American University School of Communication vivianlu@ausoc.edu (212) 458-0987 FOR IMMEDIATE RELEASE November 17, 2015

Research Indicates that Grad Students Prefer Professionally-Minded Programs 50% of those alumni who would choose their program again claim that developing professional

skills was important. Washington DC - A study conducted by student researchers into the preferences of grad school alumni confirmed current trends in the field. On the whole, those who agreed that they would choose their same grad program at American University’s School of Communication (SOC) all over again also expressed the importance of flexibility, affordability and professional development in the program. The focus of this preliminary online study was to explore what the determinants are for American University alumni students to enroll in a professional Master’s program. This online survey was conducted with a sample of American University SOC Alumni. Due to sampling, there is no additional Margin of Error. The survey was in the field in the Fall 2015. A key finding of the research is that alumni’s likelihood of selecting the same program again has a high correlation with the determinants like flexibility, professional opportunities and financial assistance offered through the program.

Methods & Results The survey was taken by a total of 20 respondents. As evident in the graphs above, a key question used in determining our independent variable asked if alumni would select the Master’s program again, if given the opportunity. Among students considering the importance of flexibility of the program as a determinant for enrollment, 65% strongly agree they would choose the program again, 30% agree and 5% neither agree nor disagree. For the 13 students who strongly agree they would choose the program again, totaling 65% of responses to that question, 20% answered strongly agree flexibility of the program was important, 25% agree, 15% neither agree nor disagree and 5% strongly disagree. For the 6 students who agree they would choose the program again, totaling 30% of responses to that question, 5% answered strongly agree flexibility of the program was important, 5% agree, 5% neither agree nor disagree, 10% disagree and 5% strongly disagree. There is only 1 student who neither agreed nor disagreed with the statement to choose the program again; yet, this respondent strongly agreed flexibility of the program was important. Among students considering the professional opportunities of the program as a determinant for enrollment, 65% strongly agree they would choose the program again and 7% agree. For the 13 students who strongly agree they would choose the program again, totaling 65% of responses to that question, 30% answered strongly agree that the professional opportunities to develop practical and hand-on skills was important, 20% agree, 10% neither agree nor disagree and 5% strongly disagree. For the 7 students who agree they would choose the program again, totaling 35% of responses to that question, 10% answered agree that the professional opportunities to develop practical and hand-on skills was important, 10% neither agree nor disagree, 10% disagree and 5% strongly disagree.

Among students considering the financial obligations of the program as a determinant for enrollment, 15% strongly agree they would choose the program again, 55% agree, 15% neither agree nor disagree and 15% strongly disagree. For the 3 students who strongly agree they would choose the program again, totaling 15% of responses to that question, 5% answered strongly agree that they would choose the program again regardless of financial aid or scholarships received, 5% agree and 5% neither agree nor disagree. For the 11 students who agree they would choose the program again, totaling 55% of responses to that question, 20% answered strongly agree that they would choose the program again regardless of financial aid or scholarships received, 15% agree, 10% neither agree nor disagree, 5% disagree and 5% strongly disagree. For the 3 students who neither agree nor disagree they would choose the program again, totaling 15% of responses to that question, 10% answered agree that they would choose the program again regardless of financial aid or scholarships received and 5% disagree. For the 3 students who strongly disagree they would choose the program again, totaling 15% of the survey, 5% answered strongly agree that they would choose the program again regardless of financial aid or scholarships received, 5% neither agree nor disagree and 5% strongly disagree. Conclusion This survey showed how determinants like flexibility, professional opportunities and financial obstacles of the program can affect alumni’s decision to enroll again for the Master’s program. In terms of the flexibility of the program, answers show that more than half (55%) of the respondents believe if the program has more flexibility in time, they will consider enrolling in this program again. In terms of the professional opportunities of the program, answers show that more than half (60%) of the respondents believe if the program has more professional opportunities to develop practical and hands-on experience, they will consider enrolling in the program again. In terms of the financial obstacles for the program, answers show that no more than half (45%) of the respondents believe if the program has more financial aid, they will consider enrolling in the program again. When comparing these questions, it was very evident that if the program can provide the flexibility with time, rich professional opportunities to develop practical and hands-on experience and more financial aid, alumni would consider the program again. This tell us that students more generally value these determinants, and they should be heavily considered in seeking to increase enrollment. Implications/Insight The implications of this research have the ability to affect the current American University Professional Masters program, and other schools in the Public College and University Alumni Directors group. Whether the school has an existing program or is looking to start one, these

findings are important for setting goals for outreach and participation. Maintaining flexibility, creativity and effectiveness of the professional program can open up new doors for more non-traditional students and available faculty members. As more companies are providing tuition assistance as a part of their corporate social responsibility plan to retain employees, more working professionals are investing in furthering their education.