing data for the complete college or a particular school, division or department?
Table 1.2 You will be providing data for the complete college or a particular school, division or department? Broken out for public and private colleges
Table 1.3 You will be providing data for the complete college or a particular school, division or department? Broken out by Enrollment
Table 1.4 You will be providing data for the complete college or a particular school, division or department? Broken out by Carnegie class or type of college
Table 1.5 You will be providing data for the complete college or a particular school, division, or department? Broken out by annual tuition, $
Please describe the last certificate program that your organization developed.
Table 2.1 How would you evaluate your organization's internal market research capabilities in developing new degree and certificate programs?
Table 2.2 How would you evaluate your organization's internal market research capabilities in developing new degree and certificate programs? Broken out for public and private colleges
Table 2.3 How would you evaluate your organization's internal market research capabilities in developing new degree and certificate programs? Broken out by Enrollment
Table 2.4 How would you evaluate your organization's internal market research capabilities in developing new degree and certificate programs? Broken out by Carnegie class or type of college
Table 2.5 How would you evaluate your organization's internal market research capabilities in developing new degree and certificate programs? Broken out by Annual tuition, $
Table 3.1 In your view how well supported with data was the last new program that your organization developed?
Table 3.2 In your view how well supported with data was the last new program that your organization developed? Broken out for public and private colleges
Table 3.3 In your view how well supported with data was the last new program that your organization developed? Broken out by Enrollment
Table 3.4 In your view how well supported with data was the last new program that your organization developed? Broken out by Carnegie class or type of college
Table 3.5 In your view how well supported with data was the last new program that your organization developed? Broken out by Annual tuition, $
Table 4.1 How much of an effort does your organization make in monitoring what peer organizations are doing in terms of new program development?
Table 4.2 How much of an effort does your organization make in monitoring what peer organizations are doing in terms of new program development? Broken out for public and private colleges
Table 4.3 How much of an effort does your organization make in monitoring what peer organizations are doing in terms of new program development? Broken out by Enrollment
Table 4.4 How much of an effort does your organization make in monitoring what peer organizations are doing in terms of new program development? Broken out by Carnegie class or type of college
Table 4.5 How much of an effort does your organization make in monitoring what peer organizations are doing in terms of new program development? Broken out by Annual tuition, $
Table 5.1 In developing new programs does your college make us of the Integrated Postsecondary Education Data System (IPEDS) from the National Center for Education Statistics.
Table 5.2 In developing new programs does your college make us of the Integrated Postsecondary Education Data System (IPEDS) from the National Center for Education Statistics. Broken out for public and private colleges
Table 5.3 In developing new programs does your college make us of the Integrated Postsecondary Education Data System (IPEDS) from the National Center for Education Statistics. Broken out by Enrollment
Table 5.4 In developing new programs does your college make us of the Integrated Postsecondary Education Data System (IPEDS) from the National Center for Education Statistics. Broken out by Carnegie class or type of college
Table 5.5 In developing new programs does your college make us of the Integrated Postsecondary Education Data System (IPEDS) from the National Center for Education Statistics. Broken out by Annual tuition, $
Table 6 Rate the usefulness of the following indicators for assessing possible demand for certificates.
Table 6.1.1 Rate the usefulness of the employment trends from US Department of Labor or other sources for assessing possible demand for certificates.
Table 6.1.2 Rate the usefulness of the employment trends from US Department of Labor or other sources for assessing possible demand for certificates. Broken out for public and private colleges
Table 6.1.3 Rate the usefulness of the employment trends from US Department of Labor or other sources for assessing possible demand for certificates. Broken out by Enrollment
Table 6.1.4 Rate the usefulness of the employment trends from US Department of Labor or other sources for assessing possible demand for certificates. Broken out by Carnegie class or type of college
Table 6.1.5 Rate the usefulness of the employment trends from US Department of Labor or other sources for assessing possible demand for certificates. Broken out by Annual tuition, $
Table 6.2.1 Rate the usefulness of the course enrollment trends in your own organization for assessing possible demand for certificates.
Table 6.2.2 Rate the usefulness of the course enrollment trends in your own organization for assessing possible demand for certificates. Broken out for public and private colleges
Table 6.2.3 Rate the usefulness of the course enrollment trends in your own organization for assessing possible demand for certificates. Broken out by Enrollment
Table 6.2.4 Rate the usefulness of the course enrollment trends in your own organization for assessing possible demand for certificates. Broken out by Carnegie class or type of college
Table 6.2.5 Rate the usefulness of the course enrollment trends in your own organization for assessing possible demand for certificates. Broken out by Annual tuition, $
Table 6.3.1 Rate the usefulness of the organization website visit statistics for assessing possible demand for certificates.
