Abstract
Businesses need well-trained project managers but recruiting students to this field is a challenge. This three-part study examines motivational factors that influence students to pursue a project management degree, industry requirements for project management careers, and graduate program marketing messages. The purpose of the study is to determine the degree of alignment among these three variables and make recommendations for graduate program marketing stakeholders and industry leaders to improve recruitment strategies for these programs. Study 1 seeks to understand prospective student opinions and trigger factors when applying to a graduate program using a survey with regression and cross tabulation statistical analysis. Study 2 analyzes the relationship between project management certifications and work experience and salary using regression analysis. Study 3 is a content analysis that examines how graduate programs market their project management programs to prospective students. Study findings indicate industry leaders and higher education stakeholders need to use informational marketing campaigns to bridge the knowledge gap between market demand and student perceptions. Higher education leaders need to design curriculum that includes industry certifications and practical skill courses if they want to increase enrollment and career placement for project management students.