Market Feasibility and Program Recommendations for Oregon State University’s Professional and Continuing Education (PACE)
Through a thorough market analysis and strategic program development, PACE is now better positioned to grow its portfolio, leverage its unique location, and establish itself as a leader in continuing education at OSU. The project has not only set the foundation for PACE’s future success but also provided them with a clear vision for expanding their impact within and beyond the university. These new and innovative solutions establish PACE’s position as a leader in continuing education, leveraging its downtown Portland location and forming stronger connections with the university.
🔍 The Opportunity
Oregon State University’s Professional and Continuing Education (PACE) department has faced the challenge of finding its niche within a highly competitive university landscape. With multiple departments and colleges across OSU offering their own continuing education programs, PACE found itself needing to differentiate and grow its offerings. This project aimed to provide strategic guidance through a market feasibility study and program recommendations to position PACE for sustainable success.
“The project was run exceptionally well. Spur maintained clear and consistent communication, ensuring that all our needs and concerns were addressed promptly. Regular meetings and updates kept me informed at every stage.”
💡 The Solution
To address these goals, Spur initiated a market feasibility study to thoroughly analyze PACE’s current standing and uncover new opportunities. The project began by evaluating the performance of existing programs, looking for trends in enrollment and student demographics. Simultaneously, an in-depth competitive analysis was initiated to understand the local and regional landscape of continuing education providers, including competitors within OSU itself.
A key part of the solution involved researching workforce trends in the region, particularly those aligned with PACE’s strategic objectives. By tapping into Portland’s reputation as a hub for innovation and technology, Spur explored program areas that could capitalize on the city’s unique strengths while offering a first-to-market advantage. The team also investigated how PACE could better utilize its downtown Portland facilities for academic programming, corporate training, and small conferences, which had previously been underutilized.
With this information, a comprehensive set of program recommendations were tailored to PACE’s needs. These included innovative offerings that aligned with future workforce demands, as well as a business development plan focused on partnerships with local corporations for training programs. Additionally, Spur advised PACE to rebrand itself within OSU, presenting the department as a professional continuing education service provider for other colleges and departments lacking the operational expertise to run such programs.
📈 The Outcome
The project revealed both surprising levels of market competition within OSU, with nearly a dozen other colleges and departments within the university offering professional and continuing education programs. This made it clear that PACE would need to differentiate itself significantly. By focusing on niche programs that did not overlap with other offerings and targeting specific market segments, PACE could carve out its own space within the university ecosystem.
Spur’s recommendations resulted in the identification of 14 potential new programs for PACE, three of which were entirely new to the region and aligned with Portland’s reputation for innovation. These programs targeted both individual learners and corporate partners, offering flexible learning options that addressed current and future market needs.
Perhaps the most transformative outcome was the recommendation for PACE to position itself as an internal consulting agency for other departments at OSU. This allowed PACE to present itself as a strategic partner for units looking to develop continuing education programs without the expertise or infrastructure to manage them. Additionally, PACE embraced the idea of acting as a “glue” between academic and corporate worlds, leveraging partnerships and funding opportunities to drive future growth.
Patrick Kelley
Director of Professional and Continuing Education at Oregon State University
“The market feasibility project conducted by The Spur Group was outstanding. The depth of research and analysis exceeded my expectations, providing [us] with valuable insights that will shape our future strategies. [The team] demonstrated professionalism and expertise throughout the project, making it a very productive experience.”