Leaders in Online and Professional Continuing Education

Markets, Marketing, and Managing the Cycle from Prospects to Learners - April 2022

  • Registration Closed

Faculty Member

Jim Fong

Cost

Members: $459.00

Non-Members: $599.00

Description

How are new and changing markets identified? How are programs -- in both content and format - developed to meet the needs of learners?  How can data analysis help shape ongoing understanding of markets?  This course will explore the processes and operations that convert markets into enrollments.

Topics Covered

  • Understanding Markets in a Higher Education Environment
  • Understanding Markets and Research 
  • The Enrollment Management Process
  • PCO Marketing in the Modern World

Learning Objectives

  • Identify and contrast how decisions are made regarding programming, marketing and enrollments
  • Gain an understanding of how information could influence the process
  • Understand the tools of market research in the new program development process
  • Walk through scenarios of how information can help enhance the program development, marketing or enrollment management process
  • Gain an understanding of PCO marketing structure
  • Integrate information into marketing and enrollment management for a new generation.

Who should take this course? 

This course is designed for new and mid-career PCO professionals, especially those who work in program development, marketing, and enrollment management who seek practical and applicable knowledge on the best ways to market their programs and understand PCO marketing in the modern world. 

Format and Schedule

This is a four week course consisting of about five hours of weekly course work made up of readings, asynchronous activities, and a weekly one hour live class meeting via Zoom. The schedule for the weekly meetings is below: 

  • Thursday April 21st 1:30-2:30 PM ET: Welcome and Course Introduction
  • Thursday April 28th 1:30-2:30 PM ET: Week 1
  • Thursday May 5th 1:30-2:30 PM ET: Week 2
  • Thursday May 12th 1:30-2:30 PM ET: Week 3
  • Thursday May 19th 1:30-2:30 PM ET: Week 4 and Course Wrap Up

Jim Fong

Chief Research Officer

UPCEA

Jim Fong is the Chief Research Officer for UPCEA and founding director of UPCEA’s Center for Research and Strategy.  Prior to joining UPCEA, Jim worked was the Director of Marketing, Research and Planning for Penn State University Outreach where he helped with the launch of the University’s World Campus. In addition to these experiences, Jim worked as an analyst for a consulting company, as well as a marketing agency.  He holds a B.S., M.S. and an M.B.A. from The University of Vermont.

Jim teaches Strategic Marketing in the MBA program at Framingham State University (MA) and has developed a market research module for UC Davis. He has taught a variety of marketing, research and strategy courses at a number of colleges and universities. 

When not working, Jim is out cycling, testing new cooking recipes, sampling new microbrews or playing fantasy sports.

 


See what past participants have said about this course 

"This was a great course. Well structured and very informative."


"Jim provided tremendous resources for a grounding in market research. The reports were very helpful for learning."


"Jim seems absolutely expert. He is great at facilitating group discussions and I feel lucky to have had such a wonderful teacher."


"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 really do appreciate Jim's hands-on experience, his research, and his style. He engaged us across a very varied background."


"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!"


"Jim is clearly an industry leader."


"A genius in this area! I really do appreciate his hands-on experience, his research, and his style. He engaged us across a very varied background."

Key:

