Marketing of Distance Learning

Planning for a change in the programs offered or in how these programs are offered by an institution can be perplexing. There is significant investment in time and money to move into this arena. Accrediting agencies are interested in the feasibility and need for such programs requiring significant marketing analysis. The results seem to indicate that this type of study is being done in-house with no out-side specialists. Is this a new function for the institution and how is it best done?

The target populations, 29% of the time, are being reported as students who would not otherwise attend the institution, both national and international. This would indicate a direct intention of the institution to expand its boarders. The method of marketing is a combination of both online, email and hardcopy advertising. Is there a need for a cooperative effort for these institutions to jointly market their online programs?