Curiouser and curiouser!
from Online Education Across the Atlantic Hosted by Phil Hill
Like Alice realizing that nothing in Wonderland worked as she expected, so can it be with marketing online programs from a traditional marketing mindset. The conversation delves into the challenges faced by universities in marketing their online programs, particularly in light of budget cuts and enrollment declines. The discussion highlights the pushback against changes in university structures, the importance of understanding digital marketing, and the evolving role of Online Program Managers (OPMs). The speakers emphasize the need for a student-centric approach in marketing and the complexities involved in transitioning to in-house marketing strategies. 00:00Introduction to Online Education Challenges 03:52Budget Cuts and Institutional Responses 10:21The Shift to In-House Marketing 19:02Understanding Online Marketing Dynamics 24:27Operational Strategies for Online Programs 24:33The Role of OPM Partnerships in University Marketing 30:30Challenges of Program-Specific Marketing 34:18Evaluating the Effectiveness of OPMs 39:28Building Internal Marketing Competence 45:48The Importance of Student-Centric Marketing
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