Questions
What is the appropriate target for graduate students as a % of
the total institutional enrollment?
What mix between resident credit and distance education is
necessary to accomplish this goal?
Does reaching the graduate % goal require that we decrease the
number of undergraduate students at UNCW?
How does increasing our % of graduate students benefit UNCW?
How does increasing our % of graduate students impact our
niche as an undergraduate focused university that is the
quality alternative to the mega-universities.
Questions
• What is the financial impact of decreasing our undergraduate
size from original projections?
• What current academic disciplines at the undergraduate and
graduate level have capacity to grow?
• What academic programs have a national value, state value or
regional value?
• What is our market position among peer institutions in
student perception and awareness?
• Others……
Student Insights Report
•
•
•
•
•
•
•
Survey conducted January – April 2010
Sample Size of 2000 college bound seniors
Representing 244 NC High Schools
Distribution represents regional demographics;
Sample bias female (65%)
Sample bias SAT (1190)
Margins of error for overall awareness and
perception are approximately +/- 4% at a 90%
confidence level
UNCW Attribute Ratings
Campus setting, 3.21
Social life, 3.06
Academic facilities, 2.84
Residential facilities, 2.79
Size, 2.76
Academic strength, 2.74
Availability of majors, 2.73
Campus safety, 2.72
Tuition cost, 2.67
Job opportunities for
graduates, 2.61
Financial aid, 2.46
Distance from home, 2.38
0
Very
Unfavorable
1
Somewhat
Unfavorable
2
Neutral
3
Somewhat
Favorable
4
Very
Favorable
Competitive Comparison
Academic strength
Availability of majors
4
Distance from home
Campus setting
Tuition cost
Financial aid
1
Size
UNC – Wilmington and
Appalachian State have only very
small advantages and
disadvantages. Only in campus
setting does UNCW enjoy a
notable advantage.
Residential facilities
Academic facilities
Job opportunities for graduates
Social life
UNC - Wilmington
Appalachian State
Campus safety
Margin of error
5
Competitive Comparison
Academic strength
Availability of majors
4
Distance from home
Campus setting
NC State has advantages over
UNC – Wilmington in most areas,
but lags in size and campus
setting.
Tuition cost
Financial aid
1
Size
Residential facilities
Academic facilities
Job opportunities for graduates
Social life
UNC - Wilmington
NC State
Campus safety
Margin of error
6
Competitive Comparison
Academic strength
Availability of majors
4
Distance from home
Campus setting
Tuition cost
Financial aid
1
Size
As expected, UNC – Chapel Hill
enjoys large advantages in
nearly all areas. UNC –
Wilmington has rough parity in
campus setting and size, and a
slight advantage in tuition.
Residential facilities
Academic facilities
Job opportunities for graduates
Social life
UNC - Wilmington
UNC - Chapel Hill
Campus safety
Margin of error
7
Competitive Comparison
Academic strength
Availability of majors
4
Distance from home
Campus setting
Tuition cost
Financial aid
1
Size
UNCW and UNC – Charlotte have
similar scores in most areas.
UNCW’s advantages in campus
setting, safety and social life are
countered by a disadvantage in
distance from students’ homes.
Residential facilities
Academic facilities
Job opportunities for graduates
Social life
UNC - Wilmington
UNC - Charlotte
Campus safety
Margin of error
8
Competitive Comparison
Academic strength
Availability of majors
4
Distance from home
Campus setting
Tuition cost
Financial aid
1
Size
UNCW enjoys an advantage over
East Carolina University in all
attributes except for availability
of majors and tuition. Campus
setting is a particularly
significant advantage.
Residential facilities
Academic facilities
Job opportunities for graduates
Social life
East Carolina
UNC - Wilmington
Campus safety
Margin of error
9
Non-Applicant Analysis
This analysis examines the
differences in perception of UNCW
between applicants and nonapplicants. The gap is particularly
large in campus size and distance.
Academ ic strength
Availability of m ajors
4
Distance from hom e
Cam pus setting
Financial aid
4
E
+
Size
Residential facilities
Academ ic facilities
Job opportunities for graduates
Social life
Cam pus safety
Margin of error
Tuition cost
Non-Applicant
Applicants
10
Awareness Index
Not surprisingly, the state’s two flagship institutions are best known across the entire state. Among the “second
tier” leading institutions, UNC – Wilmington is last with a score of 2.35. Awareness is generally related to the size
of an institution as well as its proximity to major population centers. In this context, UNC – Wilmington’s score is
quite solid.
UNC - Chapel Hill, 3.14
NC State, 3.04
Appalachian St., 2.72
East Carolina, 2.57
UNC - Charlotte, 2.51
UNC - Greensboro, 2.49
UNC - Wilmington, 2.35
Western Carolina, 1.98
UNC - Asheville, 1.62
UNC - Pembroke, 1.54
0
Very
Unfamiliar
1
Somewhat
Unfamiliar
2
Neutral
3
Somewhat
Familiar
Very Familiar
4
Executive Summary
•
About 11% of North Carolina seniors have never heard of UNC – Wilmington; 29% are
somewhat or very unfamiliar with UNCW.
•
The University’s overall awareness score of 2.55 (0-4 scale) is 7th among 10 benchmark
institutions.
•
•
UNC – Wilmington is positioned above-neutral in awareness and perception.
