About the Episode
About The Episode:
In this episode of First Movers, a Pulse Check series, hosts Rhea Vitalis and Andrea Gilbert, of Everspring, sit down with Dr. Suzanne Zivnuska, Dean of the College of Business at California State University, Monterey Bay (CSU-MB). The conversation explores how CSU-MB is navigating the dual disruption of AI-driven student discovery and rapid workforce transformation. From rethinking SEO for AI to aligning curriculum with employer needs, this episode offers powerful insights for enrollment marketers, academic leaders, and anyone invested in the future of higher education.
Key Takeaways
- AI discovery is reshaping enrollment marketing: AI-generated summaries now intercept up to 30% of traditional search traffic to university websites, forcing a shift in content strategy and SEO.
- Differentiation must be machine-readable: CSU-MB is optimizing content for AI visibility by aligning copy, metadata, and structure with how large language models interpret intent.
- Workforce relevance = brand credibility: The College of Business aligns tightly with regional employer needs through real-time curriculum updates and experiential learning opportunities.
- Accreditation and agility can coexist: AACSB standards are being leveraged not just for compliance but as a framework for continuous innovation and workforce alignment.
- Marketing metrics are shifting: Institutions should prioritize cost per start over cost per lead, focusing on intent-rich traffic and optimizing for downstream conversions.
- Responsible business is CSU-MB’s brand cornerstone: By authentically living their quintuple bottom line—people, profit, planet, ethics, and equity—they ensure differentiation is visible and trustworthy to both humans and machines.
How is AI changing how students discover higher education programs?
Students are no longer starting their journey on university websites—they’re beginning with AI tools like ChatGPT, asking personalized questions about programs that align with their values and goals. As Andrea Gilbert explains, “we can’t rely on students finding us through traditional search.” Instead, institutions must create AI-readable, intent-driven content to meet students where their search begins.
Dr. Zivnuska emphasizes that discovery and decision-making are now happening before a student ever reaches a school’s site, so your values and differentiators need to “live everywhere”—from program pages to microsites and third-party platforms. CSU-MB’s response? Ensuring that their commitment to socially responsible business education is embedded into all digital touchpoints.
What does differentiation look like in an AI-first search environment?
According to both Suzanne and Andrea, differentiation today must go beyond visual branding or messaging—it has to be structured and semantic. CSU-MB has shifted its strategy to reflect AI search behavior by structuring content around real student queries like “Which MBA emphasizes sustainability?” and ensuring the metadata aligns with those intents.
The result? Their optimized MBA microsite receives 3x more AI search traffic than the main university site’s business pages. Even more importantly, 62% of top organic queries now trigger AI summaries—and CSU-MB is cited in nearly 60% of them. The takeaway? Visibility isn’t enough—credibility in AI summaries is the new benchmark.
How do academic programs stay agile while meeting accreditation standards?
Dr. Zivnuska reframes AACSB accreditation as a strategic advantage, not a constraint. “It gives us the framework for being excellent and nimble,” she says. By regularly collecting feedback from employers, alumni, and community partners, the College of Business uses hard data to continuously evolve its curriculum.
This balance ensures that students gain both foundational and future-ready skills—technical proficiency, digital fluency, and ethical leadership—while aligning with accreditation standards. It’s not about compliance; it’s about staying competitive.
How is AI disrupting paid and organic search performance?
As Rhea points out, the rise of AI summaries in Google is not just a curiosity—it’s a real threat to traditional marketing metrics. “Students are getting answers without clicking,” which diminishes paid ad performance and makes traditional website analytics less reliable. At CSU-MB, cost per lead doubled year-over-year before strategic adjustments were made.
Andrea’s team responded by focusing on cost per start, optimizing campaigns for quality over volume. Refreshing creative mid-cycle, refining keyword strategy, and aligning every digital touchpoint with program outcomes helped them reduce cost per lead by 32% and increase conversion rates by over 50%.
How can marketing and academic teams align around student outcomes?
The conversation reinforces a powerful truth: The most discoverable programs are also the most aligned with career outcomes. AI platforms prioritize content that clearly articulates ROI, salary impact, skills development, and job placement. Programs that can demonstrate this—and structure their content accordingly—gain visibility and credibility.
For CSU-MB, this alignment is central to their mission. “Our degree promises career-ready, socially responsible graduates,” says Dr. Zivnuska. That promise isn’t just stated—it’s lived through curriculum, internships, faculty research, and employer partnerships.
What’s the future focus for CSU-MB’s College of Business?
Looking ahead to 2026, Dr. Zivnuska identifies two key priorities:
- Successfully completing AACSB accreditation and leveraging it for continuous improvement.
- Expanding employer partnerships to deepen experiential learning, digital skills, and ethical leadership development.
The end goal? To be the go-to business school on California’s Central Coast for students and employers alike—a leader in values-driven, future-ready education.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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