Boston University

Assessing viability for mission-centric MSW programs throughout Massachusetts.

Market Research

BACKGROUND

A legacy of making a BU education more accessible

We worked with Boston University’s School of Social Work to assess the viability of its off-campus Master of Social Work (MSW) programs. BU recognized the need to extend its MSW program to those who were not able to travel to the University’s Boston campus and did not want to enroll online. The programs were successful for several decades, but intensifying competition, pandemic-related recruitment challenges, and a lack of self-assessment led to declining enrollments and questions as to whether these enrollment options were still viable today.

CHALLENGE AND CHARGE

Assessing future viability in a changing landscape

While it was as important as ever to make BU’s MSW program as accessible as possible, the market had changed. Forced adoption of online learning during the pandemic made people realize how effective online learning could be. Combined with limitations on grassroots recruitment and promotion, BU wanted to know if its four locations throughout the state were still viable in the current climate. ADV was tasked with collecting primary and secondary data to determine which locations were viable and provide recommendations for increasing enrollment.

DATA COLLECTION AND INTERPRETATION

Understanding the Opportunities and Risks

Market Analysis

Competitor Analysis

Academic Program Demand

Interviews

Surveys

We worked with BU’s School of Social Work to analyze the MSW market and explore what prospective students were looking for in a program.

We collected data on program demand from secondary data sources as well as primary data collected through focus groups with current students and surveys conducted with a mix of current BU students and prospective students from throughout the region. This research showed what prospective students look for in an MSW program, their current levels of familiarity with BU’s Social Work programs, the appeal of the off-campus program format, and preferences for collecting information about MSW programs.

We also compiled detailed population data for the markets surrounding each off-campus program location. This step provided insight into the size of the potential market, how the market has trended over time, and the strengths and weaknesses of competitors. This analysis proved to be essential in determining the relative demand for Social Work programs in each region as well as the size of the potential opportunity for BU in each market.

OUTCOME

Data-Based Program Strategy

Through this comprehensive analysis, we showed the relatively viability of each location and provided specific recommendations for how to enhance the competitiveness of BU’s offering in each market. The information was instrumental in charting a future for BU’s off-campus MSW programs and the School of Social Work has already begun acting on the research to better position these programs for enrollment growth.