Faculty Member 

Stephanie Platteter, Executive Director of Marketing and Enrollment Management, University of Minnesota College of Continuing & Professional Studies 

Cost 

UPCEA Members: $459

Non-Members: $599

Course Description

Enrollment management begins when a prospective student inquires and continues to when they are successfully enrolled. It includes all that we do, or should do, as institutions to help prospective students along this journey and to achieve our enrollment goals. This course reviews the steps in the student enrollment journey and analyzes the important activities necessary at each stage including responding to inquiries, admitting new students, staying in touch before the program begins, and onboarding new students to help them anticipate and adjust to their new program. This course will delve into the professional opportunity and responsibility we have to generate new enrollments for our institutions including building the human and technology infrastructure to support the student journey; communication strategies; and the measurement, oversight, and accountability necessary to ensure a seamless and successful process. We will examine enrollment management in both credit-bearing and noncredit programs and across the spectrum of online and continuing professional education strategies, structures, and practices.

*This course picks up the enrollment management process after initial inquiry.

Course Objectives

• Identifies, recruits, and retains students in online and professional continuing education programs
  • Students will understand the stages of the enrollment funnel 
• Engages in evidence-based decision-making which often requires collaboration and consensus building
  • Students can identify key enrollment metrics, understand how to interpret them, and consider strategies to address them
• Possesses functional and operational knowledge of information management and digital technology in the support of the online and professional continuing ed enterprise
  • Students will understand the role of technology in managing the funnel and the various systems employed in the process.
• Manages overall operational resources (people, space, and money) for the purposes of achieving optimal organizational performance
  • Students will have an understanding the roles related to enrollment management and of the pros and cons of various organizational models and resource options

Course Schedule and Format

This is a five 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 live classes is below: 

• Tuesday October 22 at 1:00-2:00 ET 
• Tuesday October 29 at 1:00-2:00 ET 
• Tuesday November 5 at 1:00-2:00 ET 
• Tuesday November 12 at 1:00-2:00 ET 
• Tuesday November 19 at 1:00-2:00 ET