Leaders in Online and Professional Continuing Education

Managing the Enrollment Funnell: From Prospect to Matriculant - February 2027

Faculty Vickie Cook
Format Four Weeks
Live Sessions Weekly, One Hour
Cost $499

Course Description

Effective enrollment management is essential to the success of online and professional education programs. This course explores the learner journey from initial inquiry through matriculation, examining the strategies, systems, and processes that help institutions attract, engage, and enroll prospective students.

Participants will examine each stage of the enrollment funnel, exploring best practices for communication, admissions, onboarding, customer relationship management systems, and learner support. The course also explores how organizational structures, technology, data, and cross-functional collaboration contribute to an effective enrollment strategy across both credit and noncredit programs.

Designed for professionals involved in enrollment, recruitment, admissions, marketing, student success, and program management, this course provides practical approaches for creating a learner-centered enrollment experience that supports institutional enrollment goals.

Designed for enrollment-focused professionals: This course is ideal for professionals whose work influences prospective learners at any stage of the journey, including recruitment, marketing, admissions, advising, onboarding, student success, and program operations.

Learning Outcomes

Upon successful completion of this course, participants will be able to:

  • Describe the stages of the enrollment funnel and the strategies that support prospective learners from inquiry through matriculation.
  • Analyze enrollment data and key performance metrics to identify opportunities for improving recruitment, conversion, and enrollment outcomes.
  • Evaluate the role of technology, customer relationship management systems, and communication strategies in supporting the enrollment process.
  • Assess organizational models and cross-functional partnerships that contribute to effective enrollment management.
  • Develop learner-centered enrollment strategies that improve the prospective student experience while supporting institutional enrollment goals.

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, faculty guidance, peer exchange, and application of course concepts.

Asynchronous Coursework

Complete readings, videos, case studies, discussions, and applied activities within each weekly module on your own schedule.

Weekly Live Session

Participate in a one-hour Zoom session each week for faculty guidance, collaborative discussion, problem-solving, and peer learning.

Applied Enrollment Strategy

Connect course concepts to your institution by examining current enrollment practices, identifying opportunities, and developing practical strategies for improvement.

Plan Ahead: The course is designed for working professionals, but participants should reserve consistent time each week to complete coursework, attend the live session, and apply the material to their own enrollment environment.
Vickie Cook

Vickie Cook

Senior Fellow

UPCEA

Vickie S. Cook, Ph.D., is a nationally recognized higher educationleader specializing in enrollment strategy, online and digital learning,organizational transformation, and leadership development. She currently servesas Senior Fellow for AI Leadership and Strategic Consulting atUPCEA.  Dr. Cook is Research Professor of EducationEmerita.  She most recently served as Vice Chancellor for Enrollmentand Retention Management at the Universityof Illinois Springfield, retiring in 2026. Dr. Cook hasreceived national recognition for leadership and scholarship, including the2024 Mildred B. and Charles A. Wedemeyer Award for OutstandingWriter/Scholar in Distance Education and the 2020 UPCEA CentralRegion Outstanding Leadership Award. Her scholarship and professional workfocus on expanding access to higher education, multi-modal teaching andlearning, leadership including leading institutional strategy related toartificial intelligence, and digital transformation in higher education. She isactive on the LinkedIn community and can be found at linkedin.com/in/vickiescook.

Components visible upon registration.
See what past participants have to say about this course: 
 

"This course is highly recommended to higher education practitioners seeking to improve their understanding of the higher education enrolment funnel!"


I'm Egyptian and through this course I have gained a vast knowledge about the top notch processes and technicalities in enrollment in the US. This will assist me in improving and restructuring the processes at my school in a way to be more effective and efficient.