Like Alice realizing that nothing in Wonderland worked as she expected, so can it be with marketing online programs from a traditional marketing mindset.

The conversation delves into the challenges faced by universities in marketing their online programs, particularly in light of budget cuts and enrollment declines. The discussion highlights the pushback against changes in university structures, the importance of understanding digital marketing, and the evolving role of Online Program Managers (OPMs). The speakers emphasize the need for a student-centric approach in marketing and the complexities involved in transitioning to in-house marketing strategies.

00:00Introduction to Online Education Challenges

03:52Budget Cuts and Institutional Responses

10:21The Shift to In-House Marketing

19:02Understanding Online Marketing Dynamics

24:27Operational Strategies for Online Programs

24:33The Role of OPM Partnerships in University Marketing

30:30Challenges of Program-Specific Marketing

34:18Evaluating the Effectiveness of OPMs

39:28Building Internal Marketing Competence

45:48The Importance of Student-Centric Marketing