addressing the downward prospective student market trends for engineering majors: umr’s new...
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Addressing the Downward Prospective Student Market Trends for Engineering
Majors: UMR’s New Pipeline
A Strategy for Growing Engineering Enrollments of Women and Underrepresented Students
Cecilia Elmore, Women’s Leadership InstituteJay Goff, Enrollment Management
Marcus Huggans, PH.D., Student Diversity Programs
University of Missouri-Rollawww.umr.edu
Overview
Quick introduction to UMR
Student Market Data focused on Women and Underrepresented Students
How UMR has Responded to Embrace an Aggressive Strategic Plan for Campus Wide Diversity
Program Deliverables
Current, National Student Market Data for Engineering Fields
A Review of Recruitment Data Tools and Reports
An Enrollment Model Position for Expanding Diversity Programs in Light of Shrinking Budgets
Ideas for Regular Program Assessment
Rolla, Missouri “In the Middle of Everywhere”
Population: 17,000 South-Central Missouri
» 95 miles to St. Louis» 100 miles to Springfield» 90 miles to Columbia» 35 miles to Ft. Leonard Wood
Top 100 U.S. Small Towns Not Overly Diverse
» White persons 93.2%
» African American 1.5%
» American Indian and Alaska Native 0.6%
» Asian-American 2.4%
» Not reported: 2.3%
History
Founded in 1870 as the University of Missouri School of Mines and Metallurgy» The first technological institution west of the
Mississippi River and one of the first in the nation.
Became the University of Missouri-Rolla in 1964» curricula expanded to encompass the full range of
engineering and scientific subjects; BS, MS, Ph.D.» Grew to include 18 engineering degrees
2001 UM Board of Curators approved a new school of management and information systems
EnrollmentEnrollmentSTRATEGIC PLAN GOAL: Grow to 6500-7000 Students
» TOTAL Enrollment 5400» Undergraduate Students 4100» Graduate Students 1300» Freshman class 900* * 2003, 2004 Largest New Student Classes in 15 years
Class Locations
•Campus: 91%
•Distance: 9%
UMR's Academic Major Distribution by Headcount
Engineering Majors, 73%
Arts & Science
Majors, 22%
Management & Business Majors, 5%
Engineering Majors
Arts & ScienceMajors
Management &Business Majors
Enrollment Trend
UMR Enrollment by Level, 1997- 2004
4,112 4,059 3,882 3,698 3,756 3,849 4,089 4,121
864 859833 928 1,127
1,3911,370 1,286
0
1,000
2,000
3,000
4,000
5,000
6,000
1997 1998 1999 2000 2001 2002 2003 2004
Undergraduate Graduate
5,4075,4595,240
4,883
4,626
4,7154,9184,976
New Enrollment Management Plan initiated in 2001
Undergraduate Demographics Average Age: 21.6 years old
Gender: » 23% Female» 77% Male
First Generation College Students:» 2004-05: 39%
Residency:» Missouri Residents: 76%» Out-State Students: 24%
Ethnicity: » African-American: 4% » Asian-American: 3% » Caucasian: 83% » Hispanic: 2% » Native-American: 1% » Non-resident, International: 2%» Not Disclosed: 5%
On-Campus EnrollmentBy Gender
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
1950
1960
1970
1980
1990
2000
Year
Stu
den
ts
Men Women
Total On-Campus Enrollment: Under-represented minorities(Undergraduate and Graduate)
162 165 186 202 179 158 145 139 148 157 159 183 197 205 185
8 911
1513
18 25 25 23 2425 22 24
2161 6264
5564 70 71 63 59 59 53
5665
8485
22
0
50
100
150
200
250
300
350
Enr
ollm
ent
0%
1%
2%
3%
4%
5%
6%
7%
% o
f to
tal e
nrol
lmen
t
African-American Native American Hispanic % of total enrollment
On-Campus Enrollment - Refuse to Supply Ethnicity(Undergraduate and Graduate)
237193
165151149153
3.39% 3.39% 3.30% 3.40%3.87%
4.80%
0
50
100
150
200
250
1999 2000 2001 2002 2003 2004
Coun
t
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
%
Refuse/Other/NA (count) Refuse/Other/NA (%)
Current Student Success
Retention Rates, 2004 » General Student Body: 85%» Female Students: 90%» Minority Students: 91%» CAMPUS GOAL: 87%
Graduation Rates, 2004» General Student Body: 63%» Female Students: 69%» Minority Students: 71%» CAMPUS GOAL: 70%
Student Market Data
+9
> 20 %
+11% to +20%
0% to +10%
Decreases
-11
+7
+12+4
-22+11
+53+7
-10
+9
+20
-20
-6
-8
+7
+2
-11
+5
-4
+16
+13
+5-7
-6
-8
-4
-1
-12
+3
-2
-3
+8+3
+2-1
-3
+4
-7+6
-3
+9
Projected Change in High School Graduates2002-2012
+3
+10
-10
0-1-2-10 -10
-17
Additional Need to Focus on Diversity & Pipeline Markets
SOURCE: U.S. Department of Education, National Center for Education Statistics, State Public Elementary and Secondary Enrollment Model, and State Public High School Graduates Model. May 2002.
