As part of the new program approval process, UNC-Chapel Hill developed a standardized market analysis for any programs or formats under consideration — evaluating labor market demand, program competition, and student demand. These reports provide the data needed to meet UNC System requirements for program review, a consistent approach to inform decision making related to these programs, and strategies for implementing programs that are approved. Todd Nicolet, Vice Provost for Digital and Lifelong Learning, will provide an overview of how UNC-Chapel Hill is using the strategy and approach. Jack Rodenfels, Assistant Director for Marketing and Program Development, will walk through how the reports are developed, working with faculty leaders to understand program rationale and incorporating EMSI data for final analysis. The session will provide an introduction to how institutions could follow a similar approach when considering their own program approvals or marketing.