In today’s higher education landscape, the pressure to adapt has never been higher. Institutions are facing increased demands for transparency, affordability, and accountability from both students and the federal government. To thrive amid this scrutiny, colleges and universities must shift from periodic academic program reviews to an “always-on” portfolio management approach.
The institutions that succeed in the coming years won’t be those with the biggest catalogs. They’ll be the ones with the most disciplined, data-informed portfolios. Those that are regularly evaluated and refined to meet student, market, and regulatory expectations.
3 market trends forcing a new approach to program strategy
The following trends are reshaping how institutions must approach academic program strategy. Each highlights why traditional review cycles are no longer enough, and why a continuous, data-informed portfolio management model is essential.
- Student affordability sensitivity is rising: Students and families are making more value-conscious decisions. They want proof that an academic program will lead to career outcomes that justify the investment. Programs with unclear value propositions face enrollment decline and reputational risk.
- Labor market and skills cycles are accelerating: The pace of change in the workforce means skills needs are evolving faster than ever. If academic offerings don’t keep pace, institutions risk graduating students into irrelevance. Agility is crucial for staying aligned with industry demand.
- Program-level scrutiny is intensifying: New regulations, such as those proposed in the bipartisan OBBB bill, formalize expectations around gainful employment and financial value transparency. These changes mark a shift from access-based accountability to market- and outcomes-based accountability. They require institutions to know, show, and grow the value of every program they offer.
A new operating rhythm: Annual program review
Many institutions still operate on a five-year program review cycle, a cadence that no longer supports sustainable decision-making. In a faster-moving environment, annual review is the new standard.
“Program review must evolve into a dynamic, ongoing process. Institutions need a defined, strategic, and systematic rhythm — one that uses valid data to ensure alignment with student demand, workforce needs, and financial sustainability.”
— Dr. Tracy Chapman, Chief Academic Officer
A modern review process should include:
- Internal metrics: enrollment trends, revenue contribution, cost of delivery, and student learning outcomes
- External data: student and employer demand, competitive positioning, and alignment with learner expectations
- Financial performance: program profitability, tuition pricing, and resource optimization
When done consistently, this evidence-based practice can help institutions scale what’s working, fix what’s slipping, and sunset programs that no longer serve students or the institution.
Make market research a strategic discipline
Just as accreditation is a continuous, evidence-based process tied to institutional decisions, so too should market research. It cannot be treated as a one-time validation for new programs or a compliance box to check. It should be embedded into institutional strategy.
That means investing in:
- Reliable, valid data sources
- Systems and platforms that connect market signals to internal performance
- Skilled analysts and decision-makers who can interpret and act on insights
What it takes to operationalize strategic program management
To make continuous portfolio management a reality, institutions need the following:
- Time: Strategic prioritization of program review as a leadership function
- Talent: Cross-functional collaboration across academic, enrollment, finance, and IT teams
- Technology: Data platforms like Collegis Connected Core® to unify insights and enable evidence-based decisions at scale
For institutions that have yet to build the internal expertise or data infrastructure to support this work, Collegis Education brings the strategy, technology, and insight needed to support this type of transformation. From market research and academic portfolio development to data integration and instructional design, we help colleges and universities move from reactive review cycles to proactive portfolio optimization.
Disciplined portfolios drive sustainable growth
Whether the White House and Congress tilt red or blue, regulatory oversight of higher education isn’t going anywhere. The institutions that are best suited for long-term success will be those that treat program portfolio management not as a reactive task, but as a continuous, strategic discipline.
It’s time to make market analysis a routine leadership practice. Protect your students. Protect your resources. And double down on the programs that deliver the most value — to students, to employers, and to your institution’s future.
Reach out to learn how we can help you make this shift with confidence and clarity.
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