Leaders in Online and Professional Continuing Education

Markets, Marketing, and Managing the Cycle from Prospects to Learners - February 2021

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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 module will explore the processes and operations that convert markets into enrollments.

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.

 


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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.
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Course Overview
Course Overview Video
Recorded 02/26/2021
Recorded 02/26/2021
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Course Description
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Competencies
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Instructor Contact & Course Support
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Week 1: Overview of the Course, Markets and the Role of Research
Week 1: Overview
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Week 1: Video - Markets
Recorded 02/26/2021
Recorded 02/26/2021
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Week 1: Reading and Resources
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Click to view reading and resources
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Week 1: FIU Lecture Video PDF
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Open to download resource.
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Week 1: Case Study - Pressure from Above
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Open to download resource. Case Study - Pressure from Above
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Week 1: Video – Jessica Dupont Interview
Recorded 02/26/2021
Recorded 02/26/2021
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Week 1 Discussion: Markets and the Role of Research
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Week 1 - Video Conference Meeting - Thursday 02/25/2021 at 3:00-4:00 PM (Eastern)
02/25/2021 at 3:00 PM (EST)  |  Recorded On: 02/26/2021
02/25/2021 at 3:00 PM (EST)  |  Recorded On: 02/26/2021 Join the class for a live video-conferencing session. Participants are advised to access the session 5 to 10 minutes prior to the start time to ensure their technology is configured and working properly. Join Zoom Meeting https://upcea.zoom.us/j/94906319067 Meeting ID: 949 0631 9067 One tap mobile +13017158592,,94906319067# US (Washington D.C) +13126266799,,94906319067# US (Chicago) Dial by your location +1 301 715 8592 US (Washington D.C) +1 312 626 6799 US (Chicago) +1 929 436 2866 US (New York) +1 253 215 8782 US (Tacoma) +1 346 248 7799 US (Houston) +1 669 900 6833 US (San Jose) Meeting ID: 949 0631 9067 Find your local number: https://upcea.zoom.us/u/acckQaENw2
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Week 2: Marketing PCO in Today’s World
Week 2: Overview
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Week 2: Video - Introduction
Recorded 02/26/2021
Recorded 02/26/2021
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Week 2: Reading and Resources
Click to view reading and resources
Click to view reading and resources
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Week 2: Video – Interview with Marilou Cruz
Recorded 02/26/2021
Recorded 02/26/2021
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Week 2: Discussion - Marketing PCO
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Make 1 discussion post to continue.
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Week 2 - Video Conference Meeting - Thursday 03/04/2021 at 3:00-4:00 PM (Eastern)
03/04/2021 at 3:00 PM (EST)  |  Recorded On: 03/10/2021
03/04/2021 at 3:00 PM (EST)  |  Recorded On: 03/10/2021 Join the class for a live video-conferencing session. Participants are advised to access the session 5 to 10 minutes prior to the start time to ensure their technology is configured and working properly. Join Zoom Meeting https://upcea.zoom.us/j/94906319067 Meeting ID: 949 0631 9067 One tap mobile +13017158592,,94906319067# US (Washington D.C) +13126266799,,94906319067# US (Chicago) Dial by your location +1 301 715 8592 US (Washington D.C) +1 312 626 6799 US (Chicago) +1 929 436 2866 US (New York) +1 253 215 8782 US (Tacoma) +1 346 248 7799 US (Houston) +1 669 900 6833 US (San Jose) Meeting ID: 949 0631 9067 Find your local number: https://upcea.zoom.us/u/acckQaENw2
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Week 3: Managing the Cycle from Prospect to Learners
Week 3: Overview
Click here to read the weekly overview
