Marketing Online and Professional Education Programs - January 2027
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Register
- Non-member - $599
- Member - $499
Course Description
Effective marketing is essential to connecting learners with educational opportunities and supporting the growth of online and professional education programs. This course explores the strategies, tools, and decision-making processes that help institutions identify market opportunities, understand learner needs, and develop marketing approaches that support sustainable enrollment growth.
Participants will examine how market research informs program development, audience segmentation, messaging, and recruitment strategies. The course explores the relationship between market intelligence, program positioning, digital marketing, and enrollment management while emphasizing the importance of data-informed decision-making throughout the marketing lifecycle.
Designed for professionals involved in marketing, enrollment, program development, and strategic planning, this course provides practical approaches for promoting online and professional education programs in an increasingly competitive and rapidly evolving marketplace.
Learning Outcomes
Upon successful completion of this course, participants will be able to:
- Analyze market data and learner trends to identify opportunities for new and existing online and professional education programs.
- Apply market research to inform program positioning, audience segmentation, and marketing strategy.
- Develop marketing approaches that align institutional strengths with learner and workforce needs.
- Evaluate digital marketing channels, communication strategies, and performance metrics used to support enrollment growth.
- Create data-informed marketing plans that support the successful launch and long-term sustainability of online and professional education programs.
Course Structure and Expectations
This instructor-supported course is delivered over four weeks. Each week combines asynchronous coursework with a one-hour live Zoom session that provides opportunities for discussion, peer exchange, and application of course concepts.
Asynchronous Coursework
Complete readings, videos, discussions, applied activities, and assignments on your own schedule within each weekly module.
Weekly Live Session
Participate in a one-hour Zoom session each week for faculty guidance, collaborative discussion, and peer learning.
Weekly Commitment
Plan to spend approximately 5–7 hours each week completing course materials, activities, assignments, and the live session.
Joshua McCarthy
Director of Online Enrollment Management
Johnson and Wales University
Joshua McCarthy is a passionate higher education marketing professional with a proven track record of success in marketing and enrollment management. Despite childhood challenges, he earned two graduate degrees and now serves as Director of Online Enrollment Management at Johnson & Wales University's College of Professional Studies in Providence, RI. With expertise in non-traditional student marketing and a knack for strategic planning, He is dedicated to empowering others through education.
See what past participants have said about this course:
"The "Markets, Marketing, and Managing the Cycle from Prospects to Learners" course was extremely informative and directly helpful in my own program planning. Anyone involved in overseeing a continuing education and professional programs unit will benefit by the readings and group discussions. The resources are great and may produce innovative ideas on how you can improve continuing education at your institution." James McGowan, Retired Associate Dean of Professional Programs at Adelphi University at Adelphi University
"The content of the course is so vital to the success of PCO units."
"The course provided great context for the challenges I am facing in my day-to-day work. I learned from the assignments and stories that peers shared in the course. I also realized what a shared challenge it is to be an effective, data-driven marketer in this evolving continuing education market." Jennifer Pittman, Asst. Director of Marketing and Communications, UCSC Silicon Valley Extension
"So thankful for the opportunity to learn and grow with an amazing team through the UPCEA Markets, Marketing, and Market Research course! Cant wait to apply these insights to our Professional and Continuing Education initiatives at Eastern Washington University." Mikyla Sears, PCE Program Coordinator, Professional & Continuing Education, Eastern Washington University
"Whether you're new to marketing and managing the funnel or a seasoned pro, this course will provide you with new perspectives and allow you to build relationships with peers across the industry that will help advance your work, your institution, and the field."
"This was a great course. Well structured and very informative."
"Both the content and the interactions with other learners in this course helped me get a much better understanding of the PCO world and also challenged me to think about marketing in a more data driven way than I already did."
"I really enjoyed the variety of learning through videos, content to read, presentations, and group work. I thought it was well organized and instructions were clearly defined. I think my favorite parts were learning from some the guest speaker videos. There was plenty of variety in the content that was very relevant to what I was hoping to receive."
"I absolutely loved what I got from this course. The readings and other references like past UPCEA conference presentations were extremely valuable to me! The assignment was challenging and has got me thinking about research for program development in a whole new way!"
"I thought it was a great course all around - certainly for my needs. While I am very familiar with the marketing of continuing education and professional development, I was not as familiar with the PCO world. Both the content and the interactions with other learners in this course helped me get a much better understanding of the PCO world and also challenged me to think about marketing in a more data driven way than I already did."