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Getting Started (for first-time participants)
Quick Start Guide
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Read Overview of course navigation, technology, and support.
Course Overview
Course Overview Video
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Select the "View Video" button to begin.
Course Description
Click here to read the description
Click here to read the description
Competencies
Click here to read the Objectives
Click here to read the Objectives
Instructor Contact & Course Support
Click here to read the Instructor Contact info
Click here to read the Instructor Contact info
Networking Roster
Open to download resource.
Open to download resource. Please see the attached roster for names, emails, and organizational affiliation of your classmates.
Live Video Class Meeting: Welcome and Introductions. Kicking off Week 1 - Thursday 04/21/2022 at 1:30-2:30 PM (Eastern)
04/21/2022 at 1:30 PM (EDT)   |  60 minutes
04/21/2022 at 1:30 PM (EDT)   |  60 minutes Join Zoom Meeting https://upcea.zoom.us/j/86773795010?pwd=NXg0RGZOQUVGcThEdlA5RWx6YzdkQT09 Meeting ID: 867 7379 5010 Passcode: 732889 One tap mobile +13126266799,,86773795010#,,,,*732889# US (Chicago) +19294362866,,86773795010#,,,,*732889# US (New York) Dial by your location +1 312 626 6799 US (Chicago) +1 929 436 2866 US (New York) +1 301 715 8592 US (Washington DC) +1 346 248 7799 US (Houston) +1 669 900 6833 US (San Jose) +1 253 215 8782 US (Tacoma) Meeting ID: 867 7379 5010 Passcode: 732889 Find your local number: https://upcea.zoom.us/u/kccGAC689O
Week 1: The Importance of Understanding Markets in a Higher Education Environment
Week 1: Overview
Click here to read the weekly overview
Click here to read the weekly overview
Week 1: Video
Select the "View Video" button to begin.
Select the "View Video" button to begin.
Week 1 Readings
Click to view reading and resources
Click to view reading and resources
Week 1: Video – Interview with Stephanie Platteter
Recorded 02/26/2021
Recorded 02/26/2021
Case Study Part 1
Case Study
Case Study Part 1 of a case study that we will discuss over the course of the next four weeks. Be prepared to discuss the questions at the end during out live class meeting.
Week 1 Discussion: Understanding Markets
Enter Discussion
Enter Discussion Participate in the discussion board activity.
Case Study Part 2
Case Study
Case Study Part 2 of a case study that we will discuss over the course of the next four weeks. Be prepared to discuss the questions at the end during out live class meeting.
Live Video Class Meeting: Week 1 Reflection and Kicking off Week 2 - Thursday 04/28/2022 at 1:30-2:30 PM (Eastern)
04/28/2022 at 1:30 PM (EDT)   |  60 minutes
04/28/2022 at 1:30 PM (EDT)   |  60 minutes Join Zoom Meeting https://upcea.zoom.us/j/86773795010?pwd=NXg0RGZOQUVGcThEdlA5RWx6YzdkQT09 Meeting ID: 867 7379 5010 Passcode: 732889 One tap mobile +13126266799,,86773795010#,,,,*732889# US (Chicago) +19294362866,,86773795010#,,,,*732889# US (New York) Dial by your location +1 312 626 6799 US (Chicago) +1 929 436 2866 US (New York) +1 301 715 8592 US (Washington DC) +1 346 248 7799 US (Houston) +1 669 900 6833 US (San Jose) +1 253 215 8782 US (Tacoma) Meeting ID: 867 7379 5010 Passcode: 732889 Find your local number: https://upcea.zoom.us/u/kccGAC689O
Week 1 Optional Readings
Click to view reading and resources
Click to view reading and resources
Week 2: Understanding Markets and Research
Week 2: Overview
Click here to read the weekly overview
Click here to read the weekly overview
Week 2 Video
Select the "View Video" button to begin.
Select the "View Video" button to begin.
Week 2 Readings: Understanding Markets and Research
Click to view reading and resources
Click to view reading and resources
Week 2: Video – Jessica Dupont Interview
Recorded 02/26/2021
Recorded 02/26/2021
Week 2 Discussion: Understanding Research
Enter Discussion
Enter Discussion Participate in the discussion board activity.
Case Study Part 3
Case Study
Case Study Part 3 of a case study that we will discuss over the course of the next four weeks. Be prepared to discuss the questions at the end during out live class meeting.
