How Market Intelligence Is Reshaping Academic Strategy

Higher education is at an inflection point. Shifting demographics, evolving workforce needs, and rising competition are increasing the stakes of every academic program decision. Programs can no longer be treated as static offerings — they must be intentionally designed, continuously evaluated, and aligned to learner and market demand.

In this session, leaders from Arizona State University’s EdPlus, Stanford University, the University of San Diego, and Gray Decision Intelligence will explore how market intelligence and portfolio strategy are reshaping institutional decision-making. Through real-world examples and institutional perspectives, the panel will examine how data can inform — not replace — academic judgment, helping universities prioritize investment, reposition programs, and scale access responsibly.

Participants will gain practical insight into how institutions can:

• Apply a lifecycle mindset to academic program planning
• Use early market and enrollment signals to guide strategic decisions
• Build cross-functional alignment between academics, marketing, and executive leadership
• Make portfolio-level decisions without compromising mission or faculty expertise