"Like on-campus students, distance learners need to evaluate the quality and reputation of the faculty and institution as a whole, and get a feel for the curriculum—how recently it has been updated and whether or not it is accredited by a reputable accrediting organization. "

Dr. Kenneth Hartman
Drexel University Online

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Ken Hartman, Drexel University Online

Marketing Opportunities for Online Degree Programs

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PEOPLE WITH IMPACT INTERVIEW - Internationally renowned educator Dr. Kenneth Hartman holds a unique perspective on the distance learning field—where it has been, where it is going, and what educators need to know to get there. Since 2003, Drexel University Online (Drexel University in Philadelphia) has grown its enrollment of students in online degree programs from 200 to 4000, resulting in over $30 million in annual tuition revenue. Dr. Hartman shares his insights on a variety of issues in a Q&A session with EDUInsight.com.

Q: With an increasing number of distance learning options, how can institutions cut through the clutter to attract students and effectively target students from around the world?
Ken Hartman: There are a lot more providers now than there were even a few years ago. Initially, the big players were the for-profits—the Phoenixes of the world. Now, we are finding that the competition is coming from the non-profits—institutions like Drexel. The basic differentiator in the online world is the same as the face-to-face world: quality. Colleges need to demonstrate to prospective students that the product they are offering online is equal to, or perhaps better than, the product they are offering on-campus. Institutions can’t just say their programs are superior because they are more convenient and can be done from anywhere at any time—that is true of all online program offerings. Effective marketing messages to students need to focus on program quality, specifically how it utilizes unique pedagogical and technological platforms to deliver instruction.

Q: Since distance education students are not on-site, how can universities build communities or increase student engagement to increase the likelihood of retention?
Ken Hartman: The tools are typically those that are available within the course management systems, such as discussion groups, chat rooms, blogs, wikis and so forth. But good online instructors will go to the next level and create opportunities for online students and faculty to interact in real time. For one of the courses I teach online, I always offer virtual office hours, utilizing Wimba, a videoconferencing tool that allows students to meet with me in real time. Another effective technique is to require group work so students can feel like they are part of something bigger than themselves.

Q: What tools have you found to be most effective in marketing online programs?
Ken Hartman: A combination of Internet marketing and direct consumer marketing. In terms of Internet marketing, it is critical that websites are easy to find and navigate. On the direct consumer marketing side, try to measure the net effect and rate of return on every investment, whether it be on websites, in email, on the radio, buses, or billboards. Determine where you are getting the most bang for your buck. Marketing online degree programs is analogous to a swimming pool, with both a deep and shallow end. If you jump into the deep end with too few resources and experiences (e.g., marketing, customer service, web optimization, etc.) to draw from, you’re going to drown. On the other hand, if you jump into the shallow end, without properly researching the depth of water (i.e., your local competition, internal expertise, etc.) you’re going to hit your head and sink real fast.

Q: What would you say is one of the greatest challenges in marketing e-learning to prospective students and how can institutions overcome the challenge?
Ken Hartman: The big challenge for institutions is converting leads to applications. Some methods have been more effective than others, but individual institutions need to develop those methods that work for them individually. Some of these best practices are generic, but some need to be specific to the actual academic programs offered by that particular institution.

Q: What selection criteria would you encourage prospective students use when selecting a distance education program?
Ken Hartman: Like on-campus students, distance learners need to evaluate the quality and reputation of the faculty and institution as a whole, and get a feel for the curriculum—how recently it has been updated and whether or not it is accredited by a reputable accrediting organization. The added consideration for prospective online students is technology. Most importantly, students need to verify the program offers 24/7 technical support and that the student support services that are available on campus are readily available online.

Dr. Kenneth Hartman is the academic director for Drexel University Online, a leading distance education program. He has been in higher education for over 25 years as a university professor, academic administrator, and consultant at several prestigious universities, including The University of Pennsylvania, The University of Delaware, New York Institute of Technology, and Drexel University.

See an index of all the "People with Impact" Interviews

Additional sections of this journal address student recruiting and student retention. We have also placed all articles with a common theme of online education and distance education programs in a separate portal. New articles will be posted each Monday, please check back by bookmarking this site or placing a link to this Innovative Practices in Communicating with Students portal.