UMGC reports record enrollment growth and marketing effectiveness amid competitive landscape

The University of Maryland Global Campus (UMGC) is poised to generate over $340 million in revenue from its marketing efforts in 2024, thanks to a strategic investment of more than $60 million. This impressive return on investment, with a 1 to 5 ratio of marketing spend to revenue, highlights UMGC's competitive edge in the crowded online education market.

During a recent Maryland General Assembly meeting, officials noted that while other national universities like Southern New Hampshire University and Purdue Global spend significantly more—up to $195 million on marketing—UMGC has managed to maintain its enrollment growth. The institution has seen a remarkable increase of 10,000 students since 2022, culminating in a record enrollment of nearly 95,000 learners last year.

UMGC's marketing strategy has evolved post-pandemic, focusing on brand recognition and awareness. The university reported a jump in national awareness from 12% to 21% between 2023 and 2024, although it still lags behind competitors like Arizona State University, which boasts awareness levels around 50%.

In light of its success, UMGC plans to submit a request to the Board of Public Works (BPW) to continue its marketing initiatives. The meeting also addressed audit findings related to marketing contracts, with UMGC committing to improved documentation and competitive bidding processes for future contracts.

As the university navigates fiscal challenges and prepares for potential state budget cuts, it remains dedicated to serving Maryland's adult workforce and military learners globally. The commitment to transparency and compliance with state regulations was emphasized, as UMGC looks to adapt to the changing educational landscape.

With ongoing support from the Maryland General Assembly, UMGC aims to solidify its position as a leader in online education, ensuring that it meets the needs of its diverse student population.