How to Think About Program Cannibalization

For many academic leaders and faculty, the term “program cannibalization” can spark concern when considering new program launches. It’s natural to worry that a new offering might detract from the success of existing programs. But the truth is, cannibalization is a normal part of growth. In fact, think about the last decade—every new program you’ve launched has likely influenced enrollment patterns in your existing ones.

Cannibalization itself isn’t inherently good or bad—it all depends on how it’s managed. When done strategically, introducing new programs can strengthen your institution by attracting new students, addressing unmet needs, and positioning your college as a leader in innovation. That’s the purpose of adding new programs: the net benefit of tapping into new markets is far greater than any potential overlap with existing programs.

However, if programs overlap unnecessarily or confuse prospective students, the effects can dilute your institution’s efforts. The key lies in developing and launching new programs in a way that maximizes opportunities while safeguarding your existing strengths. Understanding how to strike this balance is critical to ensuring the long-term success of your program portfolio.

How to Ensure Your Programs Add Value

Rize works with our partners to ensure new programs contribute to your institution’s growth through thoughtful market research and strategic alignment. Here are steps we take to ensure your programs add value:

1. Conduct Targeted Market Research

We start by understanding your target student profiles and identifying unmet needs in your current catalog. This includes analyzing workforce trends, student interests, and competitor offerings.

For example:

• If you already have an Information Technology program, does adding Cybersecurity expand your reach to students seeking specialized technical skills, especially if Google searches for Cybersecurity are growing faster than Information Technology? 
• Does introducing a Business Analytics concentration provide a unique value that complements existing options, such as Marketing or Finance?

Market research helps us ensure new programs attract distinct student segments rather than overlapping with current audiences.

2. Differentiate Programs with Clear Value Propositions

Every program should serve a specific purpose and offer something unique. This avoids confusion and ensures students see the distinct benefits of each program. Rize’s Partner Success team will will work with you to develop a clear value proposition for your new programs. 

For instance:

• Cybersecurity vs. Information Technology: Cybersecurity focuses on addressing specific industry needs and jobs like data protection and ethical hacking, making it a more focused choice for certain students.
• Business Concentrations: Adding Business Analytics might appeal to students drawn to data-driven decision-making, setting it apart from concentrations like Marketing or Finance.

By clearly defining the role of each program, you help students make informed decisions while maximizing institutional impact.

3. Launch Marketing and Enrollment Strategies Thoughtfully

A successful program launch requires more than just a strong curriculum. Thoughtful marketing and enrollment strategies are critical to positioning new programs effectively.

Rize’s Enrollment team works closely with you to:

• Develop a target student profile.
• Ensure your inquiry generation efforts (name buys, digital ads) target these personas from a broad lens while still attracting that profile student. 
• Create marketing strategies and long-form content that highlights the unique value of new programs.
• Ensure messaging avoids confusion with existing offerings and appeals to new markets through messaging guides and admissions training.

For example, if your college adds a new Business concentration, we can help you identify how to attract students interested in that area while maintaining clear distinctions between other concentrations.

What Happens When Cannibalization Misses the Mark?

If cannibalization occurs due to overlapping programs or misaligned student needs, it can create challenges for institutional growth. However, partnering with Rize ensures that these challenges are far less risky and manageable.

First, Rize’s pricing structure is designed to minimize financial risk. With a low breakeven point—the number of students needed to recoup costs—institutions can achieve success even with modest enrollments. This affordability ensures that even programs with unexpected performance challenges won’t derail your budget.

Second, Rize provides unmatched flexibility to reassess and adapt. If a program isn’t meeting expectations, colleges can pivot quickly by sunsetting underperforming offerings or reallocating resources to higher-demand areas. This process is streamlined and efficient, reducing the emotional and financial strain often associated with such decisions.

By maintaining this adaptability, institutions working with Rize can stay nimble, forward-focused, and better equipped to respond to changing student needs and market demands

Embracing Cannibalization as an Opportunity 

Program cannibalization doesn’t have to be a risky bet—it can be a tool for growth when approached thoughtfully with Rize. By focusing on differentiation, launch planning, and effective marketing, your institution can create programs that complement your current offerings and attract new students.

Let Rize help you navigate the complexities of program development and launch. Together, we’ll ensure your programs drive growth, serve students effectively, and position your institution as a leader in higher education innovation. Ready to get started? Talk to someone on our team.