Situation:

One of the most prestigious universities in the country pioneered the development and launch of an undergraduate program, which is one of the oldest of this institution and considered by the directives as one of the pillar careers of the University, with a unique value proposal.

Nonetheless, the program had a significant decrease in the number of students enrolled, from 40 students per semester in their early years to about 10 per semester over the last five years. Therefore, the University required to conduct understand and quantify the causal aspects of such situation in order to develop strategies and action plans that would allow them reverse the declining trend.

Challenge:

To strengthen the perception and acceptance of the program among potential students and their direct influencers in order to substantially increase the number of enrolled students.

Action:

We understood in depth and diagnosed (research with qualitative and quantitative phases) the causal aspects of this situation through the different stakeholders (internal and external) that are directly or indirectly related to the undergraduate program, exploring and validating the key variables for career selection among  students, the role of influencers, the level of knowledge  and perception of the program, the valuation of the different components of the program and the way it is communicated to the market.

Based on the assessment of the situation, we recommended adjustments and strategies at different levels, such as: program name, curriculum, theoretical / experiential balance, internal (university) and external (market) communication of the program and the process to relaunch the career.

Result:

Since the program’s relaunch with the strategies and actions recommended, it had more than 60 students enrolled in the first year (representing an increase of 300% in the number of students enrolled per semester).

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