Experimenting with Graduate Certificates

Katie Olivo, director of college outreach at Shenandoah University, and Kathy Giddings, director of graduate admissions at University of North Carolina at Charlotte, discussed the integration and value of graduate certificate programs within their respective institutions. The presenters stressed the value of graduate certificates, noting that these programs allow learners to build their expertise through flexible and stackable offerings.

Factors to Consider Before Launching Certificate Programs

• Know your audience and demand.

• Review the competition.

• Identify the ideal program format and delivery method.

• Explore financial aid eligibility.

• Determine if course credit may be applied to a master’s degree.

Pro-tip: Being a part of the development process is critical to know when new programs are being launched.

Marketing Strategies for New Programs

• Conduct breakout sessions with students to introduce them to the various offerings prior to registration and enrollment.

• Stress the values and skills gained through the certificate program through direct marketing campaigns.

• Target individuals who already hold master’s degrees to promote certificates that would allow them to diversify.

• Be creative in your marketing to create program visibility to potential enrollees.

Pro-tip: Market research is key to ensure program viability.

Strategies to Attract Program Participants

• Name the certificate program more broadly to help attract more people into the program.

• Tie the certificate program to employer needs.

• Continually evaluate certificate programs and recognize when sunsetting a program is necessary.

• Create an undergraduate pathway to certificate completion that will also prepare students for a master’s program.

Pro-tip: Meta has the ability to search your competitors to see what they are currently marketing, which can assist you in differentiating your program from others.

In summary, the session stressed the importance of communication between graduate certificate developers and graduate admissions for program viability. Olivo and Giddings also stressed the importance of differentiating between credit-bearing certificate programs and noncredit-bearing. n