ACT Policy Report, May 2003
*Study and comprehensive policy report examining twelve-year trends and including over 750,000 ACT test takers.
"The future of engineering in the U.S. may be in jeopardy," said Richard J. Noeth, director of ACT's Office of Policy Research and a co-author of the study. "We don't have the numbers of prospective students, and many of those students aren't prepared. The science of engineering impacts many important aspects of our day-to-day lives... so these findings should not be taken lightly.”
The future of diversity in U.S. engineering is also in question. Not only have fewer students expressed interest in engineering careers, but also fewer females and minorities.
"Engineering is a good, high-paying occupation which is likely to be growing in the future," Noeth said. "It should be a very attractive and popular field of study for today's top high school students. Unfortunately, that doesn't appear to be the case."
"If we want a viable engineering workforce in the future, we must work diligently to better prepare and recruit more able females and minorities to the field so that it better represents our changing population.“
ACT Social Policy, May 2003Maintaining a Strong Engineering Workforce Report*
Planned Academic Majors of Admissable, ACT Tested College Bound Missouri Students, 1989-2003
14%15%
17%
20%
22%24% 24% 23%
23% 23%22% 21%
21% 21%21%
0% 1% 1% 0% 1% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
6%
8% 8% 8%8% 7% 8% 8% 9%
12%
9%10%
11%9%
10%
8% 7% 7% 7% 7%6% 6% 6% 6% 6% 6% 5% 5% 5% 4%
0%
5%
10%
15%
20%
25%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Natural Sciences Math Technology Engineering
High School Graduates Interested in Engineering Majors
High School Graduates Interested in Engineering Majors
40000
45000
50000
55000
60000
65000
70000
Number 63653 66475 67764 64571 64937 63329 63601 65329 65776 61648 54175 52112
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002
% of College Bound Students Selecting an Engineering Major
Percent Who Selected an Engineering Major
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
Percent 8.5% 8.6% 8.3% 7.9% 7.5% 7.2% 7.1% 7.1% 7.0% 6.4% 5.7% 5.5%
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002
Female High School Graduates Interested in Engineering Majors
Female High School Graduates Interested in Engineering Majors
0
2000
4000
6000
8000
10000
12000
14000
16000
16.5%
17.0%
17.5%
18.0%
18.5%
19.0%
19.5%
20.0%
20.5%
21.0%
Number 11710 12974 13483 13180 13389 12681 12803 12648 12480 11689 10073 9345
Percent 18.4% 19.5% 19.9% 20.4% 20.6% 20.0% 20.1% 19.4% 19.0% 19.0% 18.7% 18.0%
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002
Potential Minority Engineering Majors
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
African American 11.3% 11.6% 11.9% 12.4% 13.3% 13.3% 13.4% 13.8% 13.7% 13.5% 13.5% 14.1%
American Indian 1.3% 1.3% 1.3% 1.4% 1.3% 1.4% 1.4% 1.3% 1.2% 1.1% 1.1% 1.2%
Hispanic 5.2% 5.9% 5.9% 6.1% 6.3% 6.1% 6.1% 5.9% 5.9% 5.9% 6.3% 6.9%
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002
Potential Minority Engineering Majors
AIM: Using ACT Data to Improve Recruitment & Yield through Predictive
Modeling
Missouri’s 2004 Student Funnel for All Engineering Fields
High School Seniors: 61,378 High School Graduates: 57,573 ACT Testers/College Bound: 42,862 Any Engineering Interest, all scores: 1,599 Engineering Interest, +21 comp. score: 1,102
(21 = MO average score / 50%) Engineering Interest, +24 comp. score: 807
(24 = UM minimum for auto admission) UMR’s Freshmen Engineering Majors 520
from Missouri
Missouri’s 2004 Female Student Funnel for Engineering
High School Seniors: 30,332
High School Graduates: 26,692
ACT Testers/College Bound: 23,571
Any Engineering Interest, all scores: 236
Engineering Interest, +21 comp. score: 182
(21 = MO average score / 50%)
Engineering Interest, +24 comp. score: 138
(24 = UM minimum for admission)
Missouri’s 2004 African-American Student Funnel for Engineering
High School Seniors: 8561 High School Graduates: 7536 ACT Testers/College Bound: 3850 Any Engineering Interest, all scores: 167 Engin. Interest, +21 comp. score: 36
(21 = MO average score / 50%) Engin. Interest, +24 comp. score: 15
(24 = UM minimum for auto admission)
Understanding Psychographic Data “Lifestyles” of
Female Engineering Students
Lifestyle Segmentation SystemPRIZM is the most widely used neighborhood target marketing system in the United States. Claritas founded the U.S. geodemographic industry when it launched the first PRIZM segmentation system in 1974.