Table 6.3.2 Rate the usefulness of the organization website visit statistics for assessing possible demand for certificates. Broken out for public and private colleges
Table 6.3.3 Rate the usefulness of the organization website visit statistics for assessing possible demand for certificates. Broken out by Enrollment
Table 6.3.4 Rate the usefulness of the organization website visit statistics for assessing possible demand for certificates. Broken out by Carnegie class or type of college
Table 6.3.5 Rate the usefulness of the organization website visit statistics for assessing possible demand for certificates. Broken out by Annual tuition, $
Table 6.4.1 Rate the usefulness of the events attendance for assessing possible demand for certificates.
Table 6.4.2 Rate the usefulness of the events attendance for assessing possible demand for certificates. Broken out for public and private colleges
Table 6.4.3 Rate the usefulness of the events attendance for assessing possible demand for certificates. Broken out by Enrollment
Table 6.4.4 Rate the usefulness of the events attendance for assessing possible demand for certificates. Broken out by Carnegie class or type of college
Table 6.4.5 Rate the usefulness of the events attendance for assessing possible demand for certificates. Broken out by Annual tuition, $
How does your organization go about estimating demand for new certificates?
Table 7 Rate the following information sources for their usefulness in developing new degree and certificate programs.
Table 7.1.1 Current Faculty or Staff
Table 7.1.2 Current Faculty or Staff Broken out for public and private colleges
Table 7.1.3 Current Faculty or Staff Broken out by Enrollment
Table 7.1.4 Current Faculty or Staff Broken out by Carnegie class or type of college
Table 7.1.5 Current Faculty or Staff Broken out by Annual tuition, $
Table 7.2.1 Current Students or Members
Table 7.2.2 Current Students or Members Broken out for public and private colleges
Table 7.2.3 Current Students or Members Broken out by Enrollment
Table 7.2.4 Current Students or Members Broken out by Carnegie class or type of college
Table 7.2.5 Current Students or Members Broken out by Annual tuition, $
Table 7.3.1 Alumni
Table 7.3.2 Alumni Broken out for public and private colleges
Table 7.3.3 Alumni Broken out by Enrollment
Table 7.3.4 Alumni Broken out by Carnegie class or type of college
Table 7.3.5 Alumni Broken out by Annual tuition, $
Table 7.4.1 Employers Familiar with Your Organization
Table 7.4.2 Employers Familiar with Your Organization Broken out for public and private colleges
Table 7.4.3 Employers Familiar with Your Organization Broken out by Enrollment
Table 7.4.4 Employers Familiar with Your Organization Broken out by Carnegie class or type of college
Table 7.4.5 Employers Familiar with Your Organization Broken out by Annual tuition, $
Table 7.5.1 Previous Students of Certificate Programs
Table 7.5.2 Previous Students of Certificate Programs Broken out for public and private colleges
Table 7.5.3 Previous Students of Certificate Programs Broken out by Enrollment
Table 7.5.4 Previous Students of Certificate Programs Broken out by Carnegie class or type of college
Table 7.5.5 Previous Students of Certificate Programs Broken out by Annual tuition, $
Table 8.1 In your view in the current market conditions, what is the ideal average price for a certificate program? (in $)
Table 8.2 In your view in current market conditions what is the ideal average price for a certificate program? Broken out for public and private colleges (in $)
Table 8.3 In your view in current market conditions what is the ideal average price for a certificate program? Broken out by Enrollment (in $)
Table 8.4 In your view in current market conditions what is the ideal average price for a certificate program? Broken out by Carnegie class or type of college (in $)
Table 8.5 In your view in current market conditions what is the ideal average price for a certificate program? Broken out by Annual tuition, $
In your view is the demand for new certificate programs generally elastic or inelastic, meaning, for example, if you doubled the price would demand fall by more or less than 50%?
How do you try to reach potential students with certificate programs at different price points?
Table 9.1 For higher education institutions what percentage of the certificates that you develop earn credit that can later be applied to a degree?
