Market Research and Analysis
AP conducts comprehensive and in-depth market research at the beginning of a relationship with a new university partner and periodically thereafter. An in-house Research Department assesses program demand and analyzes competitors' tuition rates, degree completion times, admission criteria, prerequisite requirements, number of start dates, enrollment limitations and financial aid availability. It also studies the marketing and recruiting strategies of each competitor.
This research is the basis of planning, recommendations and execution of a marketing and recruiting plan customized for each partner university. Evaluations and strategies are frequently updated as new competitors enter the market and existing competitors modify their tactics.