In 2010, the Institute of Medicine advised that by 2020, 80% of working nurses should have at minimum a baccalaureate degree. Across the country, the profession will fall short of that goal. In New Mexico, the numbers of associate degree nurses and baccalaureate degree nurses are nearly equal. As the flagship university for the state, the University of New Mexico has offered a program for baccalaureate degree completion for registered nurses for over 55 years. Wishing to fulfill the IOM mandate, the University of New Mexico, College of Nursing desires to grow its RN-to-BSN program by expanding its marketing, recruitment and retention potential. Consequently, the College is faced with two options for marketing the online degree completion program and retaining students through graduation: outsource the marketing, recruitment and retention of students or perform the same services with in-house staff. Using the COBRAM© calculator, this project analyzes and compares the costs and benefits of in-house management with outsourcing those services to determine the value of a public-private partnership for online academic program management.
Level of Degree
First Committee Member
P.J.WOODS, PhD, MBA, RN
Second Committee Member
Johanna K Stiesmeyer, DNP, RN
associate degree in nursing, baccalaureate degree in nursing, cost-benefits, online program management, recruitment, COBRAM© calculator
Wuellner, Jacqueline M.. "The Costs and Benefits of Outsourcing Marketing, Student Recruitment and Retention Services in an Online RN-to-BSN Program." (2018). https://digitalrepository.unm.edu/dnp/9