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Managing an E-Marketing Plan for an Online Learning Curriculum
Abstract
The design of an online learning curriculum is not the end of the work for that course or curriculum. Further work involves a marketing outreach to potential learners in order to encourage their enrollment and participation in the course. In the electronic age, it is not just sufficient to send out information through the electronic mailing lists of a department or through local media or established university channels; rather, it’s critical to position an online learning course or sequenced curriculum globally to most effectively capitalize on the electronic connectivity of the Internet and Web. Online courses are not just there for the convenience of geographically localized learners who have busy schedules. Reaching a broader potential audience of learners may lead to several types of competitive advantage: a broader diversity of international learners; a stronger tuition base to support the teaching-and-learning work; positive challenges for the instructors and subject matter experts, and heightened and less provincial learning opportunities. Further, those on the development team have a critical role to play in terms of marketing an online course—because of the intimate knowledge of the course curriculum, its design, and the targeted learners.
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