University of Houston-Downtown
2016-2020 ENROLLMENT MANAGEMENT PLAN
ENROLLMENT MANAGEMENT PLAN As a public university, the University of Houston-Downtown works closely with the Texas Higher Education Coordinating Board (THECB) in supporting the state’s educational goals. In 2015 the state adopted the 2016-2030 THECB Strategic Plan entitled, 60 x 30TX, which states that by 2030 at least 60% of Texans ages 25-34 will have a certificate or degree. Although, this strategic plan differs from the previous plan, “Closing the Gaps”, which sought to increase higher education participation rates with a special emphasis on minority enrollments, its broader focus on credential (certificate or degree) attainment for Texans ages 25-34 aligns well with UHD’s mission and enrollment plan. UHD serves a significant cadre of adult students. The average student age at UHD is 27 and nearly 2/3 of entering students are transfer students. Since 2011 UHD has realized student enrollment increases of10.4% (12,918 to 14,262) and over the next five years the university expects to increase enrollment to 18,000 students by 2020. The institution has also seen increased interest in UHD represented by a 16.2% increase in the number of new undergraduate applications from Fall 2011 to Fall 2015 (5,712 to 6,638). Continued increases in undergraduate applications of 5% are expected for the coming year and an overall enrollment increase ranging between 1% and 3%. In support of the THECB goals of increased credential attainment in higher education, the University has goals related to participation and diversity that are the precursors to increasing the degree attainment of students. University Goal: To provide quality academic programs and recruitment efforts designed to meet the enrollment targets assigned to our institution. Assessment: The University of Houston-Downtown has realized a 24.3% increase in enrollment over the past 10 years from to 11,484 students in 2005 to 14,262 in 2015.
THE UNIVERSITY TARGETS AN ENROLLMENT OF 18,000 BY 2020. Actual 2000
Statewide Fall Headcount Enrollment
UHD Fall Headcount Enrollment
Enrollment Management Plan
Student Diversity Goal: To recruit, retain, and graduate a student body representative of the ethnic diversity of the greater Houston metropolitan area. UHD has been serving the educational needs of people from all racial and ethnic backgrounds since its founding. One of the university’s great strengths is the diversity of its student body. This diversity creates a campus environment in which students from any background can feel at home. The rich cultural mix of its student body constitutes one of the university’s most important educational resources. UHD prepares students to work effectively with people from all backgrounds, and provides an atmosphere that encourages them to learn from one another. Increasing minority access to higher education is a critical state challenge and UHD’s mission honors the commitment to providing access and the support services needed for academic success. A significant benchmark in evaluating the university’s success in serving all segments of the community is the fact that the demographic make-up of the campus is very close to that of the city of Houston. Assessment: As shown in the Student Headcount table listed below, UHD enrollment gains are distributed among all the targeted ethnic groups, yet the largest enrollment growth has occurred among Hispanic students. In Fall 2015, 24% of the student population was African American, 44.6% Hispanic, and 17.3% White. Given our recent enrollment gains, the institution is uniquely positioned for enrollment growth as the population growth within the state directly correlates with enrollment growth trends at UHD. According to a recent THECB report, Texas has become a minority-majority state. It is projected that by 2020, Hispanics will account for more than 45 % of the state’s population, African-Americans 11%, White 38%, with others including Asian-Americans constituting 6 %. Therefore, the university is positive about its ability to meet the 2020 enrollment target of 18,000 students.
STUDENT HEADCOUNT BY ETHNIC GROUP
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Fall 12 3,825 5,590
Fall 13 3,574
UNIVERSITY ENROLLMENT STRATEGIES The UHD 2020 Strategic Plan outlines the institution’s enrollment goals and strategies: “To recruit, advise, retain, and educate increasing numbers of students who will graduate from our programs, assume leadership roles in society, and meet the workforce needs of the region and state.” The University’s plan lists the following strategies to achieve enrollment goals: Strategy One: Change the number quality of entering students to meet the intent of the UHD Strategic Plan in the following specific categories: • • • •
Increase the percent of entering freshmen who graduate in the top 50% (half) of their high school classes to 75% in fall 2020. By 2020, raise the percentage of international students 1.9% in fall 2013 to 5%. Increase the number of entering transfer students from 2300 in fall 2013 to 3000 by fall 2020. Graduate student enrollment will increase to 10% of all student credit hours by fall 2020.
