Building Networked Communities: Strategies for growing master’s degree enrollment
The first Building Networked Communities (BNC) webinar of summer 2026 focused on a topic that is increasingly important across higher education: how to strengthen and scale master’s degree enrollment while maintaining student success and program quality. Led by Carrie Robinson, executive director of graduate student and scholar success, and Brian Mattson, assistant vice president of graduate education, the session revisited key strategies shared during the Graduate College Dean’s Tour meetings in fall 2025.
At its core, the discussion emphasized that enrollment growth is not simply about recruiting more students. It requires intentional program design, data-informed decision-making, flexible pathways and a commitment to supporting qualified learners throughout the admission process.
Start with a program audit
One of the webinar’s strongest messages was the importance of regularly evaluating existing degree offerings. Graduate College data show that a relatively small number of master’s programs generate the majority of enrollment, while many programs remain underenrolled. Leaders encouraged academic units to categorize programs into three groups:
- Programs to grow.
- Programs to sustain.
- Programs to sunset.
This process helps colleges determine where to invest resources and whether existing programs still align with market demand. In some cases, a program refresh may be more effective than launching something entirely new. Updates could include curriculum revisions, new delivery formats or even a more marketable program name that resonates with prospective students.
Let the market guide decisions
Another recurring theme was the importance of using labor market data and industry trends when making decisions about graduate education. Resources such as the Bureau of Labor Statistics, Lightcast and Gray DI can help programs assess workforce demand, employment projections and skills gaps.
Rather than relying solely on disciplinary expertise, units were encouraged to use these tools to answer critical questions:
- Which programs should expand?
- Which programs need repositioning?
- What new degrees should be developed?
- How can program names better reflect workforce expectations?
The goal is to ensure ASU’s graduate portfolio remains relevant and competitive in a rapidly evolving professional landscape.
Create accessible entry points to graduate study
The webinar highlighted several intentional models that can increase enrollment while improving the student experience.
Concurrent degree programs allow students to pursue two degrees simultaneously, often leveraging shared credits and streamlined admission processes.
Accelerated master’s programs (4+1 programs) remain one of ASU’s most effective recruitment tools. These programs allow students to apply up to 15 shared credit hours toward both bachelor’s and master’s degrees, reducing both cost and time to completion. Presenters encouraged units to examine enrollment data and identify new undergraduate-to-graduate connections that could be formalized.
Design programs for scale
As enrollment grows, program structure becomes increasingly important.
The presenters encouraged academic units to evaluate culminating experiences such as theses, capstones, written examinations and applied projects. While thesis-based options remain valuable, they can require significant faculty oversight and may be more difficult to scale.
ASU now offers course-based master’s degrees, which do not require a culminating experience. This model can reduce administrative burden and offer students greater flexibility while maintaining academic rigor. Units interested in adopting this approach can work through the curriculum approval process with support from the Graduate College.
Marketing matters
A particularly candid portion of the webinar addressed a common misconception: that strong academic programs naturally attract students without active promotion.
The presenters emphasized that successful enrollment growth requires a deliberate marketing and recruitment strategy. While paid advertising can be effective, many high-impact activities require little or no budget, including personalized outreach, targeted communications and engagement with admitted students.
Programs that actively connect with prospective students consistently see stronger enrollment outcomes than those that rely solely on program quality to generate interest.
Admit All Qualified Master’s Applicants (AAQuaMAn)
One of the most discussed concepts was the Graduate College’s guiding principle of admitting all qualified applicants whenever possible.
Rather than defaulting to denial, programs were encouraged to consider multiple pathways:
- Full admission.
- Admission with progression requirements.
- Reconsideration into another master’s program.
- Reconsideration into a graduate certificate.
- Reconsideration into nondegree status with a clear pathway forward.
Progression requirements can provide support for students who show promise but may need to address deficiencies or meet specific academic benchmarks early in their studies. Meanwhile, reconsideration pathways help ensure students who are not an ideal fit for one program still have opportunities elsewhere at the university.
New enrollment opportunities
The webinar also highlighted several emerging initiatives aimed at expanding access and enrollment.
These include:
- Graduate Earned Admission (GEA), which allows students to complete paired certificates to gain entrance to a master’s degree.
- ASU Personalized Graduate Admission (ASUPGA), which offers automatic admission opportunities to eligible undergraduate students.
- New partnerships with community colleges and bachelor’s degree-granting institutions.
- Credit-eligible Learning Enterprise courses and certificates that can serve as low-risk entry points into graduate education.
- International partnerships coordinated through Global Academic Initiatives.
Looking ahead
The session concluded with a clear message: Enrollment growth is not driven by a single tactic. Success comes from aligning program design, admission practices, student pathways, market intelligence and recruitment efforts into a cohesive strategy.
Whether through refreshing existing programs, expanding accelerated pathways, creating flexible degree structures or strengthening admission processes, ASU’s Graduate College is encouraging academic units to think strategically about how graduate education can continue to grow while remaining accessible and student-centered. The webinar provided a roadmap for doing exactly that and reinforced that collaboration across the university will be essential to achieving those goals.
To get the link for the full Building Networked Communities webinar contact [email protected]