UMR students studied Claritas reports which categorized current and prospective female students by PRIZM segments to attempt to develop an interest segmented marketing approach.
http://www.clusterbigip1.claritas.com
PRIZM segments
Consumer segmentation and targeting systems used to classify U.S. households
Based on demographic, socioeconomic, housing, and consumer demand data
Groups of people with similar common interests, behaviors, and purchasing patterns at similar points in their lives
Also called Clusters There are 60+ different cluster groups in existence
among the women of UMR. The majority of women at UMR fall into 11 major
clusters.
Top UMR Female PRIZM Segments
1. (20) Fast-Track Families – Landed Gentry
2. (33) Big Sky Families – Country Comfort
3. (51) Shotguns & Pickups – Middle America
4. (37) Mayberry-ville – Country Comfort
5. (13) Upward Bound – 2nd City Society
6. (5) Country Squires – Landed Gentry
Summary of Female Prospects
Demographics:» Mostly white, with some Asian and American
Indian» Come from a variety of class families ($36,165 to
$80,044)» Predominantly from suburban or rural areas.
Psychographics:» Enjoy variety of activities, ranging from hunting
and fishing to country club sports to staying home watching TV.
» Buy a lot of electronics and sporting equipment.
Best Communication Topics to Reach the Prospective Female Tech Students
Technology
Sports
Outdoors
Reading
Results from 2003-04University Wide Diversity Initiative
Student Diversity Programs
Women’s Leadership Institute
Center for Pre-College Programs
Taking One 30 year-old Program and Expanding it to Three
Strategic Plan Enrollment Goals GOALS: Enrollment Diversity Overall Enrollment of 6000 (5500 on campus, 500 off campus programs)
» New Student Goals
– 900 students first-time freshmen
– 425 transfer students
– 425 graduate students
– total of 1750 new students overall
2001 2002 2003 2004 2005 2006 Freshmen 715 755 790 825 865 900 Transfer 231 270 300 350 390 425
Graduate* 395 400 410 415 420 425 Returning Students Total Enrollment
3646 4987
3775 5200
3900 5400
4153 5600
4125 5800
4250 6000
Graduate targets include MS, PhD, and certificate programs
2001 2002 2003 2004 2005 2006 Women 178 205 230 255 285 315
Minority 36 45 55 65 80 90
GOAL for Diversity Initiative Create a University-wide recruitment and support system
to further increase the number of under-represented minority and female students attending and graduating from UMR.
The new program will work to preserve and learn from the successful elements developed in UMR’s long-standing MEP model.
Ultimately the new programs will coordinate with other campus units to match or exceed the enrollment and retention goals defined in UMR’s Strategic Enrollment Plan and provide support for students in all UMR majors.
University Wide Student Diversity Initiative
Focus Points
RECRUITMENT
STUDENTLIFE
ACADEMICSUPPORT
New Diversity Initiative Structure
Enrollment Management,Dean
JAY GOFF
Women’s Leadership InstituteDirector
CECILIA ELMORE, P.E.
Student Diversity & Academic Support Programs,
DirectorDR. MARCUS HUGGANS
Center for Pre-College Programs,
DirectorFloyd Harris
Programming Focuses
Market Specific Recruitment Plans Retention & Academic Support Plans Student Organizations Scholarships & Fundraising Mentoring & Advising Summer Camps & Workshops Student Resource Areas
The SDP’s mission is to identify, enroll, and develop talented under-represented students, and prepare them for corporate and community leadership. The SDP provides a number of activities and programs for students to learn how to obtain academic and professional success. Its goals encourage student involvement and strategic leadership in campus and community organizations through involvement.
