Humanizing Student Data in an AI-Driven Era
The student journey has changed — and expectations are rising. Students today are moving faster, arriving more informed, and expecting experiences that feel responsive and personalized. Research behaviors are shifting, and AI is increasingly shaping how prospective students discover and evaluate programs. The path to enrollment is becoming more complex and more personalized, and students…
Read More Staying Relevant in a Changing Higher Education Market
Introduction Higher education is at a crossroads, marked by declining public trust, diminishing enrollments, substantial budget cuts, and increased scrutiny on post-college outcomes. Recent research from UPCEA underscores growing skepticism about the value of traditional degrees, driving institutions and learners alike to explore innovative educational pathways and revenue models (UPCEA, 2025). To address these challenges…
Read More What You Need to Know Before Entering or Renewing an OPM Partnership
Online programs are no longer a nice-to-have. They are essential, with many schools looking to online as their primary growth lever amid market headwinds. A strong portfolio of online programs can allow institutions to grow enrollment, reach new student populations, and future-proof their offerings. But building, launching, and sustaining a successful online program operation requires…
Read More The AI Search Gap: What Students Expect vs. What Institutions Are Doing
Half of prospective students use AI tools every week. Yet, only about a third of higher education institutions have a formal strategy for AI search. That gap isn’t just a metric. It’s a brand visibility crisis. Students are using ChatGPT and Perplexity to research programs, compare universities, and narrow their lists, often before they ever…
Read More The Right Message at the Right Moment: How Smarter Enrollment Operations Boost Retention and Student Success
Student success starts with the right conversation. By uniting data, technology, and human connection, institutions can shift from reactive outreach to proactive engagement that strengthens trust, equity, and long-term retention. Every Student Is a Story, Not a Segment “On the other side of every data point, every phone number, every email address, there’s a person…
Read More AI Search in Higher Education: The Student Search Trends You Can’t Ignore
Search behavior has evolved, and so has the path to enrollment. Generative AI tools like ChatGPT, Gemini, and Google’s AI Overviews shape how people gather information, verify details, and form opinions. For higher education marketers, that means program visibility depends on showing up wherever students look for answers, not only in search results but across…
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Since 1953, UPCEA has recognized its members' outstanding contributions to the Association and the field, as well as their achievements in innovative programming, marketing and promotion, community development and services, research and publications, and many other areas.