Marketing Online Degrees to Adult Learners: Staff, Resources, and Key Strategies

Abstract

Marketing your e-learning program is a key component of its success. Although integrated marketing at most higher education institutions has become a strategic function, with staffing and resources generally housed in a centralized university marketing office, e-learning units may have different needs. In this chapter the authors discuss what you need to know and do to build a successful marketing team, how to collaborate with a centralized marketing unit, and how best to develop and assess successful marketing strategies. Practical strategies and examples are also offered for current marketing trends, defining your audience, and assessing the success of your marketing implementation. Lastly, the authors provide some concrete suggestions for creating marketing success with your e-learning unit.