Click here to read the weekly overview
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Week 3: Video - Introduction
Recorded 03/05/2021
Recorded 03/05/2021
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Week 3: Reading and Resources
Click to view reading and resources
Click to view reading and resources
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Week 3: - CRC Report: Research that Matters
Open to download resource.
Open to download resource.
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Week 3: Video – Interview with Mike Raynes
Recorded 02/26/2021
Recorded 02/26/2021
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Week 3: Discussion - Managing the Cycle from Prospects to Learners
Make 1 discussion post to continue.
Make 1 discussion post to continue.
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Week 3 - Video Conference Meeting - Thursday 03/11/2021 at 3:00-4:00 PM (Eastern)
03/11/2021 at 3:00 PM (EST)  |  Recorded On: 03/16/2021
03/11/2021 at 3:00 PM (EST)  |  Recorded On: 03/16/2021 Join the class for a live video-conferencing session. Participants are advised to access the session 5 to 10 minutes prior to the start time to ensure their technology is configured and working properly. Join Zoom Meeting https://upcea.zoom.us/j/94906319067 Meeting ID: 949 0631 9067 One tap mobile +13017158592,,94906319067# US (Washington D.C) +13126266799,,94906319067# US (Chicago) Dial by your location +1 301 715 8592 US (Washington D.C) +1 312 626 6799 US (Chicago) +1 929 436 2866 US (New York) +1 253 215 8782 US (Tacoma) +1 346 248 7799 US (Houston) +1 669 900 6833 US (San Jose) Meeting ID: 949 0631 9067 Find your local number: https://upcea.zoom.us/u/acckQaENw2
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Week 4: The Importance of the Informed PCO Marketing Professional for the Future
Week 4: Overview
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Click here to read the weekly overview
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Week 4: The Changing Landscape of Higher Education
Open to download resource.
Open to download resource.
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Week 4: Video - Wrapping it Up
Recorded 03/06/2021
Recorded 03/06/2021
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Week 4: Video – Interview with Stephanie Platteter
Recorded 02/26/2021
Recorded 02/26/2021
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Week 4 - Video Conference Meeting - Thursday 03/18/2021 at 3:00-4:00 (Eastern)
03/18/2021 at 3:00 PM (EDT)  |  Recorded On: 03/19/2021
03/18/2021 at 3:00 PM (EDT)  |  Recorded On: 03/19/2021 Join the class for a live video-conferencing session. Participants are advised to access the session 5 to 10 minutes prior to the start time to ensure their technology is configured and working properly. Join Zoom Meeting https://upcea.zoom.us/j/94906319067 Meeting ID: 949 0631 9067 One tap mobile +13017158592,,94906319067# US (Washington D.C) +13126266799,,94906319067# US (Chicago) Dial by your location +1 301 715 8592 US (Washington D.C) +1 312 626 6799 US (Chicago) +1 929 436 2866 US (New York) +1 253 215 8782 US (Tacoma) +1 346 248 7799 US (Houston) +1 669 900 6833 US (San Jose) Meeting ID: 949 0631 9067 Find your local number: https://upcea.zoom.us/u/acckQaENw2
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Week 4: Discussion - Improving PCO Processes
Make 1 discussion post to continue.
Make 1 discussion post to continue.
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Course Wrap Up - Video Conference Meeting - Thursday 03/25/2021 at 3:00-4:00 (Eastern)
03/25/2021 at 3:00 PM (EDT)  |  Recorded On: 03/26/2021
03/25/2021 at 3:00 PM (EDT)  |  Recorded On: 03/26/2021 Join the class for a live video-conferencing session. Participants are advised to access the session 5 to 10 minutes prior to the start time to ensure their technology is configured and working properly. Join Zoom Meeting https://upcea.zoom.us/j/94906319067 Meeting ID: 949 0631 9067 One tap mobile +13017158592,,94906319067# US (Washington D.C) +13126266799,,94906319067# US (Chicago) Dial by your location +1 301 715 8592 US (Washington D.C) +1 312 626 6799 US (Chicago) +1 929 436 2866 US (New York) +1 253 215 8782 US (Tacoma) +1 346 248 7799 US (Houston) +1 669 900 6833 US (San Jose) Meeting ID: 949 0631 9067 Find your local number: https://upcea.zoom.us/u/acckQaENw2
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Post-Course Evaluation
Post-course evaluation for Markets, Marketing, and Managing the Cycle from Prospects to Learners
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