Q: Can LERN provide any data regarding the success of CE programs that have their own marketing person as opposed to having to utilize the marketing department of the colleges central administration?
A: We do not have hard data on this question. However, generally we know that programs with their own marketing person have some advantages over those that use the institution's marketing department.
There is more creative control.
The promotional products designed to sell continuing education have substantially different requirements than those for credit programs, institutional awareness, or other institutional campaigns.
An internal marketing person knows the product and the audience and is much more likely to understand the best promotional strategies
With an internal marketing person, there is no competition with other areas of the institution for time or resources
With an internal marketing person, there is the opportunity for a great deal more flexibility in designing effective promotions
Given that Continuing Education is an entrepreneurial division within the institution, in contrast to most other divisions, having autonomy in terms of marketing can make a big difference in the success of the program.
Anecdotally, we do know that many of our members tell us that their institutional marketing departments are unwilling to follow LERN best practice recommendations, and they believe this to be detrimental to their enrollments and revenue generation.
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Course Evaluation program Data
May 23, 2018 1:03:15 AM
by
Jordan Kivley
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