6 Market
A robust understanding of the market will improve efficiency in online program development and delivery.
Key Questions
How much are people willing to pay for your offerings?
What employment opportunities are available for learners who complete your program(s)?
Who else is offering similar courses and programs in this market and at what price?
Life-long learning is fast becoming a basic necessity. How do we keep our alumni engaged with us throughout their lives?
Examples
EGYPT
Unemployment indices in Egypt in 2020 are hovering around 10% with around 60% of the population under the age of 30. Education plays a role in social mobility and American University in Cairo sees an opportunity for post-secondary education via extended and continuing education programs online in both English and Arabic at an affordable price. Competition for job readiness and up-skilling from providers such as Coursera (ITIDA initiative) are especially attractive. AUC can look for gaps in this market (for example: business skills, soft skills, health sciences).
UNITED STATES
Idaho is home to the Idaho National Laboratory (INL), one of the national laboratories of the United States Department of Energy. INL has historically focused on nuclear research, but it has recently shifted some focus to cybersecurity. The lab has 5000 employees, and it will be hiring more and more people with advanced degrees in cybersecurity in the future. As Idaho colleges and universities pivot to provide cybersecurity programs in response to INL’s workforce needs, more businesses may move into the state to take advantage of Idaho’s business-friendly economy and a growing cybersecurity workforce.
INDIA
The online education market in India is expected to reach USD 5 billion by 2024, expanding at a rate of about 44% in the next five-year period. Ease of learning, flexibility, and a wide range of study materials have influenced the overall growth of the industry. However, the lack of formal recognition and accreditation, and abundance of freely available content presents a critical threat to the growth of the sector. The Indian online education market is segmented into primary and secondary supplemental education, test preparation, re-skilling and certification, higher education language, and casual learning.