Setting the New Standard: Expanded 2026 Benchmarks for Graduate Marketing Cost Per Enrollment (MCPE)

Since launching the industry’s first dedicated study on Graduate Marketing Cost Per Enrollment (MCPE) last year, Direct Development, in partnership with NAGAP, has further expanded its dataset to include a more diverse range of institutions and programs. This 2.0 version of our session moves beyond preliminary concepts to reveal the latest findings on marketing expenditures for graduate schools in 2026. We will dive deep into the latest data, analyzing how marketing-specific investments—across digital and non-digital channels, technology stacks, and vendor partnerships—directly correlate to enrollment success.

Attendees will receive an exclusive first look at the official MCPE Research Report and learn how participating institutions can use the data generated by our dynamic MCPE calculator tool to receive real-time, personalized comparisons against the national average. We will conclude with a live community discussion to interpret these new benchmarks, discuss the implications for 2026–2027 budget planning, and gather input for the next phase of this ongoing research initiative.