marketing a mooc
TRANSCRIPT
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Attract, Engage & EnrollMarketing a MOOCUniversity of Kentuckye-Learning and Enrollment ManagementTyler Gayheart | @JosephGayheart | [email protected] Stone | @GalenStone | [email protected]
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Overview● The need and readiness component● Identifying courses● Developing courses● Marketing and Communication● Enrollment Strategies● Global Audience● Measurement and Follow-up
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Partnering with Coursera
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Partnering with Academic Units
Chemistry Psychology
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“Readiness” Target AudienceProspective freshmenHigh school studentsHigh school teachers and advisors
Guidance Counselors
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UK MOOC Design Team
2 faculty members for each course3 instructional designersMedia specialistGraphic designer / illustratorCoursera staffStudent workers
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Design Process
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Facebook Group Integration
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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
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Enrollment by the numbers...
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*one email address was provided by Coursera for matching records
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Marketing & CommunicationsAudience: UK prospective students (hs
freshmen to seniors)
Mediums
Coursera Website
Postcards
Letters to Guidance Counselors
Emails (multiple targeted)
Facebook targeted ads
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Sent to 1,553 High school guidance counselors
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Summer Postcard sent to 5,400
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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
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~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
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Reach analytics (Coursera)
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Engagement analytics (Coursera)
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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
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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
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Thank you. Questions? Marketing a MOOCUniversity of Kentuckye-Learning and Enrollment ManagementTyler Gayheart | @JosephGayheart | [email protected] Stone | @GalenStone | [email protected]