marketing a mooc

Attract, Engage & EnrollMarketing a MOOCUniversity of Kentuckye-Learning and Enrollment ManagementTyler Gayheart | @JosephGayheart | JosephGayheart@uky.eduGalen Stone | @GalenStone | Galen.Stone@uky.edu

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

Email

~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 | JosephGayheart@uky.eduGalen Stone | @GalenStone | Galen.Stone@uky.edu