Episode #326: Understanding Today’s Graduate Student Decision Journey

In this week’s episode, Dustin speaks with Marshall McClung of Spark451 about insights from the latest Graduate Intenders Survey, exploring how prospective graduate students research, evaluate, and choose programs. The conversation highlights a clear shift toward more pragmatic decision-making, with students prioritizing return on investment, career outcomes, flexibility, and cost when considering graduate education.  They also discuss how the search process is evolving, with increased reliance on social platforms and AI tools alongside traditional channels. Ultimately, the episode underscores the need for institutions to deliver clear, relevant messaging in the right places while remaining responsive and student-centered throughout the recruitment journey. Guest Name: Marshall McClung, Client Strategist, Spark451 Guest Social: LinkedIn Guest Bio: As a Client Strategist at Spark451, Marshall McClung helps partner institutions develop comprehensive, custom enrollment strategies that help them stand out and reach their goals in an increasingly competitive market. Drawing on years of experience working on all sides of the desk, Marshall understands what drives students and how colleges and universities can connect with them authentically and effectively. Prior to joining Spark451, Marshall spent a decade working on college campuses and in high school counseling offices helping students and their families navigate the enrollment process and find their right-fit schools. - - - -Connect With Our Host:Dustin Ramsdellhttps://www.linkedin.com/in/dustinramsdell/About The Enrollify Podcast Network:The Higher Ed Geek is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.