Benchmark This!

Latest Trends Impacting Marketing and Higher Education
from Director of UPCEA's Center for Research and Strategy, Jim Fong

2020 UPCEA Benchmarking Research Agenda

Did you know that each year, UPCEA members receive benchmarking data from the Center for Research and Strategy, directed by Jim Fong? UPCEA benchmarking research is not just the industry standard—it is also a nonprofit service designed for institutions like yours. Look out for these forthcoming studies to benchmark your unit to others in the field and with peer institutions:

UPCEA Benchmarking Surveys
Find out how you compare to peer institutions across multiple areas. 

  • Salary, budgeting and structure
  • Staffing and professional development
  • Financials
  • Outsourcing

Marketing and Enrollment Management Survey
The latest update in our recurring survey series of marketing and enrollment professionals.

  • Salary, staffing, and professional development
  • Media and budget
  • Outsourcing

Online Student Needs and Staff Alignment
In partnership with InsideTrack, our research series on retention and student success continues. 

Non-Credit to Credit Pathways
In an effort to better understand how many institutions are participating in non-credit to credit pathway activities, this research will examine how these activities are facilitated and how the implementation process of these activities is conducted. 


Interested in how the latest trends are impacting higher education marketing, enrollment, program mix, and more? Check out Jim’s blog for brief, timely updates.  


Customized benchmarking efforts are also managed by the Center for Research and Strategy, including working with institutions that wish to benchmark their data against a select peer group. See who we’ve worked with. 

Interested in more information about customized benchmarking? Contact us at 202-659-3130 or email

Jim Fong, UPCEA

Lead consultant Jim Fong, the founding director of UPCEA’s Center for Research and Strategy, has extensive background in marketing at Penn State, as well as experience in private industry. Jim brings a rich understanding of the dynamics driving today’s higher education leaders, providing research-driven strategy and positioning. Jim often presents at UPCEA’s regional and national conferences, sharing vital information with attendees.

Whether you need benchmarking studies, or market research for a new program, UPCEA Consulting is the right choice.

We know you. We know the challenges you face and we have the solutions you need. We speak your language and have been serving leaders like you for more than 100 years. UPCEA consultants are current or former continuing and online higher education professionals who are experts in the industry—put our expertise to work for you.

Data that tells your story.

Whether you need to assess the viability of a new program, find out how you stack up with the competition or would like a program portfolio review, we can assist with research and data that will help move your unit forward. Your decisions impact the quality of your operation, as well as the bottom line. We’ll provide data that does more than sit on a page—it’s data that tells the story.

The UPCEA Center for Research and Strategy offers a variety of custom research options through a variable pricing model.

Click here to learn more.

Other UPCEA Updates + Blogs

Is the Future of Higher Education a Subscription Model? (MarketScale)

Online learning was steadily growing pre-pandemic. Then it reached a considerable acceleration, but universities are taking a new look at their model to continue gaining new students and remaining solvent. The answer could be subscription-based learning. Discussing this topic and more, Voices of eLearning host JW Marshall spoke with Ray Schroeder, Associate Vice-Chancellor, University of…

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[Snap Poll Results] Future Topics

Experiencing a pandemic was new ground for all of us. A new economy was also emerging and as a result of the pandemic, accelerated many industries and dampened others. As a result, higher education clearly was impacted, but must adapt and pivot to align with new business and consumer trends. As professional, continuing and online…

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Weigh In: Public Input Sought by US Dept of Education on Multiple Issues | Policy Matters (May 2021)

Major Updates Department of Education Announces Rulemaking and Public Input Period on Multiple Issues The Biden Administration is moving to leave their mark on higher education, and the first round of regulatory items it is looking at has been released. A public comment period will be followed by a negotiated rulemaking period, for which they will…

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The Domino Effect: Pandemic Impacts to Higher Education that will Ultimately Reach PCO

For the past 15 months, colleges and universities have had a difficult time looking beyond the everyday issues on their campuses as a result of the COVID-19 pandemic. Past predictions and forecasts are no longer relevant as a result. To financially survive the pandemic, colleges and universities had to quickly embrace and deploy different technologies,…

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MindEdge Learning and UPCEA Study: Academic Institutions See Value in Non-Credit to Credit Pathways

Nontraditional pathways are a big help to adult learners May 20, 2021 — North American colleges and universities are beginning to recognize the value of non-credit to credit pathways, according to new research by UPCEA (the University Professional and Continuing Education Association) in partnership with MindEdge Learning. But most of these institutions have yet to implement these…

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[Snap Poll Results] Outsourcing and PCO Units

As the U.S. economy shows signs of emerging from the pandemic, colleges and universities are making decisions about the fall. Professional, continuing and online (PCO) education units also need to make decisions about new programs they were planning to launch pre-pandemic, systems they had budgeted for upgrade, and staffing that they may have postponed. It…

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