Leaders in Online and Professional Continuing Education

Markets, Marketing, and Market Research in Professional Continuing and Online Education - June 2024

Includes Multiple Live Events. The next is on 07/17/2024 at 3:00 PM (EDT)

  • Registration Closed

Faculty Member

Joshua McCarthy, Johnson and Wales University

Cost

Members: $459.00

Non-Members: $599.00

Description

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.

Topics Covered

  • Understanding markets in a higher education environment
  • Understanding markets and research 
  • Online and professional continuing education marketing in the modern world


Learning Objectives

  • 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 online and professional continuing education marketing structure
  • Integrate information into marketing for a new generation.


Who should take this course? 

This course is designed for early and mid-career online and professional continuing education 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 online and professional continuing education marketing in the modern world. 

Format and Schedule

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. Class meeting will take place on Wednesday afternoons at 3:00ET starting June 26th. 

Joshua McCarthy

Director of Online Enrollment Management

Johnson and Wales University

Joshua McCarthy is a passionate higher education marketing professional with a proven track record of success in marketing and enrollment management. Despite childhood challenges, he earned two graduate degrees and now serves as Director of Online Enrollment Management at Johnson & Wales University's College of Professional Studies in Providence, RI. With expertise in non-traditional student marketing and a knack for strategic planning, He is dedicated to empowering others through education.

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."


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 - Wednesday 06/26/2024 at 3:00-4:00 PM (Eastern)
06/26/2024 at 3:00 PM (EDT)  |  Recorded On: 07/12/2024
06/26/2024 at 3:00 PM (EDT)  |  Recorded On: 07/12/2024 Join Zoom Meeting: https://upcea.zoom.us/j/81723160411?pwd=Z98UqetuqCLENrRxVdRs4bzP6fulXO.1
Week 1: The Importance of Understanding Markets in a Higher Education Environment
Week 1: Overview
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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.
Week 1 Live Video Class Meeting - Wednesday 07/10/24 3:00-4:00 PM (Eastern)
07/10/2024 at 3:00 PM (EDT)  |  Recorded On: 07/12/2024
07/10/2024 at 3:00 PM (EDT)  |  Recorded On: 07/12/2024 Join Zoom Meeting: https://upcea.zoom.us/j/81723160411?pwd=Z98UqetuqCLENrRxVdRs4bzP6fulXO.1
Week 1 Optional Readings
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Click to view reading and resources
Week 2: Understanding Markets and Research
Week 2: Overview
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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.
Week 2 Live Class Meeting - Wednesday 07/17/24 at 3:00-4:00PM (Eastern)
07/17/2024 at 3:00 PM (EDT)  |  60 minutes
07/17/2024 at 3:00 PM (EDT)  |  60 minutes Join Zoom Meeting: https://upcea.zoom.us/j/81723160411?pwd=Z98UqetuqCLENrRxVdRs4bzP6fulXO.1
Week 2 Optional Readings
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Click to view reading and resources
Week 3: Having a Customer Focus on the Enrollment Management Process
Week 3: Overview
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Click here to read the weekly overview
Week 3 Video
Recorded 03/05/2021
Recorded 03/05/2021
Week 3: Readings
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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.
Week 3 Live Class Meeting - Wednesday 07/24/24 at 3:00-4:00PM (Eastern)
07/24/2024 at 3:00 PM (EDT)  |  60 minutes
07/24/2024 at 3:00 PM (EDT)  |  60 minutes Join Zoom Meeting: https://upcea.zoom.us/j/81723160411?pwd=Z98UqetuqCLENrRxVdRs4bzP6fulXO.1
Week 3 Optional Readings
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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
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Click to view reading and resources
Case Study: Group Presentations
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.
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 Live Class Meeting: Case Study Presentations and Course Wrap Up - Wednesday 07/31/24 at 3:00-4:00PM (Eastern)
07/31/2024 at 3:00 PM (EDT)  |  60 minutes
07/31/2024 at 3:00 PM (EDT)  |  60 minutes Join Zoom Meeting: https://upcea.zoom.us/j/81723160411?pwd=Z98UqetuqCLENrRxVdRs4bzP6fulXO.1
Week 4 Optional Readings
Click to view reading and resources
Click to view reading and resources