From Intuition to Intelligence: Leveraging Data to Guide Academic Portfolio Strategy

In today’s competitive higher education landscape, institutions can no longer afford to rely on instinct alone when it comes to academic program planning. The stakes are too high and the margin for error too slim. 

Leaders are facing increasing pressure to align their portfolios with market demand, institutional mission, and student expectations — all while navigating constrained resources and shifting demographics. 

The good news? You don’t have to guess. Market intelligence offers a smarter, more strategic foundation for building and refining your academic program mix. 

Why program optimization matters now more than ever 

Most institutions have at least one program that’s no longer pulling its weight — whether due to declining enrollment, outdated relevance, or oversaturated competition. At the same time, there are often untapped opportunities for growth in emerging or underserved fields. 

But how do you decide which programs to scale, sustain, or sunset? 

Optimizing your portfolio requires more than internal performance metrics. It calls for an external lens — one that brings into view national and regional trends, labor market signals, and consumer behavior. When done effectively, academic portfolio strategy becomes less about trial and error, and more about clarity and confidence. 

The first step: Start with the market 

The strongest portfolio strategies begin with robust external data. At Collegis Education, we draw from sources like the National Center for Education Statistics (IPEDS), Lightcast labor market analytics, and Google search trends to assess program performance, student demand, and employment outlooks. 

National trends give us the big picture and a foundation to start from. But for our partners, we prioritize regional analysis — because institutions ultimately compete and serve in specific geographic contexts, even with fully online programs. Understanding what’s growing in your state or region is often more actionable than knowing what’s growing nationwide. 

Our proprietary methodology filters for: 

• Five-year conferral growth with positive year-over-year trends 

• Programs offered by a sufficient number of institutions (to avoid anomalies) 

• Competitive dynamics and saturation thresholds 

• Job postings and projected employment growth 

This data-driven process helps institutions avoid chasing short-term trends and instead focus on sustainable growth areas. 

Data in action: Insights from today’s growth programs 

Collegis’ latest program growth analyses — drawing from 2023 conferral data — surface a diverse mix of high-opportunity programs. While we won’t detail every entry here, a few trends stand out: 

• Technology and healthcare programs remain strong at the undergraduate level, with degrees like Computer Science and Health Sciences showing continued growth. 

• Graduate credentials in education and nursing reflect both workforce need and strong student interest. 

• Laddering potential is especially evident in fields like psychology and health sciences, where institutions can design seamless transitions from associate to bachelor’s. In fields such as education, options to ladder from certificate to master’s programs are growing in demand. 

What’s most important isn’t the specific programs, it’s what they reveal: external data can confirm intuition, challenge assumptions, and unlock new strategic direction. And when paired with regional insights, these findings become even more powerful. 

How to turn insight into strategy 

Having market data is just the beginning. The true value lies in how institutions use it. At Collegis, we help our partners translate insight into action through a structured portfolio development process that includes the following: 

1. Market analysis: Analyzing external data to identify growth areas, saturation risks, and demand signals — regionally and nationally. 

2. Gap analysis: Identifying misalignments between current offerings and market opportunity. 

3. Institutional alignment: Layering in internal metrics — enrollment, outcomes, mission fit, modality, and margin. 

4. Strategic decisions: Prioritizing programs to expand, launch, refine, or sunset. 

5. Implementation support: Developing go-to-market plans, supporting change management, and measuring results. 

By grounding these decisions in both internal and external intelligence, institutions can future-proof their portfolios — driving enrollment, meeting workforce needs, and staying mission-aligned. 

Put data to work for your portfolio 

Program portfolio strategy doesn’t have to be a guessing game. With the right data and a trusted partner, institutions can make bold, confident moves that fuel growth and student success. 

Whether you’re validating your instincts or exploring new academic directions, Collegis can help. Our market research and portfolio development services are built to support institutions at every step of the process — with national insights and regional specificity to guide your next move.