Table 9.2 For higher education institutions what percentage of the certificates that you develop earn credit that can later be applied to a degree? Broken out for public and private colleges
Table 9.3 For higher education institutions what percentage of the certificates that you develop earn credit that can later be applied to a degree? Broken out by Enrollment
Table 9.4 For higher education institutions what percentage of the certificates that you develop earn credit that can later be applied to a degree? Broken out by Carnegie class or type of college
Table 9.5 For higher education institutions what percentage of the certificates that you develop earn credit that can later be applied to a degree? Broken out by Annual tuition, $
Table 10.1 What percentage of your certificate programs contain an element of distance learning?
Table 10.2 What percentage of your certificate programs contain an element of distance learning? Broken out for public and private colleges
Table 10.3 What percentage of your certificate programs contain an element of distance learning? Broken out by Enrollment
Table 10.4 What percentage of your certificate programs contain an element of distance learning? Broken out by Carnegie class or type of college
Table 10.5 What percentage of your certificate programs contain an element of distance learning? Broken out by Annual tuition, $
Table 11.1 Do your certificate programs often use standardized testing?
Table 11.2 Do your certificate programs often use standardized testing? Broken out for public and private colleges
Table 11.3 Do your certificate programs often use standardized testing? Broken out by Enrollment
Table 11.4 Do your certificate programs often use standardized testing? Broken out by Carnegie class or type of college
Table 11.5 Do your certificate programs often use standardized testing? Broken out by Annual tuition, $
Table 12.1 What percentage of your certificate courses or programs would you say are completely competency exam based and do not involve a human instructor?
Table 12.2 What percentage of your certificate courses or programs would you say are completely competency exam based and do not involve a human instructor? Broken out for public and private colleges
Table 12.3 What percentage of your certificate courses or programs would you say are completely competency exam based and do not involve a human instructor? Broken out by Enrollment
Table 12.4 What percentage of your certificate courses or programs would you say are completely competency exam based and do not involve a human instructor? Broken out by Carnegie class or type of college
Table 12.5 What percentage of your certificate courses or programs would you say are completely competency exam based and do not involve a human instructor? Broken out by Annual tuition, $
Table 13 What percentage of your certificate programs are developed by each of the following?
Table 13.1.1 What percentage of your certificate programs are developed by administrators or non-faculty employees of your college or division?
Table 13.1.2 What percentage of your certificate programs are developed by administrators or non-faculty employees of your college or division? Broken out for public and private colleges
Table 13.1.3 What percentage of your certificate programs are developed by administrators or non-faculty employees of your college or division? Broken out by Enrollment
Table 13.1.4 What percentage of your certificate programs are developed by administrators or non-faculty employees of your college or division? Broken out by Carnegie class or type of college
Table 13.1.5 What percentage of your certificate programs are developed by administrators or non-faculty employees of your college or division? Broken out by Annual tuition, $
Table 13.2.1 What percentage of your certificate programs are developed by full-time faculty or staff?
Table 13.2.2 What percentage of your certificate programs are developed by full-time faculty or staff? Broken out for public and private colleges
Table 13.2.3 What percentage of your certificate programs are developed by full-time faculty or staff? Broken out by Enrollment
Table 13.2.4 What percentage of your certificate programs are developed by full-time faculty or staff? Broken out by Carnegie class or type of college
Table 13.2.5 What percentage of your certificate programs are developed by full-time faculty or staff? Broken out by Annual tuition, $
Table 13.3.1 What percentage of your certificate programs are developed by Adjunct Faculty or Consultants/Freelancers?
Table 13.3.2 What percentage of your certificate programs are developed by Adjunct Faculty or Consultants/Freelancers? Broken out for public and private colleges
Table 13.3.3 What percentage of your certificate programs are developed by Adjunct Faculty or Consultants/Freelancers? Broken out by Enrollment
Table 13.3.4 What percentage of your certificate programs are developed by Adjunct Faculty or Consultants/Freelancers? Broken out by Carnegie class or type of college
Table 13.3.5 What percentage of your certificate programs are developed by Adjunct Faculty or Consultants/Freelancers? Broken out by Annual tuition, $
How has your program utilized competency based testing in your certificate programs?
About how much would you say is spent on marketing a new certificate program?
Table 14 Are new certificates marketed through any of the following means:
Table 14.1.1 Are new certificates marketed through Opt- in email blasts?
Table 14.1.2 Are new certificates marketed through Opt - in e-mail blasts? Broken out for public and private colleges
Table 14.1.3 Are new certificates marketed through Opt - in e-mail blasts? Broken out by Enrollment
Table 14.1.4 Are new certificates marketed through Opt - in e-mail blasts? Broken out by Carnegie class or type of college
Table 14.1.5 Are new certificates marketed through Opt-in e-mail blasts? Broken out by Annual tuition, $
Table 14.2.1 Are new certificates marketed through college website?