Objective: Create a more diverse culture at UMR. Goal 1: (Recruitment/Enrollment) Increase enrollment of underrepresented
students at UMR to 10% of Total Undergraduate Student Population by 2010. Goal 2: (Fundraising) Develop and execute strategies to raise scholarship funding
and endowments as to provide: Goal 3: (Retention) Provide appropriate Academic & Personal Support Systems
that enhance student success. This activities should Develop a culture that compels students to return, contribute, and mentor. (7 – Week Bridge and Master Student)
Goal 4: (Full-Circle) Leverage MEP’s graduates for mentoring, contributions, leadership, and campus involvement.
The ultimate goal of the four year program is to enable more students to be ready to persist through the rigors of academia and equip them with the necessary leadership skills to immediately be an asset to corporations and the community.
Student Diversity Programs Mission Statement & Goals
UMRStudent Diversity Programs
(SDP)
Student Mentors
Master StudentProgram
Scholarships
MEP(Minority Science
& Engineering Program)
Special Campus Programs, Speakers,
& Resources
Outreach,Recruitment &
Retention
SDP STRUCTURE
SDP Activities• Fundraising - Scholarship Fundraising and Distribution• Retention – 7 Week Summer Bridge Program, Master Student
Classes, 3.0 Banquet, Mentoring/Student Academic Counseling, Welcome Back Picnics, etc.
• Recruitment – NSBE PCI,SHPE Se Si Puede, Admissions Diversity Showcase/Open House/PRO, 37 High School visits in St. Louis and Kansas City, and Student Professional Conferences (i.e. NSBE, SHPE, etc.)
• Encourage Residential College Learning Communities• Guest Lecturers – Dr. Pamela McCauley-Bell, Mr. Kenneth
Morgan, etc.• Alumni Spotlight/ MEP 30th Anniversary• MEP/Student Organizations – NSBE, SHPE, & SWE• Resource Center – Alcoa Study Center• Corporate Professional Growth – Night to Network, Professional
Society Meeting, etc.
MEP WEBSITE
SDP WEBSITE
Under-represented Student Websites
Student Diversity Programs Website» http://campus.umr.edu/studiv/
Minority Science & Engineering Program Website» http://campus.umr.edu/mep/
Information about Under-represented Minority Students Programs and Funding» Events Calendar» Scholarship Applications» Scholarship Criteria
A Women’s Leadership Institute?
Developing an umbrella unit from a strengths-based assessment
The WLI’s mission is to serve as an Educational and Professional Development Resource Center for all UMR Students. The WLI provides a number of activities and programs for students to learn about leadership from the female perspective. Its goals encourage student involvement and strategic leadership in campus and community organizations.
The ultimate goal of the two year program is to enable more students to be ready to assume leadership and management positions after completing their studies at UMR.
Women’s Leadership Institute Mission Statement & Goals
Goals:1. Increase the number of female first-time freshman to
285 for FS20052. Increase the female first year retention rate to 92% 3. Increase the 6-year graduation rate to 70% for female
students 4. Increase the number of students participating in the
Women As Global Leaders Class and Living Learning Community to 90 students
UMRWomen’s Leadership Institute
(WLI)
Scholarships
Women As GlobalLeaders Class/Res College
Speakers Bureau
WISE(Women in Science
& Engineering)
Special Campus Programs, Mentoring
& Resources
Outreach,Recruitment &
Retention
WLI Activities Scholarship Fundraising and Distribution Women as Global Leaders Class Residential College Learning Communities Guest Lecturers Women’s Hall of Fame/WISE 30th Anniversary Recruitment Events-EYH, Lock-Ins, Summer Programs, Joint
events with Admissions and PRO Workshops and joint events with SDP/MEP-Night
to Network, Welcome Back Picnic, Graduation Receptions, Craft Nights
WISE/Student Organizations-SWE• Resource Center/Library• Mentoring Programs-MentorNet• Professional Development-Conferences, workshops
Enrollment Progressfor Fall 2005
WLI 336 admitted women 142 with enrollment deposits 62 WISE scholarship accepts
SDP 104 admitted minority students ?? with enrollment deposits 36 MEP scholarship accepts
WLI WEBSITEhttp://wli.umr.edu
WISE WEBSITEhttp://wise.umr.edu
How Campus Can Help the Diversity Initiative Prosper
Support Activities through attendance, internal promotion, and encouraging the campus community to participate.
Serve on the SDP or WLI Campus Advisory Boards and Committees
Include a diversity component in your research and gift proposals that incorporates the SDP & WLI programming
THINK: Diversifying UMR is not an overnight process, but with a little extra thought and effort, we can change the campus for a better future.
Challenging the Campus Community
Questions?
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