Leaders in Professional, Continuing and Online Education

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

Includes a Live Event on 09/30/2021 at 2:00 PM (EDT)

  • Registration Closed

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.

 


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
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Click here to read the description
Competencies
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Click here to read the Objectives
Instructor Contact & Course Support
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Click here to read the Instructor Contact info
Live Video Class Meeting: Welcome and Introductions. Kicking off Week 1 - Thursday 09/09/2021 at 2:00-3:00 PM (Eastern)
09/09/2021 at 2:00 PM (EDT)   |  60 minutes
09/09/2021 at 2:00 PM (EDT)   |  60 minutes 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/94418294855 Meeting ID: 944 1829 4855 One tap mobile +13126266799,,94418294855# US (Chicago) +19294362866,,94418294855# 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: 944 1829 4855 Find your local number: https://upcea.zoom.us/u/abkJlbgCyo
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
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Select the "View Video" button to begin.
Week 1 Readings
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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 09/16/2021 at 2:00-3:00 PM (Eastern)
09/16/2021 at 2:00 PM (EDT)   |  60 minutes
09/16/2021 at 2:00 PM (EDT)   |  60 minutes 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/94418294855 Meeting ID: 944 1829 4855 One tap mobile +13126266799,,94418294855# US (Chicago) +19294362866,,94418294855# 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: 944 1829 4855 Find your local number: https://upcea.zoom.us/u/abkJlbgCyo
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
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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 - Thursday 09/23/2021 at 2:00-3:00 PM (Eastern)
09/23/2021 at 2:00 PM (EDT)   |  60 minutes
09/23/2021 at 2:00 PM (EDT)   |  60 minutes 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/94418294855 Meeting ID: 944 1829 4855 One tap mobile +13126266799,,94418294855# US (Chicago) +19294362866,,94418294855# 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: 944 1829 4855 Find your local number: https://upcea.zoom.us/u/abkJlbgCyo
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 09/30/2021 at 2:00-3:00 (Eastern)
09/30/2021 at 2:00 PM (EDT)   |  60 minutes
09/30/2021 at 2:00 PM (EDT)   |  60 minutes 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/94418294855 Meeting ID: 944 1829 4855 One tap mobile +13126266799,,94418294855# US (Chicago) +19294362866,,94418294855# 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: 944 1829 4855 Find your local number: https://upcea.zoom.us/u/abkJlbgCyo
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
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 10/07/2021 at 2:00-3:00 (Eastern)
10/07/2021 at 2:00 PM (EDT)   |  60 minutes
10/07/2021 at 2:00 PM (EDT)   |  60 minutes 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/94418294855 Meeting ID: 944 1829 4855 One tap mobile +13126266799,,94418294855# US (Chicago) +19294362866,,94418294855# 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: 944 1829 4855 Find your local number: https://upcea.zoom.us/u/abkJlbgCyo
Week 4 Optional Readings
Click to view reading and resources
Click to view reading and resources