Table 14.2.2 Are new certificates marketed through college website? Broken out for public and private colleges
Table 14.2.3 Are new certificates marketed through college website? Broken out by Enrollment
Table 14.2.4 Are new certificates marketed through college website? Broken out by Carnegie class or type of college
Table 14.2.5 Are new certificates marketed through college website? Broken out by Annual tuition, $
Table 14.3.1 Are new certificates marketed through direct mail?
Table 14.3.2 Are new certificates marketed through direct mail? Broken out for public and private colleges
Table 14.3.3 Are new certificates marketed through direct mail? Broken out by Enrollment
Table 14.3.4 Are new certificates marketed through direct mail? Broken out by Carnegie class or type of college
Table 14.3.5 Are new certificates marketed through direct mail? Broken out by Annual tuition, $
Table 14.4.1 Are new certificates marketed through radio?
Table 14.4.2 Are new certificates marketed through radio? Broken out for public and private colleges
Table 14.4.3 Are new certificates marketed through radio? Broken out by Enrollment
Table 14.4.4 Are new certificates marketed through radio? Broken out by Carnegie class or type of college
Table 14.4.5 Are new certificates marketed through radio? Broken out by Annual tuition, $
Table 14.5.1 Are new certificates marketed through television?
Table 14.5.2 Are new certificates marketed through television? Broken out for public and private colleges
Table 14.5.3 Are new certificates marketed through television? Broken out by Enrollment
Table 14.5.4 Are new certificates marketed through television? Broken out by Carnegie class or type of college
Table 14.5.5 Are new certificates marketed through television? Broken out by Annual tuition, $
Table 14.6.1 Are new certificates marketed through Alumni Publications?
Table 14.6.2 Are new certificates marketed through Alumni Publications? Broken out for public and private colleges
Table 14.6.3 Are new certificates marketed through Alumni Publications? Broken out by Enrollment
Table 14.6.4 Are new certificates marketed through Alumni Publications? Broken out by Carnegie class or type of college
Table 14.6.5 Are new certificates marketed through Alumni Publications? Broken out by Annual tuition, $
Table 14.7.1 Are new certificates marketed through space ads in publications?
Table 14.7.2 Are new certificates marketed through space ads in publications? Broken out for public and private colleges
Table 14.7.3 Are new certificates marketed through space ads in publications? Broken out by Enrollment
Table 14.7.4 Are new certificates marketed through space ads in publications? Broken out by Carnegie class or type of college
Table 14.7.5 Are new certificates marketed through space ads in publications? Broken out by Annual tuition, $
Table 14.8.1 Are new certificates marketed through ads in e-zines or other online publications?
Table 14.8.2 Are new certificates marketed through ads in ezines or other online publications? Broken out for public and private colleges
Table 14.8.3 Are new certificates marketed through ads in ezines or other online publications? Broken out by Enrollment
Table 14.8.4 Are new certificates marketed through ads in ezines or other online publications? Broken out by Carnegie class or type of college
Table 14.8.5 Are new certificates marketed through ads in ezines or other online publications? Broken out by Annual tuition, $
Table 14.9.1 Are new certificates marketed through pay per click ads Google?
Table 14.9.2 Are new certificates marketed through pay per click ads Google? Broken out for public and private colleges
Table 14.9.3 Are new certificates marketed through pay per click ads Google? Broken out by Enrollment
Table 14.9.4 Are new certificates marketed through pay per click ads Google? Broken out by Carnegie class or type of college
Table 14.9.5 Are new certificates marketed through pay per click ads Google? Broken out by Annual tuition, $
Table 14.10.1 Are new certificates marketed through pay per click ads on Facebook?
Table 14.10.2 Are new certificates marketed through pay per click ads on Facebook? Broken out for public and private colleges
Table 14.10.3 Are new certificates marketed through pay per click ads on Facebook? Broken out by Enrollment
Table 14.10.4 Are new certificates marketed through pay per click ads on Facebook? Broken out by Carnegie class or type of college
Table 14.10.5 Are new certificates marketed through pay per click ads on Facebook? Broken out by Annual tuition, $
Table 14.11.1 Are new certificates marketed through pay per click ads on LinkedIn?
