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Graduate enrollment has become a critical driver of institutional growth and revenue stability—but today’s market is harder to navigate than ever. As teams contend with staffing strain, burnout, shifting student expectations, AI’s growing influence, and pressure to make smarter program investments, institutions need more disciplined strategies for where to focus and how to compete. The strongest graduate enrollment teams will protect internal capacity, use AI and revenue data more strategically, prioritize programs with clear market differentiation, and refine outreach to reflect what prospective students value most.

EAB’s new report, developed in partnership with NAGAP, draws on survey insights from graduate enrollment managers to help leaders respond to these pressures with greater focus and confidence. The report outlines practical strategies to modernize graduate operations, identify the enrollment bets most likely to drive sustainable growth, and adapt engagement tactics as economic pressures, AI, and evolving student needs reshape the graduate market.