Did you miss the AI Engage Summit or want a second look? Watch every insightful discussion and discover strategies for transforming student engagement with AI. 

In this episode of The Higher Ed Pulse, co-hosts Seth and Mallory explore the evolving dynamics of higher education as we approach the end of 2024. With insights from recent events like the AMA Conference and AI Engage Summit, Seth unpacks his keynote on the state of the higher ed market, touching on declining demand, increasing supply, and the rise of non-traditional educational pathways. This episode offers a deep dive into the trends reshaping the industry and what institutions can do to stay ahead.

• Declining Demand, Increasing Supply: The higher education market is shrinking, with undergraduate enrollment decreasing by 15% over the past decade and freshman enrollment down an additional 5% in 2024. However, demand is growing for non-traditional pathways, such as vocational training and dual enrollment programs.
• Rise of Non-Traditional Students: Non-traditional learners, including part-time students, adult learners, and high school students in dual enrollment, are driving new opportunities in higher ed.
• Pressure on Pricing Models: Tuition costs have risen by 35% in the last decade, while discount rates are exceeding 50% at many private institutions. This is fueling demand for affordable, flexible educational alternatives.
• Emerging Role of Micro-Credentials: With over one million micro-credential offerings in the U.S., institutions must develop clear audience strategies to differentiate themselves in this saturated market.
• Impact of Mergers and Acquisitions: The higher education industry is entering a consolidation phase, with over 100 institutions closing or merging in the past five years. This trend is expected to accelerate.

Seth's keynote emphasized the importance of understanding market dynamics. While overall undergraduate enrollment has dropped, pockets of growth remain in areas like dual enrollment and vocational training. These trends highlight the need for institutions to adopt a targeted approach, focusing on where demand still exists. However, the increase in program offerings without corresponding closures has created a highly competitive landscape. For many institutions, this mismatch is leading to struggling programs and financial challenges.

As traditional enrollment declines, non-traditional pathways are on the rise. Dual enrollment programs, which allow high school students to earn college credits, are growing rapidly, as are vocational programs aimed at specific job-ready skills. Seth and Mallory discussed the importance of developing clear audience strategies to address these emerging segments. Institutions need to go beyond the traditional "degree-first" mindset and consider flexible, modular educational experiences that align with changing consumer demands.

Pricing remains a significant barrier for traditional higher education. Rising tuition costs, high discount rates, and concerns about student debt have eroded consumer confidence in the value of a four-year degree. Many learners are now opting for micro-credentials and shorter programs that promise faster, more affordable pathways to career success. However, as Mallory noted, marketing these offerings effectively in a crowded market requires a nuanced and strategic approach.

The rise of non-degree alternatives is reshaping the higher education landscape. With over a million micro-credentials and certificates available, Seth highlighted the need for institutions to rethink their approach to program development. Instead of simply repackaging degree programs, schools must design offerings that directly address workforce needs and stand out in a crowded marketplace.

The conversation concluded with a sobering reminder of the challenges ahead. Mergers and acquisitions are becoming increasingly common, with a 15% increase in such activities over the past three years. Despite this trend, many mergers fail to deliver enrollment growth. Institutions that wish to thrive in this evolving market will need to focus on regional strategies, employer partnerships, and differentiated academic offerings.

- - - -

Connect With Our Host:
Mallory Willsea 
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

About The Enrollify Podcast Network:
The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 —  the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.

Attend the 2025 Engage Summit! 
The Engage Summit is the premier conference for forward-thinking leaders and practitioners dedicated to exploring the transformative power of AI in education. Explore the strategies and tools to step into the next generation of student engagement, supercharged by AI. You'll leave ready to deliver the most personalized digital engagement experience every step of the way.

Register now to secure your spot in Charlotte, NC, on June 24-25, 2025! Early bird registration ends February 1st -- https://engage.element451.com/register