Markets, Marketing, and Market Research in Professional Continuing and Online Education - February 2024
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.
- Understanding markets in a higher education environment
- Understanding markets and research
- Professional, Continuing, and Online (PCO) marketing in the modern world
- Identify and contrast how decisions are made regarding program marketing
- Understand the tools of market research in the new program development process
- Walk through scenarios of how information can help enhance the program development and marketing process
- Gain an understanding of PCO marketing structure
- Integrate information into marketing for a new generation.
Who should take this course?
This course is designed for early 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 will be shared soon.
See what past participants have said about this course:
"The "Markets, Marketing, and Managing the Cycle from Prospects to Learners" course was extremely informative and directly helpful in my own program planning. Anyone involved in overseeing a continuing education and professional programs unit will benefit by the readings and group discussions. The resources are great and may produce innovative ideas on how you can improve continuing education at your institution." James McGowan, Adelphi University
"The content of the course is so vital to the success of PCO units."
"The course provided great context for the challenges I am facing in my day-to-day work. I learned from the assignments and stories that peers shared in the course. I also realized what a shared challenge it is to be an effective, data-driven marketer in this evolving continuing education market." Jennifer Pittman, Interim Marketing Director, UCSC Silicon Valley Extension
"Whether you're new to marketing and managing the funnel or a seasoned pro, this course will provide you with new perspectives and allow you to build relationships with peers across the industry that will help advance your work, your institution, and the field."
"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."
"Both the content and the interactions with other learners in this course helped me get a much better understanding of the PCO world and also challenged me to think about marketing in a more data driven way than I already did."
"Jim seems absolutely expert. He is great at facilitating group discussions and I feel lucky to have had such a wonderful teacher."
"Jim has a great wealth of knowledge and appreciate the expertise he shared with us in this courses, both during the live session as well as in the selection of readings and guest interviews."
"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."
"I thought it was a great course all around - certainly for my needs. While I am very familiar with the marketing of continuing education and professional development, I was not as familiar with the PCO world. Both the content and the interactions with other learners in this course helped me get a much better understanding of the PCO world and also challenged me to think about marketing in a more data driven way than I already did."