Marketing Online and Distance Learning

Abstract

How do colleges and universities market online learning? This chapter explores contemporary approaches to marketing online courses and programs and uses the historical lens of marketing Athabasca courses and degrees as a backcloth for understanding the unique challenges for this work. The chapter introduces a new approach to the marketing funnel as well as an understanding of the growing importance of social media in marketing to potential learners. The growing global competition for learners is also explored. The growing use of analytics and the challenges of overcoming myths are also discussed. The chapter gives emphasis to the importance of retaining students as well as “capture” of a student registration.