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Craig Goebel develops market-informed strategy to align an institution’s market needs with its mission and values. His engagement with senior leadership teams at colleges, universities and independent schools has distinguished him as an expert on using rigorous empirical research to inform institution-wide strategy. His work has included consultations and major market research studies focused on institutional strategy to strengthen competitive positioning; pricing and financial aid predictive modeling studies; comparative admissions and financial aid assessments; as well as recruitment marketing and communications strategies.

Craig also leads the firm’s research arm and plays a key role in the ongoing expansion of the scope and quality of Art & Science Group’s research capabilities. A particular focus of his work has been to advance the value of predictive modeling studies as an empirical foundation for pricing, positioning and financial aid decisions.

Over the past twenty years, Craig has consulted for private and public research universities, including Iowa, Michigan, Virginia and Wake Forest; liberal arts colleges, such as Colby, Furman and Richmond; law, graduate and professional schools, from Dartmouth to Notre Dame to Duke; international and specialty schools, including Keck Graduate Institute, Otis College of Art and Design, Yale Divinity School and University of London; and independent K-12 and boarding schools, such as National Presbyterian School, The Buckley School and Kent School.

Craig's extensive knowledge in institutional strategy and market research has made him a regular presenter at national higher education conferences around the country – such as the annual meeting of the National Association of College and University Business Officers, the College Board Forum and the NAIS Annual Conference – and a frequently cited source in The Chronicle of Higher Education, Inside Higher Ed, NBOA Net Assets, among others. Craig also conducts seminars on branding and pricing for the American Council on Education’s Fellows Program and has served as a guest lecturer in George Washington University’s Higher Education Administration program.


  • B.S. Molecular Biology, University of Wisconsin – Madison