A method of projecting an institution's demand for higher education programs is presented. Demand was measured by the dependent variable of number of applications received by the institution. A model of independent variables that determine the demand was presented, including both exogenous variables, such as demographic patterns, national and regional economic conditions, the cost of competing institutions, and the economic benefit of a college education; and endogenous variables, such as costs of the institution, financial aid available, alumni assistance, students enrolled, recruiting effort, and public relations effort. Two anonymous case studies of institutions that were analyzed by this method are presented. A regression analysis was applied, and those measures of the variables that explain the most variation in the dependent variable were determined. It was concluded that this approach is one with much potential for specific institutions, but that the results obtained are not yet generalizable. It is suggested that further research with several institutions be undertaken to determine those factors which seem to be most determinant of the demand for college education. (Author/PHR)