marketing a mooc

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Attract, Engage & Enroll Marketing a MOOC University of Kentucky e-Learning and Enrollment Management Tyler Gayheart | @JosephGayheart | [email protected] Galen Stone | @GalenStone | [email protected]

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Page 1: Marketing a MOOC

Attract, Engage & EnrollMarketing a MOOCUniversity of Kentuckye-Learning and Enrollment ManagementTyler Gayheart | @JosephGayheart | [email protected] Stone | @GalenStone | [email protected]

Galen Stone
Tyler - I have a document with slightly more granular data on this if needed
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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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Tyler Gayheart
The "enrolled" numbers seem to be off based on the data that you sent..were these a snapshot from a while back? Might want to update 'enrolled' numbers based on my Registered column on the next slide. Or rerun them from the Coursera admin interface
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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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Email

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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

Page 32: Marketing a MOOC

Thank you. Questions? Marketing a MOOCUniversity of Kentuckye-Learning and Enrollment ManagementTyler Gayheart | @JosephGayheart | [email protected] Stone | @GalenStone | [email protected]