Table 14.11.2 Are new certificates marketed through pay per click ads on LinkedIn? Broken out for public and private colleges
Table 14.11.3 Are new certificates marketed through pay per click ads on LinkedIn? Broken out by Enrollment
Table 14.11.4 Are new certificates marketed through pay per click ads on LinkedIn? Broken out by Carnegie class or type of college
Table 14.11.5 Are new certificates marketed through pay per click ads on LinkedIn? Broken out by Annual tuition, $
Table 14.12.1 Are new certificates marketed through pay per click ads on Bing/Yahoo?
Table 14.13.1 Are new certificates marketed through YouTube?
Table 14.13.2 Are new certificates marketed through YouTube? Broken out for public and private colleges
Table 14.13.3 Are new certificates marketed through YouTube? Broken out by Enrollment
Table 14.13.4 Are new certificates marketed through YouTube? Broken out by Carnegie class or type of college
Table 14.13.5 Are new certificates marketed through YouTube? Broken out by Annual tuition, $
Table 14.14.1 Are new certificates marketed through Vimeo?
Table 14.15.1 Are new certificates marketed through Instagram?
Table 14.15.2 Are new certificates marketed through Instagram? Broken out for public and private colleges
Table 14.15.3 Are new certificates marketed through Instagram? Broken out by Enrollment
Table 14.15.4 Are new certificates marketed through Instagram? Broken out by Carnegie class or type of college
Table 14.15.5 Are new certificates marketed through Instagram? Broken out by Annual tuition, $
Table 15.1 In the last new certificate program that you developed what percentage of the coursework was derived from pre-existing courses?
Table 15.2 In the last new certificate program that you developed what percentage of the coursework was derived from pre-existing courses? Broken out for public and private colleges
Table 15.3 In the last new certificate program that you developed what percentage of the coursework was derived from pre-existing courses? Broken out by Enrollment
Table 15.4 In the last new certificate program that you developed what percentage of the coursework was derived from pre-existing courses? Broken out by Carnegie class or type of college
Table 15.5 In the last new certificate program that you developed what percentage of the coursework was derived from pre-existing courses? Broken out by Annual tuition, $
Table 16.1 Did you have a separate budget for curriculum or course development?
Table 16.2 Did you have a separate budget for curriculum or course development? Broken out for public and private colleges
Table 16.3 Did you have a separate budget for curriculum or course development? Broken out by Enrollment
Table 16.4 Did you have a separate budget for curriculum or course development? Broken out by Carnegie class or type of college
Table 16.5 Did you have a separate budget for curriculum or course development? Broken out by Annual tuition, $
Table 17.1 If so, what was the budget for the last new certificate program that you developed? (in $)
Table 17.2 If so, what was the budget for the last new certificate program that you developed? (in $)Broken out for public and private colleges
Table 17.3 If so, what was the budget for the last new certificate program that you developed? (in $) Broken out by Enrollment
Table 17.4 If so, what was the budget for the last new certificate program that you developed? (in $) Broken out by Carnegie class or type of college
Table 17.5 If so, what was the budget for the last new certificate program that you developed? (in $)Broken out by Annual tuition, $
Table 18.1 In your view, how good do you think that the market will be for certificate programs over the next two years?
Table 18.2 In your view, how good do you think that the market will be for certificate programs over the next two years? Broken out for public and private colleges
Table 18.3 In your view, how good do you think that the market will be for certificate programs over the next two years? Broken out by Enrollment
Table 18.4 In your view, how good do you think that the market will be for certificate programs over the next two years? Broken out by Carnegie class or type of college
Table 18.5 In your view, how good do you think that the market will be for certificate programs over the next two years? Broken out by Annual tuition, $
Table 19.1 In your field how is the market for certificates compared to the market for traditional degrees?
Table 19.2 In your field how is the market for certificates compared to the market for traditional degrees? Broken out for public and private colleges
Table 19.3 In your field how is the market for certificates compared to the market for traditional degrees? Broken out by Enrollment
Table 19.4 In your field how is the market for certificates compared to the market for traditional degrees? Broken out by Carnegie class or type of college
Table 19.5 In your field how is the market for certificates compared to the market for traditional degrees? Broken out by Annual tuition, $
Which colleges, trade associations or other organizations that offer certificate programs have particularly admirable programs and why do you admire them?
What information resources do you rely on to keep you informed about developments in the world of certificates? (Mention e-zines, websites, conferences, listservs, magazines, blogs, books, and other information resources)

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