marketing a mooc
TRANSCRIPT
Attract, Engage & EnrollMarketing a MOOCUniversity of Kentuckye-Learning and Enrollment ManagementTyler Gayheart | @JosephGayheart | [email protected] Stone | @GalenStone | [email protected]
Overview● The need and readiness component● Identifying courses● Developing courses● Marketing and Communication● Enrollment Strategies● Global Audience● Measurement and Follow-up
Partnering with Coursera
Partnering with Academic Units
Chemistry Psychology
“Readiness” Target AudienceProspective freshmenHigh school studentsHigh school teachers and advisors
Guidance Counselors
UK MOOC Design Team
2 faculty members for each course3 instructional designersMedia specialistGraphic designer / illustratorCoursera staffStudent workers
Design Process
Facebook Group Integration
Prepping for launch
Collaboration with CourseraInstructions for getting started (text �
and video)Pre and post course surveys for �
researchInstructors and TAs to facilitate �
discussion forum questionsPromotion/marketing/awareness
Enrollment by the numbers...
*one email address was provided by Coursera for matching records
Marketing & CommunicationsAudience: UK prospective students (hs
freshmen to seniors)
Mediums
Coursera Website
Postcards
Letters to Guidance Counselors
Emails (multiple targeted)
Facebook targeted ads
Sent to 1,553 High school guidance counselors
Summer Postcard sent to 5,400
Analytics and Reports
E-communications
Social Targeting/Sponsored Posts
Coursera engagement report
Current student and prospect data report - for both chemistry and how to succeed in college
~540,000 emails
~10,000 postcards
~1,500 letters
~470,000 reached across facebook
Yield of ~70,000 enrollments
= 1,760 completers
Chemistry & HTSIC Totals
Reach analytics (Coursera)
Engagement analytics (Coursera)
Coursera To Date
Across the 6 courses:
~70,000 enrollments
~18 enrolled students
International presence
Interest from high school cohorts
Guidance Counselor support
Current UK student remediation
Faculty/Student connections
TakeawaysCourse Management and Design
Delivery method matters for increased enrollment (self-paced vs. guided)
Instructor involvement has significant effect on student engagement
Project management important for team of faculty and designers
Performance measurement for matriculated students
Marketing, Communications & Outreach
Micro Targeted Online Programs (MTOPS)
Brand awareness - global markets
Opportunities for new markets and establishing presence
Collaborative - cross-departmental
Value-added services for prospects
Reliable data
Thank you. Questions? Marketing a MOOCUniversity of Kentuckye-Learning and Enrollment ManagementTyler Gayheart | @JosephGayheart | [email protected] Stone | @GalenStone | [email protected]