Goal Two: Improve services for prospective and current students and their families. •
Improve the amount and clarity of financial aid information; speed the delivery of financial aid packages to admitted students. Financial difficulty is the major reason given by students for not returning to complete their degree. A major review of all financial aid policies and practices, information systems, and processing of awards is being conducted to help streamline and improve the financial support provided to students. In fall 2015, 68% of UHD undergraduate students received some form of need-based financial aid.
Improve business process and technology to improve the student enrollment experience. The wide spread use of the World Wide Web and electronic mail have provided increased access and new forms of information distribution to higher education, allowing for lower-cost, as well as bettertargeted marketing. Thus, the university has made substantial upgrades to its network infrastructure, wireless computing environments, and technology security infrastructure during the past few years and will continue to adapt to meet emerging technology requirements. In addition, the university is implementing enhanced self-service enrollment functions related to course registration, degree audit and degree planning.
Goal Three: Expansion of Distance Education Offerings The dramatic increase in the last five years in the number of UHD students taking courses online and off-campus demonstrates the importance of distance education in providing access to higher education for both new and currently enrolled students. Distance education opportunities include the expansion of existing teaching centers, the development of new off-campus delivery locations and the expansion of online coursework and programs. The university increased the number of online degree programs from two (2) in 2009 to 18 in 2014. In fall 2015, 26.1% of all student credit hours were online. The institution expects to continued growth in the number of courses and degrees programs available online. By 2020 the institution is projecting that 30% of student credit hours will be generated by online courses. Enrollment Management Plan
Goal Four: Expansion of academic program offerings to meet market demands The University commitment to preparing students to meet the needs of the workforce is evident in our mission to “provide strong academic and career preparation as well as life-long learning opportunities.” National reports identify that working adults is the largest emerging market within higher education. Nearly 4 million Texas adults having some college or an associate’s degree, with 1.1 million of those residing in Houston. Therefore, the institution has set goals in the strategic plan to develop this market by identifying programs and delivery modes that attract and prepare this targeted group for the needs of the workforce. UHD anticipates 10 new degree programs (four baccalaureate degrees and six Masters ddegrees) egrrees) eg by 2020. Since 2014 the University has three new baccalaureate degree in Health an andd Behavioral degrees: Sciences, Nursing, and Early Childhood Education one new graduate degr greees: Master of Science in Data Analytics, and several new graduate certificates. The institution institut utio ion n remains committed to growth in academic program offerings.
Goal Five: Implement university p policies olic ol iciies and academic support programs that encourage timely graduation. As part of an an Achieving the Dream initiative, UHD has an early intervention strategy that introduces in ntr trod oduces students to baccalaureate study and expectations of the University. Funding is provided to assist faculty in developing and enhancing effective teaching strategies and assessment capabilities. The University College oversees the implementation of a comprehensive and mandatory system of intervention strategies for FTIC student success reflecting best practices, linked together in mutually complementary ways. It is the institution’s vision that each FTIC student should be exposed to at least one “high-impact” educational experience at the lower level. In addition, UHD students have access to the university-wide Honors Program and the Scho Scholars ola larrs Academy program in the College of Sciences and Technology which helps attract stud students majoring uden ents ts m ajor aj orin in ng in Science, Technology, Engineering and Mathematics (STEM). Within thesee tw programs, two o pr prog ogra rams mss, scholarships, research opportunities, service learning and faculty sup support mentorship ppo port rt aand n m nd e to en torshiip aree available to students.
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Published on Aug 1, 2017
As a public university, the University of Houston-Downtown works closely with the Texas Higher Education Coordinating Board (THECB) in suppo...