The primary barriers to attending UNC – Wilmington are distance (35% too far, 6% too close),
perceived lack of majors (31%) and low academic standards (19%).
•
Students continue to first hear about UNCW most frequently by word of mouth, most
notably from friends. Among specific University marketing/recruiting efforts, college fairs are
the most common first source of information about UNCW.
•
UNCW’s position is relatively stronger and/or weaker is several segments, including:
–
–
–
–
–
Stronger position among white students and weaker position among black students
Weaker position among students with SAT scores below 899 and above 1300
Slightly stronger position in the eastern portion of NC and weaker position in western NC
Stronger position among students whose parents earn $75K or more per year and have a college
degree
Stronger position among students majoring in biology, business and communications.
Executive Summary
•
About 11% of North Carolina seniors have never heard of UNC – Wilmington.
•
The primary barriers to attending UNC – Wilmington are distance (35% too far, 6% too close),
perceived lack of majors (31%) and low academic standards (19%).
•
Students continue to first hear about UNCW most frequently by word of mouth, most
notably from friends. Among specific University marketing/recruiting efforts, college fairs are
the most common first source of information about UNCW.
•
UNCW has several communication opportunities
– Build overall awareness
– Improve students’ perceptions of the distance to campus; This strategy should be implemented
on a geographic basis with particular focus on populated areas more than three hours from
campus.
– Promote the wide range of available majors
– Close communication gaps in students’ awareness of job opportunities for graduates and campus
facilities
13
Top Majors - Freshmen
Nursing
10%
Marketing
3%
Other
32%
Marine Biology
10%
Film Studies
4%
Elementary Education
3%
Pre-Professional
11%
Biology
6%
Undecided
13%
Psychology
5%
Communication Studies
3%
Top Transfer Majors
Biology
Communication Studies
4%
3% Criminal Justice
3%
Elementary Education
4%
Film Studies
4%
Mgt./Leadership3%
Marine Biology
2%
University College Transition
27%
Nursing (pre-licensure)
9%
Psychology
4%
Other
38%
Interest Areas of College 2010 Applicants in North Carolina
Undecided
4%
Math
1%
Liberal Arts
1%
Social Services
Physical Sciences
0%
Recreation Studies 1%
Psychology Social Sciences
1%
4%
1%
Protective Services
Other
1%
16%
Visual/Performance
Arts
Agriculture
7%
1%
Architecture
2%
Biological Sciences
5%
Legal Profession
3%
History
1%
Business
9%
Health Professions
21%
Communications
3%
Education
6%
English Foreign Language Engineering
1%
7%
1%
Computer/Information
Systems
2%
4 Year Avg. Undergraduate Degrees Awarded by Major.
Anthropology
1%
School of
Nursing
4%
Watson School of
Education
9%
Art & Art History
2%
Biological
Sciences
7%
Chemistry
2%
Communication
Studies
7%
Computer Science
1%
Creative Writing
1%
English
5%
Cameron School of Business
25%
Environmental Studies
2%
Film Studies
3%
Health, Physical Educ
& Recreation
7%
Sociology & Criminal Justice
5%
Theatre
1%
Psychology
Social Work
7%
2%
Physics & Physical
Public & International Affairs
Oceanography
2%
0%
Foreign Language
& Literature
2%
Geography & Geology
1%
History
Music 2% Mathematics & Statistics
1%
1%
Philosophy & Religion
1%
2008 % Distribution of Graduate Degrees Awarded by Major
WSE- School Administration
3%
WSE- Middle Grades
Education
1%
WSE- Reading
WSE- MA in Teaching
Education
4%
WSE- Instructional
6%
Technology
SON- Family Nurse
Practitioner
4%
1%
Chemistry
2%
Foreign Languages &
Biological
Literature
Sciences
1%
4%
Creative
Environmental
Studies
Writing
1%
4%
English
Geology
4%
Gerontology
1%
0%
WSE- Elementary Education
2%
History
2%
WSE- Curriculum/Instruction
Supervision
2%
Liberal Studies
5%
Mathematics & Statistics
1%
CSB- Business Administration
11%
Public & International Affairs
7%
Psychology
7%
CSB- Accountancy
13%
Social Work
6%
Interdisciplinary- Marine InterdisciplinaryComputer Science
Science
2%
3%
Sociology & Criminology
2%
2001 Distribution of Degree by Level
Grad.
11%
UG
89%
2009 Distribution of Degree by Level
Grad.
15%
UG
85%
CIP
Degree Establish
Anticipated Enrollment
12/3/2008 31.0505B.S.
Exercise Science
38
38 new with 125 total enrollment.
12/3/2008 40.0702B.S.
Oceanography
60
Total enrollment at full capacity.
12/3/2008 11.0103B.S.
Information Technology
25
Year 1 prediction.
5/13/2009 30.2001BA
International Studies
25
Anticipated enrollment
2/16/2009 3.0205M.S.
Coastal and Ocean Policy
58
Total enrollment at full capacity.
35
2/16/2009 51.9999M.S.
Biopharmaceutical Clinical
Research
Coastal and Ocean
Studies
25
Apr-10 40.0607D
Total enrollment at full capacity.
Total enrollment at full capacity.
Request to Plan
Apr-10 42.0101D
Psychology
Approved
6 to 8 Peak number of graduates per year.