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Information Resources Management Association
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Internet Marketing Techniques for Online Programs

Internet Marketing Techniques for Online Programs
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Author(s): Cynthia Gallatin (Quinnipiac University, USA)
Copyright: 2009
Pages: 6
Source title: Encyclopedia of Distance Learning, Second Edition
Source Author(s)/Editor(s): Patricia L. Rogers (Bemidji State University, USA), Gary A. Berg (California State University Channel Islands (Retired), USA), Judith V. Boettcher (Designing for Learning, USA), Caroline Howard (HC Consulting, USA), Lorraine Justice (Hong Kong Polytechnic University, Hong Kong) and Karen D. Schenk (K. D. Schenk and Associates Consulting, USA)
DOI: 10.4018/978-1-60566-198-8.ch182


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The Internet has changed the way we live and work as well as the way we are educating our next generation workforce. Technology-mediated distance learning business models are providing new educational opportunities for students. According to the Sloan Foundation’s 2006 report, there were over 3.2 million students taking online courses in the fall of 2005 (Allen & Seaman, 2007). Not only are higher educational models changing, but the methods to market to prospective students are also shifting. The proliferation of media formats makes it more difficult to reach potential students interested in online programs. Consequently the average individual is bombarded by many different media messages, which results in a significant continual challenge for any online university. Success depends upon finding effective methods to break through media clutter and reach specific target audiences to recruit students for online programs.

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