Marketing Continuing and Online Education to Diverse Audiences

Topics: Marketing and Branding, Online Education, Academic Affairs, Online Strategies, Student Affairs, Student Experience, Special Populations

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Summary

As continuing and online education programs become popular opportunities across demographics, program directors occasionally choose to strategically market programs to discrete audiences. This report explores the process of identifying audiences for continuing and online education programs in urban environments and how to advertise programs to professional audiences. Additionally, the report describes how to launch marketing campaigns in new markets, advertise spend mixes, and evaluate marketing effectiveness.

Research Questions

  • How do other institutions target marketing efforts to reach working professionals, alumni, and non-local markets?
  • What resources does marketing to diverse audiences require?
  • How do other institutions evaluate the success of a marketing campaign?