In this paper we discuss work in progress where we are studying issues of timing and motivation for pursuing academic credentials and certification, along with implications for institutions providing academic credentials. Economic factors have altered the face of industry and methodology for conducting business. Outsourcing, downsizing, and other factors have led many individuals to consider academic options to restructure their careers. Demographic diversity among first year students continues to grow. As a result, the traditional “look” of the freshman class has changed. Engineering and engineering technology departments have tremendous opportunities for marketing their programs to new target audiences. We provide a framework for understanding these factors and discuss opportunities for future research.