Live Video Class Meeting: Week 2 Reflection and Kicking off Week 3 - 05/05/2022 at 1:30-2:30 PM (Eastern)
05/05/2022 at 1:30 PM (EDT)   |  60 minutes
05/05/2022 at 1:30 PM (EDT)   |  60 minutes Join Zoom Meeting https://upcea.zoom.us/j/86773795010?pwd=NXg0RGZOQUVGcThEdlA5RWx6YzdkQT09 Meeting ID: 867 7379 5010 Passcode: 732889 One tap mobile +13126266799,,86773795010#,,,,*732889# US (Chicago) +19294362866,,86773795010#,,,,*732889# US (New York) Dial by your location +1 312 626 6799 US (Chicago) +1 929 436 2866 US (New York) +1 301 715 8592 US (Washington DC) +1 346 248 7799 US (Houston) +1 669 900 6833 US (San Jose) +1 253 215 8782 US (Tacoma) Meeting ID: 867 7379 5010 Passcode: 732889 Find your local number: https://upcea.zoom.us/u/kccGAC689O
Week 2 Optional Readings
Click to view reading and resources
Click to view reading and resources
Week 3: Having a Customer Focus on the Enrollment Management Process
Week 3: Overview
Click here to read the weekly overview
Click here to read the weekly overview
Week 3 Video
Recorded 03/05/2021
Recorded 03/05/2021
Week 3: Readings
Click to view reading and resources
Click to view reading and resources
Week 3 Reading: Research that Matters
Open to download resource.
Open to download resource. Please read chapter 4 (pages 45-54) only
Pre-Class Exercise: Shop Yourself and Shop Your Competitor
Activity
Week 3: Video – Interview with Mike Raynes
Recorded 02/26/2021
Recorded 02/26/2021
Week 3 Discussion: Having a Customer Focus
Enter Discussion
Enter Discussion Participate in the discussion board activity.
Case Study Part 4
Case Study
Case Study Part 4 of a case study that we will discuss over the course of the next four weeks. Be prepared to discuss the questions at the end during out live class meeting.
Live Virtual Class Meeting: Week 3 Reflection and Kicking off Week 4 - Thursday 05/12/2022 at 1:30-2:30 (Eastern)
05/12/2022 at 1:30 PM (EDT)   |  60 minutes
05/12/2022 at 1:30 PM (EDT)   |  60 minutes Join Zoom Meeting https://upcea.zoom.us/j/86773795010?pwd=NXg0RGZOQUVGcThEdlA5RWx6YzdkQT09 Meeting ID: 867 7379 5010 Passcode: 732889 One tap mobile +13126266799,,86773795010#,,,,*732889# US (Chicago) +19294362866,,86773795010#,,,,*732889# US (New York) Dial by your location +1 312 626 6799 US (Chicago) +1 929 436 2866 US (New York) +1 301 715 8592 US (Washington DC) +1 346 248 7799 US (Houston) +1 669 900 6833 US (San Jose) +1 253 215 8782 US (Tacoma) Meeting ID: 867 7379 5010 Passcode: 732889 Find your local number: https://upcea.zoom.us/u/kccGAC689O
Week 3 Optional Readings
Click to view reading and resources
Click to view reading and resources
Week 4: PCO Marketing in a Modern World
Week 4: Overview
Click here to read the weekly overview
Click here to read the weekly overview
Week 4: Readings
Click to view reading and resources
Click to view reading and resources
Case Study: Group Presentations
Case Study
Case Study Part 4 of a case study that we will discuss over the course of the next four weeks. Be prepared to discuss the questions at the end during out live class meeting.
Week 4 Video
Recorded 03/06/2021
Recorded 03/06/2021
Week 4: Video – Interview with Marilou Cruz
Recorded 02/26/2021
Recorded 02/26/2021
Week 4 Discussion: Marketing Strategy
Enter Discussion
Enter Discussion Participate in the discussion board activity.
Live Virtual Class Meeting: Case Study Presentations and Course Wrap Up - Thursday 05/19/2022 at 1:30-2:30 (Eastern)
05/19/2022 at 1:30 PM (EDT)   |  60 minutes
05/19/2022 at 1:30 PM (EDT)   |  60 minutes Join Zoom Meeting https://upcea.zoom.us/j/86773795010?pwd=NXg0RGZOQUVGcThEdlA5RWx6YzdkQT09 Meeting ID: 867 7379 5010 Passcode: 732889 One tap mobile +13126266799,,86773795010#,,,,*732889# US (Chicago) +19294362866,,86773795010#,,,,*732889# US (New York) Dial by your location +1 312 626 6799 US (Chicago) +1 929 436 2866 US (New York) +1 301 715 8592 US (Washington DC) +1 346 248 7799 US (Houston) +1 669 900 6833 US (San Jose) +1 253 215 8782 US (Tacoma) Meeting ID: 867 7379 5010 Passcode: 732889 Find your local number: https://upcea.zoom.us/u/kccGAC689O
Week 4 Optional Readings
Click to view reading and resources
Click to view reading and resources
Post-Course Evaluation
Post-course evaluation for Markets, Marketing, and Managing the Cycle from Prospects to Learners